How Infidigit Scaled Indriya’s Non-Brand Visibility by 2x
The Client
Indriya.com is a jewellery brand offering curated designs across categories such as rings, necklaces, earrings, and daily-wear jewellery. The website is built around a product-first experience, but initially lacked structured content, internal linking depth, and strong search engine visibility — limiting its presence for non-brand and high-intent keywords.
The Objective
To grow organic visibility and traffic by improving:
- Non-brand clicks
- Non-brand impressions
- Top-10 ranking keywords
- Organic sessions
The overarching objective: Make the brand discoverable to users who weren’t already aware of it.
The Challenge
1. Low Discoverability Due to Limited Search Authority
As a newly launched website, the domain had not yet accumulated the topical depth or authority required to rank competitively for non-brand category terms.
2. Thin Content Across Important Categories
Multiple core pages lacked depth, context, and keyword coverage. This led to poor relevance for non-brand terms.
3. No Content Clusters or Internal Topical Structure
Google had no clear understanding of category relationships or topical authority.
4. Limited indexing signals
The site lacked strong internal linking, schema, and breadcrumb structure, all of which are essential for ecommerce discoverability.
The Solution
To tackle discoverability and build long-term search authority, we executed a content-led + technical SEO strategy:
1. Built a Category Cluster Architecture
We reorganised the site into tightly themed clusters—core category pages supported by related subcategories and informational blogs.
This helped Google:
- Understand relationships between pages
- Assign topical relevance
- Improve rankings across the cluster, not just single pages
2. Enhanced On-Page Content for All Key Categories
Each category and collection page was rewritten or expanded with:
- Better context
- Search-intent alignment
- Stronger semantic coverage
- FAQ sections targeting long-tail opportunities
3. Topical Authority Development
Created keyword clusters and interconnected content that helped Google understand the brand’s depth across key topics.
4. Continuous Content Rollout
Category content + blogs were consistently published to expand search reach and capture trending and long-tail jewellery queries.
5. Enhanced Structured Data & Internal Linking
Added Product, Collection, and Breadcrumb schema while optimising breadcrumbs to improve crawl paths, internal linking, and Google’s understanding of category and product relationships.
5(a). Improved Indexing Depth Through Structured Page Expansion
We expanded key categories, subcategories, and supporting informational pages with clean URL structures, enriched metadata, and proper canonical alignment, enabling Google to index a significantly larger portion of the site.
5(b). Scalable Internal Linking Framework
A systematic internal linking architecture was developed to connect categories, subcategories, blogs, and product pages. This improved crawl efficiency, distributed authority more effectively, and strengthened overall topical signals.
6. User Experience Enhancements
- Faster load times
- Cleaner page layout for better engagement
- Improved mobile experience (critical for category searches)
7. Monthly Authority Building Through Paid Backlinks
To accelerate domain credibility in a competitive jewellery space, we executed a steady month-on-month paid backlink acquisition plan focused on:
- High-quality, niche-relevant placements
- Authoritative publications
- Category-specific editorial mentions
- Contextual link insertions
This strengthened the domain’s backlink profile, trust signals, and competitive positioning — supporting both short-term ranking improvements and long-term authority.
The Result
Non-Brand Growth
- Non-brand clicks increased by 2x
- Non-brand impressions increased by 4x
This indicates a significantly stronger presence across generic jewellery queries.
Ranking Improvements
- Top-10 keyword presence improved by 69%
The category cluster strategy directly helped the brand break into competitive SERPs.
Strong Organic Engagement
- Sessions grew by 4x
As the domain gained authority and visibility, traffic scaled exponentially.
Domain Authority Growth
- Domain Authority improved by 125%
(From DA 8 in Jan 2025 to DA 18 in Oct 2025)
This uplift was driven by consistent authority-building efforts, including month-on-month paid backlink acquisition and stronger topical depth.
Indexed Pages Expansion – 7x Growth
- Indexed pages increased from 797 → 6,682
Reflecting stronger crawlability, better architecture, and consistent content rollout.
Internal Linking Growth – 15x Increase
- Internal links increased from 69,611 → 1,106,003
This shows a drastic improvement in:
- Topical depth
- Crawl efficiency
- Page relationships
- Category-to-product connectivity
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