83%
Increase in international keyword visibility
SEO
Packages
Google Ads
Company
Sectors
Site Performance
Locations
Case Studies
PRYA
PRYA, a leading name in women’s jewellery, came to Searchflex with a high-stakes challenge: navigating a website migration without losing their hard-earned SEO momentum – right before their busiest season. With top-performing keywords driving serious revenue, keeping their organic search edge wasn’t just important – it was essential. Not only did we ensure a seamless migration, but we also elevated PRYA’s organic presence to new heights, delivering their strongest ever performance in November and December 2024.
Chains
Rings
Earrings
Bracelets
Organic revenue
+102%
Increase in overall organic revenue
Three months post launch
All metrics sourced from GA4, Google Search Console & Ahrefs, Sep 2024 – Dec 2024
77%
Increase in overall online revenue
70%
Increase in total purchases
26%
Increase in revenue per user
37%
Increase in organic sessions
102%
Increase in organic revenue
The Challenge:
PRYA’s goal was a seamless migration to a modernised Shopify theme, designed to showcase more imagery and interactive elements while delivering an enhanced user experience. This migration wasn’t just about aesthetics – it required maintaining rankings for critical keywords, optimising the new site for faster performance, and driving higher conversion rates.
Overcoming complex technical SEO challenges, including managing URL restructuring, ensuring proper redirect mapping, and preserving crawl efficiency, was crucial to the project’s success – all on a tight timeline with no room for error.
Our Approach:
We approached PRYA’s migration with meticulous preparation, starting with a detailed roadmap outlining all tasks and data points. Collaborating closely with their team, we optimised the new Shopify theme for user engagement, conversions, and ensure all existing SEO issues were overcome.
Rigorous audits of the existing and staging sites, a well-executed URL mapping and redirects strategy, and site speed optimisations ensured a seamless transition. Go-live was smooth, supported by constant communication, last-minute technical refinements, and tailored faceted navigation practices.
Post-migration, we’ve continued to enhance performance through ongoing keyword strategy, meta and schema testing, AI-driven content optimisation, and technical SEO consultation, positioning PRYA for long-term success and future growth.
Migration Roadmap & Preparation
Created a detailed migration roadmap covering key tasks and data points, working closely with PRYA to prepare the new Shopify theme while protecting existing SEO performance.
SEO Audits & Migration Setup
Audited the existing and staging sites, mapped URLs and redirects, and addressed existing technical SEO issues ahead of the migration.
Performance & Technical Optimisation
Optimised the new Shopify theme for user engagement, conversions, and site speed, while applying tailored faceted navigation practices.
Post-Migration Growth
Continued improving performance through keyword strategy, meta and schema testing, AI-driven content optimisation, and ongoing technical SEO consultation.
Final Results:
November and December 2024 set new records for PRYA, delivering their highest-ever revenue records and unprecedented growth in new customer acquisition. Average revenue per user surged by 26.7%, while international keyword visibility skyrocketed by an impressive 83% – climbing from 11,308 to over 20,764 keywords within key markets across the globe.
Crucial position 1 rankings such as ‘rings’ were maintained, alongside substantial gains for high-value terms like ‘necklace’, ‘initial necklace’, ‘name necklace’, and ‘personalised necklace’, solidifying PRYA’s dominance in the highly competitive women’s jewellery market.
🏆 New Top 3 Rankings — Commercially Critical Keywords
Rings
54K monthly searches
Position #2
Chains
28K monthly searches
Position #3
Earrings
2.8K monthly searches
Position #1
Project Timeline
SEPTEMBER 2024
Migration Planning & Preparation
Built a detailed migration roadmap covering key tasks and data points, with preparation focused on protecting PRYA’s existing SEO performance.
OCTOBER 2024
SEO Audits & URL Mapping
Audited the existing and staging sites, planned URL restructuring, and prepared the redirects strategy to preserve rankings and crawl efficiency.
NOVEMBER 2024
Shopify Migration & Optimisation
Launched the modernised Shopify theme, with SEO, site speed, user engagement, conversion, and faceted navigation improvements supporting the transition.
DECEMBER 2024
Performance & Growth
Continued post-migration optimisation through keyword strategy, meta and schema testing, AI-driven content optimisation, and technical SEO consultation as PRYA delivered record performance.
PRYA
*****
“A professional service, a seamless website migration and outstanding results. We highly recommend Searchflex.”
Common questions about this project
How did Searchflex protect PRYA’s SEO performance during the Shopify migration?
The migration was supported by detailed preparation, audits of both the existing and staging sites, URL mapping, and a redirects strategy. This helped protect critical keyword rankings while moving to the modernised Shopify theme.
How did PRYA maintain its important keyword rankings during the migration?
A key priority was preserving rankings for high-value terms. Position 1 rankings such as “rings” were maintained, while terms including “necklace”, “initial necklace”, “name necklace”, and “personalised necklace” also saw substantial gains.
What impact did the migration have on PRYA’s international search visibility?
PRYA’s international keyword visibility increased by 83%, growing from 11,308 to more than 20,764 keywords across key international markets.
What work continued after the migration was completed?
Searchflex continued supporting PRYA through ongoing keyword strategy, meta and schema testing, AI-driven content optimisation, and technical SEO consultation to support continued growth.
How did PRYA’s performance change after the migration?
November and December 2024 delivered PRYA’s highest-ever revenue records, alongside unprecedented growth in new customer acquisition. Revenue per user increased by 26.7%, while organic revenue increased by 102%.
Was the project focused only on SEO, or were conversions considered too?
The new Shopify theme was optimised not only to protect SEO performance but also to improve user engagement and conversions, with more imagery and interactive elements designed to enhance the customer experience.
Switching to a new site?
Talk to us about your headless Shopify or ecommerce SEO challenges. First consultation is free.