DES
AI Visibility Audit
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Prepared by saigon.digital · August 2026
This report is confidential. Enter the access code provided by Saigon Digital to continue.
Your customers, women searching for quality silver and gemstone jewellery with inclusive sizing, are no longer just Googling. They're asking ChatGPT, Perplexity, and Gemini "what's the best boho jewellery brand in Australia?" This audit reveals exactly where Desiderate stands, who's winning those answers, and what to do next.
Saigon Digital helped us completely rethink our digital visibility strategy. Within months of working together, our school started appearing in AI-generated recommendations, our organic traffic grew significantly, and the quality of admissions enquiries improved dramatically. They understand where digital discovery is heading and how to position brands to win.
See how we've helped brands grow. Read our case studies and learn more about what we do.
View Case StudiesA snapshot of where Desiderate stands in the AI search era, and why competitors with weaker products but stronger content strategies are capturing the AI-generated recommendations your customers are asking for.
Desiderate (desiderate.com.au) has built something genuinely valuable: an Australian boho jewellery brand with a loyal following, quality sterling silver and gemstone pieces, and a distinctive positioning around inclusive sizing. With a Domain Rating of 45, 702 organic keywords, and 2,679 monthly organic visits, the SEO foundations are solid. But here's the gap: when a potential customer asks ChatGPT "what's the best boho silver jewellery brand in Australia?", Desiderate is nowhere in the answer. NAJO, Midsummer Star, and Indie and Harper dominate those AI-generated recommendations, despite Desiderate having comparable or better products. The reason is content depth, not product quality. Desiderate's blog has only ~6 posts (albeit excellent ones), no presence on the major "best Australian jewellery brands" editorial lists that AI models reference, and no third-party review footprint on platforms like Trustpilot. Google AIO shows partial visibility for very specific long-tail queries like "sterling silver gemstone rings Australia," but the broader category queries that drive discovery go entirely to competitors. The brand has the authority and the product, it just needs the content strategy to unlock AI visibility.
We tested how Desiderate appears when potential jewellery buyers ask AI tools for recommendations on silver, gemstone, and boho jewellery in Australia. Here's what we found.
ChatGPT does not mention Desiderate in Australian jewellery recommendations. When asked about the best boho or silver jewellery brands in Australia, it consistently references NAJO, Midsummer Star, and larger editorial-backed brands. Desiderate's lack of presence on curated "best of" lists means ChatGPT has no source material to draw from.
Desiderate appears in Google AIO for specific long-tail queries like "sterling silver gemstone rings Australia" and "inclusive sizing silver jewellery," where it ranks strongly in organic results. However, for broader discovery queries like "best Australian jewellery brands" or "best boho jewellery," AIO surfaces editorial lists that exclude Desiderate.
Perplexity pulls jewellery recommendations from editorial roundups (Broadsheet, Russh, Refinery29) and high-authority brand pages. Desiderate's absence from these publications means Perplexity has no source to cite. Competitors like NAJO and Indie and Harper, which feature on multiple editorial lists, are consistently recommended instead.
Gemini's jewellery recommendations mirror the same editorial-list dependency as ChatGPT. Without appearances on Broadsheet, Russh, or major fashion publications, Desiderate is excluded from Gemini's answer set. NAJO and By Charlotte, which feature prominently on these lists, dominate the recommendations instead.
1 / 4 platforms show Desiderate in relevant AI-generated recommendations (Google AIO, partial only). This is a significant gap given Desiderate's strong DR 45 and genuine product quality. The issue isn't authority or product, it's content distribution: AI models can only recommend brands they can find in the editorial and review sources they trust.
Inclusion on 2-3 major "best Australian jewellery" editorial lists, a content hub of 15-20 category guides and comparison articles, third-party review presence on Trustpilot and ProductReview.com.au, FAQ structured data on existing blog posts, an llms.txt file describing Desiderate's brand and product range for AI crawlers, and consistent "best for inclusive sizing" positioning across all content. The good news: Desiderate's DR 45 foundation means these content additions will compound quickly.
