Custom Jewelry Brand Sees 98% Growth in Non-Branded Traffic Through Targeted SEO Strategy

By aligning business objectives, optimizing the website structure, and attracting targeted traffic, Tacticone dramatically enhanced the visibility and revenue of an online jewelry brand.

98%

Growth in Non-branded Clicks

52%

Increase in Non-branded Impressions

6.2%

Position Improvement in Average Ranking

Client Overview:

An online jewelry brand focused on both custom and pre-designed pieces collaborates with various celebrity designers to craft unique engagement rings. The brand aimed to increase lead generation for its custom jewelry offerings, despite facing challenges due to the limited search volume in that niche.

Campaign Duration: 6 months of focused SEO optimization.

Campaign Objectives:

  • Drive organic traffic growth through non-branded keywords.
  • Improve search engine visibility for ready-made jewelry pages.
  • Increase overall site engagement and revenue, especially for custom jewelry.
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Strategy:

    • Business Goal Evaluation:
      Assessed the brand’s business objectives to align SEO initiatives effectively.

    • Site Restructuring:
      Reorganized the website to direct targeted traffic toward ready-made jewelry pages that have higher search volume.

    • Content Enhancement:
      Refined the content strategy to boost visibility for ready-made jewelry while providing options for custom pieces.

    • Link Building:
      Established a strategic link-building approach to enhance domain authority and improve search rankings.

Results:

  • Non-branded Clicks: Grew from 27.6K to 54.7K, reflecting a remarkable 98% increase.
  • Non-branded Impressions: Rose from 3.49M to 5.3M, marking a 52% rise.
  • Total Clicks: Increased from 27.6K to 54.7K, showing a 98% growth.
  • Total Impressions: Jumped from 3.49M to 5.3M, a 52% increase.
  • Average CTR: Improved from 0.8% to 1%.
  • Average Position: Enhanced from 27.5 to 21.3.
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Growth Story and Achievements:

The jewelry brand initially concentrated on generating leads for custom jewelry, which faced challenges due to limited search volume. Tacticone intervened to establish effective goals aimed at driving targeted traffic to ready-made jewelry pages, which have greater search volume, thereby boosting overall leads and revenue.

By gaining a deeper understanding of the brand’s business goals and niche audience, we restructured the site to better capture high-volume search keywords. This strategy significantly increased non-branded traffic, particularly to ready-made jewelry pages. Additionally, we ensured that visitors to these pages were presented with custom options, enhancing leads and revenue from both custom and ready-made jewelry.

The accompanying graph illustrates a steady upward trend in impressions and clicks throughout the campaign, showcasing the successful application of our SEO strategies.

In summary, Tacticone’s strategic approach not only elevated organic traffic but also substantially improved the brand’s online presence and market positioning, leading to enhanced engagement and increased revenue.