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

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. See the resolution of this below.

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:

  1. “engagement rings Boulder, CO”

  2. “alternative engagement rings”

  3. “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

Uncover Her Style – Overlay Hero
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WHETHER YOU’RE PLANNING A SECRET PROPOSAL OR DROPPING HINTS

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:

  1. Eight alternative bride personas

  2. The custom design–driven client

  3. Ready-to-ship “I want something special now” buyers

  4. 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:

  1. Intent-based sections (informational, comparative, value-based, personalized, problem-solving, aesthetic, values-driven).

  2. Pros/cons tables, comparison charts, and “best for…” summaries.

  • Developed stone and diamond education tailored to Bohemi’s differentiators:

  1. Alternative and non-traditional stones.

  2. Unique diamond types and settings for the alternative bride.

  3. The Definitive Guide to Gemstones from the brand’s perspective.

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 due to more recent images available 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 Home Page before our pivot redesign for alternative engagement ring authority

High-fidelity Home Page 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 of the Sagitta collection hub pillar page in its live version on Bohemi's website, with the original strategy elements intact.

Key Pillar & Support Pages

  • Financing page

  1. Clear explanations of metal scrap credit, Affirm-style payments, and investment scenarios.

  2. 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 Home page illustrating our strategy of a centralized hub for engagement ring content 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. See below an example of one collection pillar page mockup created for Sagitta.

  1. Grouped collections by style-persona and aesthetic:

  2. Sagitta

  3. Nyx

  4. Olympia

  5. Chrysos

  6. Arcadia

  7. Artifex

  8. Stellaris

  9. 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

  1. Centralized warranty, sourcing, stone certification, metals, and policies.

  2. 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

  1. Rich content organized via tables, comparison grids, and FAQs.

  2. 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

  1. A structured catalog of all engagement ring collections for users to easily browse all persona-based styles in one place.

  2. 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

  1. A structured catalog of stones that makes exploring alternative stones and unique diamond types intuitive and visually compelling.

  2. An inspiration gallery of real ring projects illustrating design possibilities of different stone shapes and cuts.

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

  1. Built to support both local and out-of-state clients, with Zoom and Calendly integrations.

  2. CTAs aligned with appointment 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:

  1. Metal (platinum vs. gold, using current market rates)

  2. Ring architecture (classic prong-set solitaire with a refined 3mm shank as the baseline)

  3. Center stone type and size (natural diamond, salt and pepper diamond, lab-grown diamond, sapphire)

  4. 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:

  1. Input fields and output behavior

  2. Default assumptions (metal prices, shank thickness, baseline solitaire style)

  3. 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:

  1. “How much does a custom engagement ring cost?”

  2. “What affects engagement ring pricing?”

  3. “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:

  1. Linked from Financing, Custom, and potentially relevant educational pages.

  2. 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:

  1. Metal scrap credit

  2. Estimated ring price

  3. “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.

A grid of custom Pinterest pin designs of engagement rings
A grid of custom Pinterest pin designs with storytelling text overlay.

Quiz funnel: “What Engagement Ring Fits Your Personality?”

Between January and March 2025, we:

  • Built a ScoreApp-based quiz logic 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.

Forget the Rules – Overlay Hero
ENGAGEMENT RING QUIZ
FORGET THE
RULES
FIND THE RING THAT FEELS LIKE YOU

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:

  1. Ring-style guidance

  2. Stone/metal education

  3. Custom process storytelling

  4. 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:

  1. Product descriptions

  2. Pillar pages and blogs

  3. Meta titles, meta descriptions

  4. URLs, anchor text, alt text, and headings

  5. 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:

  1. Collection pages

  2. FAQ-style content

  3. Educational content and articles

  4. 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.

Screenshot of Google Search Console showing website statistics: 424 clicks, 40,000 impressions, with links to Bohemi's engagement and wedding ring collection in Boulder, Colorado.

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.

Google SERP page displaying Bohemi ranking in the number one position for the search query "engagement rings boulder co"

Proof that the whole system is working

The Semrush Search report below 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.

Semrush graphs displaying steady growth in organic traffic from May 2024 to December 20250

Results support several pillars of our strategy:

  • Rising organic visibility: The site’s share of search impressions across tracked keywords has moved from negligible to meaningful, with a strong upward trajectory.

