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Direction's National SEO Campaign for
Concealed Coalition
Concealed Coalition is a national brand that provides U.S. residents access to online and in-person concealed carry permit certification classes, training courses, gun laws guides, and more.
They enlisted our services in March 2021 to compete in a highly competitive space. Their goal for the campaign was to solidify brand presence and accumulate high volumes of organic search traffic for high-intent keyword phrases.
Their long term vision is to build an organic presence that will overtake their need to spend hundreds of thousands of dollars a year on ad space. While this is still in progress, the immediate results of their SEO campaign are profound, and most certainly setting them off on a path to achieve this goal.
Campaign Strategy
Our strategy for Concealed Coalition’s SEO campaign was focused heavily on content creation and link building (both internal and backlinks). After analyzing their primary competition, it was clear that we needed to build an informational hub that would educate users on state reciprocity, gun laws, and concealed carry rights. We also needed to publish ancillary content to continually engage and educate their audience while this massive 50 page content cluster was developed.
Content Creation
50 State Reciprocity Maps
Every month, we produced a total a 5 state reciprocity pages and 4 high-value blogs.
The state reciprocity pages were the main focus of our content strategy. These massive pages are 3,000+ words in total and include guides on gun laws, reciprocity agreements between states, concealed carry acquisition processes, and more.
More importantly, the reciprocity maps that we created for each page are dynamic, so users can navigate to any state reciprocity page from any state reciprocity map. Not only did this enhance the user experience, but it also inter-linked all state reciprocity pages, creating a cluster of high-value content that search engines love.
Campaign Results for Concealed Coalition
Organic Growth on the Subdomain
Our content strategy was completed following a migration to a subdomain in October 2021. In just a few short months, after submitting content for instant indexing by search engines, the subdomain was ranking for 2.3k keywords — 400 of which rank on the first page of Google.
Ahrefs Subdomain Overview - October 2021
Growth In Organic Traffic
Ahrefs Subdomain Overview - April 2022
Growth In Keyword Rankings
Organic Growth on the Root Domain
The majority of our content publication was focused on the subdomain. However, the CTAs across all 50 state reciprocity pages provide a path to the root domain where transactions are made. This correlation greatly boosted organic success on the root domain, which now ranks for over 9.6k keywords —an increase of 6k+ keywords in 9 months — and generates over 5.8k organic monthly visitors. Moreover, our technical SEO improvements that were applied to every page on the root domain from the start of the campaign helped these webpages to be more discoverable and enticing to search engines, which is clear when looking at the highly competitive keywords these power pages now rank for.
Ahrefs Root Domain Overview - August 2021
Ahrefs Root Domain Overview - April 2022
With our SEO strategy in place, Concealed Coalition is quickly excelling in organic search. Since January 2022, they have generated over 16k visits to their website and converted an estimated $50,000 in sales through organic visitors alone.
Moreover, every month, we’re seeing a massive increase in new keywords earned, many of which are ranking on page 1 of Google at the time of indexing.
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Local SEO Software
To rapidly build local relevance in key states where Concealed Coalition converts most of their sales, we integrated their local profile data with our Local SEO tool, Direction Local.
Our software uses API syndication to submit business data to hundreds of online directories — a network used by 97% of U.S. consumers.
The impact this had on their Google Business Profile was profound, generating thousands of local impressions and hundreds of engagements every month.
Proven & Profitable SEO Campaigns
We custom tailor all of our SEO campaigns to our clients’ needs. Get in touch with our team to schedule a free consultation so we can discuss your business goals and derive an organic strategy that will enable you to dominate your market with results as profound as those generated for Concealed Coalition.
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