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Case Study

Coastal Farm & Ranch Reimagines Digital Visibility

Coastal Farm & Ranch

Since 1963, Coastal Farm & Ranch has served the Pacific Northwest with products supporting rural lifestyles—from livestock feed and fencing to premium outdoor gear and western apparel.

Industry: Retail / eCommerce

Location: Pacific Northwest

Project Scope: SEO audit, content restructuring, schema implementation, search trend alignment

Solution Provided: Deksia implemented a strategic SEO revamp focused on technical site optimization, search-aligned content restructuring, and brand-aligned messaging to grow organic visibility and eCommerce potential.

The Challenge

While Coastal enjoyed deep community ties and a trusted brand reputation, its digital presence lagged behind modern SEO best practices. With a diverse product catalog and a goal to increase online sales by the end of 2020, Coastal needed to reach a broader customer base organically—especially for high-interest seasonal products like fireplaces and stoves.

The Solution

  • SEO Foundations: Performed a full technical audit of the website, targeting improvements to content structure, code health, and domain credibility.
  • Content & Structure Optimization: Updated department naming conventions to align with current search behavior (e.g., “Hearths and Stoves” became “Fireplaces and Stoves”) and built out subcategory pages to capture long-tail keywords.
  • Schema Integration: Implemented schema markup to better represent Coastal’s products in rich search results—enhancing product visibility and click-through rates.
  • Lifestyle-Driven Strategy: Maintained alignment with Coastal’s brand voice—focusing on authenticity and the rural lifestyle ethos throughout copy and page structure.

The Results

Through technical, structural, and strategic updates, Coastal Farm & Ranch significantly expanded its organic search presence:

  • Daily impressions doubled from 6.14 million to 12.4 million

  • Stove-related keyword impressions rose from 63K to 237K

  • Fireplace keyword visibility jumped from 7.15K to 155K—an over 2,000% increase

  • Average position for stove keywords improved from #42.6 to #24.2

These improvements directly supported eCommerce goals and helped Coastal carve out a competitive online niche within a saturated market.

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