Increasing visibility and search volume for premium brand keywords through a local strategy
The sale of exclusive jewelry is the company’s primary specialty. Improving visibility on Google for competitive search terms related to engagement rings, wedding bands, and diamond jewelry, as well as increasing organic traffic, were the main objectives of the campaign. Reaching customers looking for unique, personalized premium products was crucial to the project’s success.
Exclusive jewelry, including engagement rings, wedding bands, and collections crafted from gold and diamonds—this is what the GoldenRabbit.pl online store offers. Strength, courage, and determination are the values symbolized by its gold and diamond jewelry, reminding customers that anything is possible if they follow their dreams. The brand is characterized by artisanal precision combined with modern design and targets customers seeking unique, personalized products.
Services: SEO, email marketing, support
Industry: jewelry
Market: Polish
RESULTS OF THE COLLABORATION
268%
Increase in the number of keywords
195
Phrases in the TOP 10
73%
Phrases in the TOP 50
PROBLEM AND CHALLENGES
The brand faced a number of challenges related to search engine visibility and the effectiveness of its online activities. Despite an attractive product offering, the lack of a consistent SEO strategy limited results and made it difficult to reach potential customers.
Low visibility in organic search results
Despite offering high-quality products and an attractive selection, the brand’s website had poor visibility on Google for competitive keywords, particularly those related to engagement rings.
Lack of SEO-optimized content
The website lacked appropriately selected keywords, making it difficult to align content with user intent and limiting its SEO potential.
Inconsistent heading and URL structure
The website’s structure had not been optimized according to SEO best practices. Clear headings, a logical page hierarchy, and user-friendly URLs were missing.
Strong competition in the jewelry industry
The highly competitive nature of the jewelry market posed a significant challenge for the brand. Ranking for keywords related to engagement rings and wedding bands was particularly difficult, as these search terms were dominated by major brands.
GOALS AND STRATEGY
Increase organic visibility – Improve the website’s rankings for competitive keywords related to premium jewelry, such as “wedding bands Warsaw,” “engagement rings Warsaw,” and “jeweler Warsaw.”
Increase organic traffic – Attract a greater number of users from search engines through content optimization, website structure improvements, and technical SEO enhancements.
Build the brand’s expert position through the blog – Create valuable, expert content and guides that support customers’ purchasing decisions and strengthen the brand’s image as a leader in the jewelry industry.
Increase keyword coverage – Expand and optimize category content and product descriptions to incorporate relevant keywords, including primary and long-tail search terms.
Improve content quality and consistency – Standardize headings, descriptions, meta tags, and URLs to support indexing and better align with users’ search intent.
ACTIONS TAKEN
Creating valuable content
A content marketing strategy was developed to create content that addresses user queries related to premium jewelry. Valuable articles, buying guides, and blog posts were published to enrich the website, support SEO efforts, and establish the brand’s expert position in the jewelry industry.
Actions Based on Position Monitoring
Strategic decisions and optimization efforts were guided by ranking performance data. For example, if the website’s position for a specific keyword declined, immediate action was taken by updating content, improving the site structure, or publishing new blog posts. Ongoing monitoring also enabled the assessment of campaign effectiveness in the context of seasonal demand fluctuations and evolving jewelry trends.
Optimization of the main menu and categories
Expanding the website’s main menu significantly improved its structure and made it easier for users to access key product categories. At the same time, category pages were optimized with valuable, keyword-rich content, further increasing the website’s visibility in organic search results.
Local optimization – Visibility where customers are searching
SEO efforts focused on increasing visibility for local search queries, including the key phrase “engagement rings Warsaw,” which is highly important in the jewelry industry. A dedicated landing page optimized for this keyword was created, featuring unique content, local link-building elements, and a properly structured heading hierarchy. Product pages were also enhanced with information about in-store purchases, resulting in an increase in the number of customers visiting the Warsaw showroom.
ACHIEVED RESULTS
Since the start of our collaboration and the implementation of the SEO strategy, the Golden Rabbit store has experienced a significant increase in search visibility, particularly among local users. Effective optimization efforts, technical improvements, and content initiatives have contributed to increased interest in the product offering, stable organic traffic growth, and higher sales, especially among customers searching for jewelry in Warsaw.
TOP 10 KEYWORDS
As part of the SEO efforts for Golden Rabbit, special emphasis was placed on improving the rankings of the most important keywords. This resulted in a 195% increase in the number of keywords ranking in the TOP 10. Thanks to an effective optimization strategy, the brand achieved greater visibility in search results, which translated into increased interest in its offerings and higher website traffic.
TOP 50 PHRASES
As part of the SEO activities for Golden Rabbit, particular emphasis was placed on improving the rankings of the most important keywords. These efforts resulted in a 195% increase in the number of keywords ranking in the TOP 10. Additionally, the number of keywords appearing in the TOP 50 search results increased by 73%, from 150 to 260 phrases. This strong growth in Google visibility translated into significantly greater organic reach, increased website traffic, and a higher likelihood of reaching customers interested in premium jewelry.
