Optimising David Morris’ digital footprint with impactful, multi-faceted SEO

David Morris

Optimising David Morris’ digital footprint with impactful, multi-faceted SEO

SectorLuxury, Jewellery
TimeframeOngoing Service
ServiceSEO

The Project

Creating a multi-faceted SEO strategy to help luxury jeweller, David Morris, generate more organic traffic

The Project

Visit Website

The Strategy

Boosting visibility and conversions for David Morris’ luxury jewellery collections

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 jewellery 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.

As a luxury ecommerce agency, this was right up our street.

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  • Build traffic with local intent i.e. rankings for “London Jeweller”
  • Build traffic to high-value stones pages, for example, Emeralds, Rubies and Coloured Diamonds
  • Build out optimised copy and supporting content for wedding focused products and launches
  • Create a high-quality news section which supports relevant keywords and customer demands
  • Optimise product landing pages and collection pages
  • Implement new design themes to fit with website content demands and functionality
The Solution

Leveraging the advantages of a solid 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.

We also extended our content strategy by developing topic clusters within their blog, specifically targeting seasonal and trending terms to drive organic traffic regarding high-conversion search queries.

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  • Create product tag-based landing pages optimised for long tail search terms with internal linking and SEO optimisations
  • Optimise stone guide pages that link out to products of that type, creating both content pages and dedicated product landing pages
  • Expand product collections in terms of styles, cuts, shapes and trends
  • Create content clusters to target content-based terms
  • Optimise all products and product categories across the site with a detailed keyword plan in place
  • Implement and optimise a new FAQ's section to target common search queries

Driving measurable growth through organic search

  • 15%

    Traffic

    Increase in website traffic driven by targeted search activity

  • 20%

    Conversions

    Growth in viewing requests for jewellery pieces and collections

  • 28%

    Sessions

    Increase in website sessions driven by organic uplift in visitor engagement

Testimonials

Client Testimonial

A handful of ambitious brands each year, treated like our own company is on the line. Their words, not ours.

David Morris

I have worked with Imaginaire for the last 3 years or so and they have been great every time. After moving from working with a larger agency based in London, to Imaginaire, you certainly feel much more looked after and taken care of. They have great professionalism but they are also so personable, making it super easy for me to pick up the phone and call them if I have an issue as opposed to logging ticket after ticket, which can get very frustrating. We also signed on with SEO with them and they have exceeded all expectations!

Charita ChutoorgoonHead of Digital and CRM, David Morris
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