One of the most popular sports franchises in the world has jumped aboard the search engine optimization (SEO) bandwagon as the Dallas Cowboys plan to increase organic traffic to sell team merchandise.

To generate traffic and get the most targeted visitors to its sites, the Dallas Cowboys’ Pro Shop has partnered with New Media Gateway to increase its search engine optimization (SEO) and search engine marketing (SEM).

Charles King, director of web development at New Media Gateway, says that even huge brands like the Dallas Cowboys need search engine optimization (SEO) for their marketing campaigns but says all companies should focus on more than just traffic.

"If you are running marketing campaigns and don’t have solid data in regards to your true ROI, you could be wasting your budget," he says. "Many of our clients come to us looking for traffic. We respond with: It’s not about traffic anymore. It’s about solid analytics, maximizing targeted visitors and building websites that convert."

According to a report from Forbes in December, statistics from SportsScanInfo – a company that tracks jersey sales – show the 10 most popular jerseys in all of sports were from the NFL. Of that 10, three belonged to the Dallas Cowboys.