Project
Strengthening Organic Performance Through a Focused SEO Strategy
26/11/2025
Posh Totty strengthened its organic performance after migrating to Shopify by optimising key pages, planning for seasonal demand and aligning keywords with brand language. Strong collaboration and early measurable gains have set the foundation for continued growth through AI/GEO improvements and upcoming seasonal strategies.
Overview
Following their migration to Shopify, Posh Totty set out to improve organic visibility, increase non-branded traffic and support stronger year-round revenue growth. Our SEO team developed a structured plan focused on core landing pages, seasonal demand and commercially driven content. Working closely with the Posh Totty team, we have already seen a significant uplift in organic performance.
The Challenge
The personalised jewellery market is competitive, with seasonal peaks and a wide range of customer search intents. Posh Totty needed to improve:
- Visibility across core personalised jewellery categories
- Rankings for high-value commercial terms
- Non-branded traffic
- Organic conversions and revenue
- Seasonal readiness for key trading periods
At the same time, it was important that all optimisation work aligned with the brand’s identity, particularly the emphasis on the term 'personalised' rather than 'customised' or 'engraved'.
Our Approach
1. Improved Key Collection Pages
We updated core collection pages to match better what customers search for when browsing personalised jewellery. These pages now target the right terms and offer clearer relevance.
2. Strengthened High-Intent Product Pages
Specific product pages were refined with improved metadata, content and internal linking to help them rank for high-converting search terms.
3. Seasonal SEO Planning
We built a seasonal roadmap covering major peaks such as Mother’s Day, Father’s Day, Valentine’s Day and Black Friday, plus optimised existing pages for anniversary-related searches.
4. Focused Keyword Alignment
All updates were shaped around the brand’s preference for personalised rather than engraved or customised, ensuring consistency across the site.
5. Added FAQ Schema
FAQ schema was added to relevant product pages to improve how they appear in search and provide more helpful information directly in the results.
The Results
Since February, performance has improved across all core metrics.
- Organic sessions have increased by 13%
- Organic purchases increased 13%
- Organic revenue has increased 25%
- Non-branded clicks improved by 81%
- Non-branded Impressions up by 63%
Non-branded keyword rankings have improved by 20%
Client Collaboration
A key factor in the success of this project has been Posh Totty’s responsiveness and willingness to adopt new ideas. Their fast approval process has enabled quick seasonal updates and supported more agile optimisation. Positive feedback has been received throughout, particularly in relation to improvements in keyword visibility.
Looking Ahead
There are several opportunities to build on this momentum.
- AI/GEO Strategy
Improving visibility and performance for Agentic Commerce and improving visibility amongst LLMs - Cross-channel collaboration
Working alongside the client’s PPC agency has already supported more informed SEO decisions, and further shared insights will strengthen performance across both channels.
Seasonal planning is already underway for Valentine’s Day and Mother’s Day, ensuring Posh Totty is well-positioned for upcoming demand surges.
Conclusion
Posh Totty’s SEO performance shows clear, measurable progression driven by a structured approach, strong collaboration and targeted optimisations. With improvements across visibility, engagement and revenue, the brand is on track for significant continued growth. As we move into the next phase, the focus will shift towards authority building, richer content and further seasonal enhancements to maximise results.
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