Case Study: Cabela’s achieves increased organic search visibility with BrightEdge

Cabela’s Customer Journey Strategy: Right Content, Right Place, Right Time

Cabela’s, a national retailer of hunting, fishing, and camping gear, needed to prioritize content across a large product catalog to better guide customers through the purchase journey. The SEO team’s challenge was to create and deploy content that matched where shoppers were in the buy cycle and to demonstrate measurable business impact.

They developed a “digital curb appeal” strategy that maps content to buyer stages (awareness, interest, desire, action) and used BrightEdge to track performance and secure new budget for content work. Measurable results included a steady increase in organic keyword rankings—particularly a notable rise from early to mid‑2015—improved content distribution and engagement, and clearer evidence of ROI driving revenue growth.

Cabela’s

Jesse Farley

SEO Manager