Targeted SEO Campaign Powers Exceptional Online Engagement for Gregory Jewellers
SEO Director
Ardent
We partnered with Gregory Jewellers to revitalise their online presence, focusing on improving organic traffic, keyword rankings, and click-through rates, which led to significant business growth.
Average keyword position improved by
Domain authority increased by
%
Total number of keywords increased by
%
The Business
Gregory Jewellers is a renowned retailer specialising in luxury jewellery and timepieces. Established over five decades ago, the brand has built a reputation for exceptional craftsmanship, timeless designs, and superior customer service.
With multiple storefronts and a strong online presence, Gregory Jewellers caters to a discerning clientele seeking high-quality and bespoke jewellery pieces. The company’s extensive collection includes engagement rings, wedding bands, watches, and other fine jewellery, attracting both local and international customers.
The Challenge
Before the SEO campaign, Gregory Jewellers faced several challenges:
- Decline in Sales: The pandemic impacted retail businesses worldwide, and Gregory Jewellers experienced a significant decline in sales due to decreased foot traffic and shifting consumer priorities.
- Decrease of Organic Traffic: Despite a strong reputation, their online store started experiencing a decline in traffic, limiting the reach and potential sales.
- High-competitive keywords: Many targeted keywords were not ranking on the first page of search results, reducing visibility to potential customers.
- Low Click-Through Rate: The existing CTR was suboptimal, indicating that even when the site appeared in search results, it wasn’t enticing users to click through.
Our Process
The SEO campaign for Gregory Jewellers involved a multi-faceted approach:
Keyword Research and Optimisation: Conducted keyword research to identify high-potential keywords. Optimised existing content and created new content targeting these keywords. Focused on both short-tail and long-tail keywords to capture a broad spectrum of search queries. We made ongoing optimisations to continuously improve rankings, CTR, and user engagement.
On-Page SEO: Improved meta titles, descriptions, and headers to be more keyword-rich and compelling. Enhanced internal linking structure to boost navigation and distribute page authority. Ensured all pages were mobile-friendly and had fast load times.
Technical SEO: Conducted a thorough technical audit to identify and fix issues such as broken links, duplicate content, and slow page speeds.
Content Strategy: Developed a content calendar focusing on regular blog posts, buyer guides, and featured collections. Created high-quality, engaging content that resonated with the target audience. Optimised all product descriptions.
Local SEO: Optimised GBPs and local listings to improve local search visibility.
The Results
User Growth: Organic Search experienced positive performance YoY, with the number of users increasing by over 12% and sessions by 2%.
Purchases: There was a significant increase in purchases, with a rise of 42% – from 703 purchases in FY23 to 998 purchases in FY24.
Click-Through-Rate: The average showed an improvement over the year, and improved from 1% to 1.3%.In June 2023.
Average Keyword Position: The average keyword position improved from 33.1 to 20.8.
Domain Authority: Increased by 5 points, from 26 to 31.
Keyword Growth: The total number of keywords increased by 40%, from 15,251 in June 2023 to 21,370 in May 2024.