A Content, SEO, and AIO Case Study
Transforming a Local Jewelry Brand Into an AI-Search-Ready Engagement Ring Destination
How I Helped Bohemi Go from “General Jewelry Site” to a Top Engagement Ring Authority in Months
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Our Approach
Phase 1: Discovery, Audit & Strategy
Phase 2: Topic-First Architecture & Content Ecosystem
Phase 3: Pillar Pages, Interactive Tools & UX Design
Customized User Experiences with Interactive Tools
Phase 4: Pinterest, Email & Quiz Funnels
Phase 5: AI-Search Optimization & Shopify Schema
The Results
Client & Context
Client
Bohemi is a fine jewelry brand based in Boulder, CO, specializing in alternative engagement rings, custom design, and future heirloom jewelry. The brand’s aesthetic blends modern, story-driven design with high-quality gemstones and recycled precious metals.
Environment
Bohemi had a loyal local following and a well-regarded studio presence, but its online ecosystem didn’t fully match the strength of the brand:
• The website treated engagement rings as one of many categories, rather than the primary revenue driver.
• Search and AI visibility were not aligned with how people actually shop for engagement rings online.
• Pinterest, email, and website content were fragmented, leaving money on the table from qualified
but unconverted traffic.
• Competition for engagement ring keywords was intensifying, from both local jewelers and national brands, putting pressure on Bohemi to establish clear online authority.
Behind the scenes, the owner already knew where the real business was coming from:
“My niche and route in this iteration of my business is alternative engagement/wedding/custom… It’s really the only thing that’s paying the bills. We don’t have enough foot traffic on a side street… So I think making the engagement/custom the forefront of my business is the right move… really geared towards ‘Alternative engagement’, and trying to be that in Boulder (everyone else is traditional).”
A technical audit reinforced the need for a structural overhaul: only 68 out of ~650 pages in the sitemap were being crawled, signaling internal linking and crawlability issues.
The Challenge
Before this project, Bohemi’s digital presence looked more like a general jewelry boutique than a focused engagement ring authority.
What wasn’t working
• No established Pinterest presence to drive qualified, top-of-funnel traffic.
• Thin and fragmented engagement ring content is spread across product pages, the materials page, scattered FAQs, and a limited blog.
• Generic email signup with no lead magnets, segmentation, or personalization tied to the engagement ring journey.
• No clear topic hierarchy for engagement rings, custom work, and collections, making it harder for users and search engines to understand what the site was “about.”
• Content not structured for AI or LLMs, making it less likely to be selected for AI-generated answers or rich results.
• Technical SEO gaps, including poor crawlability and a sitemap that didn’t reflect a cohesive internal structure.
Why it mattered
• Engagement rings and custom work are Bohemi’s highest-ticket offers, but the site architecture treated them like just another category.
• The business was still overly reliant on foot traffic and lower-ticket items, leaving revenue vulnerable to local shifts.
• Without clear topical authority, Bohemi risked being outranked for core queries like:
• “engagement rings Boulder, CO”
• “alternative engagement rings”
• “non-traditional diamond rings.”
Constraints
• An existing Shopify site with legacy content in need of restructuring into an entirely new content ecosystem.
• The need to preserve Bohemi’s distinctive brand aesthetic and storytelling while introducing technical SEO, schema, and AI-ready structures.
• Limited internal bandwidth, requiring a done-for-you strategy, UX design, and implementation support rather than just a strategy PDF.
Team & Collaboration
• Owner/Designer – deeply involved in refining copy, approving UX flows, and adding the nuance only the brand owner can provide.
• Shopify Developer: Tracy Sailors – implemented theme-level changes and templates based on detailed design and dev documentation.
• Strategy, UX & Content (Andréa / Red Pin Geek) – led discovery, IA, UX design, content strategy, AIO optimization, interactive tool development, and schema research.
Objectives & Success Metrics
Primary Objectives
1. Reposition Bohemi’s website from “general jewelry” to “engagement ring authority”, for both humans and search engines.
2. Build a topic-first content ecosystem around alternative engagement rings, custom design, and stone/metal selection.
3. Use Pinterest + email + on-site funnels to capture, nurture, and convert high-intent engagement ring shoppers.
4. Prepare the site for AI-driven search (AIO) so Bohemi’s educational content can surface in LLM and AI search experiences.
