By implementing a strategic SEO plan focused on technical improvements, on-page optimization, and targeted content, Urban Bling significantly improved its online presence. The effort led to a 925% increase in clicks and a 98.25% rise in impressions. This growth was also reflected in user engagement, with a 179.7% increase in active users and a 97.2% decrease in bounce rate, demonstrating that the SEO strategy successfully attracted and retained a highly relevant audience.
Jewelry E-Commerce
Urban Bling is a fashion jewelry retailer that specializes in offering a wide range of trendy and stylish jewelry. The site’s sleek, contemporary design and straightforward navigation cater to fashion-forward individuals in Australia seeking affordable and fashionable pieces. The collection includes necklaces, earrings, bracelets, and rings, ranging from minimalistic to bold statement designs. Urban Bling enhances customer engagement through social media, promotions, and a blog that provides fashion tips and styling ideas.
Urban Bling faced the challenge of establishing a strong organic presence in the highly competitive Australian online jewelry market. The initial state of the website showed minimal organic traffic and low search visibility for key product and brand-related queries. The goal was to increase organic clicks, impressions, and user engagement to drive brand awareness and sales.
+179.7% increase in active users
+176.5% growth in new users
+219.5% increase in sessions
97.2% decrease in bounce rate
Total Clicks increased by 925% from 4 to 41
Total Impressions: Grew by 98.25% from 5.7K to 11.3K
Google Search Console Performance
Google Analytics Performance
This case study demonstrates the effectiveness of a targeted SEO strategy for a niche e-commerce site. By focusing on fundamental technical improvements, smart on-page optimization, and a strategic content approach, Urban Bling successfully increased its organic traffic, improved search rankings, and enhanced user engagement. The results highlight the power of a data-driven approach to SEO in building a sustainable online presence in the Australian market.
My process begins with a deep-dive analysis of a website's current state to uncover hidden opportunities and fix critical issues.
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Conducted a comprehensive technical audit to identify and fix crawl errors, broken links, and site speed issues, ensuring Google could efficiently crawl the site.
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My approach to keyword strategy goes beyond finding high-volume terms; it's about connecting your business with the right audience at the right time. Here’s how I've executed this for my clients:
Performed in-depth keyword research to identify high-intent keywords related to bespoke jewelry and accessories.
Targeted long-tail keywords to capture niche search traffic and position Urban Bling as a leader in the custom jewelry space.
Developed new blog content focused on topics that attract potential buyers, such as “how to care for crystalized accessories” and “the process of customizing your favorite items.”
I evaluated competitor keyword profiles to identify gaps and missed opportunities. This allowed us to build a content strategy that targeted valuable keywords where competitors were not yet ranking.
I integrated semantically related keywords (LSI keywords) throughout the content, which helped search engines better understand the topic’s depth and breadth, leading to improved rankings for a wider range of relevant searches.
I specifically targeted geographically relevant keywords (e.g., “personal trainer in boston”) to attract and convert local customers who were searching for services in their area.
I continuously monitored keyword trends and search demand to ensure the client’s content remained fresh, relevant, and timely, capitalizing on new opportunities as they emerged.
I mapped keywords to the user’s intent at every stage of the funnel. This strategic content structure ensured that we had a relevant piece of content for every search query, from initial research to final decision-making.
My approach to content strategy goes beyond just writing; I focus on creating valuable, optimized content that attracts, engages, and converts. Here’s a breakdown of my process:
I developed a strategic content map based on in-depth keyword research and user intent. This ensured every blog post served a specific purpose, guiding users through the sales funnel and building topical authority.
I wrote compelling, SEO-friendly content tailored to the target audience. By naturally integrating keywords and providing genuine value, I was able to improve organic rankings and user engagement metrics.
I incorporated competitive images and infographics to enhance engagement and break up the text. I then optimized these visuals with proper alt text and dimensions, which improved site speed and provided an additional avenue for search traffic.
I crafted unique, compelling meta descriptions for each blog post, resulting in higher click-through rates from the SERPs. I also organized content into logical categories, which improved site navigation and user experience.
I implemented a strategic internal linking structure to connect new blog posts with relevant service pages and other valuable content on the site. I also included natural outbound links to credible sources, which improved the overall authority and trustworthiness of the content.
