Teton Troutfitters

Founded in 1986, Teton Troutfitters carries deep heritage — but a change of ownership left its search presence with the technical debt to match. Broken and incomplete structured data, lost rich-result eligibility, and business listings that were flatly wrong: the BBB profile carried the wrong address, the wrong phone, and even the wrong owner — still naming a prior owner rather than the current one.

A full local-SEO rescue and ownership-transition cleanup, scoped as 25 actions across the foundation. We shipped FAQ structured data (20 questions across five sections) and TouristTrip schema across six trip pages, corrected and enhanced six authority directories — BBB and Fin & Field corrected, Yelp and TripAdvisor enhanced, Visit Jackson Hole and FishingBooker newly claimed — and built the content the searches actually wanted: a twelve-month seasonal guide, an eighteen-insect hatch chart, river and specialty pages, and guide bios.

It made Teton Troutfitters the first fly-fishing operator in Jackson Hole to deploy TouristTrip schema — a schema type zero local competitors were using.

The signature of the work is in the data. Comparing the quarter before launch to the quarter after, daily search clicks roughly quadrupled — from 4.4 to 18.1 a day — impressions nearly doubled, and click-through rate more than doubled, from 1.6% to 3.4%. Average position held essentially flat.

That combination — flat rank, sharply higher click-through — is the fingerprint of a rich-result win: the schema shipped at the end of April, and the gains appear in the June–August window, right on the documented latency for rich results to take hold.

Behind the search work, the site itself needed to be rebuilt to carry it — a modern, maintainable platform tuned to how anglers actually plan a trip.

A bespoke WordPress build, not a page-builder assembly — fourteen custom theme modules spanning the homepage, trip templates, a full fishing-report content system, guide and FAQ sections, booking and contact, and a documented design system. Built on custom post types, ACF field definitions, template loaders, and migration scripts.

A purpose-built platform Teton Troutfitters owns and can extend — with the trip pages and fishing-report system the search foundation is built on top of.

A heritage outfitter under new ownership needed a consistent visual system to unify the rebuilt site and its ongoing content.

A brand system and design-token foundation carried through the site — a single source of truth for type, color, and components.