Priyanka London British Jewellery SEO GEO Case Study

Case Study

Building a Search-Ready E-Commerce Foundation for Priyanka London

How Gogetop Optimised 100+ Jewellery Product Pages and Strengthened SEO, GEO and Website Engagement

Priyanka London is a British jewellery brand with a distinctive design philosophy centred on individuality, symbolism and self-expression.

With an extensive e-commerce catalogue spanning more than 100 product pages, the brand already had a rich digital collection and a strong creative identity. The opportunity was to build a clearer search structure around that existing value — making individual products easier for search engines to understand, strengthening consistency across the website and creating a better technical foundation for future organic and AI-powered discovery.

Gogetop delivered a one-off SEO and GEO-readiness optimisation project covering search measurement, site-wide on-page SEO, product-level optimisation, URL restructuring, content and naming consistency, duplicate-content review and brand entity alignment.

In the latest 30-day comparison period following the optimisation work, Priyanka London recorded a 1,688% increase in average session duration, a 200% increase in homepage sessions and a 33% increase in average pages viewed per session compared with the previous period.

Client Background

Priyanka London is a British jewellery brand born in London with a design-led philosophy that goes beyond ornamentation.

At the heart of the brand is the belief that jewellery can become a form of self-expression, personal symbolism and emotional connection. Its creative approach translates abstract ideas into wearable design, using form, colour, materials and different ways of wearing jewellery to communicate concepts such as love, confidence, individuality, nature and personal identity. Priyanka describes its philosophy around finding and expressing the often-overlooked beauty within everyday life.

That philosophy is reflected across distinctive collections such as Red Cherry, Pure Temptation and Self Badge, where individual pieces are developed around stories and ideas rather than functioning simply as decorative accessories. The brand’s catalogue spans contemporary necklaces, earrings, bracelets and rings, with products incorporating materials and features including sterling silver, gold plating, moissanite, crystal, zircon and colour-led elements.

This combination of creative storytelling, accessible contemporary jewellery and an extensive product catalogue gave Priyanka London a strong foundation for digital growth.

The challenge was that the website’s underlying search structure had not yet reached the same level of refinement as the brand itself.

With more than 100 products, inconsistent naming conventions, legacy URLs, automatically generated metadata and several catalogue-structure issues had accumulated over time. Gogetop’s role was therefore not to reposition Priyanka London, but to ensure that its existing design identity and product depth could be interpreted more clearly by Google, users and emerging AI search environments.

The engagement was completed as a one-off SEO and GEO-readiness optimisation project, rather than an ongoing SEO retainer.

Case Snapshot

Industry:

Jewellery / E-Commerce

Client Location:

United Kingdom (London)

Target Market:

United Kingdom, Global

Services:

SEO, Technical SEO, E-Commerce SEO, GEO / AI Search Readiness, Website Content & Optimisation

Channels:

Website, Google Search, Google Search Console, Google Analytics

Objective:

Search Visibility, Product Discoverability, Website Engagement, Brand Consistency, SEO & GEO Readiness

Challenges

Creating a Clear Search Structure Across 100+ Products Priyanka London’s extensive catalogue required product-level optimisation rather than a generic site-wide SEO approach. Individual products needed clearer search signals around their categories, materials and characteristics.

Aligning Search Structure with Brand Quality The brand already had a distinctive creative identity. The opportunity was to ensure that metadata, URLs, product information and page structure reflected the same consistency and attention to detail.

Strengthening Catalogue Quality and Measurement The project also required a wider review of catalogue structure, duplicate or overlapping content, page quality and search measurement so future website performance could be monitored more effectively.

Gogetop Approach

Search Measurement & Indexing Foundation

Gogetop connected Google Search Console, submitted the website sitemap to Google and configured Google Analytics.

This created a reliable foundation for monitoring indexing, organic visibility, traffic acquisition and visitor behaviour.

