Amiramour | Luxury Crockery & Cutlery Brand SEO & Google Merchant Optimization
Discover how Amiramour, a European luxury crockery and cutlery brand, achieved stronger visibility and compliance through a full SEO audit, Google Merchant setup, schema fixes, and on-page optimization.
Project Overview
Amiramour is a European luxury brand specializing in premium crockery, cutlery, and tableware collections crafted for refined dining experiences. The brand serves high-end clientele, including interior designers, yacht owners, and luxury homeowners seeking timeless craftsmanship.
The client sought to enhance their digital visibility and ensure all products were correctly indexed and displayed on Google Shopping. The website was facing multiple technical SEO issues including blocked crawler access, invalid sitemap, duplicate product descriptions, and Google Merchant schema errors which limited organic performance and product approval rates.
The project required a complete technical SEO overhaul, Merchant Center setup, structured data fixes, and on-page optimization to elevate search performance and ensure a seamless shopping experience.
Challenges Faced
Product listings in Google Merchant Center were disapproved due to structured data errors.
Robots.txt was blocking essential collection and product pages.
The sitemap was incomplete and not properly submitted to Google Search Console.
Duplicate meta tags and product descriptions weakened SEO signals.
Product and collection pages lacked proper title, meta, and keyword optimization.
Heavy, unoptimized images affected site speed and Core Web Vitals.
Our Contributions
We executed a full-scale SEO and Google Merchant optimization project to align Amiramour’s digital presence with luxury eCommerce standards:
- Google Merchant Account Setup & Feed Management – Created and configured Merchant Center, linked it with the Shopify store, and ensured all product feeds were approved and synced correctly.
- robots.txt Configuration – Cleaned and updated directives to allow proper crawling and indexing of all product, collection, and content pages.
- Sitemap Generation & Submission – Created a clean XML sitemap and successfully indexed it in Google Search Console.
- Structured Data & Product Snippet Fixes – Corrected schema markup using JSON-LD to ensure compliance with Google Shopping’s product data policies.
- Duplicate Content Cleanup – Removed repetitive product descriptions and meta titles, strengthening keyword focus.
- On-Page Optimization – Optimized meta titles, descriptions, headings, and internal linking for product and collection pages.
- Image Optimization – Resized, compressed, and renamed product images with descriptive alt text and tags for SEO and performance improvement.
- Comprehensive Technical SEO Audit & Fixes – Conducted a full audit, implemented fixes, and validated all improvements through GSC and Merchant Center reports.
Technology & Tools Used
SEO & Analytics Tools
- Shopify (Online Store 2.0): Managed product feeds, template-level SEO fixes, and structured data integration.
- Google Merchant Center: Created product feed, resolved schema and attribute errors, and monitored approval status.
- Google Search Console: Validated sitemap, monitored indexing, and ensured error-free crawl reports.
- Screaming Frog SEO Spider: Conducted crawl audits to identify duplicate tags, broken links, and meta issues.
- Semrush & Ubersuggest: Used for keyword research, site audit validation, and tracking performance improvements.
- JSON-LD Schema Markup: Implemented for product and collection-level structured data enhancements.
- Image Optimization Tools: Used lossless compression and naming standards for SEO-friendly product images.
Core Skills Applied
- Technical SEO Expertise: Diagnosed and fixed crawl errors, structured data issues, and indexing limitations.
- Google Merchant Center Optimization: Managed product data attributes, feed validation, and issue resolution.
- Shopify SEO Implementation: Performed deep-level optimizations within Shopify’s CMS, including collection and product templates.
- Schema & Structured Data: Created compliant markup for Google Shopping and organic snippets.
- On-Page SEO Strategy: Refined metadata, headings, and keyword targeting to improve relevance and CTR.
- Performance Optimization: Improved Core Web Vitals through image compression, lazy loading, and asset cleanup.
- Audit & Reporting: Delivered a detailed pre- and post-implementation SEO audit to demonstrate measurable improvements.
Outcomes
All product listings successfully approved and active in Google Merchant Center.
Improved crawlability and faster indexing across all product and collection pages.
Enhanced keyword visibility and higher CTR in Google Shopping and organic results.
Reduced duplicate metadata and improved site structure for long-term scalability.
Strengthened Amiramour’s digital presence as a trusted luxury crockery and cutlery brand in Europe.
Project Deliverables
Fully Verified Google Merchant Center Account: Set up, configured, and approved with all products visible on Google Shopping.
Repaired Robots.txt and Sitemap Configuration: Ensured correct indexing of all relevant URLs across the store.
Validated Structured Data & Schema: Implemented JSON-LD markup for every product and verified via Rich Results Test.
Optimized Product & Collection Pages: Cleaned metadata, improved keyword targeting, and resolved duplicate issues.
Enhanced Image SEO & Page Speed: Compressed images, added descriptive alt text, and reduced load times.
Comprehensive SEO Audit Report: Documented all technical findings, fixes, and validation screenshots post-implementation.
Improved Indexing & Visibility Metrics: Verified through GSC reports and Merchant Center insights.
SUPPORT CENTER
FAQs
We’ve got the answers. Beautifully.
How did you ensure that the Merchant Center feed performed correctly after setup?
After setting up and verifying the Merchant Center account, I performed continuous validation through feed diagnostics, schema testing, and GSC coverage reports. Each fix was followed by re-fetching and validation to ensure products were indexed, approved, and appearing in Shopping listings without errors.
What SEO strategy did you apply for long-term performance?
I established a sustainable SEO foundation by eliminating duplicate metadata, optimizing structured data, improving crawl logic, and refining product taxonomy. These fixes not only improved rankings but also ensured future content and product updates remain automatically optimized for search engines.
How did your technical approach support the luxury positioning of the brand?
All optimizations, from metadata tone to structured product markup, were designed to reflect Amiramour’s luxury identity. Product descriptions were cleaned and reformatted to maintain an elegant tone, while schema and feed structures were aligned with Google’s premium product display standards, ensuring a consistent high-end presentation across all touchpoints.