SEO Optimization for Magnificent Antwerp Diamonds (European Diamond & Gemstone Trading company)

Working Process

MAD operates in a competitive niche, focusing on the keywords with strong commercial intent. 

RocketScience had to carefully craft SEO strategy to make sure we can hit the set targets, without changing the structure of the website, which had both informational and commercial content.

Steps

Considering these factors, we crafted a multilateral strategy:

1. Core website pages optimization (strengthened titles, meta descriptions, and on-page content for the client’s most important pages);
2. High-quality backlink profile building;
3. Technical problems on the website fixing; 
4. Improve Google trust and authority (implemented strategies to increase the site’s trustworthiness in Google’s eyes).

We presented the client with two SEO promotion strategies: Basic and Ambitious. The Basic option caters to smaller budgets and prioritises gradual growth, while the Ambitious option prioritises rapid growth with a larger budget allocation.

Each SEO strategy we develop addresses core challenges specific to the client, such as competition from industry leaders, technical issues, or lack of backlinks.

Although MAD’s website was relatively new, we effectively navigated several difficulties.

Our website analysis revealed several key areas for improvement:

• Most website pages generated minimal organic traffic;
• Target keyword rankings haven’t improved over the past year;
• The website wasn’t capturing leads or generating online sales, indicating a missed opportunity for lead generation;
• Key commercial pages lacked sufficient relevance to target keywords;
• The website’s backlink profile was underdeveloped, lacking backlinks from high-authority sites that can boost search engine trust;
• Certain pages loaded slowly, creating a negative user experience.

We developed a custom strategy to create a framework that would be loved by both Google and users.

Technical Optimization

During the first stage of our SEO project, we focused on technical optimization of the website, which entailed: 

• Removing irrelevant and outdated external and internal links;
• Correction of meta tags on key commercial pages in order to increase their relevance;
• Adding curated content to main landing pages to broaden their semantic coverage;
• Improving internal linking and website navigation by adding strategic links connecting informational and commercial sections for a better user journey;
• Optimising images;
• Optimising page load time.

Content 

Our next stage focused on expanding the website’s semantic core, the foundation for attracting organic traffic. Through competitor analysis, we developed a comprehensive content plan spanning 9 months. 

The content plan prioritised keywords with low competition levels but significant search volume, ensuring the potential to attract new organic traffic.

Beyond commercial queries, we incorporated informational queries into the semantic core. These queries, often related to commercial ones, served as valuable entry points to guide users towards the online diamond and gemstone store.

Link Building

Given the niche’s competitive landscape dominated by established brands and powerful affiliate marketing websites, we proposed a link building strategy utilising crowdlinks and guest posts.

• Crowdlinks are mentions of the client’s website on relevant platforms like forums, thematic communities, and article comments.
• Guest posts are placements for informative articles within relevant media outlets and blogs.

Links were strategically placed on both the main page and key commercial pages. For each link, our specialists selected the anchor text and the platform to ensure maximum relevance and impact. We incorporated a mix of brand-focused anchors and various combinations of relevant keywords to create a natural and diverse anchor list.

Link Quality Standards:

• High Donor Page Relevance;
• Active Audience;
• High-Quality Content;
• Strong Domain Authority;
• Target Geographic Location.

As a result, the final anchor list included a balanced mix of branded links, relevant commercial keywords, and natural variations to create a trustworthy and natural backlink profile.

Results

MAD’s organic traffic experienced over 450% growth during our project. The client also indicated that they started receiving requests for their services from the US, which was not the case previously.