Structured Data for FFL Dealers: What Google Still Reads

Your shop's schema markup is probably inert. Here are the two fields Google actually requires, the three markup habits that stopped earning anything in 2026, and how to make your site, profile, and listing agree.

By Sara Owens •

The 20-Shot Zero: Stop Walking Away With a Near-O

Most shooters leave the range with what one precision rifle shooter calls a “near-o” rather than a true zero. Too few rounds go downrange, and the scope corrections that follow are not precise enough to trust. The fix is a sampling method that pools roughly 20 shots into a single data...

By James Chen •

Beat the October Lull: Where Mature Bucks Actually Go

The October lull gets blamed for empty sits across the whitetail woods, but the deer are still moving. They have shifted their patterns, and in most cases, they are circling the same tired stands hunters keep climbing into. The problem lies in where the hunter sits, not in how the deer behave. If...

By James Chen •

On-Body vs. Off-Body Carry | Pros, Cons and Practical Considerations

One of the debates in the firearms world is on-body vs. off-body concealed carry. Simply choosing to carry a firearm with you everywhere you go already seems like such a complex task, and then you have to consider how exactly you plan to carry your firearm. Most likely, you’ll also hav...

By Grace Torrence •
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