Most outdoor brands treat SEO like they’re throwing darts blindfolded. They’re spending money on the wrong keywords, ignoring their best opportunities, and wondering why their traffic stays flat.
After working with dozens of outdoor brands, we see the same mistakes over and over. The good news? These problems are fixable once you know what to look for.
The Broad Keyword Trap
Here’s what most outdoor brands do wrong: they go after massive, competitive keywords like “hiking boots” or “camping gear.”
Sure, these keywords get lots of searches. But you’re competing against REI, Patagonia, and Amazon. Your startup doesn’t have their marketing budget or domain authority.
Why This Hurts Your Rankings
Search engines look at competition when ranking pages. If 50 major retailers target “hiking boots,” your new brand won’t crack the first page.
You’re also targeting people who might not buy. Someone searching “hiking boots” could be researching, comparing, or just browsing.
The Better Approach
Target specific, buyer-focused keywords instead. Think “waterproof hiking boots for wide feet” or “lightweight camping stove for backpacking.”
These longer keywords (called “long-tail” keywords) have less competition. They also attract people closer to buying. Someone searching for exactly what you sell is more likely to purchase.
Action step: List 20 specific problems your product solves. Turn each into a keyword phrase.
Ignoring Seasonal Patterns
Outdoor brands often miss their biggest opportunity: seasonal search spikes.
People don’t search for “winter sleeping bags” year-round. They search most in fall, when planning winter trips. Same with “hiking gear” (peaks in spring) and “camping equipment” (summer spike).
The Timing Problem
Many brands create content randomly throughout the year. They publish a winter gear guide in January, when searches are dropping. Or they optimize for “camping” keywords in December.
This wastes your content investment. You’re publishing when fewer people are looking.
Seasonal SEO Strategy
Plan your content calendar around search patterns. Use Google Trends to see when people search for your keywords.
For winter gear, publish content in September and October. For summer camping equipment, start in March and April. This gives your content time to rank before peak season.
Action step: Check Google Trends for your top 5 keywords. Note the peak months and plan content 2-3 months earlier.
Location Mistakes
Outdoor brands often ignore local SEO completely. This is a huge missed opportunity.
People search for outdoor activities by location all the time: “hiking trails near me,” “camping Colorado,” “fishing guides Montana.”
Why Local SEO Matters
Even if you sell products online, location content can drive massive traffic. Someone searching “best hiking boots for Colorado mountains” is highly qualified.
Location pages also face less competition than generic product pages. Ranking for “camping gear Denver” is easier than ranking for “camping gear.”
Building Location Authority
Create content around specific locations where people use your products. Write guides for popular trails, parks, or outdoor areas.
Don’t just list products. Provide real value: trail conditions, weather tips, local regulations. This builds authority and attracts links from local outdoor sites.
Action step: List 10 locations where your customers use your products. Create valuable content for each location.
Technical SEO Oversights
Outdoor brands often nail the outdoor part but miss basic technical requirements.
Slow-loading product pages kill both user experience and search rankings. Google prioritizes fast sites, especially on mobile.
Common Technical Issues
Most outdoor brand sites we audit have these problems:
- Large, unoptimized product images that slow page loading- Missing or duplicate meta descriptions- Poor mobile experience- Broken internal links- No XML sitemap
Quick Technical Wins
Start with page speed. Compress your product images without losing quality. Tools like TinyPNG work well.
Write unique meta descriptions for key pages. These don’t directly impact rankings but improve click-through rates from search results.
Test your site on mobile devices. Over 60% of searches happen on mobile. If your site looks broken on phones, you’re losing customers and rankings.
Action step: Use Google’s PageSpeed Insights to test your homepage and top product pages. Fix the highest-impact issues first.
Content That Doesn’t Match Search Intent
Many outdoor brands create content they think is clever instead of content people actually want.
You write about “The Philosophy of Minimalist Backpacking” when people search for “lightweight backpacking gear list.”
Understanding Search Intent
Every search has intent behind it. Someone searching “how to choose hiking boots” wants educational content. Someone searching “Merrell hiking boots review” wants specific product information.
Match your content to what searchers actually want. Don’t force your message if it doesn’t align with search intent.
Content That Converts
Create content that directly answers search queries. If people search “best camp stove for car camping,” write exactly that guide.
Include your products naturally within helpful content. Don’t lead with sales pitches. Lead with solutions.
Action step: Look at your top 10 target keywords. Check what type of content currently ranks #1-3 for each. Create similar but better content.
Product Page SEO Neglect
Most outdoor brands treat product pages as afterthoughts for SEO. They focus on blog content and ignore their money pages.
Your product pages should rank for buying-focused keywords. These are your highest-converting pages.
Optimizing Product Pages
Use descriptive, keyword-rich product titles. Instead of “Alpine Pro Series,” try “Alpine Pro Series 4-Season Sleeping Bag.”
Write detailed product descriptions that include relevant keywords naturally. Describe materials, use cases, and benefits.
Add customer reviews and user-generated content. Fresh content signals to search engines that pages are active and relevant.
Action step: Audit your top 5 product pages. Ensure each targets specific buying keywords and provides detailed information.
Measuring the Wrong Metrics
Many outdoor brands track vanity metrics instead of business results.
You celebrate ranking #1 for “outdoor adventure” but ignore whether that drives sales. Or you focus on total traffic instead of qualified traffic.
SEO Metrics That Matter
Track keywords that lead to conversions, not just traffic. Monitor organic revenue, not just organic visitors.
Use Google Analytics to see which organic keywords drive actual customers. Double down on optimizing for these terms.
Set up conversion tracking for email signups, product views, and purchases from organic search.
Action step: Identify your top 10 converting organic keywords from the last 90 days. Create more content targeting similar terms.
Getting Started
Pick one area from this list to focus on first. Don’t try to fix everything at once.
If you’re just starting with SEO, begin with keyword research. Find 20-30 specific, less competitive terms your ideal customers search for.
If you already have content, audit your seasonal timing and technical basics first. These often provide the quickest wins.
Remember: SEO is a long-term game. Consistent effort over 6-12 months beats sporadic bursts of activity.
The outdoor brands winning at SEO aren’t necessarily the biggest. They’re the ones who understand their customers’ search behavior and create content that matches what people actually want.