Success Metrics
Because this project focused on organic visibility (not paid campaigns), we tracked directional shifts rather than strict targets:
Traffic & visibility
• Increased organic sessions to engagement ring–related pages.
• New long-tail queries in Search Console tied to Bohemi’s specialties (e.g., “boho engagement rings,” “non-traditional diamond engagement rings,” “what type of engagement ring fits your personality”).
• Improved visibility for “engagement rings Boulder, CO” and related local queries.
Site performance & structure
• Growth in discovered and indexed pages, supported by clear internal link mapping.
• Stronger topical clustering around engagement and wedding content.
Business outcomes
• A higher proportion of revenue from engagement rings and custom work.
• Lift in total sales and average order value.
• Increased consultation bookings and inquiries routed through new funnels and pillar pages.
Our Approach
Timeline at a Glance
• Aug 28, 2024 – Pinterest strategy & setup
• Oct 25, 2024 – Engagement ring blog content strategy
• Jan 8 – Mar 18, 2025 – Quiz funnel and lead magnets (one example below) created & finalized
• Mar 3, 2025 – Client requests website pivot toward engagement/custom focus
• Mar 3 – May 15, 2025 – Website pivot discovery, IA, and content planning
• May 15, 2025 – Website pivot proposal delivered
• May 18, 2025 – Full project kickoff
• Aug 5, 2025 – Figma + Basecamp implementation phase with developer
• Nov 12, 2025 – New website goes live
Phase 1: Discovery, Audit & Strategy
I began with a holistic audit of Bohemi’s ecosystem:
Website audit
• Mapped existing pages, collections, and content types.
• Identified fragmented engagement ring content across pages, never meant to carry that much strategic weight (materials, FAQs, scattered posts).
• Confirmed engagement rings weren’t clearly prioritized in navigation or internal links.
• Documented crawlability issues: 68 crawled pages vs. hundreds in the sitemap.
Pinterest & traffic audit
• Evaluated the baseline Pinterest presence and content-to-click alignment.
• Implemented a complete account optimization, restructured for the topical authority of Alternative Engagement Rings.
Business and buyer psychology
• Confirmed engagement and custom are the financial backbone of the business.
• Modeled buyer journeys for:
• Eight alternative bride personas
• The custom design–driven client
• Ready-to-ship “I want something special now” buyers
• Values-driven buyers (ethical metals, recycled materials, unique stones)
Strategic pivot
We aligned around a central thesis:
Turn Bohemi’s site into a topic-first, AI-search-ready engagement ring hub, with Pinterest, quizzes, and email functioning as connected funnels into that hub.
Phase 2: Topic-First Architecture & Content Ecosystem
Re-architected navigation around buyer journeys
We redesigned the IA (Information Architecture) to prioritize engagement and education:
• Engagement Rings (in-stock + custom-friendly collections)
• Custom Process
• Ready-to-Ship rings
• Education & Guides (metals, stones, care, process)
• Trust & Support (warranty, financing, sourcing, FAQs)
• Building a query-informed content ecosystem
We built the content strategy around real user queries, such as:
• “What’s the best metal for an engagement ring?”
• “Should I choose white gold or platinum?”
• “Is platinum worth it?”
• “Difference between 14k and 18k?”
• “Best engagement ring metal for my skin tone”
• “Sustainable or recycled engagement ring metals”
Using this, we:
• Expanded the original materials page into a comprehensive Engagement Ring Metals Guide and Trust page with:
• Intent-based sections (informational, comparative, value-based, personalized, problem-solving, aesthetic, values-driven).
• Pros/cons tables, comparison charts, and “best for…” summaries.
• Developed stone and diamond education tailored to Bohemi’s differentiators:
• Alternative and non-traditional stones.
• Unique diamond types and settings for the alternative bride.
• Ultimate Guide to Gemstones.
Phase 3: Pillar Pages, Interactive Tools & UX Design
End-to-end UX & visual design
I designed every key page layout and built high-fidelity visual mockups in Canva that served as living wireframes and design systems. These prototypes were then translated into Shopify with an extremely high degree of fidelity:
• Home page
• Financing page
• Engagement Ring Metals Guide
• Stone Library/catalog
• “Shop All Engagement Rings” page
• 8 Persona-specific collection pages (e.g., Art Deco, Boho, Vintage, Celestial, Botanical, Classic, Geometric, Witchy)
• Trust page
• Appointments page
The live pages closely mirror the mockups, with only minor tweaks at the image level during final implementation. This ensured the UX, content hierarchy, SEO/AIO website copy, and calls to action were preserved exactly as intended.
