About the Client
Eric Originals & Antiques Ltd. is a New York-based jewelry manufacturing business owned by Eric Naor. With decades of craftsmanship behind the brand, Eric Originals creates fine jewelry and antique pieces for customers who value quality and authenticity. What the business lacked was not a great product. It was online visibility.
The Challenge
When Eric approached improveFX, his website was built on Wix, and it was holding the business back in ways that were easy to feel but hard to pinpoint.
The site was unstructured from both an optimization and a management standpoint. Products sat without a logical category hierarchy, duplicate pages competed against each other in search results, and the platform itself offered limited control over the technical elements that search engines rely on. The numbers told the story clearly: the website was attracting just 445 visitors per month, nowhere near enough to generate consistent sales for a business of this caliber.
Eric needed three things:
- A migration from Wix to Shopify without losing the traction the site had already built.
- A properly structured, technically sound website that search engines could crawl and rank.
- A strategy to bring highly qualified buyers, not just visitors, to the product pages.
The risk was real. A poorly handled migration can wipe out years of search equity overnight. Our job was to make sure that did not happen, and then build on top of it.
Our Approach
Step 1: A Careful Wix to Shopify Migration
We began by migrating the entire website from Wix to Shopify while preserving the brand's existing look and feel. Customers who knew the site would still recognize it. Search engines, however, would find something far better underneath.
During the migration we:
- Restructured the catalog with a clean, logical hierarchy of product categories
- Identified and removed duplicate pages that were diluting the site's authority
- Implemented one-to-one 301 redirects for every existing URL, so no indexed page returned an error and no accumulated ranking signal was lost
- Rebuilt the site to be fully mobile friendly, knowing that most jewelry shoppers browse on their phones
- Developed the new site to be technically optimized for SEO from day one, with clean architecture, fast load times, and crawlable structure
The result was a seamless transition. No traffic drop, no indexing errors, no lost equity.
Step 2: Strategic Keyword Research
With a solid foundation in place, we turned to the question that drives everything in ecommerce SEO: what are buyers actually searching for?
We conducted in-depth keyword research focused on terms that met two criteria. They had to have low competition, so Eric Originals could realistically rank for them, and they had to carry clear purchase intent, so the traffic they brought would convert into sales rather than just inflate visitor counts.
Step 3: Keyword Mapping and On-Page Optimization
Research is only useful when it is applied. We mapped every target keyword to a specific product or category page, ensuring each page had one clear job and no two pages competed for the same term.
We then optimized every product and category page against its mapped keywords, refining titles, descriptions, headings, and content so each page spoke directly to what its target audience was searching for.
Step 4: Structured Data Implementation
Jewelry is a visual, detail-rich product, and search engines reward sites that describe their products precisely. We implemented structured data across the product and category pages, helping Google understand and index the catalog correctly and positioning the pages for rich results in search. This gave every listing the best possible chance to rank and to stand out once it did.
Step 5: Off-Page SEO and Link Building
With the website technically sound and every page optimized, we worked extensively on off-page SEO. Through a sustained, quality-focused backlink campaign, we built the site's authority in the eyes of search engines, pushing rankings upward across the entire catalog.
The Results
The combined effect of a clean migration, intent-driven optimization, and consistent authority building transformed Eric Originals' organic presence.
Organic traffic grew from 445 to 8,900 visitors per month.
That is a 1,900% increase, achieved entirely through organic search, without spending on ads.
Organic keywords grew from 612 to 14,300.
The site went from a minor presence in search to ranking for thousands of terms across the jewelry space.
Keywords in Google's top 10 grew from 57 to 489.
These are the rankings that matter most, the positions that actually get clicked.
Sales increased by 76%.
The most important number of all. The traffic we brought in was not just larger, it was qualified. Visitors arrived with buying intent and converted.
Why This Worked
Three principles made the difference on this project, and they apply to every ecommerce SEO engagement we take on.
The migration was treated as an SEO project, not just a development project.
Every redirect, every URL, and every page was accounted for, which is why traction was preserved instead of lost.
Keyword strategy was built around buyer intent.
We did not chase high-volume vanity keywords. We targeted the searches real customers make when they are ready to purchase, which is why traffic growth translated directly into a 76% sales increase.
Technical foundation came first.
Structured data, mobile friendliness, clean architecture, and duplicate removal gave every optimization that followed a solid base to build on.
Ready to Grow Your Ecommerce Business?
Eric Originals went from 445 monthly visitors to 8,900, and from struggling for visibility to ranking in Google's top 10 for nearly 500 keywords. If your website is underperforming, whether it needs a platform migration, a technical overhaul, or a complete SEO strategy, we can help.
Get in touch with improveFX today for a free consultation.