Diamonds Factory is a handcrafted diamond jewellery brand that focuses on providing the highest quality at the best prices by cutting the middleman and offering ethically chosen diamonds, with an international presence.
Foreword
The challenge.
Our greatest challenge with Diamonds Factory DE was our approach to keyword research. Keyword research allows us to identify content opportunities, however, the cultural differences between English and German meant we had to pivot our strategy to ensure we identified great opportunities and hit the touchpoints that would work in this market.
Our strategy.
Our strategy was to expand the guides and articles about all types of rings that people usually buy over the different stages of a relationship (particularly engagement and wedding rings), and topics around diamond jewellery gifting and care. Our aim was to boost potential customer attraction, spread brand awareness in Germany, build the E-A-T of the site and external authority. We would do this by increasing the organic visibility of non-brand, informational, educational and inspirational terms.
To do this we created a blog content calendar of 4 relevant blog articles per month targeting mainly research, awareness and post-conversion stages of the marketing funnel. This would support our SEO strategy around the product categories and subcategories both with the highest SEO opportunity and business priority.
We created our SEO blog content strategy based on:
- Diamonds Factory’s product range and most demanded categories and subcategories in Germany (eg. “Partneringe”)
- Product attributes: metals, colours, diamond shapes, precious gems, and more.
- SEO opportunity (total monthly search volume in Germany of keywords and organic competition).
- Relevance to the customer journey.
We focused our efforts on the following keyword clusters to decide the most valuable content pillars and topics:
- Diamond jewellery education, with a particular focus on the aspects to consider when evaluating its quality and value (The “4 Cs”: carat, cut, clarity and colour).
- Ring types for every stage of a relationship, with a particular focus on engagement, wedding and partner rings.
- Jewellery meaning, as an important factor for potential customers to choose the right piece for a gift, proposal or wedding.
- Diamond jewellery cleaning and care expert advice.
- Engagement and wedding inspiration.
“The team at Novos has helped us completely transform our blog & educational content hub traffic since we began working together. They’ve immersed themselves in understanding our business and with that came back extensively researched content strategies and blog article recommendations that not only helped consumers but enhanced conversion opportunities. They’ve been a breath of fresh air to work with.”
Ben Stinson, Head of eCommerce @ Diamonds Factory
The results
Increase in Clicks: 177%
Increase in Impressions: 114%
Increase in SEO Users: 437%
Increase in Organic Sessions: 447%
[Data taken from Google Analytics shows the growth in 2021 vs 2020]
[Data from Sistrix shows a huge growth in visibility of blog only URLs]
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