The Lawn Tennis Association (LTA) is the national governing body of tennis in Great Britain, and while their website had long been optimised to promote tennis, the growing popularity of padel presented a new challenge. Padel pages were performing reasonably well, but despite ranking on the first page of search results, they consistently struggled to secure the very top positions where the majority of clicks happen.
The competitive landscape made this even more difficult, as specialist padel websites and domains with higher authority were dominating the search results. This meant the LTA’s padel content, while visible, often fell just short of capturing the most valuable traffic.
From a user perspective, there was also a question of authenticity and relevancy. Visitors searching for padel-specific content were finding it housed within a broader tennis-focused website. While this aligned with the LTA’s heritage, it created a perception gap for audiences who expected to find padel information on a dedicated, authoritative platform rather than within a tennis-first environment.
As a result, the LTA needed to find a way to elevate their padel content, compete with established padel authorities, and create a more relevant user experience that better matched the intent of those looking specifically for padel-related information.
We began by advising the LTA to launch a standalone website dedicated to padel. This allowed the sport to have its own digital presence, giving search engines and users a clear signal that padel was distinct from tennis and ensuring content could be positioned with greater authority and relevance.
Next, we provided guidance both pre- and post-launch to make sure the new website was built on a solid SEO foundation. This included technical recommendations, structural advice, and ensuring the site was set up to scale as padel continued to grow.
We then carried out competitor analysis to understand how specialist padel websites were performing, identifying opportunities to close the gap and target areas where the LTA could compete effectively.
After that we implemented content optimisations across core pages and created a content plan to capture search demand with relevant, high-quality information that matched user intent.
We also provided internal linking analysis to ensure the new site could pass authority efficiently, improve crawlability, and strengthen visibility for priority pages.
Finally, we identified and recommended content opportunities for ongoing growth, enabling the LTA to continue expanding their padel presence and build long-term visibility within the search landscape.