447% Organic Traffic Growth for Diamonds Factory DE

Working with Diamond’s Factory DE

Diamond’s Factory is a leading diamond jeweller, known for designing, creating and selling high-quality jewellery across the UK and internationally. Having heard of NOVOS’ extensive experience in producing strategic, results-driven SEO and content marketing strategies, Diamond’s Factory DE approached us seeking an integrated strategy that would enable them to effectively compete with other leaders in their field.

The Challenge

Taking Diamond’s Factories mission to grow their organic visibility into consideration, we quickly identified that initial campaign keyword research would present numerous challenges. This is largely a result of the cultural differences between England and Germany.

With that in mind, our goal was to:

1. Pivot our strategy to identify German-specific opportunities that would achieve the desired results
2. Create a highly targeted blog SEO strategy that focused on in-demand ring categories in Germany
3. Focus our efforts on relevant keyword clusters to identify increasingly valuable content pillars and topics

Our Strategy

We began by expanding existing guides and articles about the ring types purchased at different stages of a relationship (particularly engagement and wedding rings), and topics around diamond jewellery gifting and care. Our aim was to increase potential customer attraction, increase brand awareness in Germany and grow the E-E-A-T of the site and external authority. We achieved this by increasing the organic visibility of non-brand, informational, educational and inspirational terms.

We also created a blog content calendar targeting research, awareness and post-conversion stages of the marketing funnel to support our SEO strategy. This focused on product categories and subcategories both with the highest SEO opportunity and business priority, 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

Further to this, we focused our efforts on the following keyword clusters to identify the highest value 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