The Search Console review also identified pages requiring further attention around crawling and indexation, giving Priyanka London a clearer technical SEO roadmap after project completion.

Site-Wide SEO Optimisation

The SEO foundations across the website’s principal pages were systematically reviewed and optimised, including:
- Focus Keywords
- SEO Titles
- Meta Descriptions
- URL Structures
- Page Positioning
- Social Share Titles & Descriptions

Rather than relying on automatically generated website metadata, each major page was aligned more closely with its purpose, the Priyanka London brand and relevant jewellery search intent.

100+ Product Pages Individually Optimised

More than 100 individual product pages were reviewed and optimised across keywords, SEO titles, meta descriptions and URL slugs.

The approach was product-specific rather than template-led.

Where supported by the original product information, attributes such as 925 sterling silver, gold plating, Swarovski crystal, zircon and moissanite were incorporated into relevant SEO information, giving search engines clearer context around individual products.

Product Content & Catalogue Quality Review

Alongside SEO optimisation, Gogetop conducted a detailed quality review across the product catalogue to improve consistency in product naming, terminology, descriptions and presentation.

Potential duplicate products, overlapping URLs and low-value or inactive collection pages were also reviewed and, where appropriate, refined or flagged for consolidation.

This created a cleaner and more coherent catalogue for both customers and search engines.

Search-Friendly URL Architecture

Product URLs were reviewed and progressively standardised into clearer, more consistent English-language structures.

This strengthened overall catalogue organisation and created URLs that more accurately communicate individual product and page relevance.

Brand Entity & GEO Readiness

Core digital signals were aligned consistently around the brand name:
Priyanka London

Combined with clearer product information, stronger metadata and improved site structure, this created a better foundation for both conventional search and emerging AI-assisted discovery.

Structured Technical Handover

As the project was intentionally delivered as a one-off engagement, Gogetop concluded the work with a practical roadmap for future internal maintenance.

Recommended next steps covered indexation monitoring, final URL review, SKU consistency, duplicate-product consolidation, inactive collection pages and future Google Business Profile implementation.

Key Results

Latest 30-day period compared with the previous 30-day period following the optimisation work.

+1,688%

Average Session Duration

+200%

Homepage Sessions

+33%

Average Pages per Session

Impact

Significantly Stronger Website Engagement Average session duration increased by 1,688%, while average pages viewed per session increased by 33%.

At the same time, bounce rate decreased by 17%, indicating stronger overall visitor engagement during the post-optimisation comparison period.

Stronger Homepage and Direct Traffic Homepage sessions increased by 200%, strengthening the homepage as a central gateway into the Priyanka London brand and its jewellery collections.

Direct traffic also increased by 142% during the same comparison period, contributing to stronger overall website momentum.

A More Discoverable Catalogue More than 100 individual jewellery product pages received dedicated optimisation rather than relying solely on generic or automatically generated metadata.

Clearer product information, metadata, URLs and catalogue structures created stronger product-level signals for both users and search engines.

Bringing Digital Structure Closer to Brand Quality Priyanka London already had a distinctive creative identity and an extensive jewellery collection.

Gogetop’s work helped bring the underlying digital and search structure closer to the quality of the brand itself — creating a more consistent relationship between brand, product, content and search.

Stronger SEO & GEO Readiness Google Search Console, sitemap submission, Google Analytics, improved metadata, clearer URLs, consistent brand signals and structured product information created a stronger foundation for future organic and AI-assisted discovery.

The project also gave Priyanka London clearer visibility into future technical priorities, including indexation, catalogue quality and ongoing product management.

Sustainable Value From a One-Off Project The engagement was delivered as a one-off SEO and GEO-readiness optimisation, rather than an ongoing monthly SEO retainer.

By combining direct implementation, detailed product optimisation, analytics infrastructure and a structured handover, Gogetop left Priyanka London with a stronger digital foundation that could continue to support future search performance after the project concluded.

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