Kwiat is a New York fine jeweller with 120 years of history, selling diamond jewellery, engagement rings and its own collections. Luxury jewellery is one of the most competitive search markets in the US. In the last 12 months, kwiat.com generated 9.3 million impressions and 55,410 clicks from Google, with 305 search terms in the top three and 1,593 on page one.
At a glance
| Client | Kwiat |
| Type | US luxury jewellery ecommerce |
| Platform | Shopify Hydrogen with Sanity CMS |
| Work | Content strategy and production, education page rewrites, technical SEO, title and metadata fixes, AI Overview research, Google Ads optimisation, interactive tools |
| Impressions (last 12 months) | 9,291,582 |
| Clicks (last 12 months) | 55,410 |
| Top-three search terms | 305 |
| Page-one search terms | 1,593 |
Figures are from Google Search Console for kwiat.com, 15 September 2025 to 14 September 2026.
The starting position
A heritage jeweller has something most online jewellery sites don’t: real expertise. The challenge is showing it in search. People researching an engagement ring or an anniversary gift ask a lot of questions before they buy, and the jewellers who answer those questions well earn attention long before the purchase.
Kwiat’s education section already had depth, and its pages ranked. The opportunity was to make that visibility count: turning impressions into clicks, protecting education content from AI Overviews answering simple questions, and making sure Google Ads and SEO worked together.
The SEO and AI search strategy
The work runs across seven connected areas:
| Area | The aim | What it involved |
|---|---|---|
| Education content | Be the jeweller that answers buyers’ questions best | A production pipeline for new articles, and 20 declining education pages rewritten |
| Titles and metadata | Turn existing rankings into clicks | Finding pages whose search titles weren’t displaying properly, and collection titles that could say far more |
| Technical foundations | Make sure every page can be crawled, rendered and indexed | Sitemap specification, rendering checks and canonical review after the headless migration |
| AI search visibility | Be cited in AI Overviews on diamond and jewellery questions | AI Overview citation research across education searches, and quotable answer passages |
| Gifting and occasion searches | Win high-volume searches like anniversaries | Anniversary and gifting content that ranks at the top |
| Paid and organic together | Spend Ads budget where organic can’t reach | Search Intelligence analysis and an account clean-up |
| Tools | Help buyers get the right size first time | Ring size tools and a ring gauge concept, built and shared with Kwiat |
What was done
Education content. A content pipeline delivers finished articles, HTML, overviews and schema straight into Kwiat’s review folder, ready for their team. When Search Console showed 20 education pages losing impressions, largely to AI Overviews and competitors improving their content, those pages were rewritten with deeper content, quotable answer passages and full FAQs.
Titles that display properly. Joining the data showed several high-impression pages earning very few clicks. Checking the live results found why: some page titles were showing template placeholders instead of the page name. The ranking was there. The title was stopping the click. That became the first priority in the plan, and the titles have since been fixed.
Joined-up Google Ads. Search Intelligence joined Kwiat’s Google Ads search terms with Search Console data. The steer: move budget away from competitor name searches and brand duplication, towards commercial searches where organic pages sat on page two and paid was absent, while SEO takes the education and gifting searches paid shouldn’t buy. In the account, five negative keyword lists were built and applied, and the competitor campaign was paused.
AI Overview research. Citation checks across education searches showed how often kwiat.com was cited in AI Overviews, feeding directly into how the education pages are structured.
Where it ranks
| Search term | Avg position | Clicks | Impressions |
|---|---|---|---|
| ashoka cut diamond | 3.7 | 690 | 26,548 |
| ashoka cut | 3.7 | 131 | 9,191 |
| ashoka diamond cut | 3.4 | 111 | 3,857 |
| ashoka cut engagement ring | 3.5 | 261 | 2,198 |
| what is an ashoka cut diamond | 2.6 | 12 | 254 |
The education guide on the Ashoka cut is the clearest example of the strategy working. It earned 690 clicks from “ashoka cut diamond” alone in the past 12 months. Checked live on google.com in the US on 16 September 2026, Google’s AI Overview for “what is an ashoka cut diamond” cites kwiat.com twice, and the guide ranks second below it.
Average positions near the top on some broad terms, such as gifting and anniversary searches, come with very few clicks. That pattern usually means an image or feature placement rather than a first organic listing, so those terms are not presented here as rankings.
The result
In the last 12 months kwiat.com generated 9.3 million impressions and 55,410 clicks, with 305 search terms in the top three and 1,593 on page one.
What I learned
A page can rank in the top three and still earn almost nothing if the title in the search result is broken. The analysis first pointed at the wrong page ranking. Checking the live result showed the right page was ranking, and its title was the problem. It’s a reminder to look at what searchers actually see before deciding what to fix.
AI Overviews changed what gifting content is for. Someone asking what a 20th anniversary is called now often gets the answer on the results page, so the click that used to follow is less certain. The person asking is usually about to buy a gift, though, and being the source the AI Overview draws on keeps Kwiat in front of them at exactly that moment. The pages that paid off answered the question clearly enough to be quoted, then led naturally from the answer to the pieces that suit the occasion.
Limitations
The 12-month figures cover the whole of kwiat.com, including the period around its April 2026 migration and work by Kwiat’s own team. Jewellery search is strongly seasonal, with engagement and gifting peaks.
Services used
This project drew on content strategy, content pipelines, Google AI Overviews visibility and paid and organic search planning, powered by Search Intelligence. It sits in jewellery and luxury retail. The migration itself is covered in the Kwiat headless Shopify migration case study.
FAQ
Why would a page rank well but get few clicks?
Usually because of what shows in the search result. A missing, broken or unhelpful title and description gives searchers little reason to click, and AI Overviews can answer simple questions before anyone reaches a website. Fixing titles is often the quickest way to earn more clicks from rankings you already have.
Should luxury brands bid on competitor names in Google Ads?
It rarely pays for a luxury brand. People searching for a competitor by name usually want that competitor, so the clicks tend to be expensive and convert poorly. Budget is often better spent on commercial searches where the brand’s own organic pages don’t yet rank on page one.
How do SEO and Google Ads work together?
Joining Google Ads and Search Console data shows where the two overlap and where they don’t. Paid budget can stop buying searches the site already ranks for organically, focus on valuable terms stuck on page two, and point SEO towards the searches paid data shows are worth winning.
Luxury brand, competitive market?
Get in touch to talk it through, or ask for a free assessment.