NY-based Big Apple Coins positions its brand for long-term growth with improved SEO and keyword tracking.

Big Apple Coins, an online store for rare coins, bullion, and collectible metals, reached out after noticing its digital growth was slowing. The Shopify site had steady traffic, but too much of it wasn’t converting; a common issue in niches where buyers take time to compare options and look for strong trust signals before spending.

The brand wasn’t looking for a quick spike. They needed a plan that brought in qualified collectors, improved conversions, and slowly reduced their reliance on paid ads. Together, we mapped out a 6–12 month roadmap built around four channels: Google and Reddit Ads, SEO, content marketing, and Shopify optimization.

Our role was to strengthen the site’s structure, improve product clarity and trust elements, and build an SEO foundation that would compound over time. Paid campaigns filled the gap while organic visibility grew.

The goal was simple: create a sustainable growth engine so BigAppleCoins could scale without being tied to daily ad pressure.

Low Niche Keyword Volumes

The metal world doesn’t behave like typical eCommerce. Search volumes for rare coins and bullion terms are low, seasonal, and highly specific. Organic growth required building deeper topical authority, earning trust, and targeting long-tail keywords that collectors actually use. However, the company was more focused on broad, generic terms that attracted the wrong audience.

Strong Competitors With Established Authority

BigAppleCoins was competing against long-standing dealers, grading organizations, and auction platforms with years of SEO momentum. These sites held established backlink profiles and dominated the top positions. To challenge them, we needed links that were relevant and trustworthy - not bulk link-building shortcuts.

Multi-Channel Attribution Gaps

Traffic came from Google, Reddit, direct searches, email, and returning collectors. But the attribution signals weren’t clean. Overlapping touchpoints made it hard to tell which channel truly drove purchases, creating uncertainty in budget planning and scaling decisions.

Reddit Sensitivity to Promotional Content

Reddit has active coin-collecting communities, but they react quickly to anything that feels like an ad. The challenge was to contribute value-first posts, comparisons, and discussions rather than push offers that could trigger downvotes or account restrictions.

Shopify Platform Limitations

Shopify managed the catalog well, but filtering, grading details, and bullion-specific presentation needed more flexibility. Speed constraints and layout restrictions made it harder to showcase authenticity markers and product depth without custom adjustments.

Google Ads (Search, Display, Shopping & Remarketing)

We built a layered Google Ads structure targeting high-intent searches, visual discovery audiences, and returning collectors. Shopping feeds were cleaned and re-optimized, while remarketing kept serious buyers engaged through the long consideration cycle typical in rare-coin purchases.

Reddit Ads for Collector Communities

Instead of traditional promotions, we ran content-first Reddit campaigns inside coin and investing subreddits. The goal was to blend into community discussions, share value, and bring qualified collectors to the site without triggering Reddit’s sensitivity toward overt advertising.

SEO On-Page Enhancements

We reorganized on-page SEO from the ground up: precise keyword mapping, rewritten meta tags, schema updates, and speed improvements. Mobile-friendliness and cleaner page structures ensured search engines and collectors could navigate listings and information without friction.

SEO Off-Page Authority Building

To compete with established players, we focused on quality over volume: securing guest posts, PR mentions, and niche backlinks from trusted numismatic sites. This built long-term authority and strengthened rankings across rare-coin and bullion categories.

Content Marketing System

A steady publishing calendar supported SEO and user education through guides, trends, and collector-focused articles. Each piece reinforced topical authority, improved interlinking, and helped BigAppleCoins become a trusted resource rather than just another product catalog.

Shopify Optimization

We refined the theme for SEO and clarity, enhancing product pages, improving grading and authenticity details, and optimizing sitemaps and schema. These adjustments made browsing easier, increased trust, and improved visibility without sacrificing Shopify’s stability.

Higher Quality Traffic From Intent-Driven Audiences

The combined efforts of Google Search, Shopping, and Reddit’s collector-focused targeting led to a noticeable improvement in traffic quality. Visitors arriving on the site were already familiar with rare-coin terminology, pricing, and grading standards, which led to lower bounce rates and increased product-page engagement across all major categories.

Improved Organic Visibility Across Rare-Coin Keywords

With stronger topical authority, better on-page structure, and relevant backlinks, organic impressions began rising steadily. Keywords that previously struggled to surface, especially long-tail, collector-specific phrases, started climbing. This helped BigAppleCoins reduce dependence on paid campaigns and receive more consistent, long-term discovery from search engines.

Clearer Attribution and More Confident Budget Decisions

Once the tracking setup and campaign structure were refined, the team could finally see where conversions were coming from. This simplified monthly budgeting and shifted spending toward channels that actually generated revenue, replacing guesswork with cleaner, more reliable data.

Higher Engagement and Trust Through Educational Content

Guides, trend updates, and collector-focused articles helped position the brand as more than a seller. Visitors stayed longer, interacted with multiple pages, and returned for information rather than only products. This trust-building loop supported both SEO growth and higher conversion rates.

Better Shopify Performance and Stronger Conversion Pathways

Theme refinements, clearer product information, improved grading details, and stronger schema signals made the site easier to navigate and faster to load. These changes reduced friction at every stage of the buyer journey, helping more users move from browsing to inquiry, and eventually, to purchase.

Big Apple Coins gained a stronger digital foundation built for long-term growth, not short-term spikes.

With improved visibility, clean attribution, and a smoother buying experience, the brand now attracts qualified collectors consistently while relying less on daily ads, giving them the stability to scale with confidence.