Ecommerce Case Study — Rock Bottom Golf

Case Study Background

Rock Bottom Golf is a discounter of golf clubs and golf accessories, and at the time was No. 308 in the Internet Retailer Top 500. Before working with McDougall Interactive, they had not done any significant SEO but had a large following and customer base. They knew they needed to improve their search engine visibility and hired McDougall to handle the technical SEO and link building.

Ecommerce SEO Strategy

Given the website’s many technical issues with URL, architecture, categorization, and interlinking, McDougall started with a comprehensive tech SEO audit. After finding several areas to improve, they worked on better categorization, original content, and intensive link building using a variety of techniques, including link bait and PR.



  • Initial results included number-one rankings for “cheap golf clubs” and “discount golf clubs,” etc., as well as multiple long tail searches and product/brand names.
  • After 2 years, Rock Bottom Golf ranked #3 in Google for “golf clubs” – a very high traffic and highly competitive term.
  • Sales attributed to search engine optimization grew more than 100%.

Paraphrased email from Brian Schwank of Rock Bottom Golf: “John, now that we hit #3 in Google for Golf Clubs, the shopping cart is ringing off the hook! Yahoo!!” then picked up on what McDougall did and wrote this unsolicited story on them.

And Rock Bottom Golf bragged about McDougall improving their SEO as well with the following:

Click here to learn about McDougall’s search engine optimization services.

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