Melton Tackle

Background

Melton Tackle is an eCommerce brand that sells big game fishing tackle, reels, rods, and other fishing-related clothing, accessories, and gifts for advanced fishermen. They sell both locally in the state of California and to fishing connoisseurs worldwide. They place a high level of value on providing quality products that are reliable, trusted, and ensure that consumers have a successful fishing experience.

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Melton Tackle came to elk Marketing with a singular main focus: to increase their website traffic and, in turn, parlay that traffic into conversions. They wanted to invest in both organic search (SEO efforts) and paid media to achieve this goal.

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Problem

Melton Tackle was not ranking on page one for several of their key industry keywords, not at all for others, and, therefore, not reaching the eyes of their big game fisherman. Additionally, they were spending a significant amount of their marketing budget on paid ads with few conversions to show for it.

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Strategy

The elk team understood that in order to put together a successful plan, it would first be important to assess what was currently working, what wasn’t, and which rankings Melton Tackle already had that could be leveraged through strategic efforts.

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Elk helped Melton Tackle find keywords that were more easily attainable while still following the search volumes and search intent of their industry. In doing so, Melton Tackle was able to rank faster and higher because of a sound SEO strategy and aggressive efforts on keywords within their reach. Using this momentum, the focus shifted to more overarching keywords and the increase in rankings followed suit.

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Additionally, elk utilized the same mindset with paid ads, focusing on more attainable keywords and avenues while cleaning up the execution and eliminating roadblocks that were present before and holding them back.

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By eliminating what doesn’t work but more importantly, understanding why, elk was able to reverse engineer this refreshed strategy to avoid falling into that pattern again, and right the ship for their organic search and paid media efforts.

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Results

Within 28 months of working with elk, Melton Tackle experienced a 51% increase in organic sessions, 29% increase in page one growth, and 170% increase in organic revenue. The return on ad spend for their paid media campaigns was impressive and notable, including a 9 times return for Google Ads and 5.5 times return for Facebook.

“We've grown our organic search traffic by 42% over the past year, and have increased our organic search revenue by 80%. This is all thanks to the ELK team and their efforts in optimizing our site for organic search. We now have twice the amount of keywords ranking on page one on Google than we did a year ago. This helps us create sustainable growth and we feel confident about the long-term effect these initiatives will have on our business.”
Phuong - Head of eCommerce

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“The ELK team understands our industry and are experts in eCommerce SEO. They also scaled our Facebook and Google ads helping us reach more people and driving more revenue than we've ever seen from these channels. Our ROI as well as the relationship we have with the team gives us complete confidence in ELK and the work that they are doing for Melton Tackle.”

Tracy - CEO

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