  • More keywords, better positions: Bohemi is now ranking for a broader set of engagement-related queries, with more terms moving into higher-value positions (top 20 / top 10).

  • Improved resilience: Because visibility is spread across many pages and queries, Bohemi is less dependent on any single keyword or blog post.

  • Future-proof foundation: Early participation in SERP features and AI-style results suggests the engagement content, schema, and Q&A structures are aligned with where search is heading.

  • Compounding upside: With a topic-first, AI-aware architecture in place, each new collection page, guide, or interactive tool has a higher likelihood of being discovered, ranked, and surfaced in both classic and AI search experiences.

Insights from the Traffic and Keyword dashboard:

  • Organic traffic & keyword visibility have been steadily climbing since the beginning of this client project, starting with Pinterest marketing and the engagement-ring content-funnel creation.

  • Keyword curve: number of keywords ranking across positions 1–100 increasing over time, with more queries entering the top 20 / top 10 echelon.

  • SERP (search engine results page) features mix: the majority of visibility is still classic organic listings, with a smaller but growing share in SERP features (including AI Overviews and other rich elements).

  • Potential Growth graph (right-hand side):

  1. Visibility share sat near zero for months.

  2. After the architecture and content work went live, the blue line rises sharply and stabilizes around a new, much higher baseline.

  3. The shaded purple area is Semrush’s 3-month projection, showing additional upside if current trends continue.

Newly-Won Keywords Led by a Topic-first Strategy

Third-party data from Semrush below shows Bohemi beginning to rank for the exact niche, style-driven queries we targeted with the new architecture.

Phrases like “boho engagement rings,” “best alternative stones for engagement rings,” and “best unique stones for engagement rings” are all new organic wins, with Bohemi already sitting as high as position 7 for “boho engagement rings.”

These aren’t generic jewelry keywords; they’re high-intent searches from people actively looking for non-traditional designs and unusual stones. We also see early traction for more top-of-funnel content like “what type of engagement ring fits your personality,” which connects directly to Bohemi’s quiz funnel.

Results support several pillars of our strategy:

  • The niche positioning is working: Ranking for “boho engagement rings” in the top 10 is direct evidence that the persona-led collection strategy (Sagitta/boho, Nyx/witchy, etc.) is landing exactly where it should.

  • Educational content is attracting “research mode” buyers: “Best alternative stones…” and “best unique stones…” map cleanly to the metals & stone education we built. These are comparison/evaluation queries, perfect for a brand that specializes in non-traditional stones.

  • The personality-based funnel is showing up in search: The keyword “what type of engagement ring fits your personality” mirrors the language of the quiz and the “find your ring match” experience. That alignment between search language and on-site UX is the whole point of the strategy.

  • These are all new opportunities unlocked by the redesign: Semrush calling each of them “new” supports our story that the previous architecture/content simply wasn’t competitive for these queries.

Semrush keyword report displaying new ranking keywords as a result of our topic-first keyword strategy

Keywords + current positions:

  1. “boho engagement rings” – Position 7 (page 1) – commercial intent

  2. “best alternative stones for engagement rings” – Position 13 – commercial intent

  3. “best unique stones for engagement rings” – Position 20 – commercial intent

  4. “what type of engagement ring fits your personality” – Position 51 – informational intent

All four are labeled “new” in Semrush; these positions didn’t exist before, with commercial intent leading, indicating strong positioning for purchase-intent queries.

Keyword Gains from Specific Pages Built for Our Content Ecosystem

Semrush’s page-level data below shows that the specific assets we built for Bohemi’s engagement ecosystem are now pulling their own weight in search. The blogs cited were the first blogs created as part of the initial engagement ring content funnel we built before the website redesign project began.

Two new educational blogs on alternative stones have begun ranking for their target queries, with average positions moving into the 30–50 range and capturing initial estimated traffic. These posts anchor Bohemi’s expertise around non-traditional stones and support both the product pages and the quiz funnel.

The Sagitta collection hub, our boho persona landing page, has quickly become a standout performer. It now ranks around position 7 for its primary keyword set, with the highest estimated traffic among these new pages and a search volume of roughly 720 for those terms.

A new “guide to choosing the perfect engagement ring” is also starting to surface, giving Bohemi a foothold in top-of-funnel, decision-support queries that naturally lead into collections and custom inquiries.

