Securing $4.2M in Organic Search Revenue
About Client
Tier 1 Concealed is a premium manufacturer of Kydex concealed carry holsters designed for everyday carry. Its product line includes inside-the-waistband, appendix carry, and outside-the-waistband holsters engineered for a wide range of firearm models and configurations.
Background
Search plays an especially important role in the concealed carry market, where consumers frequently research specific holster styles, firearm compatibility, and carry configurations before purchasing.
With paid advertising opportunities limited within the category, Tier 1 Concealed partnered with VELOX to strengthen Organic Search as a customer acquisition channel, capture high-intent holster searches, and expand the brand's visibility as Google's AI-driven search experiences changed how consumers discover products and information.
Goals
Grow Organic Search revenue year over year.
Capture high-intent holster and concealed carry searches.
Increase purchases generated through Organic Search.
Earn visibility within Google's AI-generated answers.
Strengthen authority across priority holster categories.
Challenges
Paid advertising opportunities are limited within the category.
Established holster brands compete for high-volume searches.
Firearm-specific compatibility creates a large search landscape.
Purchase intent varies across holster types, firearm models, and carrystyles.
AI-generated answers are changing how consumers discover products in search.
Approach
VELOX built Tier 1 Concealed's Organic Search strategy around the high-intent terms most closely aligned with its products, including IWB, appendix carry, Kydex, and firearm-specific holster searches. Priority collection and product pages were strengthened to improve relevance, authority, and visibility at the point consumers were actively researching a holster.
The strategy expanded beyond traditional rankings as AI-generated search experiences emerged. By strengthening content around specific products, applications, and carry-related searches, VELOX positioned Tier 1 Concealed to earn visibility both within Google's traditional organic results and as a cited source within AI-generated answers.
Results
Tier 1 Concealed generated $4.19 million in Organic Search revenue during the current 12-month reporting period, up 51% year over year from approximately $2.77 million.
Organic purchases simultaneously grew 45% to more than 30,600, demonstrating that the increase in Organic Search visibility translated into measurable ecommerce growth.
Tier 1 Concealed also reached #1 on Google for “holsters” and “kydex holsters,” along with other high-intent searches. The brand was identified as the #1 cited source in Google's AI-generated answer for “appendix carry holster” and earned an additional AI answer mention for “glock 19 holster.”
Together, the results expanded Tier 1 Concealed's presence across both traditional Organic Search and emerging AI Search while contributing more than $4 million in attributable organic revenue.
$4.19M
Organic Search Revenue
+51%
Organic Revenue YoY
+45%
Organic Purchases YoY
30,600+
Organic Purchases
#1 Cited Answer
Appendix Carry Holster
Client Feedback
"I love it. I’ll take number ones all day. The reports are awesome, and I’m excited to see where we can take it from here."
Taylor B., President
Tier 1 Concealed
