Case notes / E-commerce, considered consumer
An antique-jewellery brand, aligned to what converts
A brand with real traffic scale was ranking for generic terms, not the designer-specific searches that drive sales. We restructured around intent.
The numbers
12.5
Avg position, from 23.6+33%
Click-through rate+14%
Organic clicksAnonymised and sector-framed. Figures are the client’s own, reported the same way each month, and shown here with their permission.
01The challenge
Over 20,000 clicks in six months, but rankings sat on generic category pages rather than the designer-specific queries that convert.
02Our approach
We restructured the catalogue taxonomy around designer-led collections and built dedicated collection pages for the buying queries.
A technical clean-up, internal links, schema, breadcrumbs and rewritten titles, lifted the click-through rate on the pages that matter.