Luxury jewellery DTC brand90 days

Shopify product page SEO case study
for a luxury jewellery brand.

Hired to work with a Shopify team on their SEO.
100+ issues found in 30 days. We fixed the 10% that moves the needle.

A product-led strategy for a market where Google, Google Shopping and ChatGPT are changing how people buy jewellery.

Book a free 20 min strategy call See the evidence

Luxury jewellery · Product pages · DTC

Product-page clicks

4.22K 5.36K

+27.1%, last 3 months vs previous

Click-through rate

0.8% 1.1%

+37.5% over the same period

Impressions

524K 476K

Down 9.1%. Fewer views, more buyers.

Google Search Console, product page filter: last three months 5.36K clicks and 476K impressions versus previous three months 4.22K clicks and 524K impressions. CTR 1.1% versus 0.8%; average position 8 versus 8.4. — Last three months compared with the previous three months, filtered to product pages. Displayed totals are rounded. This is Web search evidence, not Google Shopping or ChatGPT reporting; filtered totals may be partial.

The situation

100+ issues.
Only 10% mattered.

Volatility you can’t control

Google’s AI Overviews and busier search pages are shaking up informational search. If your traffic plan leans on blog posts, expect the numbers to move around.

Issues everywhere, time nowhere

I found 100+ SEO and Shopify issues in the first 30 days. Fixing all of them would have kept the team busy for months without moving a single commercial number.

Visibility without buyers

Impressions were actually down 9% in this period. What mattered was who clicked: more of the right shoppers landing on pages that help profits.

The framework

Invest in the product catalogue.

Shopify, Google and ChatGPT are all changing how shopping works. My answer is product-led SEO: make the catalogue itself easier to find, understand and buy from. Select each part of the framework.

What we did01 / 06

Build rich data into every product.

Materials, dimensions, stones, sizing, care. The details a jewellery buyer checks before they trust a product page are the same details search engines and AI tools read.

Deliverable: a product data standard the whole catalogue follows.

Reading the result

Fewer impressions.
More of the right clicks.

Clicks to pages that help profits lifted by 27%, with a 37% CTR increase, over 90 days. Average position improved from 8.4 to 8.

Impressions fell 9.1% in the same window. Part of that is the volatility every eCommerce team should expect from informational search, as AI Overviews and busier results pages reshape what gets seen.

The commercial read: the catalogue attracted fewer but better-qualified visits. That is the trade a product-led strategy aims for, though this comparison alone does not prove every extra click came from the work, and no revenue figure was supplied for this period.

Louis Smith speaking at an eCommerce conference

My takeaway

Your catalogue is
the growth channel.

If you run a jewellery or luxury DTC brand, your product pages are where search, Shopping and AI discovery meet the sale. Rich data, honest merchandising and a clean taxonomy compound over time.

Expect volatility in informational search. Build your plan around the pages that acquire customers who buy.

Louis Jordon Smith

Your store’s next move

Which of your products
should be working harder?

Let’s look at your catalogue and find the 10% that moves the needle.

Book a free 20 min strategy call

Shopify product page SEO case studyfor a luxury jewellery brand.

100+ issues.Only 10% mattered.