SEO for an Irish Jewellery Brand - Case Study

A Jewellery in Wexford has expressed a desire to work on their SEO. They make quality pieces in silver or gold with Celtic, Chinese motives, and sell them on their Shopify site.

How it started
Filip has started to work on SEO only project for an Irish Jewellery Brand. The goal was to increase online visibility and get more sales. The client didn't know much about SEO. It was their Local Enterprise Office that recommended investing in SEO.

The Approach
What many people don't know is that SEO is different for each business. What differentiates experienced and not so experienced, non-specialist SEO's is having a vision and prioritising SEO tasks based on each website.

The Process
First, we have to gather as much information about the current SEO and ranking state. Then look at the level of competition in the industry the client is in.
After that comes planning. It is crucial to get a clear picture of what has to be done to increase rankings for a particular site. That is an SEO vision. Then create an SEO plan and execute it.

What to focus on
We focus a lot on user experience and monitoring user behavior when they browse the website or land on our landing page. We want to avoid getting the wrong audience on the site or not presenting them with the best content on the site.

Bonus: As always, we don’t focus just on what the client hired us. We look at the big picture and make other suggestions outside of SEO too.

Backlink Audit
The site had some good authority links from back when they invested in some digital PR in USA. But since then the number of links wasn't growing as much as it should.
Technical SEO Audit
Shopify is a platform that is usually ok technically for SEO, except for a few errors. One of them being default duplicate product pages. We managed to get rid of those by changing the code on the site.
Content Audit
We made content suggestion to the owner, so the owner can write about them. The content was mostly for product category pages and a few blog posts.

The Result

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