Bull Sheath Leather Case Study

Bull Sheath Leather approached Zero Gravity Marketing with two major concerns: a drop in conversions and a dramatic loss in SEO rankings. Upon audit, it became clear that outdated and blackhat SEO tactics were negatively affecting site performance. The client’s top-converting keywords had disappeared from search engine results, leaving competitors in control of their former visibility.

At the same time, the digital landscape was evolving rapidly, especially with the rise of Google's AI Overviews and increased competition from paid search campaigns.

While organic rankings remained strong for many queries, the client had recently launched aggressive paid campaigns that were dominating the top of the search results. This began to cannibalize clicks that might have otherwise gone to organic listings, making it essential to optimize both paid and organic efforts holistically. While improving conversions was also important, reversing the SEO damage became the top priority to regain long-term organic traffic and visibility.

ZGM began with a technical SEO site audit, identifying critical content and issues. We prioritized fixing duplicate pages, redirecting low-value URLs, and refreshing thin or AI-generated copy with clean, optimized content. Foundational SEO improvements were made, including meta tag and image alt text optimizations.

ZGM also implemented a Conversion Rate Optimization (CRO) strategy using OptinMonster to engage users at key decision points with personalized pop-ups, exclusive offers, and countdown timers to drive urgency and conversions.

As our SEO cleanup progressed, we monitored shifting performance trends and saw a steady recovery in visibility. Organic impressions grew month-over-month, even as paid ads began to take up dominant SERP space. Despite this, ZGM’s organic strategy maintained strong rankings, even appearing alongside paid placements in highly competitive search terms.

We also began tracking Bull Sheath Leather’s presence in Google’s AI Overviews, an increasingly important feature in modern SERPs. Since the start of the year, Bull Sheath Leather has steadily grown its presence, reaching over 36 placements and establishing a strong foothold in AI-powered search. This momentum reflects Google’s growing trust in the brand’s content, positioning Bull Sheath Leather as an early mover in an increasingly influential area of the SERP.

In April and May 2025, organic revenue and transactions showed YoY growth for the first time since the campaign began, proof that our SEO work was regaining momentum, even in a complex landscape where paid and organic results were closely intertwined.