ICED LONDON

The Challenge:

Iced London had built a strong brand reputation in a competitive niche, with moissanite chains and iced-out jewellery at the core of their catalogue. However, their Shopify SEO performance was not reflecting that brand strength. Organic visibility was fragmented, collection pages lacked the structure needed to compete for high-intent search terms, and the site contained broken Javascript that was silently suppressing crawlability and user experience.

Navigation flow was poorly optimised, making it difficult for both search engines and shoppers to move efficiently through the catalogue. There were no sub-collections to capture granular, product-specific search intent, and the site’s metadata and on-page signals were inconsistent across key commercial pages.

Compounding this, alt-text was absent or generic sitewide, and the brand had no content programme in place to build topical authority around core product lines. The result was a site that was failing to capture the organic demand that already existed for its products.

Our Approach:

Searchflex conducted a full technical SEO audit for Iced London, identifying critical issues and executing a phased strategy across site structure, crawlability, content, and on-page optimisation.

We restructured navigation and collection architecture to better target high-intent jewellery searches, introduced new sub-collections to capture long-tail demand, and overhauled metadata and alt text across the site to improve visibility, relevance, and click-through rates.

Alongside resolving broken JavaScript impacting indexation, we also launched a content strategy focused on moissanite and iced-out jewellery keywords, strengthening topical authority and driving qualified organic traffic across core commercial categories.

Final Results:

Within six months, Iced London recorded meaningful, sustained growth across every core organic metric.

Organic keyword rankings grew by over 40%, with first positions secured for high-value non-branded terms including ‘moissanite chains’, which saw clicks increase eightfold week-on-week. Organic traffic rose significantly, and Google Search Console data showed non-branded clicks up more than 50% compared to the previous period, reflecting genuine gains in competitive visibility rather than brand-dependent traffic.

The impact on revenue was equally clear. In Shopify, Google-attributed organic revenue more than doubled over the six-month period, with Instagram-attributed revenue growing by over 75%. Organic traffic value, as reported in Ahrefs, increased by over 170% from baseline, reflecting the commercial weight of the new rankings secured.

The introduction of new sub-collections and the restructured navigation also produced compound benefits, with the site now properly positioned to capture granular product demand across pendant, chain, and memorial jewellery categories.

Iced London now has a scalable organic foundation built on technical integrity, content depth, and a collection architecture that matches how their customers actually search. Searchflex continues to build on these results as the engagement progresses.