Ecommerce SEO Growth Case Study
From invisible to 900+ page-one keywords: ecommerce SEO for a jewellery brand
Timeline
12 months to page-one visibility in the UK. US launch in 2024. Later replatformed to BigCommerce on the same foundations.
The problem
They weren't getting seen — and the frustrating part was that their products and service were far superior to the competitors outranking them.
Underneath it sat a disjointed SEO picture: site structure, messaging, content and UX all pulling in different directions, each needing correction before anything could compound.
What I found
Crawl inefficiencies, poor indexation across thousands of SKUs, flat hierarchy, thin commercial pages, no structured data, slow templates.
What I changed
- 1
First, how Google actually perceives the site when it crawls it — top to bottom. Menu structure, messaging, category architecture, and whether each page's keyword matches its intent. Then resolving everything that threw up.
- 2
Building from there: strengthening the entity and getting the fundamentals right — accessibility, structured data, the things that make everything else work harder.
- 3
Content built for awareness — reaching people earlier than the product page.
- 4
Then the AI layer: researching how the site shows up in AI search — test, benchmark, adjust, improve.
Then we changed platform
With the UK established and the US live, the brand outgrew its Shopify setup and moved to BigCommerce. Replatforming is where hard-won rankings usually die — so this ran like every migration I plan: full URL mapping, redirect strategy, template and content parity checks, and monitoring from the moment it went live.
The rankings held.
The results
US market entry in 2024, on the same foundations.
Rankings protected through a full replatform to BigCommerce.
Growing AI Overview visibility.
Organic now the majority of new customer discovery, materially reducing paid dependency.
