About Shop DnD
Shop DND is a fan-led apparel brand creating unisex clothing with designs inspired by Dungeons & Dragons. They put the artwork first: choose your design, then pick the garment. Their range includes T-shirts, hoodies, sweatshirts, long-sleeves and more – everything built for inclusivity, passion, and fandom.
Their Goals
- Increase traffic to their website
- Increase total clicks
- Increase sales
- Increase the number of page 1 keywords
- Increase their overall number of keywords, and the ranking positions of those keywords
What We Did
We combined technical SEO fixes, keyword targeting, and content creation to boost visibility and authority. Existing pages were re-optimised, while new content focused on high-value themes like Dungeons & Dragons gifts. Informational blogs and guides added depth, funnelling readers toward products, and our backlinking plan secured quality links, and all of this helped Shop DND gain traction and trust in search.
Shop DnD Project Overview
Client Name:
Shop DnD
Client Industry:
eCommerce
Services Provided:
SEO
Project Duration:
ON-GOING PROJECT
Case Study Trigger Date:
September 2025
The Challenge
Shop DND has a straightforward but tough problem: how do you stand out in an online market overflowing with Dungeons & Dragons clothing – especially post-pandemic, when the game experienced a boom in popularity?
Their goals were clear, however — they wanted to increase website traffic, boost total clicks and sales, and grow their keyword footprint. That meant winning more page one rankings, improving overall keyword positions, and carving out a space where users would choose them over the many alternatives in the niche.
The Strategy
We knew the key to success would be a combination of technical fixes, sharp targeting, and content that built authority. Our first step was extensive keyword research, covering everything from broad D&D clothing terms to niche gift-related searches. We re-optimised existing pages for better visibility and relevance, then created new content tied to popular themes — such as gifts or presents — that would naturally funnel users towards Shop DND’s products.
To establish the site as a trusted authority, we also planned informational content around D&D culture, guides, and tips. This supported commercial content while improving topical depth. Alongside this, we addressed technical SEO issues, developed a high-quality backlink strategy designed to complement our onsite SEO work, and ran competitor research to identify tactics that were working for competitor sites, so we could use them for Shop DND too.
The Execution
We mapped out a content strategy that balanced both informational and commercial intent. Blog posts and guides provided value to fans while quietly pointing them towards the shop’s product range, and all the while our backlinking plan secured relevant, high-quality links to boost domain authority and search visibility.
The Results
The Shop DND team were essentially looking for four deliverables from our collaboration – more traffic, more sales, more search visibility and more keyword rankings. Did we meet expectations? Well, let’s take a look at the data to find out…
Deliverables 1 & 2 – More Traffic & More Sales:
The metrics that matter in this case (as can be seen in the screenshot below) are ‘Total Users’, ‘New Users’ and ‘Event Count’. The ‘Users’ metrics tell us about traffic performance, while the ‘Event Count’ tells us about overall amounts of activity on the site (which would include online sales). As you can see:
- The core traffic metrics, ‘Total Users’ and ‘New Users’, both increased by nearly 400%.
- ‘Returning Users’ (another useful traffic metric) increased by 500%.
- We recorded a 347% increase in the site’s overall event count.
Deliverable 3: Greater Search Visibility
The screenshot below shows that we have clearly achieved the goal set when it comes to search visibility, in particular because:
- In 2025, we’ve recorded over four times the number of clicks than were recorded at the same point in 2024.
- Similarly, we’ve earned over four times the number of impressions (times a ShopDND page is shown in search results) over the same period.
- The average ranking for a ShopDND page has gone from 15th to 10th.
- All of these improvements have helped our click-through rate too, which is up 0.2%.
Need a more visual take on things? Here’s how Clicks and Impressions have improved over the last year:
Deliverable 4: More (and Better) Keyword Rankings
We’ll be comparing the two screenshots below to test this. One is the situation as regards keyword rankings at the start of the project in February 2022, and the other is how things stand at the moment. As you can see, here again we can report success, because:
- ShopDND’s number of overall keyword rankings has grown from 145 to 2,432 – that’s a 1577% increase!
- Included within that, we’ve also earned 383 more page-1 rankings – that’s a 3192% improvement in earning these highly-prized spots.
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