How Db Journey Boosted Organic Sales in the US and Gained Visibility in AI Search
Bonzer has been a strategic and structured partner for Db from the very start. They have worked broadly with us, from technical SEO and international setup to content and visibility in AI search, across all our markets. What sets them apart is how clear they are about which content actually drives results. They don't stop at the recommendations either, they help us get the content published. The result is a clear increase in organic traffic and a solid foundation for further growth. We look forward to continuing the partnership.
Db Journey, formerly known as Douchebags, is a Scandinavian brand that designs backpacks, luggage, and travel gear for people with an active lifestyle. The company was founded in Norway in 2009 by Jon Olsson and Truls Brataas, with the goal of making travel easier through smarter gear. Since launching in 2012, Db has seen triple-digit growth and stable profitability. The company has won the Gazelle Award six times and received several design awards at ISPO in Munich, the world's largest sports trade fair. Today, the company operates independently from its headquarters in Oslo, with 60 employees.
With a strong position in Europe, the next step was to grow in the US. The challenge was that Db had almost no organic visibility in the American market. When potential customers searched for backpacks and travel luggage, Db rarely showed up. At the same time, technical issues on the website made it harder for Google to understand and rank the US version of the site.
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Key numbers:
- Over 50% more keywords on Google's first page in the US
- Over 50% more organic clicks
- More than tripled traffic from AI search
- A clear increase in organic purchases in the US
Results
Over 50% more organic clicks
The increased visibility has driven clear growth in traffic from Google compared to the previous year.
More than tripled AI traffic
Db is now regularly cited in Google's AI Overviews and AI Mode, as well as in Gemini and ChatGPT. These are channels where the brand previously had almost no presence. Traffic from AI tools has more than tripled compared to the previous year.
More organic purchases in the US
The increased visibility has translated into sales. Db has seen over 50% more users from organic search in the US, and a larger share of them make a purchase. The work has not just generated more traffic, but more relevant traffic.
| Organic search, US | Increase |
|---|---|
| Purchases | Over 50% |
| Users | Over 50% |
| New users | Nearly doubled |
| Returning users | Nearly doubled |
| Share of users who purchase | Nearly doubled |
July 2025–August 2026, compared to the same period the previous year.
Luggage and backpacks: more than tripled keyword count on page 1
Since the partnership began, the number of keywords on Google's first page in the US within luggage and backpacks has more than tripled. The number of keywords in the top 3 has grown even more. The effect became clearly visible from spring 2026 onward. Organic clicks to both the luggage and backpack categories have more than doubled.
Ski and snowboard: over +40% growth in peak season
Many of Db's activity-based segments are highly seasonal. The work has therefore focused on positioning Db ahead of peak season for each segment, and results are measured during peak season compared to the same period the previous year.
For ski and snowboard, searches are concentrated between November and January. During this period, organic traffic grew from 3,073 to 4,568 clicks, an increase of 49%. The same approach has been applied to product categories such as duffel bags, tote bags, sling bags, and accessories, as well as segments like skate and training.
Peak season November–January, compared to the previous year:
How we did it
The results are built on four focus areas that reinforce each other.
1. A solid technical foundation
We started with a thorough technical review of dbjourney.com. It produced concrete recommendations that make it easier for Google to crawl, understand, and rank the site, particularly in the US market. At the same time, the category structure was further developed so Db matches more precise searches with clear purchase intent.
2. Content that stands out
As more and more content is produced with AI, it becomes more important to create content that actually adds something. The goal is content that both search engines and language models choose to highlight.
3. A long-term content strategy
The strategy combines new commercial and informational content with ongoing updates to existing content where the potential is greatest. Together, this strengthens Db's authority within travel, luggage, and backpacks.
4. Visibility beyond the website
Both Google and AI tools pay attention to how a brand is mentioned elsewhere. Off-page work has therefore been a consistent part of the partnership, with ongoing advice and follow-up on Db's visibility across the web.
Conclusion
In just over a year, Db has gone from almost no organic visibility in the US to becoming a clear option when American customers search for backpacks and travel luggage. The combination of a solid technical foundation, a clear category structure, and content that both Google and AI tools prioritize has driven growth in traffic, visibility, and sales. The partnership continues, with the goal of strengthening Db's position in the US even further.
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