SEO + GEO Growth for a German Jewellery Brand: How Velur.de Tripled Organic Traffic

The first audit showed that technical limitations were restricting crawl efficiency, indexation and the flow of authority to important commercial pages.

Implemented measures included:

• Fixing broken pages, links and images
• Cleaning up duplicate, outdated and poorly structured URLs after the migration
• Correcting redirects, canonicals and sitemap entries
• Improving the German and English versions, including language targeting and translation consistency
• Adding clear ALT text to more than 5,000 images
• Improving headings, pagination and collection-page markup
• Monitoring commercial pages that occasionally disappeared from Google Search

💡 Result: After the language-switching and indexation issues were corrected, the main Verlobungsringe category became more stable in Google’s index. This gave the wider SEO strategy a cleaner technical foundation.

We analysed the German engagement-ring and fine-jewellery market before expanding the site. The goal was to understand which brands competed for the same searches, how their category structures worked, where their authority came from and which buying-stage topics they already covered.

The analysis covered:

• Website structure, landing pages, filters and internal linking
• Shared keywords, missing keyword clusters and ranking depth
• Estimated organic traffic and traffic value
• Backlink quality, referring-domain diversity and Domain Rating
• Commercial content, buying guides and educational content
• Brand positioning, trust signals and UX
• Visibility across ChatGPT, Gemini, Perplexity and Microsoft Copilot

💡 Result: The findings became a practical roadmap: stabilise the site, strengthen the main category, build authority, expand the category architecture and develop content for both Google and AI-generated answers.

The main Verlobungsringe collection was treated as the central commercial landing page. It needed to rank first for moissanite-related searches, then expand into broader engagement-ring demand.

We worked on:

• Commercial keyword mapping
• Page structure and heading hierarchy
• Content and metadata optimisation
• Internal linking and supporting category links
• Indexability and keyword relevance beyond one product material
• Backlinks to the category and closely related pages

💡 Result: The category reached position 1 for moissanit verlobungsring, position 2 for goldener verlobungsring, position 3 for verlobungsring gold mit stein, position 4 for verlobungsring gold and position 9 for the broad term verlobungsring.

One collection could not cover every commercial search intent. We recommended permanent, indexable landing pages based on how customers search for engagement rings.

New category opportunities included:

• Stone shapes such as Oval Cut, Marquise Cut, Round Cut and Elongated Cushion Cut
• Metals such as Gelbgold, Weißgold, Roségold and Platin
• Pages based on ring design, stone type, material and customer preference
• Direct navigation links to priority SEO landing pages
• A clearer mega-menu and separation between permanent categories and temporary filters

💡 Result: The architecture now supports broader commercial demand and the client’s gradual move from moissanite to lab-grown diamonds without discarding the rankings already built.

Velur.de started from a small authority base in a market where established competitors had stronger domains and larger backlink profiles. Linkbuilding therefore became a core growth channel.

The strategy focused on:

• Strengthening the main Verlobungsringe collection
• Supporting important moissanite pages
• Distributing authority to new categories
• Building topical relevance around engagement rings and jewellery
• Adjusting target pages as the business moved toward lab-grown diamonds
• Prioritising relevant referring domains over raw backlink volume

💡 Result: Referring domains increased from approximately 150 to 431, Domain Rating rose from 8 to 25, and the site reached approximately 505 live backlinks.

The project expanded beyond traditional rankings. We used educational content, clear site structure and UX recommendations to support both search discovery and commercial journeys.

The work included:

• Buying guides and educational content around stones, shapes, materials and ring decisions
• Content structured around clear, answerable questions
• Stronger entity and brand signals for GEO
• Internal links between informational and commercial pages
• Header, footer and mega-menu recommendations
• CTA placement, filter usability and mobile navigation improvements

💡 Result: Velur.de gained 45 citations across Perplexity, Gemini, Microsoft Copilot and ChatGPT. Approximately 30 pages have been cited across these systems.