How A Jewellery Store Grew With An SEO, SEM & Social Campaign

Challenges

Owned and operated by Roberto and Maria Ulas, they grew the business by supplying to Australia’s leading jewellery makers but have since wanted to connect to their customers directly and establish their own route to market. Valuing jewellery as personal, sentimental and emotional, the Ulas family used their wealth of experience and expertise to create that connection and generate memories with their target audience built upon strength, courage and passion.

In September 2021, the second-generation jewellery house reached out to Online Marketing Gurus wanting to build strong brand awareness online in the highly competitive vertical. Our Gurus engineered an integrated marketing strategy that aimed at increasing Artelia’s keyword portfolio and rankings. The goal? Growing consistent enquiries and win more clients into the store.

• Inefficient goal tracking proving difficult to identify trends
• High bounce rates on key pages
• Difficult to stand out from industry leaders in the very competitive industry
• Low content on product and category pages

Our Approach

Building a strong online presence required a multi-faceted approach, involving the efforts of SEO, PPC and Social to capture the authority and relevancy Artelia was after. Understanding this was vital in the company’s quest for supremacy within the jewellery space as our very experienced Gurus teamed together to showcase the exceptional quality of jewellery on offer.

Strategy & Execution

Content optimisations to steal the keyword limelight

It’s a simple fact that if you want to move up the SERP rankings and gain visibility, you need to target the most relevant and profitable keywords. A focused strategy is what delivers a stronger presence which then delivers more conversions.

A/B testing ad copy to supercharge paid and social media channel exposure

Set and forget is never the strategy when you want snowballing results. That’s where A/B testing and ongoing optimisation comes into the picture.

Implementing conversion tracking to aid analysis going forward

Conversion tracking is crucial for every campaign, because it gives you the visibility to see what channels are most effective and how users behave on your website. Highlighting where channels are succeeding expectations or falling below allows businesses to make necessary improvements.

Key Results

From our introductory audit (valued at $2,000), OMG identified a gap in keyword rankings for key industry terms. We aligned targeting the right keywords to deliver the right visibility. Artelia was able to appear for more relevant queries, leading to more site traffic as we appear for more industry-specific terms, and therefore, more quality traffic to the site.

As a result of A/B testing and optimising Artelia’s paid ads, Online Marketing Gurus were able to increase paid search impressions by 1,293% and increase paid traffic by 32%, all in 6 months. In addition, we also saw a 32% increase in CTR from Facebook Ads, over the course of 6 months.

OMG set up goal tracking so organic conversions could be tracked and evaluated, using the platform Dashthis. Within 6 months of implementation, Artelia could see hundreds of organic conversions across new bookings/appointments, product enquiries and phone calls.