Global SEO for a jewellery ecommerce brand
Selling jewellery across multiple countries and currencies, where the same product is searched by material, occasion, gemstone and gift recipient — and the vocabulary changes by market.
- Client
- Jewelry Ecommerce Brand
- Industry
- Ecommerce & Retail
- Timeline
- 10 months
- Year
- 2026
Where they started
Multi-market jewellery ecommerce has a duplication problem that most international stores get wrong: near-identical product pages across country versions compete with each other, splitting authority and confusing which version should rank where. On top of that, jewellery search vocabulary is genuinely market-specific — spelling, terminology and even which occasions drive gifting differ between the US, UK and India — so a single translated catalogue underperforms in every market simultaneously.
What we did
We implemented proper international architecture with hreflang, canonical discipline and market-specific content rather than translated duplicates, so each version competes in its own market instead of against its siblings. Collections were rebuilt around how people actually search — by occasion, recipient, gemstone and material, not just by product type. Product schema with market-correct pricing and availability made listings eligible for rich results, and technical work addressed the crawl and faceted-navigation issues that large catalogues generate by default.
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