Diamonds Factory

The Challenge

Gaining a presence in an international market can be tricky, and although Diamonds Factory is an established brand, we needed to push their presence in the German market. 

Initially, the challenge was establishing the key differences between the DE and UK market.  With longer lead times, content preferences, and a relatively young Digital PR industry in Germany, we needed to take this into account and take a creative & data-led approach to our strategy to help yield results. 

We have been working with this client across a number of different domains over several years, however, we had never really cracked the DE market. We spent a significant amount of time immersing ourselves in the German media landscape, to ensure our content was aligned with the target market as well as our strategy.

Our Strategy

We first conducted an opportunity analysis on the website to identify where to build backlinks.

By analysing areas with the most potential for organic growth and ROI.

Our top 2 areas to focus on were: 

• Engagement 
• Gemstones

When planning creative digital PR campaigns, we focused on content related to the specific target pages on the website, making it logical for journalists to link back to them in their coverage. We also ran a link intersect to see which publications and wider niches we needed to target with our PR ideas to ensure we were building links on new domains and hitting any publications identified within the gap analysis.

Over the past year,  we have been building authoritative backlinks to the brand’s site by positioning the brand as industry experts. To do this, we provided unique insights and perspectives on topics related to rings to add relevance and value to our content. 

 We took our initial strategy one step further and went international. As well as targeting well-established German publications, we expanded our reach by creating content that had international scope.  We knew that pivoting our strategy would enable us to target a larger scope of referring domains, maximise the chance of us securing links and achieve impactful SEO results.

The Results

Building links in other countries can be tricky, there are many things to consider, and the biggest one is how the market differs from the UK market. With a smaller pool of journalists and a bigger need for data-led pieces, the German market can be a tough one to crack. 

We surpassed our annual link target by 132% with 49% of links built to target category pages, 8% to campaign landing pages and 40% to the homepage.  

The result? 

We noticed a significant improvement in referring domains, traffic & keywords improvements for our target keywords.

Between November 23 & June 24 we built 12 links to the Engagement Rings PLP, based on these results, the projected return in organic traffic value from just 12 links to this page over the year is estimated at $5,162. This example demonstrates a simple example of ROI for building high-quality backlinks.

After building 12 links to the Engagement rings PLP (Verlobungsringe) we saw some great improvements to key keywords, including: 

• Verlobungsringe up 32 positions to position 15
• Vintage Verlobungsringe up 6 positions and sitting on the first page at position 8

But, what does this look like for the bigger picture? 

The overall backlink profile has seen a 152% increase in unique referring domains pointing to the domain this June compared to November 2023. This success demonstrates how strengthening the backlink profile, with ongoing PR work can enhance results over a sustained period of time. 

We’ve been able to continue improving SEO, with visibility seeing a 101% increase to date in the last year compared to last June.

As of the end of June, 658 keywords are now ranking in positions 1-3 for Diamonds Factory Germany, marking a 152% year-over-year increase from 203.