Alaskan Salmon Company is a Shopify-based seafood brand founded by Kyle Lee. The company was created after Kyle began commercial fishing in Alaska and noticed a significant difference in quality between the seafood being harvested locally and what was commonly available in grocery stores. Through this experience, he learned that most wild Alaskan seafood passes through as many as ten middlemen before reaching consumers, which often compromises freshness and quality. To solve this problem, Kyle brought together fishermen from the best ports in Alaska and built a direct-to-consumer model that delivers premium wild-caught seafood straight from Alaska to customers.
The Challenge
When the SEO campaign began in November 2022, the website was already publishing a high volume of informational content, but most of it had not been developed with SEO best practices in mind. Many pages were receiving little to no organic traffic, while others were unintentionally competing with each other by targeting the same or very similar search intent. This resulted in widespread content overlap and keyword cannibalization, which limited the site’s ability to rank consistently. At the start of the campaign, the site was generating approximately 49,000 organic visitors per month, and growth had begun to stagnate.
Our Strategy
The first step was a comprehensive audit of the website to evaluate content performance and search intent alignment. Pages targeting similar topics or keywords were identified and assessed for consolidation opportunities. Content with overlapping intent was merged into more authoritative, in-depth resources, while weaker or redundant pages were removed or redirected. This process helped eliminate keyword cannibalization and clarified which pages should rank for specific search queries.
After consolidating content, attention shifted to optimizing the pages that remained. This included refining title tags and meta descriptions, improving heading structures, aligning content more closely with user search intent, and strengthening internal linking throughout the site. These changes improved both user experience and search engine understanding, allowing key pages to perform more effectively in organic search results.
Once the existing content was cleaned up and optimized, the strategy expanded to publishing new informational content with SEO at the core. Keyword research was used to identify relevant seafood-related informational searches, and new articles were created to address these topics in depth. This approach allowed Alaskan Salmon Company to capture additional organic traffic while reinforcing its authority and credibility within the wild Alaskan seafood niche.
The Results
After one year of consistent SEO execution, the website’s organic traffic grew from approximately 49,000 monthly visitors to 122,460 visitors per month. Growth continued beyond the first year, with traffic peaking at 148,263 monthly visitors in March 2024. This increase reflected stronger visibility across informational search queries, improved keyword rankings, and a broader organic reach.
Long-Term Impact
Although the campaign was not focused on immediate sales, the long-term impact was substantial. Alaskan Salmon Company experienced increased brand awareness as more users discovered the brand through educational and informational searches. By consistently appearing in search results for seafood-related topics, the company established itself as a trusted source of information in the wild-caught seafood space, strengthening brand recognition and trust well before the purchasing stage.
