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Doriane Bijoux is a jewelry brand founded in 2000 by its designer Doriane. The company makes 925 sterling silver jewelry for women and men. All its products are hand-made in France. Well known in the south of France where it has four flagship stores, Doriane Bijoux also sells jewelry through its website and resellers throughout the country.
Started in 2000 as an offline brand, Doriane Bijoux went digital in 2012. The company gradually grew its organic visibility and was successful in ranking for some long-tail keywords used on their product pages, such as “bracelet argent 925 femme” (925 silver bracelet for women).
While these keywords were relevant and attracted customers who were ready to buy (had a transactional intent), their search volume was insufficient for the thriving online business Doriane Bijoux aspired to be.
To keep growing their sales and brand recognition, the company needed to rank for top-level, high-volume keywords like “bracelet” and “bracelet argent femme” (silver bracelet for women).
Doing so would make a huge difference in traffic while still keeping a desired commercial or transactional search intent of the site visitors:
Doriane Bijoux started its SEO optimization in February 2021. The company’s web marketing manager Carla David divided her strategy into three main steps:
To get a better chance of ranking for the top-level keywords with the category pages, Carla needed to make sure the product pages within that category ranked well. This meant improving the long-tail rankings.
Doriane Bijoux releases new jewelry models almost every week. Before adopting keyword research as a regular practice, the company would give the new products whatever they felt was a fitting name. This definitely didn’t help their SEO.
So the goal was to match each product with a relevant keyword that had a substantial monthly search volume. Carla used Semrush’s Keyword Magic Tool to find the winning keyword combinations.
When picking a keyword, she looked for the best search volume and keyword difficulty combination. She also backtracked the older products and updated their titles and meta descriptions to their SEO-optimized versions.
Another strategy to find great traffic opportunities is to look up what your direct competitors are already ranking for. Carla uncovered competitors’ keywords using the Semrush Keyword Gap tool.
All she needed to do was:
Doriane Bijoux’s link-building process can be divided into two steps:
The number and quality of links leading to a website are some of Google’s ranking factors. Too many spammy links can ruin an otherwise sound SEO strategy, so Carla made sure to bring the domain’s backlink profile in order.
She used the Semrush Backlink Audit tool to detect potentially toxic links coming from suspicious websites:
She checked the flagged domains for quality and relevance, selected the links that looked spammy, and exported the list into a .txt file that can be easily submitted to the Google disavow tool.
Doriane Bijoux had an inspirational competitor who was doing great with its rankings. Carla entered its domain into the Semrush Backlink Analytics tool to see which websites were sending them traffic. She filtered the results by the domain authority score to get a list of desirable websites to request backlinks from.
All of the SEO efforts could come to naught without a fast and sound website. To detect existing problems, Carla ran a Semrush Site Audit. The tool returned a list of numerous errors and warnings, such as:
Carla resolved any content-relating problems and exported a list of technical issues for the developers. Soon after that, the site showed an excellent health score:
She continues running site audits every 2-3 weeks for regular site maintenance.
Doriane Bijoux saw the first result shortly after the start of the SEO campaign back in February 2021. By May 2022, the company achieved:
159% traffic growth
Doriane Bijoux ranks for 1432 relevant keywords on Google’s #1 page (compared to 481 in February 2021). Their portfolio now includes high-volume terms like “bracelet” and “bracelet argent femme” (silver bracelet for women).
35% revenue growth
The new traffic brought in more transaction-ready users and translated in the company’s revenue increase.
Confident growth trend
The company’s regular keyword research and competitor insights provide the winning keyword combinations to new products coming out every week which helps drive new audience to the website. The site audits and link-building activities guarantee that Google continues prioritizing Doriane Bijoux’s domain in search results.