Results support several pillars of our strategy:

  • Content clusters are working: The two alternative-stone blogs + Sagitta + the ring-choosing guide map exactly to your engagement content clusters (stones → style persona → decision guide). Seeing all of them move from 0 to positive positions and traffic confirms that the cluster is being recognized as a unit.

  • Persona-led collection hubs can rank on their own: Sagitta hitting an average position of 7 with new estimated traffic is proof that bespoke collection pages built around a specific identity (“boho engagement rings”) can compete head-on in search, not just via ads or social.

  • Education content is now a real acquisition channel: The alternative stone posts and the ring-choosing guide are early-stage rankings, but they represent people in “research mode” who are a perfect match for Bohemi’s non-traditional, story-driven offer.

  • These pages didn’t just improve—they didn’t exist as contenders before: The “↑” diffs on keywords, volume, and traffic, all being equal to the current numbers, show these URLs weren’t previously ranking for anything meaningful. Their presence is directly tied to the redesign and new content.

Semrush report of new URL rankings directly tied to the strategic content planning as part of our website pivot project

These are individual URLs that are now ranking and driving estimated traffic:

  1. Alternative stone blog #1
     …/blogs/education/alternative-stone-options-unique-cuts-colored-gemstones-for-non-traditional-engagement-rings

  • Keywords: 2 (↑2 – new)

  • Estimated traffic: 0.08 (↑0.08)

  • Avg. position: 36 (up ~64 positions)

  • Total keyword volume targeted: 190 (↑190)

2. Alternative stone blog #2
 …/blogs/education/best-alternative-stones-for-engagement-rings

  • Keywords: 2 (↑2 – new)

  • Estimated traffic: 0.02 (↑0.02)

  • Avg. position: 51.5 (up ~48.5 positions)

  • Total volume: 190 (↑190)

3. Sagitta (Boho) collection hub
 …/collections/sagitta

  • Keywords: 1 (↑1 – new)

  • Estimated traffic: 0.91 (↑0.91)

  • Avg. position: 7 (up ~93 positions)

  • Total volume: 720 (↑720)

4. Education hub: guide to choosing the perfect ring
 …/blogs/education/guide-to-choosing-the-perfect-engagement-ring-bohemi

  • Keywords: 1 (↑1 – new)

  • Estimated traffic: 0.01 (↑0.01)

  • Avg. position: 51 (up ~49 positions)

  • Total volume: 30 (↑30)

All of these pages are flagged as newly active in Semrush – they effectively went from “not in the game” to having a measurable presence.

Bohemi’s Broad and Stable Footprint

When we zoom out to look at Bohemi’s overall organic footprint, Semrush shows a portfolio of ~585 ranking keywords with 728 estimated monthly visits and a traffic value of roughly $600 in equivalent ad spend.

Over the last year, the keyword bars have stayed consistently high, but the mix within them has improved: more terms are appearing in the top 3, top 10, and top 20 bands, and a portion of Bohemi’s pages are now showing up inside SERP features and enriched results.

Additionally, when I submitted the site map to Google Search Console after the project went live, 740 pages were successfully crawled compared to the 68 out of 650 pages, signaling a complete resolution of the website’s structure with zero crawlability and internal linking issues.

This tells us two important things:

  • The redesign didn’t just chase one or two vanity keywords – it strengthened the brand’s entire search footprint.

  • The new engagement-ring ecosystem is resilient: Bohemi now ranks across hundreds of related queries, many of them in positions that reliably generate traffic.

Semrush organic keywords trend showing consistent growth

From the Organic Keywords Trend report (1-year view):

  • Keywords ranking: ~585 total (down only 0.5% – basically flat, with natural churn).

  • Estimated organic traffic: 728 visits (+11% vs previous period).

  • Traffic cost: ~$607 (+0.5%) – Semrush’s estimate of what the same traffic would cost via Google Ads.

The stacked bars by month show:

  • A consistently high count of ranking keywords throughout the year.

  • A stable (and slightly growing) portion in the top 3, 4–10, and 11–20 bands – the positions that actually drive clicks.

  • A layer of SERP features on top, meaning some of Bohemi’s content is being pulled into rich results / AI-style features, not just plain blue links.

