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Soho Nakit — Shopify build + SEO
Serbian silver jewelry brand with three Belgrade stores. Custom Shopify build with on-page, off-page and technical SEO.
(01)
The Challenge
Soho had a loyal in-store following across three Belgrade locations but no real digital presence. They needed an online store that matched the elegance of the silver pieces, ranked for high-intent jewelry queries in Serbia, and tied the three physical stores into the e-commerce experience instead of competing with them.
(02)
The Solution
Stack
Shopify, Liquid, custom theme, JSON-LD schema, GA4, Search Console, local citations.
Role
Lead end-to-end — visual design, theme build, on / off-page and technical SEO, performance and store-locator integration.
What we did
- 01Designed and built a fully custom Shopify theme from scratch — dark, animated, product-first — so the silver photography does the heavy lifting.
- 02Implemented a full technical SEO baseline: clean information architecture, jewelry-product schema, image and Core Web Vitals optimisation, sitemap and robots, internal linking.
- 03Ran on-page SEO across collections and PDPs with keyword-targeted descriptions and metadata mapped to high-intent Serbian jewelry queries.
- 04Built off-page SEO and local citations for all three Belgrade stores, plus a store locator with hours, directions and "reserve online, pick up in store".
- 05Optimised mobile-first with lazy loading, AVIF imagery and reduced JS payloads to keep the image-heavy catalogue fast.
(03)
Results
+32%
organic traffic
+24%
conversion rate
+18%
avg order value
3
physical stores
Soho now runs a single online channel that pulls organic traffic and feeds all three Belgrade stores instead of cannibalising them.
- +32% organic traffic
- +24% conversion rate
- +18% average order value
- 3 physical stores tied into the storefront
“Honestly, we had a really great experience working with this team. From the very beginning, they showed a lot of patience and understanding for all of our ideas, even when we weren’t always sure how to explain things clearly.
What pleasantly surprised us the most is that they didn’t just do what was asked — they often suggested improvements and solutions we hadn’t even considered. In many cases, they put in extra time and effort just to make sure the website turned out better, more functional, and easier for customers to use.
Communication was smooth and quick, and everything we agreed on was delivered without complications.
In the end, we got a website that not only looks professional, but also feels simple and intuitive — which was the most important thing for us.
Highly recommended.”
Soho NakitShopify Partner Directory review
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