Chisholm Hunter: Helping the jewellery experts sparkle online

Traffic up 40% within 2 months

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Through our Digital Marketing Audit process we uncovered issues with the client’s link profile, page speed and technical elements; however, the main challenge was a lack of traffic and visibility online. Most of their traffic came from branded search terms so our objective was to rank for more generic jewellery keywords as well, thus widening the net.

Footprint Activities:

We focused on all of the three core pillars of SEO for the client – technical, linking, and content. 

  1. Technical Issues – This included fixing the indexing of redundant pages and an out of sync XML sitemap, solving problems with pagination and canonicalisation, and writing missing Alt Text.
  2. Link Profile – Our SEO tech team performed a link audit analysing backlinks and creating a disavow list for poor quality links. Then, they started building high quality links, using local citations, blogger outreach, and redirecting legacy pages.  
  3. Content & Product Categorisation – Our content and SEO experts worked on keyword research and mapping, developing a new category and subcategory structure for the website, adding over 300 new categories to ensure visibility for the right searches. They also improved internal linking between categories and subcategories for enhanced user experience and conversion journeys.  

Key Outcomes: 

  • Within two months of working on the client’s website, their traffic was up 40% YoY. 
  • In just five months, the website’s Domain Authority increased from 35 to 54 out of 100 and continues to climb. 
  • Keyword rankings were up 8,001 positions in the first six months of our campaign.
  • As of August 2021, we had 88 keywords in Google’s top 3 positions – 33% more than in February 2021.