Three Month Search Growth Plan · Prepared by SearchFlex
Three months focused on the pages most likely to help shoppers find and buy from PRYA — recovering established collections, preparing Black Friday and Christmas, and testing a small group of new collections for longer-term growth.
There is ground to regain, and a seasonal window worth preparing for early. Both patterns come from the same UK Search Console history, and both shape the order of work below.
The gap to recover · 28-day UK clicks
−3,999 clicks · −39.3%Last year’s gifting runway · UK clicks
+5,747 clicks · +49.5%PRYA received 6,185 UK organic clicks from 27 August to 23 September 2026, down 39.3% from 10,184 over the same dates last year. August was down 21.4% year on year. Last year UK clicks rose from 11,604 in October to 17,351 in December — a useful reason to prepare early for gifting season, although the same pattern is not guaranteed this year. Charts show complete months only, so September is excluded; November 2025 is not reported here.
Improve the core collections, especially Rings, Personalised Jewellery and Women’s Necklaces.
Prepare Black Friday, Cyber Monday and Christmas pages around approved products and offers.
Repair missing H1s, broken links and collection pagination.
Start with Birthstone Necklaces, Tennis Necklaces and Ear Cuffs, subject to product and keyword checks.
Make delivery information clearer and gifting journeys easier to shop.
Three views of the same 28-day window: the established pages that lost the most, the collections already earning, and the terms PRYA is closest to winning.
Rings received 914 fewer clicks, Personalised Jewellery 618 fewer and Women’s Necklaces 389 fewer in this 28-day comparison. We recommend reviewing these established pages first to understand what has changed and where improvements could help regain visibility. There are encouraging signs too: Ready-to-deliver Personalised Jewellery rose from 0 recorded clicks to 62, and Initial Necklaces gained 27 clicks while the broader Initial Jewellery page lost 199 — reviewing those two together will help give each a clear role in search.
Five workstreams for October and November, each with the check we will use to confirm it landed.
Start with Rings, Personalised Jewellery, Women’s Necklaces, Initial Jewellery and Women’s Bracelets. Review the searches each page has lost, then improve page titles, headings, introductions and links between relevant collections. Keep established page addresses wherever possible and give each collection a clear search focus.
Consistent delivery details are especially useful for gift shoppers. The shipping page currently lists 2–3 working days and free delivery above £30; another delivery page lists next day and £50. Order cut-off times also vary between 3pm and 4pm. Agree the correct details with the PRYA team, then apply them across collection pages, product pages and checkout. Clearly explain the difference between personalised items and pieces ready to dispatch.
Refresh the main Black Friday page for 27 November and Cyber Monday for 30 November. The current page includes 2025 dates and different discount messages, and a second Black Friday collection needs a decision on whether it still serves a useful purpose. We recommend one clear main campaign page. Add the agreed offers and products once plans are confirmed.
Refresh the existing Christmas pages before November. Give the second Christmas collection a clear customer-friendly heading in place of “Christmas Gifts – Shopping Intent Page”, and agree whether it should focus on gifts for girlfriends. Add useful routes by budget, recipient and delivery availability once the product selection is confirmed. Update last-minute gifting messages around the agreed delivery deadlines.
The audit has confirmed broken links on 42 mapped pages, three products with conflicting search visibility settings, and collection templates needing heading and pagination checks. Start with shared issues affecting valuable shopping pages, then verify the fixes. Section 04 sets out the work and how we will check it.
The review covers the 1,084 UK pages in the keyword map; the live sitemap contains 1,083 UK content URLs. Most flagged items need a focused theme, content or page-purpose fix — they do not require a new site structure.
Delivery and verification. The October → December task list contains the detailed instructions, dependencies and completion checks. Keep the template repair and the heading-copy review as separate tasks. Each retained collection should display its approved title as the main H1, without duplicate headings or a broken product grid — recheck entered headings against the live page before marking a repair complete. Keep page addresses unchanged unless a separate, evidenced change is agreed. After release, repeat focused checks and monitor priority pages; changes in search results may take time and will also reflect seasonality.