We ran the exact searches your potential customers use when asking AI and search engines for jewellery recommendations. Here's who appeared, and whether Desiderate was in the answer.
Desiderate dominates specific, product-level queries where its strong on-page SEO shines ("sterling silver gemstone rings Australia," "inclusive sizing silver jewellery"). But for the broader discovery queries that drive brand awareness, "best Australian jewellery brands," "best boho jewellery Australia," editorial roundup lists dominate the AI answers, and Desiderate is absent from every one. This is the classic "found when searched, invisible when discovered" gap.
Desiderate already owns "inclusive sizing" as a unique positioning that no competitor has claimed. This is a powerful differentiator for AI citation: when a buyer asks "where can I find silver rings for larger fingers in Australia?", Desiderate wins. The strategy is to expand this ownership into broader category queries through editorial content, "best of" list inclusions, and comparison guides that position Desiderate as the authority in its niche.
These are the brands currently winning AI recommendations in Australian silver and boho jewellery. Understanding why they're cited, and where Desiderate falls short, reveals the exact gap to close.
| Company | DR | ChatGPT | Google AIO | Perplexity | Why They Win |
|---|---|---|---|---|---|
| Desiderate You | 45 | Not Cited | Partial | Not Cited | Audit target |
| NAJO | 52 | Cited | Appearing | Cited | 30+ years of brand heritage, featured on Broadsheet, Russh, and Refinery29 "best Australian jewellery" lists. Strong editorial coverage creates the third-party validation AI models prioritise. DR 52 gives it the authority edge over Desiderate. |
| Midsummer Star | 38 | Partial | Appearing | Partial | Strong boho jewellery positioning with extensive product range and content marketing. Despite lower DR than Desiderate, Midsummer Star appears on more editorial lists and has broader category content that AI models reference for boho jewellery queries. |
| Indie and Harper | 31 | Partial | Appearing | Partial | Publishes category guides like "Best Boho Jewellery in Australia 2026" that directly feed AI recommendations. Despite DR 31 (lower than Desiderate), their content strategy creates the editorial-style content AI models prefer to cite. |
| Simone Walsh | 36 | Not Cited | Partial | Not Cited | Handcrafted, ethically sourced gemstone jewellery with strong "Australian made" positioning. Appears in gemstone-specific AIO results alongside Desiderate, but lacks the editorial coverage needed for broader AI citation. |
| Laihas Bohemian Dreaming | 1 | Not Cited | Partial | Not Cited | Appears in AIO for "boho jewellery Australia" queries through aggressive keyword targeting on collection pages. DR 1 is extremely low, but niche-specific page titles and extensive product categorisation create some organic visibility. |
Badge key: Cited Partial Not Cited DR scores from Ahrefs API (August 2026).
These are the highest-leverage changes Desiderate can make right now to unlock AI visibility and turn existing SEO strength into consistent AI citations.
Desiderate's blog posts already contain excellent FAQ-style content on gemstone properties, sizing guides, and jewellery care. Adding FAQPage structured data to these posts would immediately improve rich snippet eligibility and AI citation potential. The rhodolite garnet, ruby, and jade articles all contain natural question-and-answer formats that can be marked up today. Extend this to collection pages with "How to choose" and "What size do I need?" FAQs that directly match buyer queries.
Create 6-8 editorial comparison guides targeting the exact queries buyers ask AI: "Best Boho Silver Rings Australia," "Best Gemstone Earrings for Everyday Wear," "Best Jewellery for Larger Ring Sizes." These are the content formats AI models reference most. Include competitor mentions (which builds topical authority), position Desiderate's unique inclusive sizing advantage, and add Breadcrumb + Article schema. This is how Indie and Harper (DR 31) outperforms Desiderate (DR 45) in AI citations.
