Jewellery Manufacturer Website SEO: How Siona Gets Found
Jewellery manufacturer website SEO from the Siona Jewels build: a page per design, four export market pages, six buyer guides, and the right AI crawler rules.
Jewellery manufacturer website SEO comes down to making the catalogue readable: one page per design with its number and specs as text, one page per export market you actually serve, buyer guides that answer first-call questions, consistent structured data, and a robots.txt that lets search and AI crawlers in. A PDF on WhatsApp gives search engines nothing to index.
TL;DR: We built the B2B catalogue for Siona Jewels so every design is its own indexable page with metal, stones, MOQ and lead time written as text. Four export market pages, six buyer guides, one Organization record in the structured data, and sitemaps generated from the CMS keep it findable. Nobody can promise rankings or AI citations; readable pages are the part you control.
Siona Jewels is a fine jewellery manufacturer in Mumbai that sells to retailers and private-label brands in India, the US, Canada, and the UAE. We built their catalogue site, CMS, enquiry emails, and search setup. This post covers only the search side.
Why can't buyers or Google find a PDF catalogue?
A PDF that lives in WhatsApp chats has no public URL, so there's nothing for a search engine to crawl and nothing for an AI assistant to quote. Even a PDF on the website buries every design in one file, and a buyer searching for one solitaire lands on page one, if anywhere.
Buyers compare factories across countries before talking to anyone. Here's what changes when one design moves from a shared PDF to its own page:
| Design in a WhatsApp PDF | Design on its own page | |
|---|---|---|
| Can Google crawl it? | No public URL | Yes, one URL per design |
| Can an AI assistant quote the specs? | No | Yes, the specs are text |
| Can a buyer send a colleague one design? | "See page 37" | A link to that design |
| What happens when stock changes? | Re-send the whole file | Edit one record in the CMS |
| Do the photos reach image search? | No | Yes, listed in the image sitemap |
What does each design page need to show?
Every design needs the specs a retailer checks before asking for a price, written as text rather than baked into a photo. On Siona's catalogue that covers rings, earrings, pendants, bracelets, and necklaces, browsable by category and collection, with each design showing the same set of fields:
| Spec | Why buyers need it |
|---|---|
| Design number | What they quote back in an enquiry |
| Metals and colours | Karat and colour options decide price and market fit |
| Gross and metal weight | Drives cost and duty |
| Stones: shape, setting, quality | The main quality signal |
| Sizes | Ring sizing differs by market |
| MOQ | Whether a small retailer can order at all |
| Lead time | Whether it arrives before the season |
| Customisation options | Private-label buyers need to know what can change |
Take SR-1024, a classic solitaire. Its page shows the photos, design number, metal and colour, weights, stones, a minimum order of 1 piece, and a lead time of 2 to 3 weeks. Could a buyer forward that from a group chat?
The design number is the field we treat as the page's identity. On Siona's design pages it sits next to the photos as text, not printed on the image. Buyers who already have a number from a trade show or an old catalogue search for it directly, so put it in the page title and URL as well and the page answers that exact string.
Siona doesn't sell online; buyers enquire. Google splits product markup accordingly: product snippets for pages where people can't buy directly, merchant listings for pages where they can (Google Search Central). Mark up a catalogue as what it is.
How do export market pages avoid looking like doorway pages?
A market page earns its place only when it says something a buyer in that country can't read on the other market pages. Google's spam policies list "pages targeted at specific regions or cities that funnel users to one page" as doorway abuse (Google spam policies). Swapping the country name in a template is exactly that.
Siona has a page for each of its four export markets. Each one speaks to that market's buyer: the karats and certifications they tend to expect, how shipping and duties usually work, and which collections suit them. Each page then links into the catalogue, so it's a starting point rather than a funnel.
One honest page per market you actually ship to beats twenty generic ones. If you can't write three paragraphs true only for that market, you don't need the page yet.
Which page answers which buyer search?
Each page type answers a different kind of search; mix them up and ten pages compete for one query. Here's how Siona's page types divide the work (intended searches, not a ranking report):
| Kind of search | Page that should answer it |
|---|---|
| A design number, or "18k solitaire ring manufacturer" | The design page |
| "Jewellery manufacturer for retailers in Canada" | The market page |
| "What does a diamond grading report show?" | A buyer guide |
| "Private-label fine jewellery manufacturer, Mumbai" | The home and about pages |
| A collection or category name | The collection or category page |
Plan this split before writing anything. A market page that also tries to be a buying guide and a product list answers none of those searches well.
Buyer guides written to be quoted
Six buyer guides launched with the site, on topics such as karats, diamond reports, lab-grown stones, and shipping. They answer the questions buyers raise on first calls, in plain language, with the answer in the opening lines. Each guide links to the designs it's relevant to, so a reader who's learning can go straight to a product.
Guides bring in buyers who are still comparing options, and they're the clear, factual text an AI assistant can lift into an answer. A guide that buries the answer under an introduction does neither job.
