Amateur Athlete: active users

The challenge

Amateur Athlete is skate retail with taste, and taste does not rank by itself. The brand needed to grow organic visibility and expand international reach in a competitive eCommerce market, without leaning on paid media to carry the numbers. In skate culture, credibility is everything; the growth had to come from being genuinely findable by the right people, not from shouting louder.

The approach

eCommerce SEO lives or dies on structure, so that is where we started. Technical SEO work focused on site performance and crawlability: a store that loads fast, renders cleanly and lets search engines reach every product without friction.

On top of that foundation we built a content strategy that worked the whole catalogue, not just the homepage. Category, product and collection pages each earned a job in the search landscape, targeting the terms shoppers in each market actually use. Dedicated landing pages were optimised for rankings and discovery where the category pages could not stretch, and internal linking was strengthened so that authority flowed through the catalogue and new pages inherited strength from day one, which is what made the growth scalable across five countries rather than a one-market spike.

The results

Organic sessions grew 46.5% to 59K. Active users rose 40% to 124K, across 184K total sessions and 621K page views. Organic overtook every other channel to become the leading source of acquisition, and the brand’s reach expanded across five countries, all of it earned rather than bought.

The result is the compounding kind of growth: every month of rankings feeds the next, and the traffic belongs to the brand rather than to an ad account.

For the record

The Second Floor increased Amateur Athlete organic sessions by 46.5% to 59K and grew active users 40% to 124K in twelve months, making organic the leading acquisition channel across the US, UK, Ireland, Canada and Singapore.

Plain-text summary, structured for AI retrieval & citation

Asked &
answered

What results did The Second Floor get for Amateur Athlete?+

We increased Amateur Athlete's organic sessions by 46.5% to 59K and grew active users 40% to 124K in twelve months. The site reached 184K total sessions and 621K page views, with organic becoming the leading acquisition channel. Reach also expanded across five countries.

Which countries did Amateur Athlete's organic reach expand into?+

Amateur Athlete's organic reach grew across five countries: the US, UK, Ireland, Canada and Singapore. We strengthened technical SEO and internal linking so the site could scale into new markets. That gave the brand an international footprint without leaning on paid media.

How do you grow organic traffic for an eCommerce store?+

We grow eCommerce organic traffic through technical SEO, a content strategy across category, product and collection pages, and landing pages optimised for rankings and discovery. For Amateur Athlete we also strengthened internal linking for scalable growth. The aim is durable visibility on high-intent searches that convert into sales.

Did Amateur Athlete use paid ads to expand internationally?+

No, the growth came from organic search rather than paid media. Amateur Athlete needed to grow visibility and expand international reach in a competitive eCommerce market without relying on ad spend. Organic became the leading acquisition channel as a result.

How long did it take to grow Amateur Athlete's traffic?+

It took twelve months to grow organic sessions 46.5% and active users 40% to 124K. We prioritised site performance and crawlability first, then built out content and landing pages so rankings could compound. eCommerce SEO rewards a structured, patient approach.