11 High-Caliber SEO Tactics for Firearms Companies

Online gun and ammunition sales are booming. Between 2019 and 2024, the industry grew to $3.4 billion in sales with an impressive 8.8% CAGR, according to IBIS World. However, many firearms companies are failing to capitalize on the massive SEO opportunity they have to capture their share of this growth.

In this article, we cover 11 highly effective SEO tactics that our clients in the firearms industry are using to dominate their competition. You'll walk away armed to improve SEO for your firearms company.

1. Target Long-Tail Keywords for Specific Use Cases

Instead of narrowing your focus to high-volume keywords like "buy AR-15," publish content targeting long-tail search queries. In doing so, you'll reach a wider audience that's more likely to convert.

Liberty Safe has published hundreds of articles over the last several years that drive more than 50,000 organic visitors per month. Many of them target long-tail use case queries, like Best Shotgun Shells for Home Defense.

Here are a few examples of content topics targeting long-tail tactical and defensive use cases:

• "Best home defense shotgun for beginners"
• "How to choose a concealed carry pistol for women"
• "Best long-range rifle for hunting elk"

Topics like these indicate purchase intent and are lower and are easier to rank for than broad, high-volume keywords.

2. Build a "Gun Laws by State" Content Hub

Firearms buyers are often concerned about compliance and legality. A well-structured content hub covering state-by-state regulations (open carry laws, background checks, reciprocity agreements, etc.) can attract organic traffic and position the company as an authority.

Silencer Central has a page for each state covering the legality of suppressors. According to Ahrefs, these pages ranking for 1,100 keywords and drive 5,600 organic visitors per month.

This type of content - if kept updated - consistently attracts backlinks from industry blogs and forums. You can capitalize on the SEO equity of backlinks by internally linking to related blog articles and product pages on your website.

3. Create Optimized Dealer Locator Pages

Many firearm companies rely on third-party dealers due to restrictions on direct sales. An SEO-friendly dealer locator page with embedded maps, location-based landing pages, and structured data markup can capture local searches.

As part of this strategy, create geo-targeted content like "Where to Buy [Brand] Firearms in [State/City]" and feature links to all of the relevant dealer pages. Ensure each dealer location page includes unique, useful content beyond just an address.

4. Product-Led Blog Posts with First-Person Testing and Reviews

Firearms purchasers do their research. Help them make a buying decision with product-led content that's informed by expert reviews in real-world scenarios (range tests, hunting trips, self-defense drills).

Here are different product-led content formats to explore:

• Round-up articles of the best products for specific use cases (e.g., "best concealed carry pistols for left-handed shooters")
• Detailed product comparison articles (e.g., "Glock 19 vs. Sig P320")
• In-depth product reviews that include embedded video content
• Step-by-step product tutorials (e.g., "How to Properly Install a Muzzle Brake")

5. PLP Expansion for Tacital, Defensive & Sporting Use Cases [Ecommerce]

Are you capitalizing on the growing trend of consumers buying firearms products online? Last year, more than a million new customers shopped on Guns.com for the first time (source). Get yourself some of that action.

Many online firearms retailers default to organizing their product catalog by product specifications (type of firearm, caliber, etc.) or brand. However, there are large pools of search demand that you're missing out on if you don't expand your PLP strategy.

Create more doors by which searchers can enter your website with product category pages that target tactical, defensive, and sporting use cases. Here are a few examples:

• Tactical product categories (e.g., "Tactical Shotguns")
• Defensive product categories (e.g., "Home Defense Handguns", "Concealed Carry Handguns")
• Sporting use cases (e.g., "Competition Rifles", "Deer Hunting Rifles")

6. UGC & Forum Engagement for Off-Site SEO

Since firearms brands can’t run ads on social media, focus on user-generated content (UGC) and engagement in firearms-friendly forums like AR15.com, The High Road, and GunBroker.

Encourage satisfied customers to post photos, reviews, and discussions about products on forums and Reddit, with backlinks driving traffic to the site.

7. Schema Markup for Product Listings [Ecommerce]

Online firearms retailers compete for organic traffic to their product pages. Implementing structured data (e.g., Product, Review, FAQ schema) can enhance SEO visibility with rich snippets that appear directly in search results. These rich snippets help your results stand out from the pack and attract a higher click-through rate.

Ensure structured data is correctly implemented so users see product specs, pricing (where legal), and availability directly in search results.

8. Educational Pillar Pages on Firearms Training & Safety

Many gun buyers search for training resources. Create pillar pages that cover safety, maintenance, and tactical training with supporting blog posts and videos.

Optimize for “how to” searches, like "how to clean a 1911 pistol" or "how to improve pistol accuracy."

9. Digital PR for Link Building Through Gun Rights & Industry News

Firearms companies can generate backlinks through industry news and advocacy organizations. Pitch stories on gun rights legislation, new product launches, or industry trends to publications like Guns & Ammo, The Firearm Blog, and concealed carry websites.

10. YouTube SEO & Video Content for Product Demonstrations

While Google Ads bans firearm promotions, YouTube (though restrictive) still allows firearms content. Optimizing YouTube videos with keyword-rich titles and descriptions can drive organic traffic.

Complement your product-led content strategy with companion videos on YouTube, the world's second most popular search engine behind Google.

11. Affiliate & Influencer Partnerships for Organic Reach

Many firearms influencers operate independent websites with strong SEO. Partnering with them for reviews and sponsored content can drive high-converting referral traffic.

Prioritize partnerships with influencers who have well-optimized blogs with a strong track record of earning competitive organic keyword rankings, not just social media followings, to gain high-authority backlinks.

The Secret Sauce of Top-Ranking Firearms Companies

The firearms companies that are best at SEO partner with the top SEO experts to outpace their competition. If you want more traffic, better rankings, and increasesd conversions, you need an agency partner who knows how to get you there. At Uproer, we help firearms companies grow online with data-driven SEO that works. Schedule a call today.