The Challenge
Jubilee Diamond is a jewellery brand that describes each of its pieces as a symbol of timeless elegance and fine workmanship.
Technical problems on its website were holding back its visibility and its rankings in search. Large image files slowed the site down, which hurt the user experience and its Core Web Vitals. Web addresses (URLs) with parameters created duplicate content, which weakened link equity, the ranking value that links pass between pages, and confused search engines. The crawl budget was also used poorly, so search engines found it hard to index important pages.
These problems kept Jubilee Diamond off Google’s first page and limited the growth of its organic traffic. Primal found them in a detailed review of the site’s search engine optimisation (SEO), then set out the steps, based on the data, to fix them.
Our Approach
Primal designed an SEO strategy for Jubilee Diamond that focused on technical improvements, the structure of the content and how efficiently search engines could work through the site.
Image compression and next-generation image formats made the site faster. Canonical tags and structured URLs stopped duplicate content. A refined internal linking structure made the site easier to crawl, so search engines found its high-value pages more easily.
Keyword mapping and on-page SEO aimed to establish Jubilee Diamond as a leading authority in its industry and to grow its organic traffic over the long term.
Outcomes Achieved
The work centred on technical fixes. Primal optimised media files, restructured URLs and improved meta tags, so search engines understood the site better. Server-side improvements and caching made pages load faster. In-depth keyword research guided the changes to the content, so it matched what people were searching for.
With both on-page and off-page SEO refined, the site reached the first position for its main keywords. Search visibility grew 119% and organic traffic grew 56%. Within 3 months, 93% of its target keywords reached the top 3 search results.
- 93%Of Target Keywords in the Top 3 Search Results
- 119%Increase in Search Visibility
- 56%Increase in Organic Traffic
Key Insights
- Image compression and next-generation image formats made the site faster after large image files had slowed it down.
- Canonical tags and structured URLs stopped the duplicate content that URLs with parameters had created.
- A refined internal linking structure helped search engines find the site’s high-value pages.
- The site reached the first position for its main keywords, and 93% of its target keywords reached the top 3 within 3 months.