In plain language: the site is ranking for hundreds of terms, with more and more of them sitting in the “money” positions.

This chart backs up several of our strategic claims:

  • Breadth of authority, not a single lucky hit: With nearly 600 keywords in play, Bohemi is now visible across a wide range of engagement-related searches (styles, stones, metals, locations, questions), rather than depending on a single “hero” keyword.

  • Quality of positions is improving: The visible height of the 4–10 and 11–20 bands toward the right side (Dec) shows that more queries are moving into the highly clickable zones, which matches our uplift in sessions and sales.

  • SEO + AIO changes are sticking: The presence of SERP features in the stack, combined with stable or rising traffic and traffic cost, is consistent with structured content and E-E-A-T improvements being recognized over time.

  • The system is stable: A tiny 0.5% dip in total keyword count with +11% traffic suggests we’re shedding low-value or marginal rankings while strengthening the high-value ones – precisely what we want.

Real monetary value: Organic traffic with an estimated $600+/month ad-equivalent cost, created through organic content and architecture rather than ongoing ad spend.

Positioning Bohemi Brand as AI-search-Ready

Today, Bohemi isn’t just visible in classic Google results; it’s starting to show up in AI-generated answers as well.

Semrush’s AI Search report shows an AI Visibility score of 15, with 26 total mentions and 92 pages cited across ChatGPT and Google’s AI Overviews / AI Mode. In other words, multiple AI systems are already pulling Bohemi’s content into their responses when users ask engagement-ring questions.

On the SEO side, Bohemi holds an Authority Score of 26 (“good”), attracts around 10.3K organic visits a month from 712 ranking keywords, and maintains this presence entirely through organic efforts—no paid search campaigns. The site is supported by 308 referring domains and 1.1K backlinks, with an estimated 18% traffic share within its competitive set.

Semrush AI search and SEO visibility report displaying 92 cited pages and an authority score of 26 a good score supporting Bohemi's brand positioning as AI-search ready with a lift in SEO

What this Semrush panel is showing

AI Search (left)

  • AI Visibility score: 15

  • AI Mentions: 26

  • Cited pages: 92

Breakdown by AI surface:

  • ChatGPT: 12 mentions, 76 pages cited

  • Google AI Overview: 3 mentions, 8 pages cited

  • Google AI Mode: 11 mentions, 21 pages cited

  • Gemini: “soon” (Semrush tracking, not us)

SEO (right)

  • Authority Score: 26 – “Good”

  • Traffic Share (vs competitors set): 18%

  • Organic Traffic: 10.3K visits (+0.1%)

  • Organic Keywords: 712 (+0.4%)

  • Paid Traffic / Paid Keywords: 0 (no ads)

  • Referring Domains: 308

  • Backlinks: 1.1K

In plain terms, Bohemi is being cited by AI systems and has a respectable organic-only footprint with no paid search support.

This panel reinforces our “SEO + AIO” positioning:

  • Our AI-ready structuring is working: Those 26 AI mentions and 92 cited pages are direct evidence that LLMs and AI Overviews can understand and reuse Bohemi’s content. That validates all the work around:

  1. Q&A formatting

  2. Entity-rich language

  3. Clear topic clusters (metals, stones, styles, trust, process)

  • This isn’t a one-page fluke: 92 cited pages means AI systems are pulling from across the site (guides, collections, trust content, etc.), not just a single blog post that happened to go viral.

  • Authority is being built the “hard way,” not with ads: 10.3K organic visits, 712 keywords, and 1.1K backlinks with zero paid traffic shows that Bohemi’s visibility is coming from architecture, content, and UX—not ad spend for sustainable long-term growth.

  • The site is competitive in its niche: An 18% traffic share alongside a “Good” authority score indicates Bohemi is holding its own in a space that includes both local jewelers and national players.

Project Impact On Bohemi’s Bottomline

On the business side, Bohemi’s Shopify data confirms that the shift to an engagement-first, AI-aware site was not just a visibility win—it translated into dollars.

Year over year, Bohemi saw:

  • +53% more sessions (32,287 visits)

  • +38% growth in total sales

  • 1,457 orders, up 2%

  • An online store conversion rate of 0.51%, a 29% improvement

The traffic curve tells the same story as our SEO and AI data: after the new engagement architecture, content ecosystem, and interactive tools went live, site activity began to separate from the previous year’s trend and climb steadily, especially in the final months of the period.

