How Melton Tackle Reeled in Organic Traffic with Smart Content and Full-Funnel Strategy
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Results
+45%
Top 10 Keyword Positions
+50%
Total Keywords
+651%
SERP Features
+45%
Top 10 Keyword Positions
+50%
Total Keywords
+651%
SERP Features
Overview
Melton International Tackle has spent the past 25 years growing from a school project into one of the world’s most respected retailers in the big game fishing space. From deep sea rods and reels to accessories and apparel, Melton serves serious anglers with top-tier gear and trusted industry expertise.
Despite a solid digital presence, Melton needed consistent strategy and execution across email, paid media, social, and SEO to stay ahead of the competition—some of which includes the very name brands they sell.
Challenge
While Melton Tackle had authority in its category, its blog lacked direction, and organic growth had plateaued. Without a clear SEO content strategy or consistent content cadence, their blog underperformed—despite high interest in product-adjacent topics.
Solution
elk partnered with Melton across channels but placed a strong focus on reinvigorating the blog with an SEO-driven content strategy. We identified high-intent, high-volume topics related to the gear Melton sells, and created content designed to build authority, drive traffic, and support conversions.
- Developed a blog strategy based on keyword data and product alignment
- Produced content centered on high-volume, product-adjacent topics
- Optimized existing content for improved rankings and visibility
- Provided ongoing support across email, paid, social, and SEO to maximize growth touchpoints
- Tracked performance and made iterative improvements to drive compounding results
Results
Melton’s keyword footprint exploded, with over 10,000 new keywords ranking and a 651% increase in SERP feature appearances. One blog post created with Elk’s strategy now ranks as the second highest traffic driver on the entire site, pulling in 3.4% of all sessions—remarkable for a large ecommerce catalog site.
Recommendations
Even in niche verticals, a focused content strategy can generate long-tail SEO wins and meaningful traffic. Consistency and alignment with product intent are the key to turning content into a conversion tool.
