Our Strategy
Lone Star Challenge Coins was acquiring customers almost entirely through paid channels. To grow without scaling ad spend, they needed stronger organic visibility to drive traffic and conversions at a lower cost.
Our initial audit uncovered two barriers standing between Lone Star and the organic traffic they needed. AJavaScript rendering error that limited Google’s ability to index key homepage content, and keyword cannibalization across core pages that diluted ranking potential.
We focused on three initiatives:
- Restore search visibility by resolving indexing issues.
- Eliminate internal keyword competition so priority pages could rank.
- Expand organic reach with high-intent content that drives quote requests.
First, we resolved the JavaScript rendering issue, restoring the homepage’s ability to compete in search. We clarified keyword ownership across the site, aligning each page to a distinct intent and consolidating authority around priority terms.
With the foundation in place, we expanded Lone Star’s organic footprint beyond a single primary term, launching new landing pages targeting military challenge coins and custom trading pins. We structured these pages to capture bottom-of-funnel traffic while reinforcing topical authority. Commercially focused blog content reached buyers earlier in their journey and guided them toward custom orders.m to uncover ranking opportunities and keyword gaps competitors had left exposed. We aligned core product pages with specific queries buyers use when comparing technical specifications and solutions.
The Results
Lone Star was able to cut PPC spending by 50% while doubling organic quote requests.
The company reached a top-three ranking for its highest-value keyword, “custom challenge coin,” and organic sessions increased 66%. More buyers researching custom coins found Lone Star and followed through to purchase, driving a 142% increase in monthly organic conversions.
Today, Lone Star reaches and converts its audience without relying on paid ads.
