If you’re running a seven or eight figure jewelry brand and your SEO strategy isn’t delivering the results you want, this post is going to change that.
I help jewelry brands scale their organic revenue with SEO and LLM optimization.
If you want someone to take over your entire strategy, you can find more information by going to my jewelry SEO agency page.
If you want to take my strategy and implement it yourself, keep reading!
In this guide, I’m breaking down the exact strategy I use to help jewelry brands improve their rankings, traffic, and revenue.
I’ll be using a real example (Haver Hill, a brand I have no affiliation with) to show you exactly how this works.
Step 1: Identify Your Biggest Opportunity
Here’s the thing—you don’t need to do a massive amount of research to get started. You just need to pick ONE category to focus on instead of trying to optimize your entire site at once.
Ask yourself:
- What types of products do you carry a lot of?
- What’s most important for you to sell?
- Where do you make the most money?
Maybe it’s necklaces. Maybe it’s rings or bracelets. Whatever it is, zero in on that category and commit to it. For this example, let’s say you’re focusing on necklaces.
Make Sure Your Category Page Is Set Up Right
When I look at a category page, I want to see specificity. A good H1 might be something like “Necklaces in Solid 14K Gold” rather than just “Necklaces.” The more specific you are, the better your chances of ranking for qualified searches.
Step 2: Map Out EVERY Way People Search for Your Products
This is where most jewelry brands leave money on the table. Once you’ve identified your main category, you need to figure out every single way people might search for those products.
Start With Your Existing Filters
The easiest place to start? Look at how you’re already filtering products on your site. If you’re on Shopify (or most e-commerce platforms), you probably have filters for:
- Gemstones (garnet, emerald, ruby, sapphire, etc.)
- Styles (birthstone, letter, heart, horseshoe, etc.)
- Materials (gold, silver, platinum)
- Collections or themes
Here’s the problem I see all the time: these filters aren’t actually creating separate pages. When someone clicks on “birthstone necklaces,” the site just filters the main necklaces page. The H1 stays the same. The title tag stays the same. Nothing changes except the visible products.
This is terrible for SEO.
Why Filters Alone Don’t Work
That filtered page has zero chance of ranking for “birthstone necklaces” because:
- It doesn’t have a unique URL
- It doesn’t have unique content
- Google sees it as the same page as your main necklaces category
You need dedicated pages with their own URLs, their own content, and their own optimization.
Step 3: Build Your Keyword Spreadsheet
This is where the magic happens. Take every single way you can categorize your necklaces and build a spreadsheet.
In my example with Haver Hill, I found 114 different keyword opportunities just from their existing filters:
- All the gemstones (garnet, amethyst, aquamarine, diamond, emerald, etc.)
- All the letters (letter A necklaces, letter B necklaces, etc.)
- All the symbols (heart, horseshoe, star of David, peace sign, etc.)
- All the collections (petite, chains, etc.)
And this is just scratching the surface. You could go even deeper by looking at:
- Keywords your competitors rank for
- Terms you’re getting impressions for in Search Console
- Related searches in Semrush
The formula is simple: Take each category/filter and add “necklaces” to it. So you get:
- Garnet necklaces
- Letter A necklaces
- Heart necklaces
- Birthstone necklaces
Each one of these becomes its own target keyword with its own dedicated page.
Step 4: Prioritize Your Keywords
You’ve got your list. Now what? There’s no single “right” way to prioritize, but here’s what works best:
Forget About Getting Overwhelmed by Data
Yes, you can look at search volume, keyword difficulty, and cost-per-click in tools like Semrush. That data is helpful. But if you’re doing this yourself, the best approach is simpler:
Which products are most valuable to your business?
Think about:
- What do you make the most money selling?
- What do you have the best inventory for?
- What converts best?
Maybe your gemstone necklaces are your bread and butter, so you start there. Maybe letter necklaces aren’t as profitable, so those go lower on the list.
Group similar items together and tackle them in batches. Start with your highest-value category and work your way down.
Step 5: Create and Optimize Your Collection Pages
Now comes the execution. For each keyword on your list, you need to either create a new page or optimize an existing one.
The Optimization Checklist
For every collection page, make sure you have:
1. Keyword in the title tag
- Example: “Garnet Necklaces in 14K Gold | [Your Brand]”
2. Keyword in the H1
- This is usually your collection title, so make it exactly what you’re trying to rank for
3. Keyword in the meta description
- Write a compelling description that includes your target keyword naturally
4. Content below the products
- Add 2-3 short paragraphs underneath your product grid
- Include an H2 with your keyword
- Never put this content above your products—it will push them down and hurt conversions
5. Keep it natural
- Don’t obsess over keyword density or stuffing your keyword everywhere
- Just make sure it appears in those key areas naturally
Why Content Below Products Matters
Google relies heavily on text content to understand what a page is about. If your collection page only has product images and titles, you’re not giving Google much to work with. A few paragraphs of relevant content can make a huge difference—just make sure it’s below the products so it doesn’t hurt the user experience.
Step 6: Add Internal Links (This Is Non-Negotiable)
Once your page is optimized, you need to tell Google it’s important. How? Internal links.
Minimum requirement: Add at least 5 internal links to each new collection page.
Where can these links come from?
- Your main navigation menu (if it makes sense)
- Other related collection pages
- Relevant blog posts
- Your homepage or category pages
For example, if you create a page for garnet necklaces, you should internally link from:
- Your main gemstone necklaces page
- Other gemstone pages (emerald, ruby, etc.)
