Army Navy Sales

Primary Services: SEO Strategy, Site Architecture Optimization, Content Strategy, Technical SEO

Organic Shopping Revenue

Click Through Rate

Average Position

The Background

Army Navy Sales is a long-standing authority in military surplus, tactical gear, and outdoor utility equipment. With decades of trust behind the brand and a massive eCommerce catalog, they’ve built a strong reputation among tactical users, collectors, and outdoor enthusiasts.

As their product offering grew, so did the opportunity to capture more demand through organic search. With a wide range of SKUs and established brand recognition, the foundation for scalable growth was already in place.

The Challenge

Despite strong brand recognition, organic performance wasn’t fully aligned with the scale of the catalog. Key SEO elements, including metadata and product page structure, lacked consistency across categories, making it difficult for search engines to properly index and rank high-value pages.

High-intent searches for tactical gear and collectibles were not consistently leading to the most relevant pages. In some cases, keyword overlap created competition between pages, while in others, important search opportunities were missed entirely.

Product pages also lacked the level of optimization needed to match how customers search and evaluate products. Without clear, intent-driven content, it was harder to convert organic traffic into confident purchases.

As the catalog continued to grow, these issues became more complex. The site needed a more structured and scalable SEO approach to improve visibility, eliminate inefficiencies, and ensure customers could quickly find the products they were searching for.

The Results

The updates improved how customers find and engage with products across the site. Product pages now align with real search intent, making them easier to discover and convert. These changes led to an 852% increase in organic shopping revenue, along with gains in click-through rate, total clicks, and average position. With a stronger SEO foundation in place, Army Navy Sales is set up for continued, scalable organic growth.

Organic Revenue

CTR

Average Position

When Organic Performance Breaks Down

If traffic quality declines, non-branded visibility drops, or prior efforts fail to produce lasting results, underlying issues are limiting growth. We identify where authority is weakening and prioritize the improvements most likely to restore momentum and drive measurable impact.

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