Some businesses think they have a product that is in too narrow of an area to benefit from search engine optimization (SEO), but the tale of one Wisconsin work clothing retailer proves that any company can see positive results from effective SEO.

Stratt Apparel, based in Oshkosh, Wisconsin, is a 2-year-old retailer of work uniforms which does business solely on the web. But up until recently, the company’s online efforts were lacking.

The company admits that its website was "remedial" in the beginning with no search engine optimization (SEO) efforts to speak of. The latter issue made it very difficult for their site to be found – resulting in lost sales.

But in May the company unveiled a revamped site and a search engine optimization (SEO) campaign to go along with it.

"The new website incorporated SEO-friendly pages, URL’s, links and so much more," says Dustin Schaefer of Stratt Apparel. "In addition, the website now has the look that Stratt Apparel has striven for – clean, concise, and easy to navigate."

The fact is most niche companies can benefit from search engine optimization (SEO), especially because they have less competition., an online MRO supplier, says the use of SEO helped it grow revenues 39 percent over last year.