SEO case study

3rd June 2019

Our brief

The Est1897 site was underperforming organically. Our challenge was to transform low baseline KPIs into industry-leading results, helping the company cement its place as a top brand in the pre-owned watch and jewellery market.

Our approach

We had two main goals: grow the site's low domain authority to make it more competitive across the search results, and establish rankings for previously untapped, less-competitive keywords in order to reach a wider audience.


Boost the site's domain authority by building branded links to the homepage on relevant, high-quality sites, primarily through editorial contributions.


Create informational pre- and post-purchase content to gain rankings for less competitive yet relevant keywords, such as 'Rolex serial numbers'.


Implement faceted navigation for product features such as gender, brand and watch series to enable efficient targeting of long-tail keywords.

Our results

Across the campaign, we have increased the Est1897 domain authority score and the number of ranking keywords. New informational content and facet pages have secured top-three rankings for high-volume keywords including 'Rolex serial numbers' (1,300 searches/month). Most importantly, these results have contributed to significant growth in organic revenue.

organic traffic YoY
organic revenue YoY
ranking keywords YoY

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