Our client came to WTM Digital with the objective of increasing their online presence, sales, as well as increase traffic to their website in order to position their company as a thought-leader in their industry.


WTM Digital initiated the campaign with an in-depth research and discovery phase, which allowed WTM Digital to gain an extensive understanding of the client’s business, background and market. Extensive keyword and topic research was performed in order to identify key trends and terms within their industry. A technical onsite audit to effectively optimize their site for search engines and users, was completed and implemented.

In doing our initial research for the strategy, we identified a clean, but scarce backlink profile. We constructed an SEO strategy that was heavily focused on content marketing, in order to build healthy backlinks and increase the client’s authority among the web. Since the industry is very knowledge focused, we created a strategy that would allow us to get in front of the appropriate audience. This consisted of the following tactics, but was not limited to:

  • Military Collector Forums
  • Weaponry Associations & Foundations
  • Targeted Social Communities on LinkedIn, Facebook, Google+, etc.


Total visits increased by approximately 30%, consisting of visitors more engaged with the website content. Bounce rate decreased 7%, with the average time on site increasing to 4 minutes.


Non-paid visits increased 40%, with a 17% growth in new visits. The attracted visitors were more qualified for the website, as evident with the decreased bounce rate and increasing page views.

The conversion points for the website were composed of visitors adding items to their cart, and visitors that completed the transaction. Since the client only sold high-ticket items, the number of actual cart checkouts is lower than most ecommerce websites. However, both of these conversions increased during the time WTM Digital implemented and continued to build the SEO strategy.

Case Study Highlights

Industry: Antique Weaponry & Firearms


  • Increase non-paid search traffic
  • Position as a thought-leader among the industry through content marketing
  • Build brand and online presence


  • Non-paid search traffic increased 40%
  • Total goal completions increased 98% with a 100% increase in cart checkout completions
  • Significant increase in visitor engagement