SEO for a Brisbane fine jewellery brand: collection pages rebuilt around what shoppers search, and a booking page that turned that traffic into permanent jewellery appointments.
Minimalist fine jewellery.
Est. 2011, Tokyo.
Shown relative to the earlier period.
Figures come from ERIJEWELRY’s Shopify store and booking records, as reported to the client each month during the engagement (March 2024 to January 2025). Permanent jewellery bookings compare June 2024 with December 2024, which includes Christmas trade; bookings had already more than doubled from June to July after the booking page changes. Organic sales compare June 2024 with June 2023. The ranking is Google’s position in December 2024.
ERIJEWELRY is a minimalist fine jewellery brand that began in Tokyo and grew in Brisbane, from the Southbank Collective markets to stores across the city, alongside an online store.
The products were right. Search was the gap: shoppers looking for dainty and minimalist jewellery weren’t finding the brand, and the permanent jewellery service needed more bookings.
Fine & permanent jewellery
Brisbane and online
Categories had the products but little of the content Google needs to rank them for searches like “dainty jewellery australia”.
The first audit flagged around 200 potentially toxic linking domains to review before building authority.
The permanent jewellery page was getting traffic, but booking an appointment needed to be the obvious next step.
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erijewelry.com
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We rewrote ERIJEWELRY’s Shopify collection pages around real search terms, starting with dainty, minimalist and birthstone jewellery, and added new collection pages every month.
We condensed the permanent jewellery booking page and moved product details into an accordion. Bookings more than doubled the following month.
Blog articles on questions like caring for welded jewellery, checked with ERIJEWELRY for accuracy before they went live.
Monthly reports tracked organic sales, total online sales and bookings alongside keyword positions.
Collection pages, content and rankings for jewellery searches, measured in sales.
Category and product SEO for online stores, from keyword research to monthly reporting.
For ERIJEWELRY, the first new page 1 rankings arrived about a month after the strategy was delivered, and organic sales grew from there. Collection pages targeting specific searches usually move faster than broad terms.
Yes, if you pick your battles. Specific searches like “dainty rings australia” are winnable where “jewellery” on its own is not.
It did here. Permanent jewellery bookings grew once the booking page was found in search and easier to act on.
Sales and bookings first, then traffic and rankings to explain them.
Dominate Digital offers month-to-month contracts with no lock-ins. Get in touch to discuss the scope and terms for your business.
We will review your site, your search visibility and your enquiry path the same way we reviewed ERIJEWELRY’s every month. It takes us about a week and you get it whether you hire us or not.
No obligation. No 40-slide pitch deck.
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