Just BB Guns is an online retailer of BB guns and accessories. Founded in 2009, the company typically sells higher volumes of lower value products.
The nature of the product means that paid advertising isn’t permitted by Google and other online advertising networks, increasing the importance of driving organic traffic towards the site.
Just BB Guns were once a market leader, relying heavily on revenue from organic search. They approached Impression as they had lost the top 3 positions for their core keywords “bb guns” and “airsoft guns.”
Further to this, the industry has seen a gradual decline over the last 5 years, leading to a reduction in search traffic and revenue and a number of competitors had recently gone into administration.
Impression proposed a 12 month campaign, with the following objectives:
Organic performance is hugely important to Just BB Guns, as paid advertising cannot be used to promote airsoft guns on advertising networks. As the client had a seen a significant reduction in traffic, rankings and revenue, we undertook an audit to produce a 12 month strategy to deliver on the client’s objectives. Our strategy was as follows:
Having achieved significant improvements via on-page changes, we turned our attention to off page promotion to build brand awareness as well as links to the site.
There were some poor quality links which were cleaned up. Then we placed focus on digital PR and content marketing activity to acquire backlinks to the Just BB Guns domain and to push relevant traffic and brand awareness.
To achieve this, we employed various techniques, including content marketing, digital PR and some offline work to reach the airsoft/BB gun audience. This drove high-quality backlinks to the site, raised awareness and drove new sales as a result.
We would address the authority of the website and build brand awareness amongst the target audience via creative link building and PR techniques, including offline team sponsorship and content marketing.
Just BB Guns received a marked increase in traffic to their site and revenue, despite industry trends showing a decline.
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