The Lawn Tennis Association (LTA), the national governing body for tennis in Great Britain, has long used its website to promote the sport of tennis. However, with the rapid rise of padel, a new challenge emerged. While the LTA’s padel pages were performing fairly well and consistently appearing on the first page of search results, they struggled to reach the top-ranking positions where most clicks occur.The competitive environment made this even tougher. Dedicated padel websites and high-authority domains were dominating search results, making it difficult for the LTA’s content to capture the most valuable organic traffic.From a user perspective, there was also an issue of relevance and perception. Audiences searching specifically for padel-related content were landing on a website primarily associated with tennis. While this reflected the LTA’s roots, it created a sense of disconnect for users who expected to find padel information on a specialist platform dedicated entirely to the sport.To overcome these challenges, the LTA needed to elevate their padel content, strengthen their position against established padel authorities, and deliver a more relevant and authentic user experience that matched the intent of visitors looking specifically for padel information.
We recommended that the LTA create a dedicated website for padel, giving the sport its own digital identity and separating it from tennis-related content. This approach sent a strong signal to both users and search engines that padel was a distinct sport, helping the content build greater authority and relevance in search results.From there, we provided SEO guidance before and after launch to ensure the new site was built on solid technical foundations. Our recommendations covered everything from site structure and technical setup to scalability, allowing the platform to grow alongside the sport’s rising popularity.We conducted competitor analysis to understand how leading padel websites were performing and identified opportunities for the LTA to close the gap. These insights guided our strategy for content development and keyword targeting.Next, we implemented on-page content optimisations across key areas and developed a content plan designed to capture search demand with relevant, high-quality articles that aligned with user intent. We also performed an internal linking audit to improve crawlability, strengthen authority flow between pages, and enhance visibility for priority content.Finally, we outlined ongoing content opportunities to support long-term growth, helping the LTA continue to expand its padel presence, attract new audiences, and build sustained visibility within an increasingly competitive search landscape.