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 •

TFB Review: Pulsar Thermion 3 LRF XT60 - 1280 HD in a 30mm Tube

The Pulsar Thermion 3 LRF XT60 is a 1280x1024 HD thermal riflescope with a built-in 1,200 m (1,312 yd) laser rangefinder. This is Pulsar’s new flagship thermal, made for hunters who want serious night capability in something that mounts, looks and handles like a classic 30 mm scope. After a...

By Eric B •

POTD: A Worn SIG P210 Gets An Aimpoint

Some pistols look as if they have spent their lives behind glass. This SIG Sauer P210, recently featured by B&T Switzerland , looks like it has spent considerably more time doing what pistols are meant to do. Its worn finish and well-used trigger give it character, even if we can only specula...

By Eric B •

Best Rifle for Deer Hunting: A Buyer’s Guide for Every Budget and Terrain

What makes the best rifle for deer hunting? If you’re looking for some help buying the right gun for deer season, read on for advice based on different hunting scenarios—the best rifle for whitetail deer hunting in the thick softwoods of Maine is a lot different from a deer rifle that works ...

By Zac K. •

ATF's NFA Rollback Is Live — and Its Top Lawyer Just Left

ATF stopped enforcing NFA approval, registration and tax-stamp requirements for suppressors, SBRs, SBSs and AOWs on October 9 — and its chief counsel resigned on October 30. What still applies to dealers, and what customers will expect to see on your listing.

By Fred Thompson •

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 •

Ruger's Wednesday Print: 3 Numbers That Set Your Q4 Order Book

Ruger reports Wednesday into a market where checks rose 2.5% but retail units fell 7.8%. Sell-through, distributor inventory and average selling price are the three lines that should set an FFL dealer's first-quarter order book.

By Mark Edwards •
« Newer Posts Older Posts »