The Challenge

GunBroker.com believes in promoting responsible gun ownership and offers a safe, secure and transparent way to buy guns online and offer guns for sale online by strict adherence to gun ownership policies and regulations through licensed firearms dealers as transfer agents.

Gunbroker.com understands the importance of a high performing SEO program to support its growth while being sensitive to the needs of its customers. They wanted an SEO partner with high integrity and expertise to design, analyze, and execute on technical and content optimizations for their website with over 6 million registered users.

Forthea partners with Gunbroker.com’s marketing team to implement SEO growth practices and execute on our strategic roadmap.

The Client Gunbroker.com
  • Industry E-Commerce
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Our solution.

E-Commerce SEO + Analytics

Gunbroker.com partnered with Forthea to develop a comprehensive SEO roadmap focused on serving the interests of first-time gun buyers searching for a secure marketplace operating in accordance with federal law. With 40% of all firearm sales going to first-time buyers, there was an opportunity to engage and educate through an SEO strategy that optimized user experience and ultimately increased organic conversions and translated to revenue for Gunbroker.com.

After in-depth keyword research and technical audit, combined with learning the firearm retail business and search habits of buyers, we developed an SEO roadmap that prioritized highly technical optimizations and a keyword clustering strategy for content development.

183%increase in organic-driven revenue
What Makes This Solution Great
37% increase in organic sessions
169% increase in organic conversions YOY
1,563% increase in page 1 rankings
US Search Awards: Best Use of Search - B2C (SEO) 2021
US Search Awards: Best Use of Search - Retail / ECommerce (SEO) 2021
Our Marketing Approach
SEO Roadmap

After in-depth keyword research and technical audit, combined with learning the firearm retail business and search habits of buyers, we developed an SEO roadmap that prioritized highly technical optimizations and a keyword clustering strategy for content development.

Technical Optimization

Our team first focused on core web vitals and site speed improvements, especially on mobile. Our analysts found that users would give up when reaching a slow-to-load page. We worked to reduce page load times by limiting native ads shown on pages and reducing file sizes. This improved conversion rate from 1.66% to 3.24% and increased crawlability of the massive site from 42,150 pages crawled to 53,253 year-over-year.

On-Page Content

Our team worked hand-in-hand with Gunbroker.com technical writers to produce and optimize blog content that educated first-time gun owners. The content calendar supported overall efforts to grow organic traffic and engage the target audience.

Organic Visibility Lift

Our SEO strategy emphasized technical optimizations and crafting content that speaks to first-time buyers and search engines. With this strategy, we were able to help Gunbroker.com grow organic sessions 37.8% from 85 million to over 117 million in one year.

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