About Us
Cap & Ball Digital Strategies
“Are you looking to hire greenhorns—or do you want to work with a real tough son of a gun who knows how to get the job done?”
We’re not your everyday cutesy marketing team. We’re not the kind of SEO agency that quietly blends into the carpet. We believe in hard, measurable goals, backed by rigorous testing and data-driven decisions—no excuses. Based in the Biggest Little City in the World, Reno, NV, we stand apart from the rest of the SEO pack.
We are NOT the rest of the SEO industry.
We specialize in helping small and mid-sized FFL’s—like your firearms shop—stand toe-to-toe with corporate giants and face off against the juggernaut that is Google. We’re on the side of the underdog and have the expertise and experience to handle everything from small-scale projects to sweeping campaigns that push the limits of your ambitions.
"We Shoot Straight"
We fight for the little guy.
Lead by Anders E.T. Herzberg and Jason J. Green, the Cap & Ball Digital Strategies team combines 30+ years of experience in SEO, sales, content writing, and marketing development. We offer Advanced SEO, Social Media Marketing (SMM), Advanced Digital Reputation Management (ADRM), Email Marketing, Content Marketing, and more.
We’re not scared to call out the BS running rampant in the SEO world—cheap tricks, one-size-fits-all services, empty promises, and “automated magic bullets” that simply don’t cut it.
FFL’s are stuck between a rock and a hard place. Government agents ready to shut you down with a snap is enough stress for any business owner. But navigating the waters of online marketing is another beast where simply exercising our rights seems to be reason enough for advertising platforms to ban and refuse you a seat at the table.
But that’s not all.
It Worked Last Time?
Most so-called SEO “experts” are just throwing things at the wall to see what sticks, or they’re relying on yesterday’s tactics and hoping they still work. When Google hits them with core updates like “Penguin,” “Panda,” or the latest “High-Quality Content” changes, their strategies crumble like a house of cards. We dig deeper, continually refining our methods, so your rankings stay solid even when the search engine landscape shifts.
Often times these are the very people that think everything Google says about SEO is gospel, forgetting how Google treats everyone that’s not a big brand, or a Google bootlicker.
Beyond this, while some SEO’s are competent in effectively marketing websites to consumers, or creating well-crafted websites with good, technical, On Page SEO, few have stopped to research and dive deep into the innerworkings of the very thing that they are attempting to influence, the massive search engine known as Google.
Most Are Flying Blind
We fight for the little guy—especially those in the firearms industry. We’re not here to feed you snake oil and fluff. We’re here to get results. So, if you’re ready to break out of the shadows, make real strides online, and dominate your corner of the market, you’ve come to the right place. Let’s raise hell and get you the visibility your FFL or gun store deserves.
Then there are other SEO’s, commonly referred to as “Black Hat”, that may bring quick results but will soon incur penalties to the very sites that they are trying to promote, when it comes to the specific formula that Google is looking for when it delivers a specific search result in the top position, few SEO’s know what to do to achieve that result, and none are actively focused on the
So, with many SEO’s just throw ideas at the wall as see what sticks. So when something does they believe that it’s a panacea for all of the SEO campaigns that they launch.
"Cap & Ball is different"
A Different Breed of SEO Technology
From the very start, we took a radically different path to understanding Google—asking the search engine itself, “What do you really want to see in a top-ranking site?” Rather than chasing short-term hacks or flooding the web with spammy backlinks, we’ve dedicated over two decades to in-depth research, controlled experiments, and real-world tests. The result? A proven system that consistently lands our clients at the top of the search engine results without relying on cheap tricks.
Sculpted Through Cutting-Edge Research
Our methodology, developed in partnership with some of the top names in Information Retrieval Technology, has powered SEO campaigns so effective they can dethrone even major name brands on their own keywords. With every new Google update, our strategies have only grown more sophisticated. We cut through the noise, delivering exactly what the algorithm craves and driving genuine, long-lasting results—perfect for FFLs and gun stores that need a bulletproof way to dominate their local market. When we say we can get you found, we mean it.
Elevating Beyond Traditional SEO
Our approach isn’t limited to advanced technical tweaks and on-page optimization. In today’s digital landscape, social media is a game-changer—platforms like Facebook and X carry real weight when it comes to signaling content quality and popularity to search engines. Recognizing that, we’ve crafted new methods to supercharge social media outreach for our FFL and gun store clients, using high-quality, thoroughly researched content tailored to resonate with your audience.
By connecting directly with users who follow and engage with you online, we can amplify that crucial “social signal” and give your SEO strategy an extra edge. After all, winning hearts and minds goes hand-in-hand with search rankings; if people love your brand on social platforms, Google tends to take notice. Our proprietary systems ensure you’ll stand out in the crowd, driving genuine interactions that boost both your online presence and your bottom line.
