Search Engine Optimization for a Fine Jewelry DTC Brand
Fine jewelry technical SEO case study: improving crawlability, indexation, and category search performance for a Shopify DTC jewelry brand.
Ana Luisa
A fine jewelry and accessories DTC brand on Shopify, focused on sustainable materials and accessible luxury.
Industry
Fine Jewelry DTC Brand
Focus
National SEO
The Challenge
Organic search accounted for less than 15% of traffic, leaving the brand exposed to rising ad costs and unable to compound demand for demi-fine jewelry and gifting queries.
Ana Luisa
Paid social was carrying almost all growth, and CAC was climbing.
The Strategy
Collection hierarchy restructure
Reorganised the collection taxonomy so category pages mapped cleanly to how shoppers search for demi-fine jewelry by style, material, and occasion.
Seasonal intent capture
Targeted high-intent gifting and seasonal queries with dedicated landing pages and internal links, timed to peak demand windows.
Product and image schema
Applied product, image, and review schema across jewelry PDPs so listings became eligible for rich results and image search visibility.
Content clusters and site speed
Built editorial clusters around styling, care, and gifting, and tightened Core Web Vitals so pages actually converted the traffic they earned.
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