How The Pellet Shop grew revenue +189% with SEO and AI search visibility

The Pellet Shop is a specialty US retailer of airguns, pellets, compressors and optics. Most of its higher-volume category keywords sat beyond page one and it had no presence in AI search, so we built an SEO programme around brand, model and category terms.

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Client

The Pellet Shop

Industry

E-commerce: airguns, shooting sports & sporting goods

Target market

United States

Service

SEO optimization

+88.8%

Organic search sessions

15,287 → 28,860, GA4

+158.8%

Total sessions

19,675 → 50,910, GA4

+189%

Revenue

$55.5K → $160.4K per month

0 → 270

AI assistant sessions

A brand-new channel

Where we started: strong brands, invisible category terms

The Pellet Shop is a specialty online retailer serving US airgun and shooting-sports enthusiasts. It sells a deep catalogue of premium brands, including AEA, FX, Donnyfl and Air Venturi, alongside pellets, slugs, PCP compressors, scopes and accessories.

It's a competitive, high-intent category where shoppers search by brand, model and calibre, and where large national retailers dominate the broad terms. The store already ranked for some core brand terms, but most of its broader, higher-volume category keywords sat well beyond page one of Google, and it had no presence in AI-driven search.

Starting point, July 2025

MetricBaselineSource

Total sessions in the month19,675GA4

Organic search sessions15,287GA4

Sessions from AI assistants0GA4

Revenue in the month$55,484.66GA4

pcp compressor, powerful air guns, airgun moderators onlineNot in top 100Google.com (US)

Our approach: three objectives agreed with the client

The SEO programme was built around three objectives, each aimed at a different part of how US shoppers find airgun products.

Objective 01Grow organic traffic

Strengthen the pages that capture high-intent product and category searches, so more qualified US shoppers find the store through Google

Objective 02Lift keyword rankings

Prioritise brand and model terms with existing authority (AEA Zeus, AEA HP, FX Impact, Donnyfl) and push category terms towards page one

Objective 03Earn AI visibility

Make product and category content clear, specific and citable, so AI Overviews and AI assistants reference The Pellet Shop as a source

The results: +88.8% organic sessions, +189% revenue

Comparing two 31-day windows in Google Analytics 4 (1–31 July 2025 vs 1 September–1 October 2026), every acquisition channel grew, and the extra traffic turned into sales. Engaged sessions more than doubled, from 13,347 to 30,037.

Results achieved

Organic search sessions up 88.8%, from 15,287 to 28,860
Revenue up 189.1%, from $55,484.66 to $160,393.20
29 of 40 tracked keywords improved, and 6 entered the top 100
Keywords in the top 3 grew from 2 to 6, and in the top 10 from 9 to 15
AI assistants now send 270 sessions, up from none

Google Analytics 4 sessions by channel for The Pellet Shop, 1 Sep – 1 Oct 2026 — Google Analytics 4: sessions by primary channel group, 1 Sep – 1 Oct 2026 (compared with 1 – 31 Jul 2025)

Sessions by channel, GA4

Channel1 – 31 Jul 20251 Sep – 1 Oct 2026Change

Organic Search15,28728,860+88.8%

Direct*3,37019,518+479.2%

Organic Video164488+197.6%

Organic Shopping185453+144.9%

Referral163318+95.1%

AI Assistant0270New

Organic Social70103+47.1%

Total sessions19,67550,910+158.8%

Revenue$55,484.66$160,393.20+189.1%

Google Analytics 4 session comparison by channel for The Pellet Shop — Google Analytics 4: session comparison by channel, with percentage change. *Direct traffic includes a one-day surge on 27 Sep 2026 and is not attributed to SEO.

Google Analytics 4 session comparison for email, organic shopping, organic video and referral channels — Google Analytics 4: supporting channels, with percentage change

Keyword rankings, Google.com (US)

Keyword17 Jun 202513 Oct 2026Change

aea airguns104▲ 6

aea airguns bintac4022▲ 18

AEA HP series air rifles81▲ 7

aea zeus32▲ 1

aea zeus 72 cal52▲ 3

aea zeus gen 381▲ 7

air gun pcp compressorNot in 10020New entry

air rifle compressor4728▲ 19

air rifle pcp compressor5825▲ 33

air venturi avenger2523▲ 2

Airgun moderators onlineNot in 1009New entry

airgun pcp compressor4518▲ 27

bb gun pellet5345▲ 8

big bore air guns3222▲ 10

big pellet guns2421▲ 3

Buy air rifles internationallyNot in 10015New entry

Buy airgun onlineNot in 10025New entry

donnyfl117▲ 4

donnyfl moderators165▲ 11

donnyfl suppressor1612▲ 4

fx impact m3 price96▲ 3

fx m3 airgun65▲ 1

fx m4 impact176▲ 11

high power air gun4331▲ 12

high powered pellet gun5648▲ 8

PCP air rifle for sale4335▲ 8

pcp compressorNot in 10037New entry

pellet bullet307▲ 23

pellet gun6325▲ 38

pellet gun bullets148▲ 6

pellet guns3528▲ 7

powerful air gunsNot in 10025New entry

zero compromise optics5622▲ 34

zeus 58 cal or 24 gauge41▲ 3

zeus air rifle31▲ 2

Google AI Overview citing The Pellet Shop for AEA HP series air rifles — Google AI Overview citing The Pellet Shop for “AEA HP series air rifles”

Google AI Overview citing The Pellet Shop for Airgun moderators online — Google AI Overview citing The Pellet Shop for “Airgun moderators online”

#1 on Google

Brand and model terms now lead page one

Shoppers searching for AEA products find The Pellet Shop at the top of Google, and the store is now cited as a source in Google AI Overviews for several priority searches.

AEA HP series air riflesaea zeus gen 3zeus 58 cal or 24 gaugezeus air rifle