Knives of Alaska
Case Study
Knives of Alaska has been crafting high-quality, American-made knives since 1992. From folding and fixed blades to cleavers, saws, and hatchets, each design is built for hunters, anglers, and outdoor enthusiasts who demand performance in the toughest conditions. Tested in Alaska’s backcountry and manufactured in Denison, Texas, our knives embody durability, precision, and craftsmanship—trusted companions for a lifetime of adventure.
The Challenge:
• A Company founded in “find out on their site” with a rich heritage with limited online visibility or online sales.
• Reliant on Dealer Network with high commission share rates.
• Outdated website that wasn’t converting traffic efficiently.
• Google Business Profile underutilized, with little local engagement.
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How it Started
Knives of Alaska is a leading outdoor knife brand known for premium quality blades. Their challenge was scaling online sales and strengthening digital visibility across search, email, and local channels.
2023
New Opportunities
As we analyzed performance across channels, we uncovered opportunities to further scale growth. With strong results from organic search and local SEO, we identified the potential to expand into more content-driven campaigns and advanced email personalization.
Building on this momentum, we see new ways to leverage top-performing content, strengthen reputation through reviews, and test paid media to maximize reach and conversions.
Growth Facilitated
NuSet had no KPI’s when they came to us, which meant we had to educate the owners on what a successful campaign looked like.
One of the most exciting moments was on Day 5 of a five figure campaign, when enough leads had been generated to cover the cost of the month-long campaign. This left 26 remaining days to bring in a positive ROI.
2021
NuSet was acquired in January of 2021 and NTM continues to champion their digital marketing efforts alongside the new owners, having helped them start 3 additional locations.
Services we provided
To achieve these results, we delivered a mix of digital marketing services designed to elevate Knives of Alaska’s online presence and drive measurable growth.
Website Development
SEO + LOCAL SEO
Email Marketing
Content Creation (Photography + Video)
Social Media Marketing
Challenges Overcome
Knives of Alaska faced the challenge of competing in a highly saturated market while working within strict industry advertising limitations. Paid media opportunities were restricted, meaning we needed to rely heavily on organic strategies to generate traffic and sales.
At the same time, their website was outdated and underperforming, which limited conversions despite steady brand recognition. By revamping their online presence and leveraging SEO, local search, and content-driven campaigns, we were able to overcome these challenges and position the brand for long-term growth.
The Result
Client Reaction
- Sales Growth (Units & Orders)
- Overall product orders grew 38% YoY.
- Post-website relaunch, average monthly sales rose by +22% compared to pre-launch.
- Seasonal promotions (e.g., Memorial Day, Labor Day) drove short-term spikes up to 2–3x higher than baseline.
- Top 3 products sold: Professional Boning Knife, Replacement Sheaths, Bush Camp.
- ️Website Traffic & Visibility
- Search impressions increased by 6,800%+ (from ~26K to 1.82M in 12 months).
- CTR averaged 3.9% despite massive traffic growth.
- 87K new users added in 12 months (68% from organic search).
- Key content drivers: Knife Archives page (62K views) and core Knives of Alaska site (41K views).
- Top Queries Performance:
- Knives of Alaska → Position 1.0 | CTR 65%+
- Alaska knives → Position 1.1 | CTR 32%+
- Alaska knife → Position 1.2 | CTR 51%+
- Alaskan knives → Position 1.2 | CTR 39%+
- These strong query performances not only increased visibility but also confirmed authority for branded and category-defining terms.
- Google Business Profile Engagement
- Interactions (calls, directions, clicks) increased 74% in the first year after optimization.
- Website clicks from GBP doubled (+120% growth) between March 2024 and August 2025.
- GBP became a direct sales channel, with measurable conversions tracked in campaigns.
Insights before revamping the website
Insights after revamping the website