These three publications drive the majority of AI-generated jewellery recommendations in Australia. NAJO appears on all three. Desiderate's unique angle, inclusive sizing in quality sterling silver, is a genuinely newsworthy differentiator. Prepare a press kit highlighting the sizing innovation, founder Janine Leghissa's story, and the sustainability commitment. One mention on Broadsheet's "41 Best Jewellery Brands" list could unlock ChatGPT and Perplexity citations overnight.
While auditing Desiderate's AI visibility, we also examined the website itself. We found several technical issues that are limiting discoverability and could be holding back performance.
Detected stack: Shopify (UPIFY AJ Impulse theme, Optimized 2.0)
The rings collection page at desiderate.com.au/collections/rings loads hCaptcha, ShipInsure, Wrapin analytics, Facebook Pixel, multiple Google Analytics configurations, and Judge.me review scripts simultaneously. This script bloat impacts Core Web Vitals scores, particularly Largest Contentful Paint and Total Blocking Time on mobile. Each additional third-party script adds render-blocking overhead. Auditing and consolidating these scripts, or deferring non-critical ones, would measurably improve page speed and mobile experience.
The blog at desiderate.com.au/blogs/all-things-desiderate-blog contains well-written articles with natural FAQ sections (e.g., "What is rhodolite garnet?", "How do I size my bangle?"), but none implement FAQPage schema markup. This is a missed opportunity for Google rich snippets and AI citation. The blog targets 90+ keywords according to schema data, but without structured FAQ markup, this content is harder for AI models to parse and cite in direct answers.
The file at desiderate.com.au/llms.txt is Shopify's default Universal Commerce Protocol agent instructions, not a custom llms.txt file describing the brand, products, and value proposition for AI crawlers. Adding a proper llms.txt with Desiderate's brand story, product categories, sizing philosophy, and key differentiators would help AI models like ChatGPT, Perplexity, and Gemini understand and accurately represent Desiderate in their recommendations. The robots.txt does not block AI crawlers (good), but gives them no guidance either.
This audit shows the gap between Desiderate's product quality and its AI visibility. We have a clear strategy to close it, starting with the website and content, then building outward to AI discovery and sustained organic growth.
Desiderate has the product, the brand story, and a DR 45 foundation that most competitors would envy. What's missing is the content layer and editorial presence that turns strong SEO into consistent AI citations. We specialise in exactly this: optimising Shopify stores for both traditional search and AI discovery, building the content and structured data that AI models need, and positioning brands to appear in every recommendation. Shopify development and ongoing web maintenance are core strengths at Saigon Digital, so this is a natural fit.
Nick Rowe · CEO & Co-Founder, Saigon Digital
Full Shopify technical audit and performance optimisation (script consolidation, Core Web Vitals improvements), structured data implementation across all product and collection pages (Product, FAQ, Breadcrumb, Organization schema), custom llms.txt and AI crawler optimisation, content strategy with 6-8 editorial comparison guides, PR outreach to Broadsheet, Russh, and Refinery29 for editorial list inclusion, Trustpilot review profile setup, and monthly AI visibility tracking across all four platforms. We handle the web development, the SEO, and the ongoing maintenance as one integrated engagement.
With Desiderate's existing DR 45 foundation, results will compound faster than starting from zero. Structured data and FAQ schema improvements show results within 2-4 weeks (rich snippets, improved AIO appearance). New content guides begin ranking within 30-60 days. Editorial list inclusions, once secured, can unlock ChatGPT and Perplexity citations almost immediately. Full AI platform visibility across all four platforms is achievable within 4-6 months of consistent execution.
AI-powered product discovery is growing rapidly. An increasing share of jewellery buyers now ask AI assistants for recommendations before browsing. Every month Desiderate operates without a content strategy and editorial presence, NAJO, Midsummer Star, and Indie and Harper are cementing their position as the AI-recommended Australian jewellery brands. The longer competitors build their content and editorial advantage, the harder the gap becomes to close. Starting now, while Desiderate's DR 45 gives it a structural advantage over most competitors, means every piece of content and every editorial mention compounds from day one.