{"id":15535,"date":"2026-07-07T15:41:35","date_gmt":"2026-07-07T13:41:35","guid":{"rendered":"https:\/\/dokonline.nl\/?post_type=case-study&#038;p=15535"},"modified":"2026-07-07T15:41:36","modified_gmt":"2026-07-07T13:41:36","slug":"notbranded","status":"publish","type":"case-study","link":"https:\/\/dokonline.nl\/en\/case-study\/notbranded\/","title":{"rendered":"How Notbranded won non-branded jewellery search"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">We built a category-first&nbsp;<a href=\"https:\/\/dokonline.nl\/en\/shopify-seo-agency\/\">Shopify SEO<\/a>&nbsp;system designed to convert Notbranded&#8217;s strong brand recognition into broader organic discoverability, one product pillar at a time.<\/p>\n\n\n<style>.kt-accordion-id15535_b35f80-88 .kt-accordion-inner-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:10px;}.kt-accordion-id15535_b35f80-88 .kt-accordion-panel-inner{border-top:0px solid transparent;border-right:0px solid transparent;border-bottom:0px solid transparent;border-left:0px solid transparent;background:#ffffff;padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kt-accordion-id15535_b35f80-88 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header{border-top:0px solid #f2f2f2;border-right:0px solid #f2f2f2;border-bottom:0px solid #f2f2f2;border-left:0px solid #f2f2f2;border-top-left-radius:6px;border-top-right-radius:6px;border-bottom-right-radius:6px;border-bottom-left-radius:6px;background:var(--global-palette6, #718096);color:var(--global-palette7, #EDF2F7);padding-top:14px;padding-right:16px;padding-bottom:14px;padding-left:16px;}.kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle )  > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle )  > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette7, #EDF2F7);}.kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger{background:var(--global-palette7, #EDF2F7);}.kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette6, #718096);}.kt-accordion-id15535_b35f80-88 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header:hover, \n\t\t\t\tbody:not(.hide-focus-outline) .kt-accordion-id15535_b35f80-88 .kt-blocks-accordion-header:focus-visible{color:var(--global-palette3, #1A202C);background:var(--global-palette8, #F7FAFC);border-top-color:#eeeeee;border-top-style:solid;border-right-color:#eeeeee;border-right-style:solid;border-bottom-color:#eeeeee;border-bottom-style:solid;border-left-color:#eeeeee;border-left-style:solid;}.kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:before, body:not(.hide-focus-outline) .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-blocks-accordion--visible .kt-blocks-accordion-icon-trigger:after, body:not(.hide-focus-outline) .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette3, #1A202C);}.kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger, body:not(.hide-focus-outline) .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger{background:var(--global-palette3, #1A202C);}.kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:before, body:not(.hide-focus-outline) .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger:after, body:not(.hide-focus-outline) .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette8, #F7FAFC);}.kt-accordion-id15535_b35f80-88 .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible,\n\t\t\t\t.kt-accordion-id15535_b35f80-88 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active{color:var(--global-palette8, #F7FAFC);background:var(--global-palette1, #3182CE);border-top-color:#BE530B;border-top-style:solid;border-right-color:#BE530B;border-right-style:solid;border-bottom-color:#BE530B;border-bottom-style:solid;border-left-color:#BE530B;border-left-style:solid;}.kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle )  > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle )  > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette8, #F7FAFC);}.kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger{background:var(--global-palette8, #F7FAFC);}.kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id15535_b35f80-88:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette1, #3182CE);}@media all and (max-width: 1024px){.kt-accordion-id15535_b35f80-88 .kt-accordion-panel-inner{border-top:0px solid transparent;border-right:0px solid transparent;border-bottom:0px solid transparent;border-left:0px solid transparent;}}@media all and (max-width: 1024px){.kt-accordion-id15535_b35f80-88 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header{border-top:0px solid #f2f2f2;border-right:0px solid #f2f2f2;border-bottom:0px solid #f2f2f2;border-left:0px solid #f2f2f2;}}@media all and (max-width: 1024px){.kt-accordion-id15535_b35f80-88 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header:hover, \n\t\t\t\tbody:not(.hide-focus-outline) .kt-accordion-id15535_b35f80-88 .kt-blocks-accordion-header:focus-visible{border-top-color:#eeeeee;border-top-style:solid;border-right-color:#eeeeee;border-right-style:solid;border-bottom-color:#eeeeee;border-bottom-style:solid;border-left-color:#eeeeee;border-left-style:solid;}}@media all and (max-width: 1024px){.kt-accordion-id15535_b35f80-88 .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible,\n\t\t\t\t.kt-accordion-id15535_b35f80-88 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active{border-top-color:#BE530B;border-top-style:solid;border-right-color:#BE530B;border-right-style:solid;border-bottom-color:#BE530B;border-bottom-style:solid;border-left-color:#BE530B;border-left-style:solid;}}@media all and (max-width: 767px){.kt-accordion-id15535_b35f80-88 .kt-accordion-inner-wrap{display:block;}.kt-accordion-id15535_b35f80-88 .kt-accordion-inner-wrap .kt-accordion-pane:not(:first-child){margin-top:10px;}.kt-accordion-id15535_b35f80-88 .kt-accordion-panel-inner{border-top:0px solid transparent;border-right:0px solid transparent;border-bottom:0px solid transparent;border-left:0px solid transparent;}.kt-accordion-id15535_b35f80-88 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header{border-top:0px solid #f2f2f2;border-right:0px solid #f2f2f2;border-bottom:0px solid #f2f2f2;border-left:0px solid #f2f2f2;}.kt-accordion-id15535_b35f80-88 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header:hover, \n\t\t\t\tbody:not(.hide-focus-outline) .kt-accordion-id15535_b35f80-88 .kt-blocks-accordion-header:focus-visible{border-top-color:#eeeeee;border-top-style:solid;border-right-color:#eeeeee;border-right-style:solid;border-bottom-color:#eeeeee;border-bottom-style:solid;border-left-color:#eeeeee;border-left-style:solid;}.kt-accordion-id15535_b35f80-88 .