Case Study: Women’s Jewelry Online Shop

When we took over the project, the women’s jewelry online shop already came with a solid foundation: a visibility index of over 1.0 showed that Google fundamentally rated the domain as relevant. But despite this starting position, the shop was far from realizing its true potential – the competition in the fiercely contested jewelry segment was considerably more visible and captured the bulk of the organic traffic.

The main problem lay deep in the technical structure: thousands of filter parameters – for colors, materials or sizes, for example – produced an unmanageable number of dynamic URLs. Because these filters were not cleanly controlled for search engines, Googlebot fell into a “crawl trap” and wasted its crawl budget on meaningless parameter pages instead of the important categories and products.

The logical consequence was massive indexing problems: relevant pages were ignored or dropped out of the index. Google Search Console confirmed the chaos – the dashboard was littered with a very high number of error messages.

In addition, the website was not at the expected level in terms of content either: there was hardly any optimized content, and a large share of the meta tags was missing, duplicated or not optimized for the focus keywords. The shop was essentially “blind” to search engines.