Charles Fish Case Study

  • Ease of Use
  • Features & Flexibility
  • Support & Resources
  • Pricing

The Client:

Charles Fish a reputed jeweller and accessories seller from London. Established in 1830, they recently ventured into online selling. They sell jewellery from reputed brands including Andrew Geoghegan, Engelsrufer, Jersey Pearl, Links of London, Olivia Burton, Shaun Leane and more.

Their offering include Rings, Earrings, Bracelets, Necklaces, Charms, Jewellery sets, Diamond Jewellery, Men’s Jewellery and Cufflinks.

They also sell watches from renowned brands like Emporio Armani, Henry, Hugo Boss, Michael Kors, Marc Jacobs, Kate Spade, Olivia Burton, Michael Kors and more.

The jeweller has a large collection of pre-owned watches and these are available from their website as well. For gifting purposes, one can pick up items like Vera Wang, Swarovski or Hugo Boss Pens,

They ship their products all over UK and international shipping is also available. Charles Fish also keeps coming up with specially discounted products from time to time.

The Goal:

Charles Fish has a great offline reputation of almost two centuries but they needed to convert this into their online reputation. They wanted to gain foothold in the strongly fought for ecommerce section. They needed top ranks for jewellery and other products, especially for searches from London. This means, they also needed to rank considerably well for local searches in London. Consequently, they needed positive reviews and prominent Google Local positioning.

They also needed help with converting the incoming traffic which means landing page optimisation service was called for.

The Strategy:

Stuart Kerrs started by choosing the right keywords for the client. These keywords had high search volume and also more prone to convert. A proper mix of generic keywords and long tail keywords were chosen.

We then modified the website to make it more SEO friendly. We optimised each page, including technical details like ALT tags for images, image compression, metadata for each page, title, header tags and rich snippet optimisation.

We worked on the content, based on the selected keywords and updated the pages, especially the blog, with rich, engaging and informative information. The content calendar was created and the blog was updated weekly. We also rewrote the product descriptions to insert keywords.
We created links, under a definite linkbuilding plan, from relevant and highly reputed websites to gain organic ranking. We used keyword optimised articles, blogs, press released and classified to achieve this.

For local ranking, we optimised the website for local keywords and also got it listed on Google Business and Google Maps. We ensured that the site receives ample positive reviews on Google from the clients.
The Result:

Our client immediately started to receive more traffic on their website due to these activities. 10 keywords, from the chosen list, started to rank on the first page within a couple of weeks. As a result, the traffic inflow also increased by 25% within a month. The CTR for the keywords were also high which resulted in more traffic. We managed to bring the bounce rate down by 20% which also reflected on the SEO success and the revenue of the client. The returning visitor count went up by 80% which proves that customers loved what they saw. Among other important metrics, pages per session and time on page went up significantly, both of which denote happy and engaged customers.

The same success was seen for Local SEO as well and the site ranked prominently for several local keywords and the client received increasing queries from the local clients. Numerically, the local traffic from London went up by 98%.

Ultimately, the online sales and revenue went up for our client and they noted high ROI for their digital marketing investment.

Want the same magic for your website? Contact Stuartkerrs NOW!

© 2023 All rights reserved