Screen recording of Bohemi’s website before our pivot redesign for alternative engagement ring authority
High-fidelity visual mockup with a preview of our strategy during the content building phase of the project.
I created this website mockup of the Sagitta collection hub to illustrate the IA flow, internal link mapping, and entity-rich website copy, including custom-designed assets using client-collected images and design inspiration.
I created this mockup to illustrate the AI flow to encourage scroll depth, entity-rich SEO/AI website copy, and internal link mapping.
This is the high-fidelity mockup implementation in its live version on Bohemi's website.
Key Pillar & Support Pages
• Financing page
• Clear explanations of metal scrap credit, Affirm-style payments, and investment scenarios.
• A pricing calculator so shoppers can model their budget and term timeline.
I created this website mockup to showcase the IA flow, data parsing with custom tables, internal link mapping, a functional, interactive tool, and entity-rich SEO/AIO website copy.
I created this website mockup to showcase the IA flow, data parsing with custom tables, internal link mapping, a functional, interactive tool, and entity-rich SEO/AIO website copy.
Screen recording of Bohemi’s newly launched website illustrating our strategy in a live environment.
Persona-Driven Engagement Ring Collection Hubs
We created style-specific information hubs for users to explore in depth with strategic internal link-mappings to extend the customer journey.
• Grouped collections by style-persona and aesthetic:
• Sagitta
• Nyx
• Olympia
• Chrysos
• Arcadia
• Artifex
• Stellaris
• Harlow
• Helped shoppers get immediate answers to related search-based queries in specific collections (e.g., celestial, vintage, boho, witchy).
• Offered clear next steps: explore the collections, educational content, case studies of past client projects, and style aesthetic inspiration.
• Trust page
• Centralized warranty, sourcing, stone certification, metals, and policies.
• Designed to reduce friction and build confidence for high-ticket purchases.
I created this website mockup to showcase the IA flow, data parsing with custom tables, internal link mapping, a functional, interactive tool, and entity-rich SEO/AIO website copy.
This is the fully implemented high-fidelity mockup retaining my IA, entity-rich SEO/AIO website copy, HTML tables, internal link mapping, interactive tool for Affirm, and Metal scrap calculator.
This is the fully implemented high-fidelity mockup retaining my IA, entity-rich SEO/AIO website copy, HTML tables, and internal link mapping.
• Engagement Ring Metals Guide
• Rich content organized via tables, comparison grids, and FAQs.
• An interactive metal selection tool to match skin tones to metals, metal aesthetic preferences, lifestyle, and other factors.
This is the fully implemented engagement ring metal page, reflecting the original strategy: AI, internal link mapping, SEO/AIO entity-rich website copy, custom comparison HTML tables, custom-made graphics, and structured FAQ data.
• Shop All Engagement Rings
• A structured catalog of all engagement ring collections for users to easily browse all persona-based styles in one place.
• Allows users to compare different engagement ring aesthetics to see which styles most resonate, and CTAs to explore each one in its entirety.
I created this to illustrate the IA in an aesthetic manner with filtering options to make it easier for users to find their perfect center stone and see examples of different stone cuts in engagement ring settings for inspiration.
This is a high-fidelity mockup showcasing my original AI, entity-rich SEO/AIO website copy, and internal link mapping to extend the customer journey.
• Stone Library
• A structured catalog of stones that makes exploring alternative stones and unique diamond types intuitive and visually compelling.
• An inspiration gallery of real ring projects illustrating design possibilities of different stone shapes.
I created this mockup for intuitive AI, internal link mapping with clear CTAs, inclusion of customer query-based information for AI citations, and entity-rich SEO/AIO website copy.
Here is the implemented high-fidelity page, retaining my original styling, filtering options, with internal linking to relevant product pages, and an inspiration gallery illustrating stone shapes and cuts in different engagement ring settings.
• Appointments page
• Built to support both local and out-of-state clients, with Zoom and Calendly integrations.
• CTAs aligned with objective outcomes and buyer readiness.
Here is the high-fidelity implementation of my original mockup concepts, retaining my IA, internal link mapping, FAQ structured data, entity-rich SEO/AIO website copy, and clear CTAs to take action.