- Any blog posts about garnets or January birthstones
- Your main necklaces category page
Why this matters: If you don’t have internal links pointing to a page, Google has no reason to think it’s important to your site. Internal links send signals about page importance and help with rankings.
Step 7: Let It Sit, Then Evaluate
Before you go crazy building backlinks, give your new pages a week or two to settle. Then check where you’re actually ranking.
Here’s the thing: these specific, long-tail keywords are way less competitive than broad terms like “gold necklaces.” You might find that just by creating the page and adding internal links, you’re already showing up in positions 1-3.
If you’re already ranking well, you might not need backlinks at all. Save your time and budget for pages that actually need the extra push.
When You Do Need More Power
If you’re ranking at position 10, 20, or not showing up at all, you need more firepower. Start with internal links first:
Use Semrush to find your most powerful pages:
- Go to “Top Pages” and look at pages with the most traffic
- Check “Backlinks” and look at “Indexed Pages” with the most backlinks
- Find relevant pages from these lists where you can add internal links
For example, if you have a blog post about moonstone jewelry that gets tons of traffic, that’s a perfect place to add a link to your moonstone necklaces collection page.
Step 8: Build Backlinks Strategically (When Needed)
If internal links aren’t enough, it’s time to build backlinks to your collection pages. But here’s the catch: you need to be strategic about this.
The Foundation Matters
Don’t build links to collection pages if:
- Your site has very few existing backlinks
- You don’t have strong authority yet
- All your links would be paid/unnatural links
Do build links to collection pages if:
- You already have solid backlinks to your homepage
- You’ve done some digital PR to build natural authority
- You have a mix of high-quality natural and paid links
How to Build Collection Page Links
If you have that foundation in place:
- Find relevant sites in your niche that would be willing to link to you
- Reach out about guest posts or adding your link to existing articles
- Pick high-traffic pages on those sites—a link from a popular existing article is often more valuable than a new guest post that might not get indexed
Important: Mix these targeted collection page links with broader digital PR efforts. You don’t want a link profile that’s 100% collection pages—that looks unnatural to Google.
Step 9: Optimize for Large Language Models
People are increasingly searching in ChatGPT, Claude, and other AI tools. Your SEO strategy needs to account for this.
Two things work really well for LLM visibility:
1. Rank #1 in Google
If you’re ranking first for your target keywords in Google, you’re much more likely to show up in LLM results. They pull heavily from top-ranking pages.
2. Get Featured in Listicles
Create or get featured in “best of” articles related to your products:
- “Best Garnet Necklaces”
- “Top Birthstone Jewelry”
- “Best Letter Necklaces”
You can either:
- Write these listicles on your own site (but don’t overdo it with 100+ listicles)
- Search for existing listicles in ChatGPT and reach out to those sites to get featured
This listicle strategy specifically helps with LLM visibility while your other SEO work helps with Google.
Step 10: Dominate the SERP Features
Don’t just aim for one organic listing—take up as much real estate as possible in the search results.
Search Your Target Keyword and Look For:
Google Shopping / Popular Products
- Make sure your products are eligible and showing up here
- This type of traffic converts extremely well
People Also Ask
- Identify common questions related to your keyword
- Write blog posts that answer these questions
- Get featured in the PAA section for more visibility
Regular Organic Results
- Your collection page should rank as high as possible here
Stores Nearby
- Make sure your Google Business Profile is optimized if you have physical locations
The Goal: Own the Entire First Page
Ideally, you’re showing up in:
- Google Shopping results
- Multiple “People Also Ask” boxes
- Top 3 organic results
- Related blog posts
When you dominate like this, you capture traffic from every possible angle.
Your Action Plan: Start Small, Think Big
Here’s what this looks like in practice:
- Pick one category (necklaces, rings, bracelets, etc.)
- Build your spreadsheet of all possible keyword variations (aim for 50-100+)
- Prioritize based on business value, not just search volume
- Create/optimize one page at a time using the checklist above
- Add 5+ internal links to each new page
- Wait 1-2 weeks and check rankings
- Build more internal links or backlinks if needed
- Work on LLM visibility through listicles
- Optimize for SERP features to maximize visibility
- Move to the next keyword and repeat
Why This Strategy Works
Most jewelry brands are missing out on these opportunities because they’re:
- Only optimizing for broad, competitive keywords
- Using filters instead of dedicated pages
- Not systematically going after long-tail variations
But when someone searches for “emerald necklace,” they’re way more likely to convert than someone searching for just “necklace.” They know exactly what they want. They’re further down the funnel. And if you’re the one showing up for that specific search, you’re going to make the sale.
When you have dedicated, optimized pages for 100+ specific variations of your products, all that traffic adds up. And it converts like crazy.
The Bottom Line
The brand I used as an example (Haver Hill) gets about 25,000 organic visitors per month according to Semrush. That’s great. But with 114+ opportunities just sitting there unoptimized, there’s room for so much more.
Don’t leave this kind of traffic and revenue on the table. The brands that implement this strategy systematically see massive improvements in:
- Rankings for long-tail keywords
- Qualified organic traffic
- Revenue from organic search
This is going to keep you busy for a long time. But it’s going to be worth it.
Want help implementing this strategy? If you’d rather have my team handle this for you instead of doing it yourself, you can book a time to meet with me. And if you found this helpful, make sure to check out my other SEO content for more strategies like this one.
