SEO case study
Ramsdens Jewellery

THE CHALLENGE

In January 2019, Ramsdens Jewellery asked our organic search team to help transform their organic revenue. They were looking to increase their YoY organic revenue by 65% in just 12 months.

Our client had a strong brand, but their site was being held back by various tech issues, including duplicate content, low website authority, and a lack of optimised content across their key category pages.

OUR RESULTS

+146% (+8,535)
Additional Rankings (Oct ’21 vs. Feb ’19)
+210% (+1,842)
Additional Front-page Rankings (Oct ’21 vs. Feb ’19)
+200%
Increase in SEO Visibility (Oct ’21 vs. Feb ’19)
+177.2%
Improvement in Organic Revenue
(Year 1) (Year 1)
+156.8%
Improvement in Organic Revenue
(Year 2) (Year 2)

Ramsdens Jewellery initially asked us to deliver 65% YoY organic revenue growth in 12 months. We surpassed this goal with ease, achieving a 177.2% improvement, along with a 69% increase in organic transactions. This was achieved alongside a 49.6% growth in organic traffic over the same period.

In this second year of this campaign, we continued to build on these results, delivering a further 54.7% YoY increase in organic traffic, along with a 156.8% improvement in organic revenue. And, as our campaign enters its third year, we’re confident that Ramsdens’ performance will only continue to grow.

Awards and Shortlists

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.

Glass Digital has helped us transform our search visibility, boosting organic traffic to many of our key commercial pages. Their SEO tech support has been invaluable in helping us identify and resolve the problems that were holding our site back. Marcus, our Technical SEO Consultant at Glass, is a pleasure to work with, and he’s able to break down essential SEO concepts in a way that is straightforward and actionable.

Communication is clear, responsive, and jargon-free, and we’re kept up to date with all movements at every stage of our campaign. I would absolutely recommend them to any business looking to boost organic traffic.

Jack Jahan, Head of Ecommerce at Ramsdens Jewellery

Where We Built Links

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