How We Unified Dynamat on Shopify and Quadrupled Its Top-3 Rankings

Dynamat makes sound-deadening, vibration-damping and thermal insulation materials from Hamilton, Ohio, about 20 miles north of Cincinnati. The company says it started the automotive sound-deadening category in 1989, and it has been the name car-audio installers reach for ever since. The catalog runs from bulk material like Dynamat Xtreme to liners like Dynaliner and lightweight Superlite, plus vehicle-specific custom-cut kits — serving automotive and car audio first, then marine, RV, home audio and industrial. Dynamat sells through dealers, distributors and Amazon; its direct channel runs on Shopify, and that’s the channel this project was built to grow.

Dynamat had two websites doing one job. The brand’s educational content lived on WordPress at dynamat.com; the shop lived on Shopify, on a separate subdomain. On our first call, Rick described what he wanted: “We have two kind of separate websites… and we want to combine everything on our main URL on the Shopify platform and create a nice, conversion-friendly site.” Scott, Dynamat’s owner, put the cost of the split more bluntly: “I hate the fact that there were two websites so you couldn’t have a buy-now button. When you’re researching the product… that disconnect.”

Three problems followed. Research and buying happened in different places — a shopper reading about road noise had to leave the content to find a product. The navigation forced a choice too early, sending visitors down one category path. And search equity was split across two domains, so a careless migration could wipe out years of rankings in a week.

We ran SEO in parallel with the rebuild instead of waiting for launch day — keyword research, technical fixes, structured data and new content all mapped to the new site’s page structure from March 2026. The brief was a single Shopify experience where a shopper can learn about sound deadening and add the right product to the cart on the same page.

We organized around the problem, not just the product — letting shoppers browse by application or by benefit, with collection pages that answer the question before they sell. And we treated the migration as an SEO project: a full 301 redirect map from every WordPress and subdomain URL to its new home on dynamat.com, overlapping collection pages merged behind redirects so one strong page could rank instead of two weak ones, and a post-cutover check of metadata, schema and analytics.

A unified Shopify storefront — homepage, collection pages, product pages, navigation, header and footer — with Dynamat’s brand content and store now living together on dynamat.com in one theme the team can edit themselves (handed over with a written manual and walkthrough videos). A coverage calculator that recommends the right material and adds it straight to the cart; a dealer locator, a filterable installation-video library, a Find My Kit page, a catalogs page and an FAQ. We migrated reference content, dealer data and calculator data off WordPress so nothing was lost, published a content engine of long-form buyer guides (seven new articles in July 2026 alone), and laid the technical SEO foundations — sitemaps, product and collection schema, and an llms.txt file for AI crawlers.

Dynamat’s organic clicks reached 8,768 in July 2026, up 22% year over year and the highest monthly total in the 15 months of Search Console data we reviewed. The migration to one Shopify site cost no search traffic — clicks rose 18% in the first full month after launch. Keywords in Google’s top 3 went from 502 in July 2025 to 2,073 in July 2026 (4.1x), and top-10 keywords from 1,882 to 4,714 (2.5x); the gains held into August. The brand’s own average position climbed from 6.1 to 2.2, “dynamat xtreme” from 13.1 to 5.5, and “sound deadening material for car” from 5.5 to 3.2. Shopify sales attributed to organic search rose 63% from May to August, organic’s share of revenue grew from 13.5% to 22.6%, and ChatGPT citations of the brand jumped from 12 in March to 125 in August.