SEO by Imaginaire
Boosting Visibility for David Morris’ Luxury Jewellery Collections
The challenge
Creating a multi-faceted SEO strategy to help luxury jeweller, David Morris, generate more organic traffic
David Morris, a prestigious jeweller located on London’s iconic Bond Street, offers a diverse range of luxury jewellery, from elegant fine jewellery collections such as engagement rings, wedding bands, and fashion pieces to high jewellery aimed at high-net-worth individuals, featuring some of the rarest and most coveted gemstones.
Selected by David Morris for our ecommerce expertise, we developed a multi-faceted SEO strategy tailored to their diverse market, ensuring that both their fine and high jewellery collections reached the right audience with maximum visibility.
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Main Objectives:
- Build traffic with local intent — i.e. rankings for “London Jeweller”
- Build traffic to high value stones pages — i.e. Emeralds, Rubies and Coloured Diamonds
- Start working towards increasing wedding/engagement intent traffic
The strategy
Leveraging the advantages of a good ecommerce platform to create high quality landing pages
Having had the opportunity to develop the David Morris website, our SEO team was able to lay a solid foundation that would support ongoing optimisation efforts.
We implemented highly targeted product tagging strategies, ensuring each product page is optimised for long-tail keywords, which in turn creates focused landing pages. This approach not only aligns with Google’s search algorithms but also delivers a user-centric experience that enhances discoverability for customers. In addition to refined product tagging, we optimised key content areas such as our stone guide pages, and incorporated strategies for local search optimisation, recognising the significant impact it has on conversion rates for a high-end brand like David Morris.
We also extended our content strategy by developing topic clusters within their blog, specifically targeting terms such as anniversary-related jewellery to drive organic traffic and improve keyword rankings for high-conversion search queries.
The Solution:
- Create product tag based landing pages optimised for long tail search terms
- Optimise stone guide pages that link out to products of that type – i.e. Emeralds
- Create content clusters to target content based terms such as “10th wedding anniversary jewellery”
- Optimise all products and product categories across the site with a detailed keyword plan in place
Utilising content to help build the relevance of key pages
In addition to implementing technical optimisations on the website, we engaged our content team to develop comprehensive product guides for the various collections offered by David Morris.
These guides serve two key purposes:
Enhancing user experience: By providing in-depth, informative content, the guides help users make more informed decisions when they land directly on product pages, improving conversion rates.
Expanding Reach: The guides also capture traffic from customers in the research and consideration stages of the buying journey. By targeting relevant keywords associated with each guide, we positioned David Morris to rank for high-intent search terms, driving organic traffic and increasing brand visibility.
Instant growth and traffic
Results
Sales Several large sales from customers that found David Morris through search
15% Traffic gain within the 3 months we’ve been working on the campaign
20% Uplift in viewing requests for all jewellery pieces and collections
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