Fan2Fighter Project Overview

Client Name:

Fan2Fighter

Client Industry:

Sports

Services Provided:

SEO

Project Duration:

18 months

Case Study Trigger Date:

September 2025

The Challenge

Fan2Fighter came to us with a clear vision: grow their online presence and turn that visibility into training camp bookings. The goals included driving more website traffic, boosting conversions, and increasing their footprint across search engines by winning more page one positions and ranking for a broader set of keywords.

The challenge was that Fan2Fighter’s website was relatively new, which made it harder to compete in search results. On top of that, the MMA training niche is quite a popular one. Fan2Fighter was a small fish in a big, busy pond, meaning that the site (and the SMP team) would need to work hard to be noticed.

The Strategy

We knew the foundation of success here would be smart keyword targeting. Our first step was extensive keyword research to uncover opportunities that would bring in traffic while also capturing user intent. This meant focusing on not just generic MMA terms but also content-driven queries — training guides, tips, and insights into the benefits of MMA.

We combined this with re-optimisation of existing content to sharpen relevance, technical SEO fixes to remove barriers to indexing and ranking, and high-quality backlink creation to build authority. The aim was simple: improve visibility, credibility, and conversion opportunities.

The Execution

We dug into competitor analysis to identify keywords that Fan2Fighter could realistically compete for, then built a content plan designed to capture both informational and commercial-intent searches. The new content answered user questions while also leading them towards action — registering for training camps and engaging with the brand.

Alongside this, we worked on improving domain authority by listing the site in relevant directories and building backlinks from reputable, industry-aligned sources. Every piece of content was created with a clear purpose: attract, inform, and convert.

The Results

Within 18 months, the combination of content, technical improvements, and authority-building helped Fan2Fighter grow its visibility, climb the rankings, and establish itself as a serious player in a highly competitive space. We’re happy to be able to share this data with you to corroborate the results we achieved.

Goal: Grow Search Visibility

The screenshot below shows that we indeed helped to grow Fan2Fighter’s search visibility by confirming that

Over six months, we doubled the number of search impressions they were earning.
Over the same six months, we also helped Fan2Fighter earn 51% more clicks.

Lastly, the screenshot below shows how clicks and impressions grew over time during the last 12 months of the project:

Goal: Climb the Search Engine Rankings

To measure success versus this goal, let’s compare the two screenshots below. The smaller one is a ranking positions readout taken at the start of the project, and the larger one is the same readout at the end of the project. Contrasting the two, we can definitely see that the SMP team delivered success here, because:

At the start of the project, we only had one keyword ranking anywhere in the top 100 spots.
By the end of the project, we had a total of 72 keywords ranking – an increase of 7100% – including three page-one rankings.

Goal: Earn More Traffic & Conversions

We’ll be using the screenshot below to evaluate success against one final goal – that of earning Fan2Fighter more traffic, and more conversions than they were getting before the project started – and we’re delighted to say that we succeeded here too. We know this because:

Important traffic metrics like ‘Total Users’, ‘New Users’ and ‘Returning Users’ all increased over the life of the project.
Particularly impressive were ‘New Users’ and ‘Returning Users’ which were both up over 300%.
Likewise, important site activity metrics – namely, overall ‘Event Count’ and crucially ‘Key Events’ (formerly ‘Conversions’) increased considerably – ‘Event Count’ being up over 400%, and ‘Key Events’ increasing by 240%.