This case study outlines how we helped an established jeweller significantly increase organic search visibility in a highly competitive market. Despite strong brand recognition and multiple physical locations, the business was being outperformed online by newer competitors for high-intent local searches. Through a focused SEO and website improvement strategy, we doubled organic traffic over 12 months and improved rankings for some of the most competitive keywords in the industry.
An established jeweller with multiple locations was struggling to stand out in organic search. Despite having a strong local reputation and years in business, their website wasn’t ranking well against newer, more aggressive competitors.
They were getting around clicks and impressions but most of it came from branded searches. Their visibility for high-intent, non-branded terms was low, especially in local map results.
We focused on increasing visibility for competitive local keywords across all product categories like bracelets, bangles, pearls, and necklaces.
Local SEO Optimisation
We optimised their Google Business Profiles with updated categories, service areas, and regular photo and post updates.
Location Page Expansion
We created unique, SEO-friendly landing pages for each store location. Targeting keywords like “jewellery shop [suburb]”.
On-Page SEO & Technical Cleanup
We overhauled meta titles, headers, and internal linking to focus on product-based keywords. We also resolved slow page speeds, missing schema, and crawl issues to improve indexation.
Content Creation
We published blogs and FAQs addressing common questions like to capture long-tail search traffic and build topical authority.
Backlink Campaigns
We secured local and niche backlinks through sponsorships, press mentions, and industry listings to improve domain authority and rankings.
After 12 months of consistent effort:
Organic Clicks: 17.2K → 38.5K
Impressions: 751K → 1.85MThat’s 2x the traffic and 2x the visibility in a competitive space without increasing ad spend. They also began ranking in the top 3 for high-converting local terms.
Based on store averages, even if 5% of new monthly visitors convert, this could mean:
And because SEO is compounding, this growth continues month after month without increasing advertising spend.
We can help businesses turn Google into a steady stream of high-value leads.
