Project summary

I bagged the project in March 2021, when the client’s website on the whole was already doing well on most parameters, but the Hawaiin jewelry segment was not very productive. I recognized the need to reorganise this category’s presence on their website and on other platforms. This meant creation of dedicated pages for each of the sub-categories, and managing on-page and off-page content, post which the organic traffic saw a jump of 38{a16d1c4bd2d7488dd00ff1d6195296a5c123ffcaede2568912619bf54493f41d} and persists high.

The Strategy

After identifying the areas of improvement in their weak performing category, we crafted an extensive SEO strategy, which focused on sustainable lead generation.

Going by the needs of the case, ‘Hub & Spoke’ model was followed, whereby all the SEO exercises were performed on the ‘spokes’ like rings, earrings and pendants, keeping the central ‘hub’ of  Hawaiin jewelry in mind. The steps included:

• Website audit & analysis
• Competitor & market analysis
• Keyword gap analysis
• Preparing SEO Strategy based on audit
• Making on-page SEO fixtures (Bifurcating target section)
• Making off-page SEO fixtures (Niche-specific backlinking)
• Building content around keywords (Blogs, Product Descriptions, Guest Postings)
• Monitoring progress regularly
• Optimizing strategy based on results

Proven Results