Table of Contents
SEO has gone from a trickle of traffic to a major sales channel for this firearms company. Along the way, high-value rankings were stolen away from competitors to give our client a dominant position in organic search results.
In this case study, we’ll explore how Uproer partnered with this fast-growing firearms company to execute a strategy that has delivered massive business value.
The Challenges
If SEO were easy, everyone would do it. The companies that win in firearms SEO are those that recognize the challenges ahead, design a strategy to overcome them, and remain committed even as results take time to earn. Here are the challenges Uproer and our client faced on the path to SEO growth:
1. Competitors had a significant head start in SEO
At the start of our partnership, our client was used to scrolling past entrenched competitors at the top organic search results before finding their website ranking below.
For most companies, this is the reason they never commit to SEO. The allure of “quick-win” tactics distracts them from the opportunity to drive long-term growth.
2. Our client rebranded and migrated to a new domain
Within months of kicking off our SEO strategy, our client rebranded and moved their website to a new domain. Events like these have the potential to further delay SEO results.
- Starting fresh with a new brand put even greater pressure on building our visibility for non-brand keywords to deliver SEO results
- Site migrations always present risks to SEO performance that must
be properly mitigated
Related: If you're a firearms company considering a platform migration, be sure to read our guide on the top ecommerce platforms for firearms compliance.
3. Misconceptions in their product category are a barrier to purchase
In our client’s category, customers are faced with a complex purchase process. Due to fast-changing legal requirements that vary from state to state, customers can be hesitant to buy because they’re misinformed about the steps involved or distrust our client’s solution as too good to be true.
How We Overcame Obstacles to Drive Growth
Here is the approach we took that drove both traffic and revenue growth in the 5 years spanning 2019 to 2023.
1. Use the site migration to establish best-in-class ecommerce SEO
The Strategy
In collaboration with our client and their web development team, we leveraged the site migration as an opportunity to build an ecommerce website with industry-leading SEO.
The Result
As a result, our client went from having virtually no SEO presence for conversion-driving product keywords to owning a 74% share of the traffic opportunity.
Today, they rank #1 for 17 of the top 30 keywords in their product category. The next best competitor ranks #1 for just 8 of these keywords.
Uproer_CaseStudy_Doc
2. Become the authority for navigating the buying process
The Strategy
We developed an SEO-focused content strategy to be everywhere that customers were searching. To frame the objective simply: If a customer has a question about buying a product in this category, we want our client to be the company that shows up first.
The Result
This approach delivered 2,095% growth in keyword visibility in five years. Over this same period, they surpassed their top three competitors to establish a dominant market position in SEO.
Related: Read our articles on the top SEO tactics for firearms companies.
3. Build a relationship that yields the most impactful results
The Strategy
Exceptional results require a strong agency-client relationship. From the start, our goal was to marry our client’s product and industry knowledge with our SEO expertise. To do so, we built habits, systems, and workflows that would leverage our client’s internal resources to benefit SEO performance.
The Result
Our client’s product and industry expertise served as deep wells from which to draw content ideas. Some of the best-performing topics come from our weekly conversations with the client rather than our keyword research tools.
From our first conversation with Uproer, it was clear that they knew their stuff. They exuded the expertise and credibility we were looking for in an SEO agency partner.
Client's Founder & CEO
Relationships Yield Results
Underpinning the incredible SEO performance is a belief that relationships yield results. If you’re frustrated by an overpromising SEO agency that’s underdelivering on transparency, communication, and strategic thinking, book an intro with the team at Uproer.
