A New Website That PutOROSERGIO in Google's AI Answers
OROSERGIO is a custom jeweller in downtown Toronto, handcrafting engagement rings, wedding bands, and fine jewellery from their Queen Street studio. We redesigned and rebuilt their entire website, then implemented an SEO and content strategy that turned them into one of the most-cited jewellers in Google's AI Overviews. Their traffic has grown significantly, and they now appear in AI-generated answers for dozens of custom jewellery queries across the GTA.
Sergio has been handcrafting custom jewellery in Toronto for over 20 years. CJA member, ethically sourced materials, 5-star reviews. The craftsmanship spoke for itself, but the website didn't.
The old site was outdated, slow, and invisible to search engines. Custom jewellers in Toronto are competing for a small pool of high-intent buyers, people searching for engagement rings, toi et moi designs, lab-grown diamonds, and bespoke wedding bands. OROSERGIO wasn't showing up for any of it.
With Google increasingly answering these queries through AI Overviews instead of traditional blue links, the bar for visibility had risen. You don't just need to rank anymore. You need to be the source Google trusts enough to cite.
The Approach
Strategic Design.
We rebuilt the website from the ground up with a structure designed for both humans and search engines. Every service page was written to answer the exact questions Toronto couples are asking when they start looking for a custom jeweller.
The content strategy focused on long-form, topically complete pages covering custom engagement rings, toi et moi rings, lab-grown vs. natural diamonds, wedding band matching, and the custom design process itself. Each page was built to be the definitive resource on its topic, the kind of content AI models pull from when generating answers.
We also implemented structured data, optimized for local search intent, and built a blog strategy around the questions buyers actually ask before they walk into a studio.
Up from 10–20, now ranking across competitive custom-jewellery niches in their Toronto market.
A 98% health score on third-party audits, inside the top 1% of all websites.
Up from under 5% across a set of 30 broad jewellery keywords.
The Solution
Performance & Emotion.
OROSERGIO now appears in Google AI Overviews for queries like 'custom toi et moi rings Toronto,' with their name, pricing context, and studio details cited directly in the AI-generated answer. That kind of placement is worth more than a page-one ranking, it's a direct recommendation from Google.
AI search visibility has increased 10x since the redesign. Organic traffic has grown significantly, driven by dozens of long-tail queries that now point to OROSERGIO as the answer. The website went from an afterthought to the studio's most effective sales tool.
The numbers moved with it. OROSERGIO went from ranking for 10 to 20 organic keywords to 117, across some of the most competitive custom-jewellery niches in their Toronto market. Their visibility on a basket of 30 broad jewellery terms climbed from under 5% to more than 22%. Third-party audits now score the site's health at 98%, inside the top 1% of all websites. And the AI recommendations cross the border: ask for specific custom pieces in Canada or the U.S., and OROSERGIO comes up.
When Google's AI needs to recommend a custom jeweller in Toronto, it recommends Sergio.
The Results
Immediate and Measurable Impact
Up from 10–20, now ranking across competitive custom-jewellery niches in their Toronto market.
A 98% health score on third-party audits, inside the top 1% of all websites.
Up from under 5% across a set of 30 broad jewellery keywords.
Recommended by AI search for specific custom pieces on both sides of the border.
Want results like these?
Tell us what you're working with. We'll tell you what we'd do differently.
Talk to the Strategist