Custom Manufacturing SEO Case Study: Elite Custom Coins
Increase in Conversions
Conversion Rate
Location
Nationwide
(HQ: Southlake, TX)
Services Used
National SEO
On-Page SEO
Off-Page SEO
Client Overview
About Elite Custom Coins
Elite Custom Coins is a custom challenge coin maker based in Southlake, Texas, producing coins for military units, police and fire departments, and corporate clients across the country. They make round, cut-to-shape, bottle-opener, and dog-tag coins, design each one in house, and send a free digital proof before anything goes into production, with coins designed and manufactured in 10 to 14 days. Their work has been trusted by organizations ranging from the US Government to Royal Caribbean and Caterpillar. The company had the product and the reputation. What it wanted was more of the right buyers finding it, turning search traffic into quote requests instead of visits that leave.
The Challenge
Invisible for the Searches That Drive Orders
Custom coins are a brutally competitive national market, and buyers rarely scroll past the first page of results. When the engagement began, the store was ranking, just not where buyers click. Its highest-value commercial term, “custom challenge coins,” with more than ten thousand searches a month, sat back on the seventh page. “Buy custom coins,” a phrase someone types when they are ready to purchase, was nowhere in the first several pages. Traffic was arriving, but too little of it reached the pages that turn a searcher into an order, and the terms with real buying intent were going to competitors.
The Solution
Optimizing the Pages Closest to the Sale
The strategy started where the money is: the pages a buyer sees right before they order. We rebuilt the commercial and product pages around how people actually research and buy custom coins, from the pricing page to the coin size chart, so each one answered the questions a buyer asks before requesting a quote. National SEO work went after the high-intent commercial terms the site was missing, on-page work tightened the product and category pages, and off-page work built the authority a national manufacturer needs to compete. The focus throughout was not traffic for its own sake. It was rankings on the terms that end in an order, and pages that convert the visitors who arrive. For a custom manufacturer, a page that ranks but does not convert is not worth much, so the work was measured against quote requests, not clicks.
The Results
More Sales From the Same Search Traffic
Conversions grew 78% while organic search traffic held steady across the country, which means the site is not just getting visitors, it’s turning far more of them into buyers. The share of visits coming from organic search climbed as well, so search became both a bigger and a better-converting part of the business.
Rankings That Became Orders
The pricing page tells the story in miniature: as it climbed, its conversions more than doubled. High-intent terms moved with it. “Custom challenge coins” climbed from the seventh page to the second, “buy custom coins” went from unranked into contention, and top-three positions grew across the tracked set.
Conversions
Conversions on the Pricing Page
Sessions From AI Search
“Custom Challenge Coins”
Keeping Pace as Search Changes
Search has changed a great deal since this campaign started. Google now answers a large share of product questions inside AI Overviews, and buyers increasingly research a purchase through an AI assistant before they ever reach a manufacturer. A page one position is worth more than it used to be, and it’s easier to lose. Our work with Elite Custom Coins continues so the business stays visible, and keeps converting, as those shifts happen.
AI Search Visibility & Referral Growth
AI Visibility Cited Where Buyers Search Next
More buyers now ask an AI assistant for a recommendation before they buy. This campaign was built with generative engine optimization in mind, shaping content to answer buyer questions directly, in the format those systems pull from. Elite Custom Coins now appears in Google’s AI Overviews for 28 searches, up from 8, and referrals from AI assistants grew from zero to 180 sessions, 76 of which converted.
Elite Custom Coins now converts more of its search traffic into quote requests, ranks on the commercial terms that drive orders, and shows up in AI answers where product research is moving next. If your business gets traffic but not enough of it turns into customers, that is fixable. Request your free SEO consultation and see what your market looks like from the top of the results.
Contact Funnel Boost Media today to learn how we can help drive your business growth through effective digital marketing strategies.
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