SUMMARY OF BENEFITS
As part of the SEO efforts for Golden Rabbit, special emphasis was placed on improving the rankings of the most important keywords. These efforts resulted in a 195% increase in the number of keywords ranking in the TOP 10. Additionally, the number of keywords appearing in the TOP 50 search results increased by 73%, from 150 to 260 keywords. This strong growth in Google visibility translated into significantly greater organic reach, increased website traffic, and a higher likelihood of reaching customers interested in premium jewelry. Thanks to a comprehensive SEO strategy, Golden Rabbit experienced a significant increase in visibility, organic traffic, and sales at its Warsaw store. Regular optimization efforts, ongoing blog content development, and local SEO initiatives enabled the brand to strengthen its position in search results and effectively reach customers looking for exclusive jewelry online.
Rankings Jump on Google
Ranking improvement for keywords – The consistent implementation of the SEO strategy for the Golden Rabbit brand resulted in substantial improvements in keyword rankings. Through precise analysis, content optimization, and continuous performance monitoring, many key phrases moved from later pages of search results into the TOP 50 and eventually the TOP 10, significantly increasing the brand’s visibility in Google’s organic search results.
This sharp rise—in some cases by several dozen positions—translated into increased website traffic, higher conversion rates, and a stronger position for Golden Rabbit in the online luxury jewelry market.
Monitoring and selecting key phrases
Keyword selection was based on an analysis of average monthly search volumes from Google Keyword Planner and data from Google Search Console, enabling precise alignment with actual user search behavior. Regular monitoring of rankings and detailed performance analysis allowed for ongoing optimization of the SEO strategy. Keywords were continuously updated, expanded, and refined to maximize visibility and overall campaign effectiveness.
Increase in brand visibility
As a result of our collaboration with Golden Rabbit and the implementation of a comprehensive SEO strategy, the total number of ranking keywords increased by 268%. The execution of a well-planned, multi-stage optimization strategy significantly improved the website’s visibility in organic search results, leading to increased traffic and greater sales potential.
| Keyword | Initial position | Current position | Rank increase | Average number of searches |
|---|---|---|---|---|
| engagement rings Warsaw | 15 | 12 | 3 | 260 |
| rings Warsaw | 17 | 6 | 11 | 160 |
| wedding bands Warsaw | 50 | 16 | 34 | 480 |
| gold earrings Warsaw | 11 | 3 | 8 | 200 |
| wedding ring designer | 15 | 8 | 7 | 110 |
| jewelry store Warsaw | 89 | 20 | 69 | 210 |
| wedding rings Warsaw | 87 | 21 | 66 | 320 |
| earrings Warsaw | 6 | 3 | 3 | 170 |
| bracelet store Warsaw | 9 | 4 | 5 | 200 |
| jewelry Warsaw | 64 | 15 | 49 | 590 |
| jeweler Warsaw | 66 | 20 | 46 | 3,600 |
| jewelry store Warsaw | 80 | 42 | 38 | 260 |
Website administration and customer support
Ongoing administration of the online store included regular updates, the implementation of new features, and ensuring compliance with Google’s guidelines. These activities contributed to improved website performance and greater visibility in search results. Additional measures were also introduced to enhance data security and platform stability, both of which are essential for building customer trust and strengthening the store’s credibility.
To improve communication and increase user engagement, a live chat feature was implemented on the website. This tool enabled rapid responses to customer inquiries, addressed purchasing concerns, and provided support throughout the entire buying journey, resulting in a higher standard of customer service and a better user experience.
Email campaign to boost sales and customer engagement
Email marketing campaigns were tailored to seasonal trends and key occasions such as Valentine’s Day, Women’s Day, and holiday periods. Exclusive discount codes, personalized offers, limited-time promotions, and seasonal sales campaigns were created specifically for subscribers.
Regular newsletter campaigns sent to the store’s customer database ensured effective communication and helped strengthen customer relationships. Comprehensive email campaign management included strategy development, promotional planning, campaign execution, graphic design, and performance optimization.
Key activities included: Developing monthly email marketing strategies and campaign schedules. Creating and implementing discount codes, promotions, and sales campaigns. Sending targeted newsletters to the customer database. Designing campaign banners and optimizing creative assets. Segmenting the customer database to improve targeting and campaign performance.
CLIENT TESTIMONIAL
“Working with the marketing team has yielded tangible results—thanks to precisely planned email campaigns and SEO efforts, our store has gained greater visibility in search engines, and customers can more easily find our jewelry collections.
We particularly appreciate the personalized approach to our premium brand and the understanding of the needs of customers seeking unique products. An additional advantage is the professional technical support and commitment to the development of our website.
The results of this collaboration include not only increased traffic but also a real increase in sales. We recommend them with full confidence.”
The GoldenRabbit.pl Team
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