Shopify dashboard displaying more 53% more sessions, 38% lift in in total sales and a 29% conversion rate improvement.

What this Shopify dashboard is showing

For Dec 1, 2024 – Nov 30, 2025 vs the previous year:

  • Sessions: 32,287  (+53%)

  • Total sales: +38% (amount blurred for client privacy, but YoY growth is clear)

  • Orders: 1,457  (+2%)

  • Conversion rate: 0.51%  (+29%)

The line graph shows:

  • Last year’s traffic (dotted line) was relatively flat.

This year’s traffic (solid line) is breaking away and climbing sharply, especially in the latter months after the engagement-focused architecture and content went live.

This chart closes the loop between strategy and revenue:

  • More of the right people are showing up: A 53% increase in sessions isn’t just “more eyeballs”—it lines up with your Search Console and Semrush data showing more engagement-focused queries and better positions for key pages.

  • Traffic quality improved, not just volume: Conversion rate rising 29% at the same time as sessions spike is a strong signal that:

  1. Visitors are more qualified (coming in on engagement-specific queries/pages).

  2. The site experience (architecture, education, tools) is helping them make decisions instead of bouncing.

  • Revenue is shifting toward higher-value purchases: Orders are up 2%, but sales are up 38%, suggesting a higher average order value, exactly what you’d expect from a pivot toward engagement rings and custom work instead of smaller-ticket items.

The timing matches our implementation: The biggest lift in the solid traffic line appears after the engagement ring ecosystem is rolled out, supporting the narrative that this work is a major driver of the change.

Growth Horizon

Organic and AI visibility are compounding:

  • In the first 4–6 months post-launch, we expect continued growth in traffic and leads as search engines and AI models fully re-crawl and re-evaluate the new architecture.

Over 7–12 months, Bohemi is positioned to become a recognized online authority in alternative engagement rings, with stronger rankings on competitive terms and more consistent high-ticket sales.

How Customers Are Now Discovering Bohemi

Read Bohemi's client feedback on the new website and the full testimonial from Bohemi.

Close-up of a silver ring with a hexagonal gemstone surrounded by small diamonds, resting on a textured surface.

Bohemi Client New Website Feedback

“Your website is really great. It’s extremely well done, informative, and user-friendly. I work in marketing, and I deal with the backend of websites all day. I just wanted to let you know that yours really stood out as exceptional. Nice job on the refresh”

“Your website was the best out of all the other websites we visited.”

Bohemi Client Feedback On How They Discovered Bohemi

“I needed to find someone to make a custom ring from an heirloom stone, so I asked ChatGPT Where’s the best place to get custom jewelry in the Denver area? ChatGPT said Bohemi was the place to go, so here we are."

Read the full Bohemi Client Success Story

Key Takeaways & Why It Matters

This project shows that:

  • Topic-first, AI-ready site architecture can turn a “general jewelry” site into a clearly positioned engagement-ring authority without losing brand personality.

  • Independent jewelers don’t have to chase generic keywords; they can own a focused niche through structured content, entity-rich language, and interactive tools.

  • Pinterest becomes a powerful revenue channel when it feeds into persona-driven experiences, educational content, and well-designed funnels, not just product grids.

  • Combining SEO, AIO, UX design, and buyer psychology leads to:

  1. Higher engagement

  2. Better-qualified leads

  3. Higher-value, more resilient revenue

This approach is especially impactful for:

  • Independent jewelers, small brands, and brick-and-mortar boutiques

  • Custom design–driven businesses

  • Creative product brands that want durable organic and AI visibility instead of depending on constant paid spend

Ready for Optimized Brand Visibility?

If you’re a small creative product brand, jeweler, small boutique, photographer, or similar, and you want to:

  • Shift from a generic online shop to a true category authority

  • Build a topic-first, AI-search-ready content ecosystem

  • Turn Pinterest, email, and your website into a unified, conversion-focused journey

…I help you do exactly that through done-for-you strategy, UX design, implementation roadmaps, and custom interactive tools tailored to your brand.

👉 Reach out for a consultation, or explore my Substack for DIY frameworks designed for small teams with limited technical and financial bandwidth.

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