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible,\n\t\t\t\t.kt-accordion-id15535_b35f80-88 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active{border-top-color:#BE530B;border-top-style:solid;border-right-color:#BE530B;border-right-style:solid;border-bottom-color:#BE530B;border-bottom-style:solid;border-left-color:#BE530B;border-left-style:solid;}}<\/style>\n<div class=\"wp-block-kadence-accordion alignnone\"><div class=\"kt-accordion-wrap kt-accordion-id15535_b35f80-88 kt-accordion-has-10-panes kt-active-pane-0 kt-accordion-block kt-pane-header-alignment-left kt-accodion-icon-style-basic kt-accodion-icon-side-right\" style=\"max-width:none\"><div class=\"kt-accordion-inner-wrap\" data-allow-multiple-open=\"false\" data-start-open=\"none\">\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-1 kt-pane15535_a97fc7-42\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Topical map and category architecture<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">We&nbsp;<a href=\"https:\/\/dokonline.nl\/en\/strategy\/\">mapped<\/a>&nbsp;the full jewellery search landscape for the Dutch market and built a structured content hierarchy across four product pillars: earrings, necklaces, bracelets, and rings. For each pillar we identified parent categories, subcategories by style, material, and colour, and mapped every target keyword to a dedicated Shopify collection URL. The output was a living content workbook per category, updated monthly, that defines what to build, what to optimise, and what is already live. Priority was set by a combination of search volume, commercial potential, current rankings, and product availability.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-4 kt-pane15535_43a5b3-ca\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Systematic SEO copywriting at scale<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">We wrote and&nbsp;<a href=\"https:\/\/dokonline.nl\/en\/campaign\/\">published SEO-optimised copy<\/a>&nbsp;for 80+ Shopify collection pages, covering subcategories by style (statement, minimalist, pendant, bangle), material (stainless steel, pearl, natural stone), and colour. Each page was built around a primary keyword cluster with supporting terms woven in naturally, written in Notbranded&#8217;s warm, direct brand tone to satisfy both user intent and search relevance.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-3 kt-pane15535_af3614-c5\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Internal linking and site structure<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">Every collection page was built with a deliberate internal linking strategy: parent categories linking to subcategories, material variants cross-linking to colour variants, and related pillars connecting to each other. This structured linking distributes authority across a site that grew significantly in page count during the campaign, guides crawlers through the full architecture, and strengthens topical relevance for the entire jewellery cluster.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-7 kt-pane15535_d6a7e6-4f\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Technical SEO foundation<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">Behind the content, we kept the technical foundation healthy so every new page could be found, crawled, and indexed efficiently. We ran regular&nbsp;<a href=\"https:\/\/dokonline.nl\/en\/technical-seo-audit\/\">technical audits<\/a>&nbsp;across the Shopify multistore: resolving duplicate content between market variants, tightening crawl directives in robots.txt and meta robots tags, and cleaning up structured data so category pages surfaced correctly in search. This ongoing monitoring meant indexation issues were caught early, and the content programme always built on solid technical ground rather than fighting it.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-10 kt-pane15535_ef7887-7d\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Optimised for AI and generative search<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">Content was written to be\u00a0<a href=\"https:\/\/dokonline.nl\/en\/seo\/geo\/\">referenced in AI-generated answers<\/a>, with factual product descriptions, clear material and USP statements, and copy structured to answer the informational queries that sit alongside commercial intent. As AI-assisted shopping grows, this approach extends organic reach beyond traditional search into tools like ChatGPT, Perplexity, and Google AI Overviews. To scale this across all eight markets without sacrificing quality, we also began piloting an automated content workflow: using AI-assisted production for category and product copy, translations, and internal linking, so the system could expand efficiently while staying on-brand.<\/p>\n<\/div><\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We built a category-first&nbsp;Shopify SEO&nbsp;system designed to convert Notbranded&#8217;s strong brand recognition into broader organic discoverability, one product pillar at a time.<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"case-type":[120,121],"class_list":["post-15535","case-study","type-case-study","status-publish","hentry","case-type-seo","case-type-strategy"],"acf":[],"taxonomy_info":{"case-type":[{"value":120,"label":"SEO"},{"value":121,"label":"strategy"}]},"featured_image_src_large":false,"author_info":[],"comment_info":"","_links":{"self":[{"href":"https:\/\/dokonline.nl\/en\/wp-json\/wp\/v2\/case-study\/15535","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dokonline.nl\/en\/wp-json\/wp\/v2\/case-study"}],"about":[{"href":"https:\/\/dokonline.nl\/en\/wp-json\/wp\/v2\/types\/case-study"}],"version-history":[{"count":5,"href":"https:\/\/dokonline.nl\/en\/wp-json\/wp\/v2\/case-study\/15535\/revisions"}],"predecessor-version":[{"id":15563,"href":"https:\/\/dokonline.nl\/en\/wp-json\/wp\/v2\/case-study\/15535\/revisions\/15563"}],"wp:attachment":[{"href":"https:\/\/dokonline.nl\/en\/wp-json\/wp\/v2\/media?parent=15535"}],"wp:term":[{"taxonomy":"case-type","embeddable":true,"href":"https:\/\/dokonline.nl\/en\/wp-json\/wp\/v2\/case-type?post=15535"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}