Though the use of high quality and well researched content, as well as direct social media outreach to those engaged with us on those platforms we have found ways to enhance the social media signal and create effective and important impacts on our SEO campaigns.
Few SEO campaigns will be successful if you don’t win the hearts and minds of your audience, and with the systems that we have developed we are able to help you do just that.
The Real McCoy
In addition to our comprehensive SEO and Social Media Marketing Services we have also developed high quality web design and content production services as well. These services work in in tandem with our SEO services to create an all-in-one package that will allow us to create an SEO campaign unlike anything you have ever see before.
Web Gravity - A true force of nature
The Cap & Ball Top Guns
Anders E.T. Herzberg
I’m Anders, Co-Founder of Cap & Ball Digital Strategies
I’ve called Reno home for over 20 years, and the spirit of the high desert has left its mark on me in more ways than I can count. There’s something about the Old West history of this state that sparks my creativity—and fuels my resolve to stand up for our Second Amendment rights.
I’m also a proud, self-proclaimed nerd. I’ve been tinkering with and building computer systems since childhood, which means I’ve spent plenty of time being the go-to “family IT guy.” Alongside that technical streak, I’ve always had a creative side that I channel through writing, design, and exploring new ways to solve tough problems.
Over the years, I’ve done everything from front-line customer support to managing content development teams—and I never leave my detail-obsessed mindset behind. I expect the best from myself and from those around me.
But there’s more to me than coding and content strategy: I’m a lifelong firearms enthusiast. I got hooked in my early 20s when I bought my first revolver, a Ruger GP-100. I started a (unfortunately defunct) blog dedicated to the history of the development of various obscure and wildcat cartridges called Dead Calibers. I even wrote an entire book on the history of the development of the .223 Remington and the AR-15 Platform that you can download here.
Over time, I’ve watched major tech companies make it harder and harder for firearms sellers, enthusiasts, and gun smiths to promote their businesses and rights. That frustration lit a fire under me to do something about it.
Enter Cap & Ball Digital Strategies, which I co-founded with Jason. This isn’t just another marketing firm—it’s a stand we’re taking to support lawful gun owners and Second Amendment advocates. Our mission is to offer creative, cutting-edge digital marketing solutions that help you cut through the noise, overcome obstacles set by big tech, and protect what matters most: your rights and your livelihood.
As the more creative side of the team, I’m all about crafting inventive solutions that help firearms-focused businesses and organizations thrive in a rapidly shifting digital world. We’re talking about fresh approaches to SEO, social media, and content strategy—anything that can give you an edge in an environment that’s anything but friendly to our community.
You’ll also often find me writing for our Journal, where I share stories, insights, and strategies for making your mark online—despite all the headwinds. Take a look at my posts if you want a deeper dive into what drives us at Cap & Ball.
Bottom line: I’m here to help FFLs, firearms sellers, and fellow enthusiasts navigate the challenges of the digital frontier with integrity, creativity, and a bit of that Old West grit. If you’re looking for a partner who’s as passionate about your rights as you are, Cap & Ball has your back. Let’s saddle up and take aim together.
Jason J. Green
I’m Jason, Co-Founder at Cap & Ball Digital Strategies
I’d say my defining strengths are my creativity and problem-solving skills—two traits that have guided me in crafting internet marketing strategies that are not just data-driven but hyper-focused on delivering measurable ROI. My sweet spot? Advanced SEO, social media strategy, and reputation management.
My Work
I’ve racked up hundreds of successful campaigns and projects over the years—spanning everything from web marketing and reputation defense to social media management, software development, and specialized R&D. I’ve led some of these projects solo, while others I tackled with a dedicated team by my side. Either way, I’ve gained a few unique insights along the way. If you want a deeper dive, feel free to learn more here.
Diversity of Experience
I’ve had the privilege of working with all sorts of clients, ranging from home-based entrepreneurs to Fortune 500 heavyweights. I’ve built brands from scratch, resolved near-impossible reputation headaches, and designed campaigns that ran locally and internationally. My experience covers an extensive range—from web marketing, SEO, social media, and reputation management to software and web development, recon, R&D, project management, and even classroom facilitation.
The Cap & Ball Mission
Along with my co-founder Anders, I started Cap & Ball Digital Strategies to serve firearms businesses and Second Amendment supporters who’ve had enough of restrictive policies by major tech platforms. Through our combined expertise, we aim to give you a solid foothold in the digital landscape—so you can protect your rights while growing your business.
If you need solutions that blend creative thinking with data-backed execution, Cap & Ball is your ally in the ongoing fight for online visibility and freedom. Let’s get to work.
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