Technical SEO Optimization for an Online Jewellery eCommerce Store

Our Approach

To ensure Lu & Lo’s website achieved optimal search visibility, we adopted a structured and strategic approach to technical SEO. Our focus was on evaluating the site comprehensively and planning enhancements that would provide lasting impact.

Technical Audit Process

We began by carefully assessing the website to understand its technical SEO foundation and identify areas for improvement.

• Indexing & Crawlability Review:
  Examined how search engines were crawling and indexing all pages to ensure key content was discoverable.
• Site Structure Evaluation:
  Analyzed headings, page hierarchy, navigation, and page depth to verify an SEO-friendly structure.
• Meta & URL Assessment:
  Reviewed meta titles, descriptions, and URLs to confirm alignment with content relevance and SEO best practices.
• Image & Media Analysis:
  Evaluated images for size, alt text, and attributes to improve page performance and accessibility.
• Performance & Mobile Review:
  Checked page speed, mobile usability, HTTPS, and other user experience factors impacting SEO.

Technical SEO Strategy Planning

After the audit, we developed a clear strategy to prioritize and implement technical improvements efficiently.

• Prioritization of Enhancements:
  Focused on areas that would deliver the greatest SEO impact first, ensuring effective resource allocation.
• Optimization Roadmap: Created a sequence of actions to address structural, meta, image, and performance improvements systematically.
• Monitoring & Measurement: Established tracking methods using SEO tools to monitor progress, validate fixes, and measure outcomes.
• Quality Assurance: Ensured all changes adhered to SEO best practices while maintaining a smooth user experience.

Technical SEO Issues Identified

When we reviewed Lu & Lo’s website, we found several technical areas that were holding the site back from performing at its full potential in search results. The brand and products were strong, but important backend improvements were needed to support better visibility, smoother navigation, and stronger overall performance.

Internal Linking and Site Structure Issues

The website structure needed better organization to help both users and search engines move through the store efficiently.

• Broken Links Within the Website:
  Some internal links were leading to non-working pages, which disrupted user flow and reduced trust.
• Pages Not Properly Connected:
  A number of pages were not linked clearly within the site, making them harder for search engines to discover.
• Collection Pagination Gaps:
  Product listing pages were not structured in the most efficient order, which could affect how products were crawled.
• Important Pages Needing Index Confirmation:
  Some key pages required verification to ensure they were properly appearing in search results.

Metadata and Search Result Presentation Gaps

The way Lu & Lo’s pages appeared in Google needed refinement to improve clarity and click-through rates.

• Meta Titles That Were Too Long or Unfocused:
  Several pages had titles that were either cut off in search results or not clearly optimized.
• Missing or Incomplete Meta Descriptions:
  Some pages lacked strong descriptions, reducing their ability to attract clicks.
• URL Structure Improvements:
  A few product URLs required adjustments to better match search intent and improve clarity.

Page Structure and Content Clarity Issues

Certain pages required a clearer structure to strengthen their relevance in search engines.

• Multiple Main Headings on the Same Page:
  Some pages use more than one H1 tag, reducing keyword focus.
• Overly Long Headings:
  Lengthy headings made pages less precise and harder to scan.
• Low Content Depth on Key Pages:
  A number of pages did not include enough supporting content to compete effectively.

Image Optimization and Page Speed Limitations

As a jewellery brand, visuals are essential — but technical improvements were needed behind the scenes.

• Large Image File Sizes:
  Some product images were heavier than recommended, slowing down load times.
• Missing or Improper Alt Text:
  Many images were missing descriptive alt text, limiting accessibility and search visibility.
• Missing Image Size Definitions: Some images did not have defined dimensions, affecting layout stability.

Performance and Mobile Experience Gaps

The site required technical adjustments to ensure a smoother experience across devices.

• Page Speed Improvements Needed:
  Certain pages were loading slower than optimal.
• Mobile Display Adjustments:
  Some elements required refinement to ensure consistent mobile responsiveness.
• URL Response Issues:
  A few URLs were returning errors that needed correction.