Henrietta & Co: first-page non-branded rankings through a Shopify relaunch
A 10-week fractional engagement through a Shopify migration at Henrietta & Co. An SEO-led methodology ran discovery and technical SEO before design and build. By launch, the antique engagement rings collection had moved from average position 21 into the top 4 on Google.
Henrietta & Co is a UK retailer specialising in antique and vintage engagement rings. Ahead of a Shopify relaunch in April 2026, the team needed organic visibility already in place on their priority non-branded queries. The engagement ran for 10 weeks, ending on launch day.
The methodology
An SEO-led relaunch follows a specific sequence. Discovery comes first. Keyword research and search intent mapping run alongside audits of conversion tracking and technical SEO. The findings shape the migration scope, not the other way round. Fixes and dev handovers land in the same plan as the relaunch schedule. Conversion tracking is specified before the build, so Meta Ads and the Google Merchant Center feed receive clean signals from launch day.
A Google Business Profile audit ran through discovery, with the Merchant Center product feed reviewed in parallel. Google Maps and Google Shopping visibility held through the launch.
The same customer journey mapping informed paid social strategy on Meta, tying audience and campaign structure to booking intent.
Pre-migration SEO checks ran through early April. Post-launch, indexability was verified and rich results were confirmed live.
The outcome
The clearest single-query signal came from antique engagement rings, a priority category for the brand.
Over the 10 weeks, Google Search Console reported for that query:
- 100+ clicks
- 2,000+ impressions
- 5%+ click-through rate
- Average position around 7
Average position moved from 21 at kickoff to 4 by launch. Product snippets accounted for almost every click, consistent with structured data holding through the migration. 80%+ of clicks came from mobile and almost all from the UK.
A broader set of engagement-ring queries followed a similar pattern, including vintage engagement rings.
For a high-intent non-branded query in a competitive UK jewellery market, landing in the low single digits by launch day is a strong signal that the methodology held through the changeover.
In September 2026 the business rebranded and moved to a new domain. The rebrand and domain migration case study covers that move.
