Jessica Flinn
Jessica Flinn specialises in crafting bespoke engagement rings and fine jewellery, blending timeless artistry with modern design. With a growing consumer base and an increasingly competitive market for lab-grown diamonds and custom pieces, the team approached us at the backend of 2023 to enhance their organic visibility and accelerate growth.
Our partnership focused on addressing foundational SEO challenges whilst creating a robust content strategy to position the brand as a leader in their niche.
Our Brief
Despite organic growth during 2023, limitations in site architecture and content strategy tampered with scalability.
Therefore, our objectives were to:
Increase organic sessions by 20% within six months.
Enhance website visibility for high-value commercial and informational keywords.
Eliminate content cannibalisation to improve rankings for priority collections and products.
Position Jessica Flinn as an authority in lab-grown diamond education.
However, our mission extended beyond technical SEO, as we collaborated as an integrated extension of their team, thus, empowering in-house capabilities and fostering sustainable growth.
Our Strategy
Restructuring for Scalability
Our initial audit highlighted significant barriers to usability and SEO performance, including orphaned pages, disorganised collections, and thin content. To address these, we:
Implemented a new menu structure to improve usability and internal linking, laying the groundwork for better SEO performance.
Introduced new category pages targeting essential keywords, significantly boosting topical relevance and user experience.
Removed outdated content and optimised high-potential assets to strengthen the website's overall authority.
Provided strategic recommendations for a homepage redesign, integrating links to key collections to enhance navigation and search visibility.
Eliminating Content Cannibalisation
Multiple pages were competing for broad search terms such as "moissanite rings” - limiting their ranking potential. By creating optimised, dedicated category pages, we streamlined search intent alignment, enabling the most relevant pages to perform better in search results.
Authority in Lab-Grown Diamonds
Recognising the market opportunity in lab-grown diamonds, we collaborated closely with Jessica Flinn’s team to develop a comprehensive topic cluster. Educational content addressing user queries - such as ‘lab-grown vs moissanite’ - was linked strategically to new collection pages, reinforcing relevance and authority.
Collaborative Content Development
As a true extension of the Jessica Flinn team, we provided detailed content briefs and conducted a training session to empower their in-house team. Together, we developed gemstone guides and various other high-value resources tailored to SEO best practices and user needs.
Our Results
Organic Growth KPIs
33.2k organic sessions vs. 19.1k in 2023 (+74%)
Visibility increased from 4.7% to 10.3%, exceeding our targets
Year-on-Year Results (August 2024 vs. August 2023)
Organic traffic: 10,231 (+94%)
Keywords in top positions:
Top 3: 406 (+105%)
Top 4-10: 634 (+62%)
Commercial Impact
Organic purchases for custom engagement rings increased by 63%.
Lab-grown diamond content now ranks on page 1 for high-value terms, with several featured snippets secured.
