AB Ellie: 19 Position #1 Rankings in 4 Months — and #1 Across the US for "Bridal Earrings" and "Wedding Earrings"
Full-stack e-commerce SEO across an entire bridal jewellery catalogue — technical, collection pages, product pages, schema, content. Four months later, AB Ellie owned 19 position-#1 rankings in the US.
Position #1 rankings
US, in 4 months
"Bridal Earrings" + "Wedding Earrings"
Non-branded organic clicks
Year-on-year
Engagement window
Companies we've worked with
The 60-second version
AB Ellie is a US bridal and wedding jewellery e-commerce brand on Shopify. Pre-engagement, head-term commercial keywords ranked outside the top 30 and non-branded discovery was thin. We ran the full e-commerce SEO stack across four months — technical foundation rebuild, collection page optimisation, product page rewrites, schema deployment across the catalogue, and a content layer for buyer-intent depth. Result: 19 position #1 rankings in the US, including #1 for both "Bridal Earrings" and "Wedding Earrings", and an 800% year-on-year lift in non-branded organic clicks across product and collection pages.
The Brief
Take the e-commerce SEO programme from foundation up
AB Ellie is a US bridal and wedding jewellery e-commerce brand specialising in earrings and accessories for brides, bridesmaids, and wedding parties. Pre-engagement, the catalogue was technically functional but commercially under-performing in organic search — non-branded discovery traffic was a fraction of where it could be, and the most valuable category-level keywords ("bridal earrings", "wedding earrings", "pearl bridal earrings", and the long-tail style and metal variants) were ranking off page-one entirely.
The brief was direct: take the e-commerce SEO programme from foundation up, run the full stack — technical, on-page, schema, content — and own the category at US national level.
Starting Point
Verifiable facts at engagement start
Catalogue: full bridal earrings + wedding accessories range, US-focused.
Technical foundation: indexable but with crawl-budget inefficiencies, schema gaps, and Core Web Vitals failing on mobile across the product templates.
Collection pages: thin intro copy, weak internal linking, faceted nav exposing duplicate URLs.
Product pages: minimal descriptions, incomplete attributes, partial schema, alt text gaps.
Non-branded organic traffic: low; head-term and category-level keywords ranking outside top 30.
Brand search: established, but discovery-led traffic dependent on existing brand awareness rather than category capture.
The Result
19 position #1 rankings — and the two category head terms
Within four months of engagement start, AB Ellie held 19 position #1 rankings in the US across bridal and wedding jewellery commercial search.
Two of those rankings were the category head terms: #1 across the entire United States for "Bridal Earrings" and #1 for "Wedding Earrings" — the two highest-volume commercial queries in the vertical.
Non-branded organic clicks across product and collection pages lifted by 800% year-on-year — the discovery channel for buyers who didn't already know AB Ellie's brand. That delta came from the combination of the five layers above, working as a coordinated system: the technical foundation made the catalogue crawlable, the collection and product pages made it rankable, the schema made it eligible for rich results, and the content layer pulled in buyers earlier in the search cycle and routed them into commercial pages.
Why It Worked
What "full stack" means in e-commerce SEO
Most e-commerce SEO engagements optimise one or two layers — usually products and content. AB Ellie demonstrates what coordinated full-stack delivery produces: technical foundation, collection architecture, product page rewrites, schema deployment, content scaffolding — every layer running together for four months. Each layer reinforces the next. Skip a layer and the ceiling drops; coordinate them and the ceiling moves to head-term US #1.
Stack
Stack visible in the work
E-commerce SEO Strategy · Technical SEO · Site Architecture · Schema Markup (Product, Offer, AggregateRating, Review, BreadcrumbList, FAQPage) · Collection Page Optimisation · Product Page Optimisation · Faceted Navigation Governance · Internal Linking · Image SEO · Content Strategy · Editorial Content · EEAT Scaffolding · Reporting.
What we did
The Approach — what we ran
Five coordinated layers, deployed in parallel across the four-month engagement. Shopify-specific workarounds applied at every layer where Shopify's platform constraints required them.
01 — Technical SEO foundation rebuilt (Shopify-specific)
Theme-level Core Web Vitals optimised across product and collection templates — mobile LCP brought below 2.5s, INP below 200ms, CLS below 0.1. Shopify's default indexation behaviour overridden via custom canonicals on filtered collection URLs, internal-search noindex, and parameter governance to consolidate signal on the strongest URL per query cluster. Custom JSON-LD injected via theme.liquid to override Shopify's partial schema defaults. Sitemap.xml hierarchy restructured. The /products/ and /collections/ URL constraints worked around with strategic meta-fields and consolidating canonicals — the same workaround framework applied across every Shopify engagement.
02 — Collection page optimisation
Every commercial-intent collection page rewritten with intent-led intro copy positioned above-fold, semantic keyword coverage built into category descriptions, and internal-link distribution restructured to push equity into the highest-margin commercial collections. Faceted navigation governance applied — filter combinations that produced thin or duplicate content were canonicalised or noindexed. Collection-level breadcrumb depth normalised so category hierarchy was crawler-readable.
03 — Product page optimisation
Every product page in the bridal earrings catalogue rewritten using the [Brand][Product Type][Key Attribute][Material/Style] framework — moving away from SKU-led titles. Product descriptions extended to cover material, occasion, style category, sizing, and styling notes. Image alt text rewritten across the catalogue. Internal cross-links between related products and collections deployed.
04 — Schema markup deployed across the catalogue
Product schema completed with full Offer, AggregateRating, Review, GTIN/MPN, brand, and material attributes. BreadcrumbList schema deployed across the category hierarchy. FAQPage schema added on the collection pages with the highest commercial intent. Organization + WebSite schemas tightened at the root level. Every schema block validated against Rich Results Test before deploy.
05 — Content strategy + buyer-intent depth
Editorial content layer added to capture problem-aware and decision-stage searches — bridal earring style guides, metal-and-stone explainers, occasion-led buying guides — each cross-linked into the relevant commercial collection pages to lift them on internal-link signal. EEAT scaffolding (named author, source citations, dateModified) applied across every editorial piece.
The numbers
What changed
Position #1 rankings
US, in 4 months
"Bridal Earrings" + "Wedding Earrings"
Non-branded organic clicks
Year-on-year
Engagement window
FAQ
Common questions
E-commerce brand on Shopify with head-term ceilings?
If your collection pages and product pages aren't capturing the category head terms in your geography, the answer usually isn't more content — it's coordinated full-stack execution across the layers most engagements skip. Talk to us about a free audit and we'll tell you which layers are carrying the ceiling on your account.
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