We recommend preparing Birthstone Necklaces, Tennis Necklaces and Ear Cuffs first, then reviewing the next three opportunities. Each has at least four potentially suitable product designs in the research.
| Proposed collection | Main search term | UK searches / month | Product designs | Sequence |
|---|---|---|---|---|
| Birthstone Necklaces | birthstone necklace | 5,900 | 5 | First three |
| Tennis Necklaces | tennis necklace | 6,100 | 8 | First three |
| Ear Cuffs | ear cuff | 5,700 | 9 | First three |
| Pearl Drop Earrings | pearl drop earrings | 7,100 | 9 | Next review |
| Gold Hoop Earrings | gold hoop earrings | 17,000 | 29 | Next review |
| Adjustable Rings | adjustable rings | 1,000 | 12 | Next review |
| Total selected demandSix different search terms | — | 42,800 | — | — |
Suggested products are already listed in the research workbook. Each new collection should make a specific range easier to find, with clear descriptions and links from relevant category and gift pages. We should measure the related search terms together to see whether the collection brings additional traffic or moves visits between existing PRYA pages. Search volumes are Ahrefs estimates, using one distinct main term per collection. Product counts reflect catalogue designs identified during research, not confirmed available stock.
Refresh the Party Collection and Statement Earrings pages for Christmas parties and New Year’s Eve, supported by a short styling and shopping guide. The existing October, November and December birthstone collections also offer useful gifting themes. October Birthstone gained 26 clicks in the recent comparison, giving us a small positive starting point.
Make choosing a gift easier with clear information on materials, sizing, personalisation times, packaging and returns. Explore relevant product suggestions and gift combinations once the ranges are confirmed. Any bundles or promotions should reflect PRYA’s agreed offers and margins.
Use December’s results to choose the next collections, including suitable heart jewellery for Valentine’s Day. Keep summer ranges, such as further anklet collections, for a later review unless stock or demand gives us a reason to act sooner.
A small number of useful care, sizing and styling articles can support the collection pages as the programme develops.
The six selected search terms represent an estimated 42,800 UK searches each month. Select a share of that demand to see the illustrative outcome. This is a planning scenario, not a promised result or a target that must be reached within three months.
42,800 searches × 5% × 2% × £39.529988 ≈ £1,692
A practical order for preparation, with the completed audit reflected in the work list. We can adjust the timetable around product availability, approvals and delivery capacity.
| Priority | Focus for the next three months |
|---|---|
| High | Improve core collections and seasonal pages, make delivery information consistent, and fix confirmed template and discovery issues. |
| Medium | Review heading wording, introduce selected new collections, and improve party, gifting and birthstone shopping journeys. |
| Low | Use the results to guide further collections and helpful content for 2027. |
Track UK Google organic clicks alongside visits, purchases and revenue for the priority pages each week. Compare with recent performance and the same period last year, separating searches for PRYA from wider jewellery searches where possible.
This will help show where pages are improving and where seasonal demand is contributing.
The research is sufficient to begin this programme. The remaining launch decisions are the featured products, stock, offers, margins, delivery deadlines and returns terms.
Before launching each new collection, confirm the products and check that its target searches need a distinct page. Validate sales tracking and the indicative order value against Shopify records.
SEO Gets / Google Search Console, collected 28 September 2026: history from 1 June 2025 to 23 September 2026; collection and search-term comparisons for 27 August to 23 September; seasonal research from October to December 2025. All click and position figures cover UK searchers, and a lower position number is better.
Google Analytics page revenue covers the recent 28 days; the indicative purchase value covers 26 June to 23 September 2026. Revenue is attributed to Google organic visits starting on these pages, across all visitor countries — it is not sales of these collections alone. Revenue and click figures cover different audiences and should not be combined into a conversion rate.
Technical findings use the completed Screaming Frog crawl of 25–28 September and live UK sitemap and heading checks on 28 September. Automatically generated international pages are excluded from this technical plan.
Searchflex research workbook — Master Keyword Research and New Collection Ideas, checked 28 September 2026. Detailed delivery tasks are in October → December.
No comparison row was returned for Waterproof Jewellery last year. Its +60 therefore means 60 clicks above the reported total, rather than a confirmed increase from zero. Collection figures cover collection pages without tracking or filter variations. Positions are averages across search appearances and will vary between searches.