Customized User Experiences with Interactive Tools
Custom-coded interactive tools
To make these journeys truly interactive (and not just static content), I coded several custom tools using HTML, CSS, JavaScript, and employed custom schema to optimize content for LLM readability:
Find Your Perfect Bohemi Ring Match
• An interactive tool embedded in collection hubs.
• Clickable image cards representing styles and personas, each with built-in internal linking to the most relevant collection pages.
• Utility modules that help users move fluidly between product recommendations based on lifestyle, lifestyle-supported ring styles, and ring style comparison.
• To keep the design cohesive and maintainable:
• I hosted custom-designed images on a private, unlinked Shopify page and pulled them into the tools.
• I handled codebase updates to enable developers to fully integrate with the site’s design system.
This tool was created to live on each collection pillar page, helping users immediately identify which ring styles are best suited to them. Complete with a brief lifestyle quiz to recommend relevant engagement rings that users can click through to be taken directly to the appropriate pages for further exploration, and provide the next logical step in the customer journey. This tool helps visitors recognize “their” style quickly and move smoothly between education → inspiration → product.
Interactive Engagement Ring Pricing Calculator
To address one of the biggest sources of friction—price uncertainty for custom engagement rings. I also created an interactive Ring Pricing Calculator and the full content spec for its dedicated tools page.
What it does
• Gives shoppers a transparent way to estimate engagement ring pricing based on:
• Metal (platinum vs. gold, using current market rates)
• Ring architecture (classic prong-set solitaire with a refined 3mm shank as the baseline)
• Center stone type and size (natural diamond, salt and pepper diamond, lab-grown diamond, sapphire)
• Helps users prioritize trade-offs between stone size/type, metal choice, and design complexity.
I first built the logic in a shared Interactive Tool spreadsheet, then documented:
• Input fields and output behavior
• Default assumptions (metal prices, shank thickness, baseline solitaire style)
• How to message the estimates clearly and ethically
This tool was designed to help users prioritize trade-offs between stone size/type, metal choice, and design complexity. This additional context provides a more informed basis for setting expectations going into a ring consultation.
How the Calculator Supports AIO & Conversion
The engagement pricing calculator also strengthens Bohemi’s AI-search and SEO footprint:
• The page includes well-structured explanatory copy that LLMs can use to answer questions like:
• “How much does a custom engagement ring cost?”
• “What affects engagement ring pricing?”
• “How do metal and stone choices impact engagement ring price?”
• The explanatory sections and examples are written in clean, scannable segments with headings, making it easy for both search engines and AI models to extract specific, high-quality answers.
• Internally, the calculator page serves as a hub between education and action:
• Linked from Financing, Custom, and potentially relevant educational pages.
• Includes a CTA to book an appointment, turning curiosity into a conversation.
Interactive Affirm/Metal Scrap Credit Pricing Calculator
What it does
• Gives shoppers a transparent way to estimate the monthly payment based on:
• Metal scrap credit
• Estimated ring price
• “Preferred ARP term limit
This tool was built with sensitivity to price-conscious consumers looking to trade in precious metal scrap for credit toward an engagement ring purchase in lieu of Affirm financing. This calculator displays the monthly payment based on the selected terms.
Interactive Engagement Ring Metal Selector
What it does
• Gives shoppers an interactive way to get recommendations for skin tone and engagement ring metal.
• Displays different metal finishes for users to explore.
This tool was created to help users easily visualize the different metal tones (yellow gold, rose gold, and platinum) against their own skin tones. It also gives visual examples of different metal finishes to gauge preferences (shiny, matte, or textured).
Phase 4: Pinterest, Email & Quiz Funnels
Pinterest account optimization
Starting August 2024, we:
• Rebuilt Bohemi’s Pinterest presence around high-intent engagement ring topics and niche positioning as an alternative engagement brand.
• Designed pins to map directly to the new blog posts and collections, rather than generic product grids.
• Used Canva to produce a cohesive visual identity across pins and lead magnet assets.
Quiz funnel: “What Engagement Ring Fits Your Personality?”
Between January and March 2025, we:
• Built a ScoreApp-based quiz that weights answers from users by style, values, and preferences.
• Delivered a personalized lead magnet (like curated ring recommendations and tailored guidance) based on quiz results.
• Connected ScoreApp to a custom workflow built in Drip.
