Heritage Jewellery Retailer: +59% Visibility, #1 in Market

I managed the SEO strategy for one of New Zealand's most recognised jewellery retailers, taking them from #2 to #1 in organic market visibility. The focus was on increasing visibility for non-branded keywords while working within significant platform and organisational constraints.

The brand is one of the country's oldest and most trusted, part of a larger retail group operating across New Zealand and Australia. Despite strong heritage, their website was lagging behind a dominant international competitor in organic search.

Solutions

Working closely with the client's team, I developed and executed a comprehensive strategy to drive growth in key website categories. This approach combined targeted site architecture improvements, precise keyword tracking, and technical enhancements. By optimising site structure and closely monitoring performance, I focused on increasing organic traffic and revenue. The strategy was a balanced blend of content optimisation and technical improvements, ensuring measurable and sustainable results.

By analysing competitor keyword gaps, internal search data, and insights from the jewellery market, I identified key areas for improvement and implemented changes across the site. New subcategories were created for high-volume search terms like gold earrings, diamond pendants, and silver bracelets. This strategy was aligned with ambitious KPIs, ensuring every initiative was designed to perform at the highest level.

I delivered continuous technical monitoring and optimisations across the site to ensure the client maintained a competitive edge in search results. By fixing pagination and canonical issues, implementing schema markup for rich results, and introducing "You Might Also Like" sections for discontinued products, I significantly improved both crawlability and user experience.