Cutting a Clearer Path to 788K Search Impressions
For this jewellery retailer, we sharpened branded dominance and started carving out visibility in the wider unique and gift-jewellery searches surrounding it.
About the Client
This client is a UK jewellery retailer known for men’s watches and distinctive, unique pieces — a category where craftsmanship and selection matter as much as price.
Challenge
Branded search was performing well, led by strong men’s watch visibility, but broader discovery terms like “unique jewellery” sat far down the results at position 18.9 — a missed opportunity in a category where a large share of buyers start their search generically, not by brand.
Solution
We optimized the site’s watch and ring category pages around the specific product language buyers use, and began building targeted content around broader discovery terms like “unique jewellery” to capture shoppers earlier in their search — before they know which retailer they want to buy from.
A Branded Foothold, With Room Still to Cut
The client now generates 2.97K clicks from 788K impressions. A branded watch term ranks at position 1.4 and the core brand term at 2.1 — strong branded control that the site is now using as leverage to climb on the broader “unique jewellery” term, still developing at position 18.9.
Live Google Search Console data — last 3 months.
Top Performing Queries
| Keyword | Clicks | Avg Position (Worldwide) |
|---|---|---|
| [Branded term] | 320 | 2.1 |
| [Branded term] – watches for men | 137 | 1.4 |
| unique jewellery | 60 | 18.9 |
| [Branded term] – watch | 34 | 7.1 |
| [Branded term] – rings | 31 | 3.6 |
Branded Strength Is the Starting Point, Not the Ceiling
This client’s men’s watch category is a genuine strength — position 1.4 on a competitive term is not easy to earn, and it’s proof the site’s product pages are well-built and trusted. But a retailer that only wins branded search is only reaching people who already know the name.
“Unique jewellery” represents a different kind of shopper — someone browsing categories, not brands, and comparing retailers on selection alone. Getting that term from page 2 into the top 10 is now the priority, using the same product-page discipline that made the watch category work.
The branded foundation is set. The next chapter is winning the shoppers who haven’t found this retailer yet.
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