Case Study: Finish Line achieves a 258% increase in organic traffic with BrightEdge

Ecommerce Retailer Finish Line Generates a 258% Increase in Organic Traffic Against Established Competitors with BrightEdge

Finish Line, a national ecommerce retailer, aimed to accelerate its digital performance for the critical back-to-school season (July–August) to beat last year’s results and steal market share from larger competitors. The challenge was to quickly identify technical and content gaps, target high-value keywords, and optimize pages in time for peak shopping.

Using BrightEdge, Finish Line ran a ContentIQ site audit to fix technical issues, leveraged Data Cube to find target keywords and content opportunities, applied Recommendations for on-page optimization, and built a StoryBuilder dashboard to track YoY progress. The campaign drove rapid gains—page-1 rankings rose 56% by early August and 65% July vs. August, visits increased 258% (July 2017 vs. July 2018), page views grew 160%, they surpassed competitors in Share of Voice, and claimed 32% more page‑1 keywords than a key rival.

Finish Line

Katelyn Massety

Digital SEO Strategist