Case study · Retail & e-commerce
4× more clicks from Google for an online crystal and jewellery shop
Consistent product content, smarter on-site search and steady catalogue upkeep quadrupled a Shopify shop's clicks from Google year over year.
- 4×Clicks from Google, year over year203 in October 2025 to 821 in October 2026
- 5.5×Google impressions, year over year14,776 to 81,574
- 20.7 → 12.4Average ranking positionOctober 2025 vs October 2026
Source: Google Search Console, October 2025 vs October 2026.
The situation
A Shopify shop selling crystals, gemstones and jewellery had a large catalogue that grew every week. Product descriptions varied from item to item, shoppers using the store's own search missed products when they misspelled a stone's name, and new arrivals were easy to overlook.
What we did
- Created a consistent description standard for crystals and a separate one for jewellery, and applied it across the catalogue
- Added hidden search tags with common misspellings and synonyms so the store's own search finds what shoppers mean
- Automated a New Arrivals collection that refreshes every week
- Managed Google Ads with every change approved by the owner before it went live
- Began building storefront filters for stone, colour, chakra and intention
The results
In the months after the work began in August 2026, search performance climbed sharply. October 2026 brought 821 clicks from Google against 203 the year before, impressions grew 5.5×, and the average ranking position improved from 20.7 to 12.4.
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