$41,635 in 12 Months - 620% ROI on a Jewelry Brand

Introduction

This project involved an eCommerce brand specializing in unique, high-quality jewelry, predominantly for men. Each piece is distinctive, crafted with a style that stands apart from mainstream offerings. With an average product value of $200, the store caters to a premium, niche audience that values craftsmanship and individuality over mass-market designs.

Challenges

When we first assessed the website, it was clear that while the brand had strong product potential, its digital foundation was weak — a common issue for eCommerce businesses that prioritize paid ads over organic growth.

Technical Problems: The site suffered from numerous underlying technical issues, many of which were limiting search engine performance.
Lack of Clear Structure: The site hierarchy was poorly defined, making it harder for both users and search engines to navigate.
Low-Quality Blog Content: The blog was filled with spammy, AI-generated articles that offered no value and diluted the brand’s authority.
No SEO Strategy: The brand was heavily reliant on paid advertising, with virtually no investment in organic search optimization.

This combination meant that while money was being spent on ads, the brand was missing out on the long-term compounding benefits of SEO — and leaving significant revenue on the table.

Strategy

We deployed our proven eCommerce SEO framework, which focuses on improving every aspect of the site — from the broad strategic elements to the smallest technical details.

Key actions included:

New Collections Targeting New Keywords
- Conducted in-depth keyword research to find terms that aligned with the brand’s niche.
- Developed entirely new product collections that were hyper-relevant to the brand’s theme and audience interests.
Full Technical Overhaul
- Fixed over 20,000 URL extension issues, a common Shopify problem for large catalogs.
- Reduced errors in Google Search Console to a fraction of their previous level.
- Corrected all broken links to ensure a smooth user experience and better crawlability.

Technical SEO

Our first priority was resolving technical roadblocks that were holding back performance.

Removed duplicate and extended URL versions across more than 20,000 pages.
Optimized crawl budget by ensuring search engines could access and index the most important pages.
Eliminated all broken internal links to improve both user trust and SEO signals.

Content Strategy

To position the brand as the go-to authority in its niche, we developed a content plan aimed at both educating the audience and supporting target collections.

Published 15 high-quality, informative articles per month targeting valuable, intent-driven keywords.
Enriched each target collection with keyword-optimized, in-depth descriptions that provided Google with strong relevance signals.
Created content specifically structured to rank for featured snippets, resulting in wins for 133 keywords in position zero.

Internal Linking

We performed multiple internal linking audits throughout the campaign:

Added relevant, contextual links within blog content to point toward high-value collection and product pages.
Strengthened the internal linking structure to distribute authority across the site, improving crawl efficiency.

Meta Tags

Every meta title and description was rewritten with:

Target keywords included naturally.
Character limits optimized for search display.
CTR-focused copy that encourages clicks while maintaining keyword relevance.

Schema Markup Implementation

Shopify’s limitations meant we had to get creative:

Implemented BreadcrumbList Schema to mimic hierarchy between collections.
Expanded overall Schema Markup to provide richer search engine data.

Trust Signals

A premium eCommerce brand must instantly establish credibility:

Reworked the About page to highlight the brand story, location, and team.
Added clear contact information (phone, email).
Linked all active social media accounts to increase transparency and engagement.

Results

The impact of these changes was significant:

642% Increase in Organic Visibility: From 2,063 to 15,318 ranked organic keywords.
1,066% Increase in Organic Traffic: From 30 to 350 organic visitors per day.
Revenue Impact: $41,635 in organic sales over 12 months — an average of $3,469 per month and a 620% ROI from SEO alone.

Notably: This was achieved without a single backlink campaign — 100% of results came from on-site SEO improvements. The brand’s founders preferred a slow, risk-averse approach, but with link building scheduled for the next phase, we expect an even sharper growth curve.