What does structured data actually do for a catalogue?
Structured data labels each page for search engines: this is the company, this is a product, this is an article. Google says Organization markup helps it understand a company's details and tell it apart from others, and recommends placing it on the home page or one page about the organization (Google Search Central).
Siona's site uses Organization, Product, Service, Article, FAQ, and breadcrumb structured data, and every page points back to one Organization record. Search engines and AI systems see one manufacturer, not pages that might be several.
Be realistic about what markup buys you in 2026, though. Google stopped showing FAQ rich results in Search on 7 May 2026 and removed the FAQ documentation in June (Google Search Central updates). FAQ markup still describes the page accurately, but it won't add a visible dropdown under your listing.
Product photos are listed in the sitemap, which Google describes as a way of telling it about images it might otherwise miss (Google image sitemaps). For a business that sells with photographs, that's a costly step to skip.
Should a jewellery manufacturer website let AI crawlers in?
If you want buyers to find you through AI assistants, yes, but know what each robots.txt name controls. Siona's robots.txt welcomes AI crawlers by name, including GPTBot, ClaudeBot, PerplexityBot, and Google-Extended, so the catalogue can be read and cited. Those names don't all work alike.
Google-Extended isn't a crawler at all. Google calls it a standalone product token with no separate user agent; it controls whether crawled content may be used for training certain Gemini models and for grounding, and it doesn't affect inclusion or ranking in Google Search (Google's crawler list). Blocking it won't hide you from Search.
OpenAI splits its bots too. GPTBot crawls content that may be used to train its models, while OAI-SearchBot decides whether a site can appear in ChatGPT search answers, and each is set separately in robots.txt (OpenAI crawler docs). A manufacturer who allows GPTBot but blocks OAI-SearchBot has the setting backwards for lead generation.
The site also publishes an llms.txt file, a 2024 proposal for a Markdown file that gives language models a short overview of a site and its key pages (llmstxt.org). No assistant is guaranteed to read it; we add it because the CMS generates it for free. Our SEO and AI search page covers the wider setup.
Can the team add designs without a developer?
They have to, or the SEO decays. Siona's site runs on Next.js with Payload CMS and Postgres, with images on Cloudflare R2. The team adds designs, collections, and photos in the CMS, and the pages, sitemap, image sitemap, and llms.txt all update from that content without a deploy.
A catalogue six months behind the factory floor sends buyers to discontinued designs and hides the new ones. Still choosing a CMS? See Payload vs Sanity.
What happens after a buyer finds a design?
Search traffic only matters if it turns into enquiries. On Siona's site, buyers shortlist designs as they browse and send one enquiry with their company, country, and quantity, and every enquiry is saved before sales is emailed. The full flow, including spam checks and lead stages, is in the enquiry post.
GA4 records design views, shortlists, contact clicks, and leads, with no personal details sent, and Search Console shows which queries reach which pages. Together they show which designs produce enquiries, not just visits.
A checklist for jewellery manufacturer website SEO
- Does every design have its own page, with its number in the title and URL and its full specs as text?
- Are MOQ and lead time visible without asking?
- Does each export market page say something true only for that market?
- Does each kind of buyer search have one page meant to answer it?
- Do buyer guides answer first-call questions in their opening lines?
- Does your structured data describe one company, with one Organization record?
- Are product photos in an image sitemap?
- Does robots.txt allow the search bots you care about, such as OAI-SearchBot, and not just training crawlers?
- Can your team add a design without a developer, with sitemaps updating on their own?
FAQ
Should a B2B jewellery catalogue show prices publicly?
It doesn't have to. Siona's catalogue handles pricing as its own enquiry type, separate from custom manufacturing and general enquiries, so buyers request prices on the designs they shortlisted. That keeps prices out of public view while the specs, MOQ and lead time stay fully indexable, which is what search and buyers need first.
How many export market pages should a manufacturer have?
One for each market you actually ship to and can say something specific about. Siona has four. Google's spam policies treat region pages that only funnel visitors to one page as doorway abuse, so a thin page per country can hurt more than it helps. Add markets as your sales do.
Does blocking Google-Extended remove a site from Google Search?
No. Google describes Google-Extended as a product token, not a crawler, and says it doesn't affect inclusion or ranking in Google Search. It controls whether crawled content may be used for training certain Gemini models and for grounding. Decide on it separately from your search settings, and check OAI-SearchBot if ChatGPT visibility matters.
Is FAQ schema still worth adding to a catalogue site?
It no longer earns a rich result: Google stopped showing FAQ rich results in Search in 2026. It still labels question-and-answer content accurately, and clear Q&A text is easy for AI assistants to quote. Add it if your CMS generates it cheaply, but don't expect a visible change in search listings.
Make jewellery and sell to retailers or private-label brands? Our jewellery manufacturer website page shows what we build for catalogues like Siona's, and a thirty-minute call gets you a written plan with scope, timeline, and a number.