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.
The Strategy
Streamlining Website Structure
Initial analysis of the website revealed that navigation and site structure were impacting both user journey and visibility. This combined with poor keyword targeting resulted in key collections losing valuable visibility both in the SERPs and traffic from on site navigation. To address this 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Removed outdated content and optimised high-potential assets to strengthen the website's overall authority.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
Prior to our collaboration, multiple product pages were competing for the same broad search terms due to the absence of optimised category pages. We redefined category pages and suggested an optimised category structure to ensure focused, effective ranking; allowing relevant pages to perform better in SERPs.
Authority in Lab-Grown Diamonds
We identified lab-grown diamonds as a key opportunity and quickly recognised the competitiveness in this space. We developed a robust topic cluster to establish authority and worked alongside their in-house team to create comprehensive content that fed the funnel at every stage; prioritising their top of funnel presence. We boosted rankings and visibility for high-value commercial terms with strategic internal linking to relevant collection pages at key stages in the journey.
As a result of this focus, the site achieved position 1 rankings across a wealth of high value terms and became an authoritative voice in both featured snippets and newly emerging AI overviews.
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.
We really enjoyed working with Evoluted, we chose them because there is alignment between them and Jessica Flinn, and this was born out in terms of how we worked together. They felt like an extension of our team - they are collaborative and insightful, as well as bringing all the skills and experience that you would expect.
We really benefitted from Evoluted’s strategic approach in everything they did for us, from restructuring our site to creating high-value content. I would highly recommend working with them.
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
Key Results
94% Increase in Organic Traffic to the Jessica Flinn site from 2023 to 2024
105% increase in top 3 keyword rankings across the SERPs
1700+ focus keywords ranking on page 1 of Google
14,00+ organic sessions surpassing our target of a 20% increase
63% increase in organic purchases after 6 months
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.