When appropriate, I linked new blog content to the client’s Google Business Profile. This provided a powerful signal to Google, strengthening their local SEO and driving more foot traffic to their physical location.
I implemented relevant Schema Markup to provide search engines with a clear understanding of the content’s context. I also manually submitted new blog posts to Google Search Console to ensure they were quickly indexed and available in search results.
My on-page strategy focuses on making a website not only findable by search engines but also highly relevant and engaging for users. Here’s a breakdown of the key areas I've optimized:
I crafted compelling, keyword-rich titles and engaging meta descriptions for every key page, resulting in improved click-through rates (CTR) from the search results page.
I developed clean, logical, and SEO-friendly URLs that clearly communicate the content of each page to both search engines and users.
I structured all content using a clear hierarchy of header tags (H1s, H2s, H3s) with strategically placed keywords. This improved content readability and helped search engines better understand the main topics on each page.
Optimized existing product and collection pages with strategic keywords, focusing on high-intent terms like “bling jewellery,” “rhodium plated swarovski earrings,” and “swarovski australia rings.”
Improved the site structure and internal linking to help search engines discover and index more pages, particularly product pages for best-selling items.
I wrote descriptive and keyword-rich alt text for all images, making the content more accessible and allowing search engines to properly index visual media
I wrote descriptive and keyword-rich alt text for all images, making the content more accessible and allowing search engines to properly index visual media
I collaborated with the development team to identify and fix key issues slowing down the site. Our efforts led to a significant improvement in page load times, enhancing both user experience and search rankings.
I implemented relevant Schema Markup to provide search engines with a clear understanding of the content. This resulted in enhanced search listings (rich snippets), which increased the visibility and authority of the website.
Off-Page SEO is about building a website's authority and credibility across the internet. My strategy focuses on acquiring high-quality "votes of confidence" from other reputable sources.
An outreach campaign was launched to secure high-quality backlinks from relevant fashion, art, and lifestyle publications.
The site gained visibility for a range of new keywords, including “cat earrings australia,” “peacock earrings,” and “azure swarovski charm,” demonstrating the success of the on-page and content strategy.
For local businesses, I optimized the Google Business Profile (formerly Google My Business) to ensure it was complete, accurate, and engaging. This drove more local visibility and increased conversions from a highly motivated, local audience.
I developed a strategy to leverage social media channels to amplify content, engage with the audience, and build a sense of community. This increased brand signals and drove referral traffic back to the website.
I successfully pitched and published guest posts on reputable industry blogs. This not only provided valuable backlinks but also positioned the client as a thought leader and introduced their brand to new, highly-relevant audiences.
I performed a comprehensive crawl of the website to identify and fix all broken links (404 errors). I also implemented strategic 301 redirects to guide users and search engines from old, outdated URLs to new, relevant pages, preserving link equity.
I performed a comprehensive crawl of the website to identify and fix all broken links (404 errors). I also implemented strategic 301 redirects to guide users and search engines from old, outdated URLs to new, relevant pages, preserving link equity.
My technical SEO work ensures a website is crawlable, indexable, and provides an excellent user experience. Without a strong technical foundation, all other SEO efforts can be hindered. Here’s a summary of the technical optimizations I’ve implemented:
I conducted a performance audit to identify bottlenecks and worked with the development team to optimize code, compress images, and leverage caching. This significantly improved page load times, which positively impacted both user experience and search engine rankings.
I verified that the website was fully responsive and provided a seamless experience on all mobile devices. This is a crucial step for ranking in today’s mobile-first indexing environment.
I implemented relevant Schema Markup to provide search engines with a clear understanding of the content. This resulted in enhanced search listings (rich snippets), which increased the website’s visibility and authority in the SERPs.
I configured the robots.txt file and submitted an updated XML sitemap to Google Search Console. This ensured search engine crawlers could efficiently discover and index all of the website’s important pages.
I ensured the site was migrated to a secure HTTPS connection. This protects user data and is a recognized ranking factor, building trust and credibility with both users and search engines.
I performed a comprehensive crawl of the website to identify and fix all broken links (404 errors). I also implemented strategic 301 redirects to guide users and search engines from old, outdated URLs to new, relevant pages, preserving link equity.
I performed a comprehensive crawl of the website to identify and fix all broken links (404 errors). I also implemented strategic 301 redirects to guide users and search engines from old, outdated URLs to new, relevant pages, preserving link equity.
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