Case Study: Indoor Shooting Range’s Bullseye Success

Discover how NW Arsenal boosted its online presence, customer acquisition, and revenue by leveraging Muon Marketing's tailored Local SEO strategy in this case study, highlighting the power of SEO in the competitive recreational gun industry.

Table of Contents

northwest arsenal website screenshot


In the competitive recreational market, indoor shooting ranges must differentiate themselves and attract new customers. This case study showcases the success of NW Arsenal, an indoor shooting range in Eugene, Oregon, in enhancing its online presence and customer base by leveraging Local SEO services provided by Muon Marketing. Through a tailored strategy, NW Arsenal significantly improved its visibility, foot traffic, and revenue in Eugene and surrounding communities.


Company: NW Arsenal
Services: Indoor Shooting Range, Firearms Training, and Gun & Part Sales
Employees: 6
Service Area: Eugene, Oregon, and Surrounding Communities
Year Established: 2014


NW Arsenal experienced difficulties in attracting new customers and generating foot traffic due to low search engine rankings and poor visibility in local search results. As a result, the company faced challenges in reaching its target audience and expanding its business in the competitive recreational market.


  1. Improve the website’s visibility in local search results for targeted keywords
  2. Increase organic traffic to the website
  3. Generate more qualified leads and customer inquiries
  4. Enhance the company’s online reputation and authority in the indoor shooting range industry

Strategy & Implementation

Muon Marketing implemented a comprehensive Local SEO strategy tailored specifically for NW Arsenal and, which included:

  1. Keyword Research: Identifying relevant, high-traffic keywords related to indoor shooting ranges, firearms training, and the target market (Eugene, Oregon, and surrounding communities).
  2. On-Page Optimization: Updating website content, meta tags, and headers to include targeted keywords and improve user experience.
  3. Local Citations & Directories: Ensuring consistent and accurate business information across various online directories, including Google My Business, Yelp, and recreation-specific platforms.
  4. Content Marketing: Creating informative and engaging blog posts, articles, and other content to showcase NW Arsenal’s expertise and authority in the indoor shooting range industry.
  5. Online Reviews: Encouraging satisfied customers to leave positive reviews on relevant platforms like Google, Yelp, and other recreation-focused review sites to enhance the company’s reputation.
  6. Link Building: Building high-quality backlinks from authoritative sources to improve the website’s domain authority and search rankings.


After implementing Muon Marketing’s Local SEO strategy for six months, NW Arsenal experienced:

  1. 145% increase in organic traffic to the website
  2. Top 3 rankings for 80% of targeted keywords in local search results
  3. 120% increase in qualified leads and customer inquiries
  4. 110% improvement in online reviews and ratings


Muon Marketing’s Local SEO strategy delivered exceptional results for NW Arsenal, boosting their online presence and customer acquisition. By increasing visibility, enhancing their reputation, and targeting the local recreational market, the company experienced significant growth in foot traffic and revenue. This case study demonstrates the effectiveness of a tailored Local SEO strategy in the competitive recreational industry, making it a crucial investment for businesses seeking to grow and thrive.

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