How Infidigit Helped Indriya Earn 421% Visibility Through a Content-Led SEO Debut
The Client
Indriya, a fine jewellery brand backed by the Aditya Birla Group, reflects India’s rich heritage through modern artistry. Each collection embodies meticulous craftsmanship, cultural symbolism, and timeless elegance.
As a legacy name taking its first digital steps, Indriya aimed to translate its heritage and trust into the online space. The task was to create a digital voice that carried the same sophistication as its craftsmanship.
The Objective
The primary goal was to establish Indriya’s digital footprint and build credibility within a competitive online jewellery ecosystem. Objectives included:
- Driving organic discovery for jewellery collections and cultural occasions.
- Establishing search visibility through content and SEO best practices.
- Building authority around key themes like heritage, gifting, and craftsmanship.
- Creating emotional connection through storytelling-led optimisation.
The Challenge
Jewellery is a relationship-driven category where credibility and emotional resonance matter as much as visibility. As a newcomer to digital, Indriya faced two core challenges:
- Low discoverability due to limited search authority and new domain status.
- Trust deficit among digital buyers accustomed to established online players.
To overcome this, Indriya’s digital debut needed a strategy that inspired both confidence and connection.
The Solution
1. Discovery through Data
Keyword and intent mapping revealed untapped opportunities in festive searches, heritage-based gifting, and long-tail product categories. High-impact terms like Akshaya Tritiya jewellery and traditional gold coins offered early visibility potential.
2. Personalised Content Journeys
Content was segmented based on user intent, from festival-driven stories to evergreen heritage themes. Each narrative positioned Indriya as both an expert and an artist, enhancing user engagement while boosting keyword depth.
3. Optimising for Long-Tail Intent
Focusing on specific, purchase-ready keywords helped attract users with higher conversion potential. This also positioned Indriya in segments where competition was low but intent was strong.
4. Enhancing Technical Foundations
Structured data, product markups, and FAQ schema were implemented to strengthen crawlability and enable rich result eligibility. Internal linking ensured authority flowed efficiently across key pages.
5. Storytelling with Cultural Relevance
Content was mapped to India’s festive calendar, from Dhanteras to Raksha Bandhan, highlighting the symbolic and emotional value of jewellery. These narratives established brand authenticity while aligning perfectly with search intent.
6. Continuous Optimisation
Performance insights from Search Console guided content refinements. Page-level improvements, keyword repositioning, and schema updates were carried out periodically to sustain momentum.
This integrated approach connected data with design, and search intent with storytelling, positioning Indriya as a digitally credible and emotionally resonant brand.
The Result
Within months, Indriya’s digital visibility underwent a remarkable transformation. The campaign built recognition and authority in one of India’s most competitive categories.
Strategic content creation and consistent optimisation helped Indriya rank for high-intent festive and product-specific searches. These improvements translated into strong engagement metrics and visibility milestones across search results and AI Overviews.
421%
Improvement in Overall Impressions in Brand Visibility
92%
Improvement in Overall Clicks in User Engagement
1.68 → 43.7
Improvement in Average Keyword Ranking
96%
Improvement in Top 10 Ranking Keywords
Featured Snippets
Earned for terms like Akshaya Tritiya Jewellery
AI Overview Visibility
Achieved placements in AI and enriched SERP panels
The campaign demonstrated how precision SEO, paired with relevant storytelling, can establish credibility and trust for brands new to digital.
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