For a specialist collectibles retailer, being found for the right product can matter more than being seen by everyone. Poptopia’s campaign data shows broader keyword visibility, more organic visits, and growth in recorded purchase activity.
Explore Poptopia’s growthPoptopia is a small online collectibles store. Its catalog spans products and collections such as Funko Pop!, FiGPiN, and starter boxes—ranges where a shopper may already know the character, franchise, or product type they want.
At the first reported checkpoint, the tracked set had nine first-page keywords and six in the top three. April’s organic traffic stood at 714 sessions. That gave the campaign a clear starting point for measuring a wider search presence and more activity on the store.
The supplied keyword examples include starter-box searches, brand-and-product terms, character names, and purchase-led queries. They show the range of discovery opportunities behind the headline growth.
Our campaign connected business and competitor research with keyword planning, critical technical fixes, on-page optimization throughout the site, and link building.
We began with a business and competition study to understand Poptopia’s market, its specialist catalog, and the stores competing for the same searches. This research established the context for the SEO priorities.
Keyword research identified relevant opportunities around product types, brands, and collector searches. The ranking report tracks progress across themes such as starter boxes, FiGPiN products, and character-specific queries.
We addressed critical technical issues across the website as part of the campaign’s foundation. This work supported the wider optimization effort; the supplied reporting does not assign a separate traffic lift to any single fix.
We carried out on-page optimization throughout the website, bringing the keyword research into the work on the store’s pages. The aim was a clearer connection between what the catalog offered and the searches relevant to those products.
Link building formed another part of the campaign, complementing the research, technical work, and on-page optimization. The approach combined improvements on the store with work on its wider web presence.
“Funko PoP Starter Box” moved from position 7 to 1, while the Movies starter-box term moved from 5 to 1.
“flame swordsman figpin” reached position 1 in the January report. “attack on titan figpin” reached position 5.
“FiGPiN collectibles” and “buy figpin collectibles” both appeared at position 3 in the final supplied check.
Keyword examples compare April 10, 2023 with January 15, 2024. These are reported search positions, not a record of which query generated a purchase.
Monthly search impressions grew almost sixfold, while organic sessions more than quadrupled. Explore each metric to see the full monthly pattern, including the quieter periods.
714 → 3,269
| Month | Organic sessions |
|---|---|
| Apr 2023 | 714 |
| May 2023 | 1,623 |
| Jun 2023 | 1,626 |
| Jul 2023 | 1,764 |
| Aug 2023 | 1,578 |
| Sep 2023 | 2,055 |
| Oct 2023 | 1,963 |
| Nov 2023 | 2,309 |
| Dec 2023 | 3,269 |
35,930 → 210,014. The store appeared more often in Google search results between April and December 2023.
714 → 3,269. The supplied report records substantially more organic visits by December.
3,258 → 27,956. Recorded pageviews increased alongside visits; pageviews alone do not establish engagement quality.
By January 15, 2024, ten tracked keywords held the number-one position and 22 were in the top three. First-page coverage grew from nine keywords to 25.
9 → 25
| Date | Top 10 |
|---|---|
| 01-Apr-23 | 9 |
| 15-May-23 | 11 |
| 13-Jun-23 | 14 |
| 11-Jul-23 | 15 |
| 14-Aug-23 | 13 |
| 13-Sep-23 | 14 |
| 11-Oct-23 | 14 |
| 13-Nov-23 | 15 |
| 12-Dec-23 | 26 |
| 15-Jan-24 | 25 |
Ranking groups are cumulative: top-three keywords are included in the top-ten total. The series begins April 1, 2023. Top-ten rankings peaked at 26 in December and finished at 25 in January; all supplied checkpoints are retained.
Selected examples from the supplied keyword table.
| Keyword | Apr 10, 2023 | Jan 15, 2024 |
|---|---|---|
| Funko PoP Starter Box | #7 | #1 |
| Funko PoP! Movies Starter Box | #5 | #1 |
| Funko PoP! Marvel Starter Box | #2 | #1 |
| flame swordsman figpin | 100* | #1 |
| tenshinhan collectibles figpin | 100* | #2 |
| FiGPiN collectibles | 100* | #3 |
| buy figpin collectibles | 100* | #3 |
| attack on titan figpin | 100* | #5 |
| McFARLANE collection | 100* | #10 |
*The source records “100” for these baseline values without defining whether that means an exact position or a tracking limit. We preserve that value and do not calculate an exact position gain. Case-only duplicate examples are omitted from this selected table.
The report also supplies before-and-after events within organic traffic. Checkout starts and purchase events both increased, adding a commercial dimension to the visibility story.
60 → 441
30 → 66
The event comparison does not state dates, equal reporting durations, revenue, or transaction deduplication. These figures show recorded event growth; they do not establish a conversion-rate increase or revenue growth and are not combined with the monthly session series.
Poptopia’s results show why an ecommerce SEO case study should look beyond one broad keyword. A mix of collection, product, character, and buying-intent searches can reveal how a specialist store’s visibility is developing.
The data also shows why rankings, visits, and shopping actions deserve separate attention. Here, each improved across its reported comparison. Understanding what happens after a visit still requires the store’s measurement setup, order records, and business context.
Read our product & category SEO guideThe charts below were supplied with the campaign document. The interactive charts above use the document’s exact tabulated figures.
April 2023–January 2024; cumulative top-1, top-3, top-5, top-10, and top-30 keyword counts.
Open full-size chartMonthly sessions and pageviews, April–December 2023.
Open full-size chartSupplied before-and-after organic event counts; comparison dates are not stated.
Open full-size chartThis historical Poptopia campaign was supplied by Peeyush Dubey for the NJ SEO LLC portfolio. Figures are transcribed from “SEO_Case_Study-Poptopia-Data.docx” and its four supporting charts. The archive contains copies of these same materials.
Traffic and impression comparisons run from April to December 2023. Aggregate rankings run from April 1, 2023 to January 15, 2024; the individual keyword table starts April 10, 2023. Event-comparison dates are not specified. Percentage growth is calculated as (final − baseline) ÷ baseline and rounded to the nearest whole percent. The impression table’s 41% figure is the November-to-December increase; April-to-December growth is approximately 485%.
Campaign activities were confirmed by Peeyush Dubey: business and competitor research, keyword research, critical technical fixes, sitewide on-page optimization, and link building. The supplied results do not isolate the contribution of each activity. Seasonal demand, inventory, and other marketing activity are not isolated in the supplied data. Visit Poptopia’s store.
Share your store, priority products, and growth goals. We’ll review where your catalog could be easier to discover and where the shopping journey needs attention.
Explore ecommerce SEO services