How We Reached Top 1 in Search for Gift-Related Queries
A digital marketing strategy that allowed a jewelry brand to outperform large marketplaces
Client
Pandora
Niche
Jewelry
Service
SEO Optimization
Tools
Ahrefs
Google Analytics
Google Search Console
Serpstat
SE Ranking
Client
Pandora is a globally recognized jewelry brand known for its individuality, emotional appeal, and premium quality. With its iconic designs and symbolic collections, Pandora has become a world leader in the personalized jewelry category. The brand is present in over 100 countries and operates thousands of stores, including flagship boutiques and partner retail locations.
Task
- Top 1 in Search for Gift-Related Queries
Initial Data
Pandora's strategic goal was to become the #1 search result for gift-related queries in the jewelry niche. However, at the start of the project, the website lacked both the page structure and content necessary to cover this direction effectively.
The first and most critical task was to build a proper page structure and optimize it to capture the maximum possible search demand related to gifting — while aligning with Pandora's product categories.
During our analysis, we uncovered hundreds of valuable queries that could be addressed through targeted landing pages. The site did not cover key seasonal events — such as New Year, March 8th, or Valentine's Day — nor important life occasions like weddings, childbirth, birthdays, and more.
This created a major gap in addressing the search intent of users actively looking for gifts tied to specific occasions — a segment where Pandora holds massive potential.
We realized that without developing a gifting-focused structure, the site was missing a substantial portion of organic demand. That's why the next step was to build, populate, optimize, and promote a comprehensive set of gift-related pages.
Solution
Based on the set goals and identified opportunities, the DGTL-HOUSE team developed a clear SEO strategy focused on capturing the gifting category in search results. Our primary focus was the creation of a new website structure that covered key events, holidays, and life occasions — everything aligned with the search intent of Pandora's potential customers.
We created and optimized dedicated landing pages for New Year, March 8th, Valentine's Day, weddings, birthdays, and other high-demand gift-related queries in the jewelry niche.
Every action was tightly aligned with the client's business goals: each page was designed not just to attract traffic, but to convert. We developed tailored content, optimized metadata, implemented internal linking, and integrated commercial elements (such as product blocks and calls to action) in key areas of the pages.
This systematic approach enabled us to achieve what had been set as a strategic priority — to become the #1 result in search for gift-related queries in the jewelry category.
Result
Starting Point
After collecting the target semantic core and uploading it into the rank tracking system (SERanking), we recorded Pandora's search visibility in Google Mobile (Ukraine) at just 33.3% on June 13, 2023. This became our baseline for measuring the progress of the SEO campaign focused on gift-related queries.
By February 19, 2024, Pandora's search visibility in Google Mobile (Ukraine) had surged to 93.9%. This rapid and sustained growth was made possible by a well-structured SEO strategy and a highly collaborative partnership with the Pandora team, who were actively involved at every stage of implementation.
Seamless coordination, fast execution of technical changes, and the team's openness to experimentation allowed us not only to deliver on the original plan, but to achieve the strategic goal — market leadership in gift-related search queries in the jewelry segment — significantly faster than expected.
When comparing Pandora to competitors, as of the recorded snapshot, e-pandora.ua had a search visibility of 93.9%, significantly outperforming:
- zolotiyvik.ua — 56.4%
- ukrzoloto.ua — 42.3%
- prom.ua — 34.7%
- zlato.ua — 29.4%
Additionally, Pandora held the highest number of keywords in the Top 10 — 572, along with the best average position of 1.91. This reflects not only broad semantic coverage, but also strong and stable dominance in search results for the most commercially valuable queries.
Overall Results of Pandora's SEO Campaign
Following the implementation of a strategic SEO model and the launch of a dedicated gifting structure, we achieved sustained dominance in search:
- Search visibility: grew to 93.9% (+60.96%)
- Average position: improved to 2 (from 76 — a jump of 74 positions)
- Keywords in Top 1:305 (+256)
- Keywords in Top 3:476
- Keywords in Top 10:572 in total
At the same time, the number of keywords outside the Top 10 dropped significantly, indicating qualitative growth — key rankings are now secured at the top of search results, and new pages climbed into the Top quickly.
This outcome is the result of systematic effort, a clear strategy, content expansion, and rapid technical execution by the client's team.
For Illustration
Below are screenshots from Google search results for high-intent queries:
- "браслети на подарунок день валентина" — bracelets as a Valentine's Day gift
- "браслети на 14 лютого" — bracelets for February 14
- "купити браслет на 14 февраля" — buy a bracelet for February 14
These examples clearly demonstrate that Pandora consistently ranks at the top of Google's search results, outperforming key competitors and confidently capturing high-conversion demand.
A powerful result — reaching Top 1 in search in just 8 months through SEO with pages that previously didn't even exist on the site.
Conclusion
A systematic SEO strategy — built on deep analytics, smart structure, and a clear focus on goals — enabled Pandora to become a search leader in the gifting category. We didn't just optimize existing pages — we created brand-new landing pages from scratch, which reached Top positions in just 8 months for key queries.
This is a case about how aligned teamwork, client flexibility, and precise targeting of search demand can deliver strategic results, even in a highly competitive niche.
Today, Pandora is not just a brand known for beautiful products — it's a digital presence leader as well.
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