Improved Category Descriptions Lead to Record-breaking Visibility: A&A Jewellery House Case Study

Many businesses often overlook the power of category descriptions, treating them as mere formalities or assuming no one reads them. They might even hide them or place them at the bottom of the page. But here’s the truth: they are good for business. The incredible success story of A&A Jewellery House proves just how big of an impact they can have.

Discover the details of a collaboration that led to a staggering 105% increase in search engine traffic – thanks, in large part, to category descriptions.

The Challenge: A Jewel in Distress

A&A Jewellery House, a family business with grand ambitions and a strong local presence, found itself struggling. 

From March 2023, their Google visibility plummeted and continued to decline for nearly 18 months. This wasn’t just bad luck; it was a perfect storm of technical issues, website architecture flaws, and a critical lack of optimised content. They desperately needed to reverse this trend, rebuild their organic visibility, and leverage the potential of a planned new category structure.

The Goals:

• Rebuild the website’s organic visibility.
• Increase traffic from Google search.
• Increase revenue from the organic channel.
• Effectively compete with leading online jewellery brands.

The Sparkling Solution: Data, AI, and Human Touch

To tackle these challenges, Senuto Enterprise joined forces with Premium Digital agency. 

In early 2024, Premium Digital conducted a comprehensive SEO audit, which laid the groundwork for a robust recovery strategy. A pivotal decision was made: implementing a new category structure and enriching it with optimised descriptions.

Senuto Enterprise took on the crucial task of providing these descriptions. We delivered data-driven, SEO-optimised content, ready for large-scale implementation. 

The result? 430 brand-new texts were created.

What made this possible at such a scale and speed? The entire process was automated, allowing for the swift delivery of hundreds of high-quality, substantive descriptions.

This was achieved through a powerful combination: technology + AI + human expertise. 

While technology and AI generated the content, human refinement ensured the texts were not only effective but also natural and engaging. This approach is a proven, effective strategy for building category content.

Results: A&A Shines Brighter Than Ever

The combination of these strategic SEO actions and the implementation of optimised category descriptions yielded truly spectacular results:

• 105% increase in organic traffic

• 256% increase in revenue

• The new categories alone generated 7,000 visits per month

The website’s visibility soared, gaining positions for thousands of keywords:

• 219 phrases in TOP 3

• 450 phrases in TOP 10

• 1,100 phrases in TOP 50

Furthermore, A&A Jewellery House now successfully competes with industry giants like Apart, W.Kruk, Yes, and Savicki in Google search. They’ve achieved top positions for highly competitive keywords such as engagement ring, sapphire ring, emerald ring, and ruby ring.

Piotr Wiernicki, Head of SEO at Premium Digital, remarked on this success: 

“The website was facing technical issues and visibility declines that lasted from March 2023 until July 2024. SEO activities helped to reverse this negative trend. The site has been consistently gaining visibility since August 2024, and the client is reporting historically best sales from the organic channel”. 

He added that the automated content process with the latest technologies proved effective and met expectations, especially the client’s. From early 2025, manual refinement on these texts has further contributed to position gains for highly generic and business-critical phrases.

Why stores need category descriptions?

The A&A Jewellery House case isn’t an isolated incident; it’s clear proof that creating and implementing category descriptions makes perfect sense.

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Consider this: users with a shopping intent, but unsure of the exact product model, often search for broad phrases like “gold bracelets,” “women’s watches,” or “silver earrings”.

Their goal isn’t to land on a specific product page or a blog post – they’re looking for category pages that shed light onto buyer’s intent. 

This means your online store absolutely needs to incorporate these phrases on your pages, and that’s precisely what category descriptions are for.

They are vital because they:

• Build search engine visibility: They help Google understand the context of a given subpage. A product listing alone isn’t enough to effectively compete for general and highly competitive keywords.
• Improve user experience and drive sales: Well-written descriptions assist users in making purchasing decisions.
• Increase time spent on the page: This positively impacts behavioural signals in SEO, which Google values.

Senuto Enterprise conducted its own research, analysing 204,425 category pages from 545 domains, to confirm the impact of category descriptions on store visibility. 

The findings were conclusive: pages with descriptions achieve significantly better results compared to pages without them. Surprisingly, most e-commerce sites still lack category descriptions, creating a significant opportunity for competitive advantage. The optimal description length, by the way, is 8,000 – 12,000 characters with spaces.

For more detail: see the report.

Senuto Enterprise: Your Future Partner in Scaling Content

Online stores typically have hundreds of categories. If you aim to maximise their potential and build strong Google visibility, every single one needs a unique, substantive, and optimised description.

However, the sheer volume of such texts often means only a fraction of categories get descriptions, with the process stretching over months, or even years. 

Senuto Enterprise changes that.

By combining data and cutting-edge technologies, we can deliver descriptions for hundreds or even thousands of categories in just a few days.

These texts are fully tailored to your offer, style, and search engine requirements.

Our streamlined process is simple:

• You provide the category name and URL.
• Our system retrieves product data from your page.
• The system analyses search results data and selects relevant keywords.
• Based on this information, a description is created, which is then refined and humanised.

Senuto Enterprise now enables you to create valuable, optimised, and consistent content at a speed that was unimaginable until recently.

Ready to transform your e-commerce visibility?

Let’s talk details!