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+350% position 1 keywords for luxury jewellery retailer

Paul Sheeran Jewellers is a leading luxury jewellery and watch retailer with a history dating back to 1903. This family-owned business has built a sterling reputation over the years for providing exceptional craftsmanship, exquisite jewellery pieces, and exceptional customer service. This case study explores how Madraft recalibrated its existing search engine optimization (SEO) strategy to improve its organic visibility and grow engagement across key product offerings.

Paul Sheeran website on phone mockup | Case study | Madcraft

The challenge

Paul Sheeran Jewellers, in collaboration with Strike Digital, sought out Madcraft with the objective of revitalizing their existing SEO strategy. The primary goal was to better align their business requirements and product offerings with improved organic visibility on Google search engine result pages (SERPs), thus complementing the ongoing PPC efforts managed by Strike Digital.

How Madcraft helped

In collaboration with the client, Madcraft conducted a comprehensive review of the existing keyword strategy, ensuring that topic clusters and target keywords were in harmony with Paul Sheeran’s ongoing business objectives. Madcraft meticulously curated a new list of focus and monitored non-branded keywords such as Cartier Watches, with a strong emphasis on prioritizing their watch product category.

Madcraft executed a customized SEO strategy, designed to enhance the online presence of paulsheeran.ie and channel organic traffic to critical landing pages on their website built on the Magento platform. The primary goal was to bolster their visibility in search engine results, elevate brand recognition, and stimulate meaningful user interactions.

Madcraft’s holistic SEO approach, encompassing keyword research, technical and content optimization, and routine technical health assessments paved the way for noticeable improvements in keyword performance. This was evident in the rise in rankings and increased organic visibility.

Through meticulous reporting, Madcraft provided the client with valuable insights regarding the SEO campaign’s success. Additionally, actionable recommendations were outlined to further optimize the campaign and areas for enhancement were also highlighted.

The Outcome

This collaborative, comprehensive SEO strategy translated into remarkable results for Paul Sheeran, including a 350% increase in keywords securing the top position on Google SERPs within just six months, coupled with a remarkable 200% growth in top 3 visibility.

From an organic visibility perspective, the impressions for our target keywords in Google SERPs grew by 80% over a six month period from April 2023 and the impressions gained by the key campaign landing pages increased by 97% to 1.4 million globally.

As performance improves, the SEO strategy dynamically evolves to encompass additional product categories and services. This strategic expansion ensures that the enhancement in organic visibility seamlessly permeates the entire website, providing a holistic and enduring impact.

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Keyword Research
& Strategy

Keyword research forms the cornerstone of any SEO campaign to select and refine keywords with both Search Engines and user intent in mind.

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Technical On-Site Optimization

Optimization of all website target landing pages to Search Engine standards as well as keyword optimization of technical fields.

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Content
Optimization

Optimization of on-page content around keyword topics. Addition of content and structured data where gaps are identified.

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