01The challenge
Scintilla Diamonds faced established jewellery competitors, limited brand awareness and a complex catalogue that was not structured effectively for search. Paid advertising was also spending on broad, low-intent keywords. The project needed to connect a lab-grown diamond offer with customers actively researching jewellery and custom rings, while making the path from enquiry to sale more visible.
In ecommerce, shoppers decide in seconds whether a store feels trustworthy enough to buy from. Product discovery, reviews and a smooth path to checkout decide whether traffic becomes revenue.
02Work delivered
The SEO work covered keyword and content architecture, ecommerce catalogue optimisation and educational storytelling about lab-grown diamonds. This addressed both product discovery and the questions customers consider before making a significant jewellery purchase.
Social activity combined visual storytelling, targeted advertising, and influencer or user-generated content. The documented purpose was brand building and relevant traffic, complementing high-intent search rather than replacing it.
Paid campaigns included inventory-feed management, high-intent search targeting and cross-channel conversion tracking. The project record describes a tracking solution built using the client’s existing technology, giving a clearer view of enquiries and sales across channels.
The work rolled out in four stages — built, launched, optimised, ongoing — starting with tracking and site structure, then campaigns, then ongoing optimisation. The full sequence is shown in the execution timeline below.
03The outcome
495% organic traffic growth. 267% growth in keyword rankings in a competitive jewellery market.
The published results panel reports 495% organic traffic growth without a start date, end date or baseline. A separate cost-per-sale comparison is described as year-on-year; it is not used as the period for the traffic result.
See the full breakdown in the outcomes section below.
