Front Runner

Search Engine Optimization

Front Runner is a renowned global company specialising in high-quality, durable, and innovative vehicle-based adventure gear. Founded in 2000, they have gained a global reputation for their meticulously designed products, which are rigorously tested in the harsh wilderness. Their product range includes modular roof racks, water tanks, awnings, drawer systems, camping gear, and a wide array of accessories. Front Runner’s commitment to quality and functionality has made them a trusted choice for overlanders, outdoor enthusiasts, and casual campers worldwide. In 2021, Front Runner was acquired by the Dometic Group, a leading global provider of branded solutions for mobile living.

105.53%

Increase in keywords on the first page for US Location

34.53%

Increased in keywords on the first page for AU Location

68.69%

recovery in impressions and 16.58% recovery in clicks after Algorithm Update impact

Front Runner

Search Engine Optimization

Front Runner is a renowned global company specialising in high-quality, durable, and innovative vehicle-based adventure gear. Founded in 2000, they have gained a global reputation for their meticulously designed products, which are rigorously tested in the harsh wilderness. Their product range includes modular roof racks, water tanks, awnings, drawer systems, camping gear, and a wide array of accessories. Front Runner’s commitment to quality and functionality has made them a trusted choice for overlanders, outdoor enthusiasts, and casual campers worldwide. In 2021, Front Runner was acquired by the Dometic Group, a leading global provider of branded solutions for mobile living.

105.53%

Increase in keywords on the first page for US Location

34.53%

Increased in keywords on the first page for AU Location

68.69%

recovery in impressions and 16.58% recovery in clicks after Algorithm Update impact

Brief & Objectives

Front Runner partnered with Ruby Digital to enhance their SEO performance, aiming to boost search result visibility, close the keyword gap with competitors, and drive increased organic traffic, engagement, purchases, and revenue for their US and Australia markets.

Ruby Digital implemented a robust SEO strategy designed to elevate keyword rankings and search visibility. The approach focused on narrowing the competitive visibility gap, enhancing domain authority, and improving critical success metrics. This ultimately resulted in higher user engagement, greater organic traffic, and increased website conversions and revenue.

Challenges

Since Front Runner approached Ruby Digital, there have been three main challenges.

Content Strategy Alignment: Ruby Digital worked closely with the Front Runner’s global team to strike a balance between adhering to brand voice guidelines and implementing effective SEO best practices, ensuring alignment with the global content strategy.
Google Algorithm and Search Fluctuations: 2024 saw the highest number of search fluctuations in Google’s history, including seven algorithm updates and over 50 significant changes, affecting keyword rankings and organic traffic.
Strategic Adjustments for Parent Company Alignment: Ruby Digital adapted its SEO strategies to align with Front Runner’s evolving priorities and strategic shifts driven by their parent company, Dometic, ensuring recommendations supported these new directions.

In response to these challenges, Ruby Digital developed and implemented a comprehensive strategy that yielded strong results. We saw significant improvements in the performance of product-specific keywords and a notable increase in search impression and clicks. These efforts led to a strong recovery and stabilisation during the Google Algorithm updates.

Our Solution

Vehicle-Specific Landing Pages: We created comprehensive landing pages for popular vehicle models, enhancing user experience and search visibility beyond product-specific URLs.
SEO Technical Audits: We performed regular audits to maintain site health, improve user experience, and ensure effective search engine indexing.
Product Category Descriptions: Enhanced product category descriptions to boost keyword rankings and improve user experience through localised pages.
Search Optimisation Monitoring: Ensured keyword rankings were maintained during site migration, while recommending link-building, SEO best practices, and generative search optimisation.

Results

Front Runner has seen an impressive growth in visibility throughout the search results over the last two years with Ruby Digital.

Front Runner US has seen a 9.1% growth in the total number of keywords ranking between November 2022 and November 2024. Notably, the number of keywords appearing on the first page has increased by 105.53%.
Front Runner AU has experienced a 9.04% decrease in the number of keywords ranking between November 2022 to November 2024. However, the number of keywords appearing on the first page has increased significantly by 34.53%.
The average position saw a 28.8% improvement year on year, comparing November 2024 to November 2023.