Increasing SEO conversions by 49% for a historic jewellery brand

Having already invested in other forms of advertising, Jago Jewellers were looking for a way to get in front of more qualified audiences and potential customers. Ultimately, they wanted to drive more growth for the historic brand, which has been a consistent presence on the St Albans high street for almost 300 years.

The Jago Jewellers team had some existing marketing support in place already who had implemented some good improvements that were resulting in search engine optimisation (SEO) growth. We came in to support them and provide a fresh prospective, and to help take their organic search strategy to the next level.

We started with a thorough technical SEO audit of the website resulting in actionable recommendations to improve the technical performance and health of the site.

Next, we ran extensive competitor analysis and keyword research before creating a fully bespoke content strategy plan that would allow us to effectively target searchers throughout every stage of the purchasing journey.

We are now actively rolling out and executing off-site SEO campaigns, including Digital PR activity (like negotiating press coverage from the BBC), to drive greater domain authority to the site and reinforce key local SEO signals.

Additionally, we are providing further recommendations on how the brand can better optimise their on-site and off-site setup for greater generative engine optimisation (GEO) visibility to maximise visibility across the search channel.

Since working with Jago Jewellers, the website has seen a ~49% year-on-year increase in conversions coming from organic search, including a:

• 57% increase in people calling from the brands Google Business Profile (GBP) listing
• 27% increase in people asking for directions on the businesses GBP
• 250% increase in people calling the business from the website after discovering them on Google search

We have also seen the brand enjoy increased visibility across popular large language models (LLMs) like ChatGPT, and an uptick on online orders through their eCommerce website.