OUR SOLUTION
To help Ramsdens Jewellery achieve their ambitious 65% target, our Technical SEO and Content teams worked together to resolve the existing technical issues and populate the site with quality content that would drive traffic to key product pages. Our Outreach experts created a strategy to boost Ramsdens’ site authority using targeted link development techniques.
Tech: resolving site issues
When we inherited the account in February 2019, Ramsdens’ site was badly hindered by duplicate category content, which had a detrimental effect on rankings across the site.
Our technical SEO experts re-designed a new, easy-to-navigate site hierarchy, and worked closely with our client to implement it with minimum disruption to the site. This eliminated the duplication issues and paved the way for improved rankings across the board.
Content: quality, search-driven content
To drive organic traffic, our Content team created bespoke, high-quality optimised content for Ramsdens’ category product pages, using industry tools and the latest search insights to supercharge our copy.
Our client wanted to focus on big-ticket product lines, so our strategy prioritised high-volume, luxury keywords — like ‘Rolex watches’ and ‘diamond jewellery’ — to ensure our campaign was driving maximum revenue.
| Keyword |
Original Rank |
Current Rank |
Difference |
Volume |
| Rolex watch women |
No Rank |
8th |
+92 |
12,100 |
| Rolex UK |
23rd |
7th |
+16 |
8,100 |
| Rolex watches UK |
32nd |
8th |
+26 |
1,900 |
| Mens Rolex watches UK |
17th |
4th |
+13 |
1,300 |
| Ladies Rolex watches UK |
15th |
4th |
+11 |
1,300 |
| Rolex ladies watches price list |
No Rank |
5th |
+95 |
1,000 |
| Diamond rings for women |
38th |
9th |
+29 |
9,900 |
| Diamond cluster ring |
No Rank |
9th |
+91 |
2,900 |
| Second-hand diamond rings |
70th |
8th |
+62 |
2,400 |
| Diamond bangles |
No Rank |
10th |
+90 |
1,900 |
| Trilogy diamond ring |
53rd |
4th |
+49 |
1,600 |
| Mens gold diamond ring |
No Rank |
4th |
+96 |
1,300 |
| Real diamond necklace |
No Rank |
9th |
+91 |
720 |
Original rankings taken in Feb 2019, current rankings taken in October 2021
Our Content team also produced quality content marketing, using in-depth competitor analysis and targeted keyword research to identify the most valuable and in-demand topics. Projects included in-depth buying guides, jewellery cleaning and care resources, and even a printable ring sizing tool.
Outreach: boosting site authority
When we started work on Ramsdens’ site, we found that the brand’s existing backlink profile was dominated by no-follow links that were passing very little, if any, SEO value to the site.
To improve the client’s backlink profile, our Outreach team focused on building links on quality sites using creative, ethical link-building tactics. We worked with sites that were highly relevant to Ramsdens’ target audience, including complementary retailers, fashion and lifestyle publications, as well as national and regional news sites.
Between early 2019 and October 2021, we secured 189 links for Ramsdens Jewellery, including features on high domain-authority sites like Hello! And OK! Magazine.
