Transforming SEO Performance in the Jewellery Niche
Services
Growth Marketing
Shopify and Bigcommerce
Search Engine Optimisation
Website
Background
In 2020, a growing jewellery brand approached me with a simple but challenging problem: despite strong products and a loyal customer base, they had almost no organic visibility. Page-one rankings were scarce, international search presence was weak, and paid channels were carrying nearly all of the load. The objective was to build a robust SEO and content framework that could scale sustainably across multiple markets — reducing reliance on paid traffic and increasing long-term, profitable visibility.
The objective was clear:
Create a sustainable SEO and content framework that could scale across multiple markets, reduce reliance on paid acquisition, and improve both search and AI visibility (end 2023 onwards).
1. The Challenge
When we started working together, the brand faced significant obstacles:
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Almost zero page-one rankings
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Heavy reliance on Google Ads for visibility
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Weak internal linking and site structure
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Thin content across key category and product pages
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Limited international search visibility
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No real entity or brand signals for Google to understand
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Slow site performance and technical limitations
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No roadmap for scaling into new markets
Their organic footprint was so limited that AI systems (and even Google itself) had almost no understanding of who the brand was.
This wasn’t a small problem — it was the root of their growth ceiling.
2. The Strategy
The strategy focused on building a strong foundation first, then layering in advanced SEO, content and entity optimisation.
Core elements included:
✓ Full Technical & Structural Overhaul
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Resolved crawl inefficiencies
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Improved indexation of thousands of product SKUs
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Strengthened site hierarchy
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Implemented clean internal linking systems
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Enhanced Core Web Vitals and site performance
✓ Content & Category Architecture
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Rebuilt category pages with structured, high-intent content
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Created supporting content hubs for key product lines
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Added contextual internal linking for semantic strength
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Ensured all content aligned with buyer intent, not just keywords
✓ Entity & Brand Signal Development
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Strengthened consistent brand identity across the site
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Structured data implementation for products, brand, FAQ and local signals
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Improved “brand understanding” across Google’s knowledge systems
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Built content that AI tools could reference and pull into answer summaries
✓ International SEO Framework
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Implemented Hreflang architecture
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Country-specific content alignment
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Market-specific category and product grid recommendations
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Improved crawlable structure for international sites
✓ AI Search Visibility Preparation
Although the AI boom started in 2023–24, we future-proofed early:
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Created AI-friendly content structures
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Built entity clarity that LLMs can interpret
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Optimised passages for extractive summarisation
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Strengthened brand presence in ways AI models reward
This is now a major competitive advantage for them.
3. Execution
Execution took place in phases:
Phase 1 — Fixing the foundations
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Technical fixes
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URL and structure clean-up
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Content rewriting on key commercial pages
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Improving internal linking and crawl depth
Phase 2 — Expanding visibility
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Creating supporting content
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Category-level optimisation
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New landing pages for high-intent terms
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Market-specific SEO for international growth
Phase 3 — Strengthening brand authority
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Entity optimisation
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Structured data enhancements
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Improving product trust & sentiment signals
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On-page experience improvements
Phase 4 — AI visibility
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Passage structuring
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Improving eligibility for AI Overviews
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Ensuring content is extractable, verifiable and semantically aligned
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Ensuring brand is consistently referenced and well understood
Google AI mode
Perplexity
Results
Within the first 12 months, the site saw a dramatic shift in search visibility — transforming from a virtually invisible brand to a recognised leader in its category.
✓ 0 → 900+ Page-One Keywords (in 12 months)
The brand went from almost no organic presence to ranking on page one for hundreds of high-intent terms across the UK.
This growth established a strong baseline for ongoing commercial traffic.
✓ Expansion Into the US Market (2024)
Following UK success, the brand launched its US search strategy in 2024, achieving rapid early visibility due to the strengthened technical, content and entity foundations already in place.
✓ Major Increases in Google AI Overview Visibility
As Google began rolling out AI Overviews, the brand became increasingly eligible and visible for multiple jewellery-related terms — a direct result of improved structured content, entity clarity and passage optimisation.
✓ Stronger Share of Voice in AI Search Platforms
AI-driven systems like ChatGPT Search, Perplexity and Gemini began referencing the brand more often, signalling higher trust and better understanding of the brand’s products and authority.
✓ Stable, Recognisable Entity Across Google & LLMs
The brand’s entity was strengthened to the point where both Google and AI models consistently interpret:
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who the brand is
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the products they specialise in
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their market positioning
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their relevance within the jewellery category
✓ Sustainable Organic Growth That Reduces Paid Dependency
With hundreds of page-one rankings and rising AI visibility, organic traffic now accounts for the majority of new customer discovery — significantly reducing reliance on paid channels.
Let’s Improve Your SearchPerformance
If you’re ready for clearer direction and better results, reach out and I’ll walk you through your next steps.
