How 100+ Jewelry Collections Became a Search Magnet
Without Paid Ads
This Dutch online jewelry store had strong branding and a loyal customer base, but its organic traffic was not reflective of its potential. The site suffered from a flat architecture, missing internal linking logic, and unclear navigation — especially when it came to thematic and seasonal collections. We restructured the entire category system and launched over 100 clearly defined collections to align with user intent, seasonal trends, and search demand.
Niche
Beauty
Focus
SEO Strategy
Metrics
Organic Traffic
Date
Q1 2024 vs Q1 2025
We transformed the site’s architecture by launching over 100 targeted collection pages — organized around product style, theme, and search behavior. These new pages captured both evergreen and seasonal intent, resulting in a significant increase in indexed pages and keyword coverage. As a result, the site now ranks on Page 1 for dozens of high-intent terms and shows improved engagement across the board.
Our SEO work included a complete category restructuring, a localized Dutch keyword strategy, enriched content and metadata for each page, and a smart internal linking system that tied products, blogs, and collections together.
Technical SEO was also cleaned up — from canonical tags to sitemap improvements and mobile speed optimizations. We added structured data for reviews, breadcrumbs, and filters to improve visibility in SERPs and help users navigate seamlessly.
By April 2025, the site was ranking broadly for both generic and niche terms like “zilveren armband dames” and “verlovingsring vintage,” proving that deep category SEO combined with structured content can outperform paid channels.
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