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SEO Case Study

Ecommerce Client

Image 21 02 2026 at 12.47 SEO Case Study

At A Glance

Challenges

  • Low organic traffic despite long-standing brand presence.
  • Competitors consistently outranking key commercial categories.
  • Duplicate and thin manufacturer content reducing authority.
  • Broken pages and poor internal linking.
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“ Neil is always a pleasure to work with, and knows everything there is to know about SEO. Him and his dedicated team have given us the tools and resources to grow our business online, giving our website the visibility it needs to make sales and impact within our industry. I cannot recommend Neil and Digital Impact Solutions enough!”
Tilly Washer, Rifleman Firearms

Objectives

Rifleman Firearms wanted to increase organic visibility and reclaim market share from competitors dominating Page 1 results.

Following a site migration, protecting and growing traffic became critical.

  • Increase daily organic traffic.

  • Improve Page 1 rankings for core categories.

  • Strengthen site structure and internal linking.
  • Replace thin manufacturer content with unique, optimised copy.
  • Improve overall keyword positioning.

Solutions

  • Managed site migration to prevent traffic loss.

  • Removed duplicate and low-value pages.

  • Fixed broken links and crawl issues.

  • Prioritised Air Rifles as the primary revenue-driving category.

  • Identified keywords just outside Page 1 and optimised accordingly.

  • Rewrote category content with unique, intent-focused copy.

  • Improved meta titles and descriptions for stronger CTR.

  • Strengthened internal linking structure across key categories.

Benefits

Traffic Increase

  • Daily organic clicks increased from 284 (July 10th 2025) to 488 per day

  • Represents a 71% growth in daily traffic

  • Growth trend continues post-migration

Ranking Improvements

  • Top 10 keyword share increased from 23% to 48%

  • Nearly doubled Page 1 visibility

  • Strong uplift in high-intent commercial search terms

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Page 1 Rankings

Through structured technical optimisation and strategic category prioritisation, Rifleman Firearms significantly strengthened its competitive position.

The campaign transformed a low-visibility, migration-risk scenario into a scalable, data-driven growth engine — nearly doubling Top 10 keyword presence and driving sustained organic growth.