How we took NRL.com past Fox Sports in organic search — and added 3 million visitors
Whitehat Agency delivered outstanding SEO support that made a real impact on our website's visibility. Their expertise, clear communication and strategic approach helped us boost organic traffic and rankings. Highly recommend their team!
NRL Digital TeamNRL.com
Behind Fox Sports — and boxed in by the platform.
NRL.com came to us with a clear mission: overtake Fox Sports in organic search and win back the audience that was slipping to a competitor. The ambition was there. The platform wasn't.
Their site sat on the Telstra CMS — a setup that capped SEO flexibility and throttled performance at exactly the point they needed room to move. To win the rankings they wanted, the foundation had to change first.
Re-platform first, then take the rankings.
We built a data-led SEO programme around a single outcome: page-one dominance on the terms that mattered. The first move was freeing the site from the platform holding it back.
From there, an aggressive, white-hat push — technical foundations, content and the keyword targeting needed to close the gap on Fox Sports, then pass them.
Seamless platform migration
Moved NRL.com off the restrictive Telstra CMS onto a modern, SEO-friendly platform — preserving equity and laying a foundation built for organic growth.
Aggressive technical SEO
A fast, white-hat technical programme that put 500+ keywords on page one of Google.com.au inside three months.
Content + keyword strategy
Targeted the high-value terms Fox Sports owned, with content and on-page work engineered to outrank them in a fiercely contested space.
Compounding growth
Ongoing content and site-architecture improvements turned early wins into a 58% year-on-year lift in traffic.
Past Fox Sports, and 3 million visitors richer.
Within three months, NRL.com ranked 500+ keywords on page one and overtook Fox Sports on the search terms that drive the audience.
Organic traffic grew 58% year on year — roughly three million additional visitors — proof of compounding authority in one of Australia's most competitive content categories.
The numbers that moved the SERP.
An enterprise site, a restrictive platform and a direct competitor to beat. Here's what a re-platform plus aggressive SEO delivered.
Words from the people paying us.
“Whitehat Agency has done a remarkable job with the Wiise project. The quality of work is unmatched. The team there is highly creative and results focused. They helped us deliver the Wiise website in record time and worked really well with our internal team. Then once the website was live, they helped with the digital marketing launch campaign with exceptional results. Thank you.”
“Whitehat treats my business like it’s their own. They really valued our company’s values.”
“Whitehat didn’t just send more traffic — they sent qualified doctors ready to insure. 300+ fresh leads and an 18% jump in completed quotes.”
Your competitors
are compounding.
Catch up in 30 min.
A free strategy session with a senior strategist — no juniors, no sales pitch. Walk away with a 90-day roadmap, a revenue forecast, and a live teardown of your ad accounts.