Sunita Shekhawat, Organic & Discovery Strategy
Designing a practical growth system that allowed users to experience the product while protecting infrastructure costs.
Role
Growth Strategy
Type
Growth
Year
2026
Context
Sunita Shekhawat is a Jaipur-based luxury jewellery brand targeting high-net-worth individuals. The goal was not just visibility — it was driving qualified store walk-ins from the right audience.
While the initial ask was around AI visibility, the real problem sat much deeper. The brand wasn’t struggling with AI search alone — it was struggling on traditional search itself. Before fixing AEO, the SEO foundations needed to be rebuilt from the ground up.
The Challenge
The website lacked foundational strength across every dimension that matters for organic visibility. The structural issues were compounding each other — a weak site with no content authority and no structured data had no path to AI visibility regardless of effort.
At the same time, the business needed immediate outcomes. A purely long-term organic play wasn’t viable given the commercial timeline.
Main problems
- No schema markup — FAQ, Product, and Organisation all missing
- Weak on-page SEO structure with no topical authority
- Poor backlink profile providing little domain credibility
- No path to AI visibility without fixing search fundamentals first
- No structured content system to build authority over time
Insight
AI visibility is not a feature problem — it is a foundation problem.
This reframe changed the entire strategy. Instead of jumping straight to AI optimisation, the work had to start with the structural layer — technical SEO, content system, and schema — before any AI visibility work could have meaningful impact.
Strategy
The solution was a bilateral growth strategy — two tracks running simultaneously, each serving a different time horizon.
Long term discovery
Foundation Layer
Build technical and content infrastructure to support long-term organic discovery. Fix what’s broken, add what’s missing, and create a content system that compounds over time.
Immediate demand
Acceleration Layer
Drive immediate demand through highly targeted paid campaigns while simultaneously learning real user behavior — what attracts HNIs, what converts, and what signals intent.
This ensured the business could generate results now while building long-term visibility. The paid layer also fed insights back into the organic layer — a feedback loop between short-term signals and long-term infrastructure.
Execution
Execution was structured across four parallel workstreams — each addressing a different layer of the growth challenge.
Technical & Structural Fixes Second
Implemented structured schema across FAQ, Product, and Organisation types. Introduced a dedicated blog system to build topical authority. Strengthened internal linking for better crawlability and semantic context.
Competitor-led Positioning
Studied how competing luxury jewellery brands structure their content and authority. Identified gaps in discoverability and content depth that could be capitalised on with focused content investment.
Paid Acquisition — HNI Focused
We ran Meta lead form ads targeting high-income cohorts using interest, behavioral, and demographic filters. Designed specifically to qualify leads before they ever reached the site — reducing friction for the sales team.
UX & CRO Improvements
Restructured navigation for clarity. Introduced product pages with a clear "Request Pricing" CTA to shift the user experience from passive browsing to active intent-driven inquiry — aligned with how luxury purchases actually happen.
Outcome
14.8K+
Impressions in 28 days
1.46K
Clicks driven to the website
58
10+
With an average order value (AOV) starting from ₹10L+, even a small number of conversions creates a significant business impact. The results above represent the first 28-day window, with the organic foundation work continuing to compound over time.
The bilateral approach proved its value: the paid layer delivered immediate results, while the organic layer built the infrastructure for sustainable, compounding discovery.
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