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Ecommerce case study
idyl
Positioning-led SEO, collection optimisation and AI visibility for a luxury lab-grown diamond jewellery brand.
At a glance
Results at a glance
Challenge
The challenge
idyl sells modular fine jewellery to a high-consideration audience. Collections carried poetic names with no target keywords in titles or URLs, descriptions were written for brand feel rather than search intent, and branded product searches were losing clicks to Shopping results.
Approach
What we did
- 01
Built a positioning framework for search: luxury craftsmanship, Antwerp heritage and modular fine jewellery in, lab-grown as a material descriptor rather than the brand identity
- 02
Optimised collection pages with keyword-informed intro copy, cross-collection internal links and a pre-launch SEO checklist for every new collection
- 03
Ran a content programme of buying guides and styling articles, with internal links back to collections
- 04
Audited 339 branded queries for AI Overview and Shopping displacement, finding high-impression product queries at position one with zero clicks
- 05
Fixed canonicals, flagged page weight that limits crawling, and set up monthly reporting that includes LLM referral traffic
Results
Where it landed
June 2026 against June 2025: organic revenue up 63%, organic sessions up 28%, purchases up 35% and add-to-carts up 80%. LLM referral sessions rose 118%, blog clicks rose 296%, and idyl was mentioned 81 times across AI platforms in the US with 61 pages cited. The core modular jewellery term reached position 1, and "diamond studs" climbed 30 places to position 8.
| Metric | Change |
|---|---|
| LLM referral sessions | +118% |
| Add-to-carts | +80% |
| Organic revenue | +63% |
| Purchases | +35% |
| Organic sessions | +28% |
Services
Services behind the results
More work
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