Berry’s Jewellers
Berry’s Jewellers is a long-established, family-run jewellery and watch retailer with roots dating back to 1897, renowned for its heritage, craftsmanship, and exceptional customer service. With a strong physical retail presence across the UK, the business was looking to further strengthen its digital performance by increasing organic visibility and online revenue, while addressing long-standing technical and structural SEO challenges.
Emrise Digital partnered with Berry’s Jewellers to deliver a comprehensive SEO strategy, combining a full technical and architectural audit with on-site optimisation, content improvements, and schema enhancements. Alongside SEO, we supported key areas of site development to improve the overall user experience with a redesign of the home page and product pages, helping Berry’s unlock sustainable growth across its ecommerce platform.
117.68%
organic revenue increased in 10 months
44%
growth of top 3 organic keywords
34.42%
overall revenue increased in 10 months
The Challenge
Berry’s Jewellers approached us to boost their online performance and ecommerce visibility across a growing portfolio of luxury jewellery and watch collections. While the brand benefited from strong heritage, authority, and a loyal customer base, the website had accumulated technical and structural SEO issues over time that were limiting its full digital potential.
The existing site architecture made it difficult for search engines to efficiently crawl and prioritise key product and collection pages. A large number of low-value URLs were being indexed, diluting crawl budget and contributing to keyword cannibalisation. At the same time, several important commercial pages were missing clear internal linking paths and supporting SEO signals.
In addition, the homepage and product page templates required redesign to better support user journeys and reflect how customers browse and purchase luxury jewellery and watches online.
Although the website featured rich, high-quality content aligned with the brand’s luxury positioning, much of it lacked a consistent, search-optimised structure. Key collection and product pages were missing essential on-page elements, relevant search terms, and structured data, reducing visibility in competitive SERPs and limiting organic revenue growth.
The Strategy
To support Berry’s Jewellers’ long-term organic growth and reinforce its digital presence in a highly competitive luxury retail market, our team carried out an in-depth SEO audit and competitor analysis. This allowed us to identify structural gaps, technical limitations, and missed search opportunities while benchmarking Berry’s against leading UK competitors.
Based on our findings, we defined a strategy focused on strengthening site architecture, improving indexation efficiency, and enhancing the visibility of high-value commercial pages. The core priorities of the project included:
- Redesigning key page templates, including the home page, product pages, and collection pages, to ensure a mobile-first, performance-driven experience aligned with Berry’s heritage, luxury positioning, and brand identity
- Reworking the website architecture to clearly surface priority jewellery and watch collections, brand boutiques, and commercial landing pages, improving both user navigation and search engine crawlability.
- Enhancing internal linking, navigational elements, and contextual CTAs to support user journeys and distribute authority to revenue-driving pages
- Implementing advanced technical SEO solutions, including sitemap optimisation, robots.txt rules, canonical management, and indexation controls to eliminate low-value URLs and focus crawl budget on priority pages
- Developing a structured, search-optimised content framework for the home page, key collection pages, and supporting content, aligned with current SEO best practices and evolving SERP and GEO requirements
This strategic approach ensured that technical foundations, content, and user experience worked together to support sustainable organic visibility and revenue growth.
Strategy Implementation
To ensure we could achieve all our goals, we applied the following tactics:
- Full technical and indexation clean-up, correcting canonicals and meta robots, updating robots.txt, and blocking over 400,000 low-value URLs so key product pages could enter the search index
- Redesign of homepage and key product templates, improving navigation, internal linking to priority collections, and on-page SEO elements aligned with how users browse luxury jewellery and watches online
- Integration of enhanced product and collection schema across core templates to improve eligibility for rich SERP features and reinforce trust signals essential for high-value purchases
- Sitewide architecture review and blog audit to remove or deindex zero-click, low-impression pages, reduce keyword cannibalisation, and map new content to commercial and informational roles in the user journey
- Ongoing content marketing targeting high-performing and strategic collections, using click-gap and opportunity analysis to prioritise topics with the potential to drive incremental organic revenue
Results
- 117.68% organic revenue increased in 10 months
- 1827 top 3 keywords from 1266 in 10 months
- 34.42% overall revenue increased in 10 months
- Impressions grew by 14% in 10 months
- Clicks grew by 7% in 10 months
- Top 4-10 keywords grew from 2898 to 4452
- 400K low value pages blocked from being crawled and indexed
The Benefits
- A modern, mobile-first website design reflective of Berry’s heritage and luxury positioning
- Improved usability and navigability for both customers and search engines, making it easier to discover and purchase products
- Increased branded and unbranded organic visibility across competitive jewellery and watch search terms
- Higher organic revenue, with growth in product sales, collection views, and key commercial page conversions
- Expanded audience reach through targeted content marketing and strategic SEO optimisation, driving sustainable long-term growth
Testimonial
We have thoroughly enjoyed working with Emrise Digital and would genuinely not be without them. From the outset, they took the time to fully understand our business and helped us address several long-standing SEO and UX challenges in a clear, structured and practical way. The improvements they have implemented have delivered a noticeable uplift in both site performance and organic revenue. Throughout the process, the team have been consistently approachable, responsive and a pleasure to work with.
Linda Barlow
Ecommerce Manager
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