Technology Jewellers SEO

SEO strategy increases customer engagement for master jeweler



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August 13, 2021 | 3 min read

Queensmith is an award-winning Hatton Garden jewelers, and its team of gemologists and master goldsmiths specialize in the crafting of bespoke wedding rings, engagement rings and fine jewelry.

Impression share their results working with master jeweller Queensmith to increase their traffic.

Impression shares its results working with master jeweler Queensmith to increase its traffic


Based in the competitive engagement ring hot spot in London, Hatton Garden jewelers Queensmith was hit severely by the pandemic when its stores were forced to close.

Covid-19 impacted its ability to fulfill orders, and it had to quickly adapt to consulting online, something it had never done before. Queensmith doubled down on SEO activity to recoup any losses as the UK went into lockdown.

Our specific objectives were to:

  • Increase organic traffic

  • Recover average monthly leads back to ~87 per month (after seeing a loss in the number of leads during March-May)

  • Achieve first-page rankings for ‘Lab-Grown Diamond’ terms


Queensmith needed a solid SEO strategy to help it remain visible during the lockdown period and to ensure it was in as strong a position as possible when restrictions eased.

Our strategy set out to:

  • Identify and rank for a variety of commercially-focused product search queries so that Queensmith was not heavily reliant on search terms that had seen reduced demand due to Covid. To achieve this, we expanded the site architecture to include new landing pages targeted to more specific product queries.

  • Become visible to consumers searching for Queensmith-related products outside of the hyper-local Hatton Garden area by nurturing its Google My Business page and implementing changes to on-page optimization and link building.

  • Become the industry thought leader on the lab-grown diamond product by creating informative content that educates the reader on the benefits of purchasing a lab-grown diamond.


The below results look at when the UK came out of lockdown: June 2020 to December 2020 v the previous year.

  • 176.16% increase in organic traffic

  • ~146 leads per month, restoring numbers lost from lockdown as well as achieving additional leads

  • No. 1 for lab-grown diamond key terms

Queensmith’s brand director Sam Nobes said: “We moved over to Impression from another agency in early 2020 and they have been outstanding from the offset. We invited numerous agencies to make sure we were making the right decision, but it was one of the easiest decisions we’ve had to make as a business.

“They are a cut above the rest in the way they communicate, strategize and implement their work and the results speak for themselves. Highly recommend!”

Technology Jewellers SEO

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