The airsoft market in the UK is competitive, with enthusiasts constantly searching for the latest gear and best deals. For iWholesales, the parent company behind popular websites like OnlyBBGuns and Bespoke Airsoft, capturing this audience online was crucial. That's where Visible Ads stepped in, delivering a comprehensive SEO strategy that propelled their websites to new heights, more than doubling traffic for bespoke, and tripling for Onlybbguns in just two years.
The Challenge: Navigating a Niche Market
iWholesales faced the common challenges of e-commerce businesses: driving organic traffic, improving website visibility, and converting visitors into paying customers. However, the airsoft market presented unique considerations. It's a niche community with specific terminology and search behaviours, requiring a tailored SEO approach.
The Solution: A Multi-Pronged SEO Strategy
Visible Ads implemented a robust strategy that focused on three key areas: content creation, on-page optimisation, and conversion rate optimisation (CRO).
1. Content is King: Engaging the Airsoft Community
Informative Articles: We recognised the importance of providing valuable content to airsoft enthusiasts. Our team crafted in-depth articles covering topics like:
"Top 5 Airsoft Pistols Under £100 for Beginners"
"Best Airsoft Rifles for Skirmishing in the UK (2023 Review)"
"How to Choose the Right Airsoft Gun for Your Playing Style"
"Airsoft Maintenance Guide: Keeping Your Gear in Top Condition"
These articles not only attracted organic traffic by targeting relevant keywords but also established iWholesales as a trusted authority in the airsoft community.
By answering customer questions and providing useful information, we increased engagement and built brand loyalty.
2. Optimising for Search: Category and Product Page Power-Ups
Category Page Optimisation: We meticulously optimised category pages for relevant keywords, ensuring they were easily discoverable by search engines. This included:
Keyword research to identify high-volume, low-competition terms.
Optimising meta descriptions and title tags for click-through rates.
Creating compelling and informative category descriptions.
Improving internal linking to enhance site navigation.
Product Page Refinement: Each product page was analysed and optimised to improve its ranking potential. This involved:
Writing detailed and keyword-rich product descriptions.
Optimising product images with alt text.
Implementing structured data markup to enhance search engine understanding.
3. Turning Browsers into Buyers: Conversion Rate Optimisation (CRO)
Enhanced User Experience: We focused on improving the overall user experience to increase conversion rates. This included:
Streamlining the checkout process.
Improving website speed and mobile responsiveness.
Implementing clear calls to action.
Adding customer reviews and testimonials.
A/B Testing: We conducted A/B testing on various elements of the website, such as button colours and page layouts, to identify what resonated best with users.
The Results: Doubled Traffic and Increased Sales
The results of our SEO efforts were remarkable. Within two years, iWholesales experienced a significant increase in organic traffic, with peak traffic more than doubling. This translated into increased sales and a stronger online presence for OnlyBBGuns and Bespoke Airsoft.
Key Takeaways:
A comprehensive SEO strategy, combining content creation, on-page optimisation, and CRO, is essential for driving organic growth.
Understanding the target audience and their search behaviour is crucial for success in niche markets.
Providing valuable and engaging content builds trust and authority.
Continuous optimisation and testing are necessary to maintain and improve results.
Visible Ads is proud to have partnered with iWholesales in achieving their online growth objectives. By implementing a data-driven SEO strategy, we helped them capture a larger share of the UK airsoft market and solidify their position as a leading online retailer.