David M Robinson Case Study

David M Robinson is recognised amongst the finest jewellers in Britain and an official retail partner of Swiss brands such as Rolex, Patek Philippe, IWC Schaffhausen and Omega. They have showrooms across the country including Canary Wharf, Manchester, Liverpool and Altrincham.

Overview

The top line objective for the campaign was and is to generate inbound enquiries that originate, terminate or are influenced by organic search as an additional channel within the overall marketing mix, paid campaigns in search and social were ongoing however DMR was leaving opportunities on the table as they did not rank organically for any non-brand related search terms. We set out to increase visibility and traffic within search engines, in particular, the Google organic index for target keywords in the luxury watch and high-end jewellery market.

Results

– Year-on-year Organic Traffic Up by 27%
– Number of Top 20 Keyword Rankings Up by 111%
– Number of Top 10 Keyword Rankings Up by 77%
– Gained top 10 ranking for a keyword that receives 250k searches per month
– Monthly goal completions up by 35%

How We Did It

– Updated title and h1 tags to target keywords more effectively
– Introduced h1 tags on category pages to improve on-site relevancy
– Produced new meta descriptions
– Carried out a content audit to identify areas that require improvement
– Created new pages to further improve keyword rankings
– Increased Domain Authority by building backlinks
– Resolved on-site technical issues

“Since we’ve started working with Epic New Media, we have seen our organic search rankings and traffic increase for our key business areas. Epic has effectively communicated and implemented their strategy and have felt like our extended digital marketing department.” – Jamie McFadden, Press and Content Manager at David M Robinson