How Dollar Shave Club Captures $1.52M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ April 2, 2025

Dollar Shave Club is an innovative company dedicated to delivering high-quality, affordable shaving and grooming products that cater to every aspect of your personal care routine. dollarshaveclub has successfully generated $1.52M in traffic cost value through its SEO strategies as of January, 2025. This growth is driven by a combination of keyword targeting, content optimization, and on-page SEO improvements.

In this article, we’ll dive into the key marketing strategies that contributed to their success.

Keyword Strategies

A well-planned keyword strategy helps connect your content with the right audience by aligning it with their searches.

Boost SERP Rankings by Understanding Search Intent

The key to this strategy’s success is dollarshaveclub's deep understanding of search intent. Search intent isn’t just a buzzword—it’s the reason people type queries into search engines and a major driver of search traffic.

There are four main types of search intent:

• Informational: When someone is looking to learn more (e.g., “What is dollarshaveclub?”)
• Navigational: When someone is trying to find a specific page or site (e.g., “Personal CRM Template”).
• Commercial: When someone is comparing options (e.g., “dollarshaveclub vs. Competitors”).
• Transactional: When someone is ready to buy, use, or download something (e.g., “dollarshaveclub Pricing”).

As search intent moves from Informational to Navigational, Commercial, and Transactional, users become more specific and action-driven. Initially, users seek general information, but as they move down the funnel, they get closer to making a decision or purchase.

Considering various keyword variations that users might search for in areas like UX or template solutions, dollarshaveclub's top 1,000 organic keywords have been categorized into these intent types.

Notably, commercial keywords are displayed using examples such as "dollar shave club", "dsc", "razors", "dollar shave", "razor", "the beard club", "shave butter", "blade", "shave club", "the razor company", and they account for the largest share, contributing $129.19K in traffic cost.

Optimizing Content for Search Intent

To rank well on Google, it's important to create content that aligns with what users are actually searching for. Google aims to provide answers by using advanced algorithms to understand the intent behind each query. Understanding search intent helps ensure your content meets users’ needs.

Below are the top five pages on dollarshaveclub that generate the most organic traffic through content optimized for keyword intent:

dollarshaveclub's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. By targeting non-branded, long-tailed queries such as “bald dandruff” and “manscaping meaning,” dollarshaveclub addresses very specific concerns that resonate with users. Detailed queries like “how to get rid of crotch smell” and “how to prevent crotch odor” signify high user intent, driving significant engagement. This structured approach to content not only boosts rankings but also ensures that searchers find exactly what they're looking for.

Choosing the Right Keywords to Attract Quality Traffic

The more organic keywords you rank for—that is, words and phrases that draw people to your site from a search engine results page (SERP)—the better. Organic keywords are free, help improve online visibility, and attract quality traffic. dollarshaveclub ranks for 29,450 organic keywords.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO refers to the optimizations made directly on a webpage to help improve its ranking on search engines. Elements such as title tags, meta descriptions, headings, content quality, and most notably, the URL structure are all crucial for boosting a page’s visibility. A clear URL format not only supports better indexing by search engines but also enhances the overall user experience.

dollarshaveclub demonstrates a disciplined URL structure that leverages intuitive subfolders and clearly defined keywords. By organizing pages into logical categories—whether it is product lines, informational pages, or customer account sections—the site makes it instantly apparent what each page offers. This systematic approach signals content relevance to both search engines and users, contributing to a strong technical SEO foundation.

Maintaining a uniform URL structure simplifies navigation, improves crawlability, and strengthens internal link architecture. The use of either a simple structure (one subfolder) or a nested approach (subfolder followed by an additional keyword) helps to communicate page context efficiently. This balance between clarity and hierarchy is a significant factor in dollarshaveclub’s ability to rank highly for targeted keywords and deliver a seamless browsing experience.

Examples of URL Structure:

dollarshaveclub/[subfolder]

• https://dollarshaveclub/pages
• https://dollarshaveclub/collections
• https://dollarshaveclub/account

dollarshaveclub/[subfolder]/[keyword]

• https://dollarshaveclub/pages/new-member-starter-set-dollar-shave-club
• https://dollarshaveclub/collections/blades-handles
• https://dollarshaveclub/products/beard-oil

Conclusion

This report details how Dollar Shave Club captures $1.52M in monthly traffic value through a meticulous digital marketing strategy. The company leverages an in-depth understanding of search intent by targeting diverse keyword categories—for informational, navigational, commercial investigational, and transactional queries. Through optimized content that addresses specific user concerns and strategic ranking for over 29,450 organic keywords, including a focused long-tail cluster on tanning duration, dollarshaveclub drives substantial organic traffic. Additionally, an effective on-page SEO strategy with a uniform URL structure further reinforces the company's strong technical foundation, enabling seamless navigation, better indexing, and enhanced user experience.