Henrietta & Co: first-page non-branded rankings through a Shopify relaunch
A 10-week fractional engagement through a Shopify migration at Henrietta & Co. Keyword research and technical SEO came 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.
How the engagement ran
Discovery came first. Keyword research and search intent mapping ran alongside audits of conversion tracking and technical SEO, and the findings shaped the migration scope. Fixes and developer handovers went into the same plan as the relaunch schedule. Conversion tracking was specified before the build, so Meta Ads and the Google Merchant Center feed received accurate data from launch.
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.
Results
The clearest single-query result came from antique engagement rings, a priority category for the brand and a non-branded search, meaning it doesn't include the brand's name.
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, which shows the structured data held 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.
In September 2026 the business rebranded and moved to a new domain. The rebrand and domain migration case study covers that move.
