SEO Case Study
Kiss My Axe
Client: Kiss My Axe
Industry: Indoor Axe Throwing
Location: Sydney, NSW
Website: kissmyaxe.com.au
Services Delivered:
- Ongoing monthly SEO Strategy
- WordPress Web Design
- Website Maintenance
- Website Hosting
SEO Campaign Launched: October 2020
981% Increase Organic Traffic
From New Business to Multi-Location Success
I love working with businesses that bring something new and exciting to their cities.
When Ian Williams and Jason Macdonald came to us in late 2020, they had already done something special – they’d created a combined indoor axe throwing center and corporate venue.
Now they needed help getting the word out.
The Birth of Something Different
Ian and Jason’s story started in early 2019 in Sydney’s eastern suburbs. Their shared love of action sports led them to create Kiss My Axe in Alexandria – a venue that would soon prove so popular they’d expand to multiple locations:
- Their original Alexandria venue
- A second location in Brookvale (2021)
- Their newest venue in Blacktown (2023)
Starting Point: November 2020
When Kiss My Axe first approached us, they had some goals:
- They wanted more people to find them online
- They needed to turn website visitors into paying customers
- They planned to grow their brand across Sydney
During our first website review, we found several areas that needed work:
- Previous SEO efforts hadn’t helped much
- Their important search terms weren’t ranking well
- They needed more online visibility to grow
Our Strategy for SEO Growth
We created a plan that would help more people in Sydney discover axe throwing:
Finding the Right Keywords
We researched how people search for entertainment and team activities in Sydney, focusing on terms like:
- “Axe Throwing Sydney”
- “Axe Throwing Near Me”
- “Axe Throwing”
Technical Improvements
We fixed several website issues to make booking easier:
- Made pages load faster for quick bookings
- Improved the site to be mobile-friendly
- Fixed broken links
- Made navigation smoother
- Enhanced the booking process
Creating Engaging Content
We added content that would get people excited about axe throwing:
- Information about different throwing techniques
- Corporate event planning guides
- Safety information and what to expect
- Special event packages
- Location-specific details
The Results: Massive Growth
Since October 2020, the improvements have been dramatic:
Website Traffic Growth
A 981% increase in organic traffic – that’s nearly 10 times more people finding them through Google searches.
Search Rankings
Their visibility improved tremendously:
- “Axe Throwing Sydney”: From #8 to #1
- “Axe Throwing”: From not ranking to #1
- “Axe Throwing Near Me”: From not ranking to #1
Now, 98% of their main search terms appear on Google’s first page, helping them reach more potential customers.
Business Impact
The online growth has helped fuel real business expansion:
- Started with one location in Alexandria
- Added a Brookvale venue in 2021
- Opened their Blacktown location in 2023
Client’s Response
Kiss My Axe has expressed great satisfaction with the results so far. They shared the following feedback:
“Thanks for the overview as it helps me understand more. Appreciate the great work and continued push 😊 Many thanks”
Ian Williams / Director
Kiss My Axe
Sydney, NSW
Looking Forward
We’re still working with Kiss My Axe to make things even better:
01
Location-Based Strategy
Custom content for each venue
Local area targeting
Neighborhood-specific promotions
02
Experience Enhancement
Making booking even easier
Adding more event information
Showcasing different throwing styles
03
Growth Support
Helping promote new locations
Targeting corporate events
Seasonal marketing campaigns
Beyond the Numbers
This isn’t just about website traffic – it’s about helping a unique business grow.
Kiss My Axe brought something new to Sydney, and we’ve helped thousands of people discover it.
Their expansion from one location to three shows how good digital marketing can help turn a great idea into a thriving business.
Their success story shows what’s possible when you combine an exciting business concept with strong online marketing.