SUCCESS STORIES

Shiels: From Migration to Market Authority

For more than 75 years, Shiels has been a household name in Australian jewellery. Known for affordable luxury and timeless collections, it has earned the trust of generations of customers, with more than 30 stores across South Australia, Queensland, New South Wales and Western Australia.

From engagement rings to everyday pieces, Shiels makes quality jewellery accessible. Its customers are increasingly younger shoppers who start their search online, on Google, Instagram and TikTok.

After moving its website from Magento to Shopify in 2023, Shiels set out to rebuild its search presence and take its place alongside Australia's biggest jewellery retailers online.

Want results like this?

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409%

increase in product snippet clicks

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24%

Uplift in purchase revenue (June 2025)

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115%

increase in top 3 keywords

The Need

Shiels' new Shopify website needed work to reach its potential in search: redirects to tidy up, a heavy theme to streamline and a site structure to sharpen. Its authority also needed to grow to compete with the largest jewellery retailers for high-value searches.

The key objectives:

A strong foundation
- Settle the new Shopify website and strengthen organic rankings.
More authority
- Build authority to compete with Australia's largest jewellery retailers.
Ready for AI search
- Position Shiels for the rise of AI-driven search.
More channels
- Grow visibility across Google Shopping, AI search and organic social.

The Plan

We built a roadmap that balanced quick technical wins with long-term growth.

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Site and technical

Restructure the site, streamline the theme and fix redirects and pagination.

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Content and schema

Rebuild collection and location pages, rewrite metadata and add schema.

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Shopping visibility

Optimise the Google Merchant Center feed and product schema.

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Authority

Earn backlinks to key collections and run Digital PR campaigns.

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A smarter site structure

A full audit of Shiels' information architecture led to a structure built around high-value searches, with fewer clicks to key pages. We streamlined the mega menu to highlight top categories like Engagement & Wedding Rings, making it clearer for shoppers and spreading authority across the most important pages.

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Collections built to rank and convert

We rebuilt the collection page templates with keyword-rich content, internal links and ItemList schema, added full Product schema to product pages and optimised location pages to bring shoppers into Shiels' stores. Theme recommendations improved site speed and Core Web Vitals.

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Shopping, PR and links

We cleaned up the Google Merchant Center feed with accurate titles, GTINs, images and availability, so products showed correctly in Google Shopping. Digital PR campaigns, like a data-led ranking of Australia's most in-demand wedding destinations, and targeted backlinks built authority for Shiels' key collections.

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Settling a new platform

A move from Magento to Shopify brings plenty to tidy up. Fixing redirects, pagination and theme issues gave the new website a strong foundation.

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Competing with the biggest names

Shiels needed more authority to rank against national jewellery retailers. Digital PR and targeted backlinks closed the gap.

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Playing the long game

SEO takes time to build. The team stayed focused on the technical and content foundations, and from early 2025 the results began to climb.

The Results

By mid-2025, Shiels' organic performance was growing across the board.

Top three keywords more than doubled: Keywords in the top three grew 115%, from 3,102 in 2024 to 6,684 in 2025, and SERP feature appearances more than tripled to 24,598.

Product snippet clicks up 409%: Rich results from the new schema helped product snippet clicks grow 409% year on year.

Revenue up 24% in June: Organic purchase revenue grew 23.96% in June 2025 compared with June 2024, and 7.3% across the 2025 financial year.

More visibility: In June 2025, impressions more than doubled (up 105.59%) and clicks grew 19.11% year on year.

New and returning shoppers: New organic users grew 10% over the financial year, and returning users grew 26.85% in June.

115%

Increase in top three keywords

409%

Increase in product snippet clicks

24%

Increase in organic revenue (June 2025)

The Conclusion

Shiels has been a trusted name in Australian jewellery for more than 75 years. After moving to Shopify, it needed its website to match its reputation, and to compete with the biggest names online.

We streamlined the site structure and theme, rebuilt collection pages with rich content and schema, cleaned up the Shopping feed and built authority through Digital PR and backlinks. With strong foundations in place, the results started to climb from early 2025.

By mid-2025, top three keywords had more than doubled, product snippet clicks had grown 409% and organic revenue was up 24% year on year in June.

+115% top three keywords. +409% product snippet clicks.
From migration to market authority.

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In-depth AI & SEO audit

Uncover weaknesses and opportunities to overtake the competition and gain market share

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Expert traffic analysis

Discover quick wins to boost  your visibility for your most valuable search terms

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Custom AI & SEO roadmap

Get clarity and confidence with an AI & SEO strategy aligned with your goals, industry, and unique challenges

Client success:

409%

increase in product snippet clicks

24%

Uplift in purchase revenue (June 2025)

115%

increase in top 3 keywords

“Can SEO really bring back sparkle after a tough website migration? See how Shiels polished their online presence and reclaimed their shine with StudioHawk”