Owned discovery is a slower build than paid, and a heavier compound. What we did for Metal FX was hold the technical foundation, the category depth, and the local reputation as one program, so the search result, the AI answer, and the map all pointed at the same brand.
Danielle Schermerhorn
Founder and CEO, Atelier Commerce
BUILT WITH
Owned discovery is a slower build than paid, and a heavier compound. What we did for Metal FX was hold the technical foundation, the category depth, and the local reputation as one program, so the search result, the AI answer, and the map all pointed at the same brand.
Danielle Schermerhorn
Founder and CEO, Atelier Commerce
BUILT WITH
It is a Saturday morning in mud season. A rider in Prescott types beadlock wheels for a RZR Pro R into his phone and the result he lands on is not an ad. It is a category page that names the fitment, a review count that reads back to a Google star rating, and a shop hours line that says open until five. That is what an owned discovery engine looks like at ground level.
It is a Saturday morning in mud season. A rider in Prescott types beadlock wheels for a RZR Pro R into his phone and the result he lands on is not an ad. It is a category page that names the fitment, a review count that reads back to a Google star rating, and a shop hours line that says open until five. That is what an owned discovery engine looks like at ground level.
The situation, told plainly
Metal FX Offroad competes for search in one of the most aggressive corners of ecommerce. Roughly nine in ten ranked commercial keywords in the wheel category are high competition, and the national brands were holding the head terms. Paid media was keeping the lights on. Every visit had to be bought the next day. The organic footprint was thin against the category, the primary local profile was under built, and there was no clean attribution telling the business what organic and local were actually worth.
The picture was a discovery engine the brand owned rather than rented. A Shopify catalog that search engines could crawl and match to fitment queries. Category pages written to how off road buyers search, from bolt pattern and vehicle type through finish and style. Product and brand facts structured cleanly enough that AI answer engines could quote them. A local profile the brand actively tended, with recent reviews and consistent name, address, and phone across the citation ecosystem. Measurement that could separate the compounding channels from the paid ones. Three surfaces, one system.
The situation, told plainly
Metal FX Offroad competes for search in one of the most aggressive corners of ecommerce. Roughly nine in ten ranked commercial keywords in the wheel category are high competition, and the national brands were holding the head terms. Paid media was keeping the lights on. Every visit had to be bought the next day. The organic footprint was thin against the category, the primary local profile was under built, and there was no clean attribution telling the business what organic and local were actually worth.
The picture was a discovery engine the brand owned rather than rented. A Shopify catalog that search engines could crawl and match to fitment queries. Category pages written to how off road buyers search, from bolt pattern and vehicle type through finish and style. Product and brand facts structured cleanly enough that AI answer engines could quote them. A local profile the brand actively tended, with recent reviews and consistent name, address, and phone across the citation ecosystem. Measurement that could separate the compounding channels from the paid ones. Three surfaces, one system.
How the discovery engine was built
SEO, AEO, and local were treated as one connected discipline rather than three service lines. Technical foundation first, then category depth, then reputation.
The Shopify technical foundation was tightened so the crawler could reach the full catalog and pages could qualify for rich results. Products and categories were rebuilt with structure and description that matched real search behavior in the UTV, side by side, and off road wheel category. Category and content depth carried the weight where high competition head terms could not: richer collection pages, clearer product framing, content aligned to how off road buyers actually type a query. Product and brand information was structured so answer engines could cite it cleanly, with consistent brand facts and organized product detail that made Metal FX quotable to AI answers as well as to the blue link. The local presence was standardized across directories with a matching name, address, and phone, then the primary profile was optimized and the review flow was tended actively so recent, real ratings kept the map result trustworthy. Tracking and attribution were cleaned so organic and local contribution could be read against paid, which turned the case for continued investment from an argument into a report.
How the discovery engine was built
SEO, AEO, and local were treated as one connected discipline rather than three service lines. Technical foundation first, then category depth, then reputation.
The Shopify technical foundation was tightened so the crawler could reach the full catalog and pages could qualify for rich results. Products and categories were rebuilt with structure and description that matched real search behavior in the UTV, side by side, and off road wheel category. Category and content depth carried the weight where high competition head terms could not: richer collection pages, clearer product framing, content aligned to how off road buyers actually type a query. Product and brand information was structured so answer engines could cite it cleanly, with consistent brand facts and organized product detail that made Metal FX quotable to AI answers as well as to the blue link. The local presence was standardized across directories with a matching name, address, and phone, then the primary profile was optimized and the review flow was tended actively so recent, real ratings kept the map result trustworthy. Tracking and attribution were cleaned so organic and local contribution could be read against paid, which turned the case for continued investment from an argument into a report.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