Email platform migration & automation
We migrated Bohemi to Drip and:
• Initiated connection from Drip to Shopify to allow automatic syncing of customer data, orders, and products, plus tracking website activity to power personalized email marketing and automation.
• Built a multi-email welcome sequence personalized to quiz personas, including:
• Ring-style guidance
• Stone/metal education
• Custom process storytelling
• CTAs to browse, explore, or book a consultation
Phase 5: AI-Search Optimization & Shopify Schema
Structured formats for LLMs and search
We intentionally formatted content for both search engines and AI models by:
• Using tables, comparison charts, structured FAQs, and Q&A blocks across guides and pillar pages.
• Writing answers in ways that can be easily excerpted by LLMs to respond to natural-language questions.
• Applying custom schema to new content pages for optimized crawability.
• Templatized on-page SEO strategies across all new content with strategic internal link mapping.
• Legacy pages with thin content were updated to align with the project's overall strategy, using a more robust query-based approach.
Entity-rich, semantically consistent language
Across the new and revised content, we:
• Used consistent entity-rich, product-specific, and style-persona language, in:
• Product descriptions
• Pillar pages and blogs
• Meta titles, meta descriptions
• URLs, anchor text, alt text, and headings
• URL semantics
• Refined URL structures and internal anchors to reinforce topic clusters around engagement rings and related education.
Shopify Liquid schema and JSON-LD
To go beyond Shopify’s default structured data:
• I researched and mapped out the Liquid and JSON-LD schema needed for pages where Shopify doesn’t automatically apply rich structured data.
• Implemented or documented schema patterns for:
• Collection pages
• FAQ-style content
• Educational content and articles
• Trust and support content where rich snippets improve click-through
I organized this work in a schema workbook that Bohemi and the developer can reference in dynamic Liquid files to support new pages and content types that are added.
The Results
In the weeks following the launch of the new engagement-focused architecture, Bohemi’s visibility in search began to shift in exactly the direction we wanted. Google Search Console shows 40,000 impressions (+39%) and 424 clicks (+36%) over the period measured, with the homepage and a newly optimized collection page leading the gains.
From Google Search Console:
• Clicks: 424 (+36% vs previous period)
• Impressions: 40K (+39% vs previous period)
• Approx. CTR: 424 / 40,000 ≈ 1.1%
Top URLs in this view:
1. Homepage – “Bohemi | Alternative Engagement & Wedding Rings in Boulder, CO”
• Clicks: 137 (+44% vs previous period)
2. Nyx Collection – “Witchy Engagement Rings for Bold Romantics | Nyx Collection – Bohemi”
• Clicks: 18 (previously 0)
The homepage, now clearly positioned as “Alternative Engagement & Wedding Rings in Boulder, CO,” saw a 44% increase in clicks. Even more telling, the Nyx “witchy engagement rings” collection, which previously attracted no organic visits, began receiving steady traffic for its niche queries.
Why this matters
• Improved discoverability: More impressions (+39%) means Bohemi is being surfaced more often for engagement-ring searches.
• Stronger homepage performance: The new engagement-focused homepage is pulling in 44% more clicks, anchoring Bohemi as a local authority in the number one position.
• Niche collection validation: The Nyx “witchy engagement rings” collection demonstrates that persona-led, style-specific landing pages can move from 0 organic traffic to consistent discovery.
• Better alignment of traffic with business goals: The traffic uplift is concentrated on engagement ring and collection pages, exactly the parts of the business that drive high-ticket sales.
• Foundation for compounding gains: With a crawlable architecture and clearer topical focus in place, each new blog, guide, or tool we add has a higher chance of being indexed, ranked, and pulled into AI-style results.
Proof that the whole system is working
A Semrush Search report confirms the same pattern we saw in Google Search Console: once the new engagement-centric architecture went live, Bohemi’s search footprint began to expand steadily.
Over the months of implementing topical-authority content, the number of ranking keywords and overall organic visibility climbed from almost zero to a meaningful share of the tracked market. Semrush’s visibility curve shows a clear inflection point after launch, followed by a consistent upward trend, precisely what you’d expect from a topic-first strategy that search engines can finally understand.
Most of this visibility is still coming from classic organic listings, but we’re also seeing a growing presence in SERP features and AI-style results, which is critical as Google leans more heavily on AI Overviews and enriched answer formats.