Charles Fish London Case Study

charles 1

Client Overview:

Charles Fish is a renowned jeweller and accessory seller based in London. With a rich heritage dating back to 1830, Charles Fish recently transitioned into the e-commerce space. Their product portfolio includes jewellery from prestigious brands such as Andrew Geoghegan, Engelsrufer, Jersey Pearl, Links of London, Olivia Burton, Shaun Leane, and more. They also offer watches from globally recognized brands, an impressive collection of pre-owned watches, and a range of gifting items. Shipping their products across the UK and internationally, Charles Fish continuously updates their catalogue with special discounted items.


Despite their strong offline reputation, Charles Fish needed help in transforming this goodwill into a robust online presence. They sought to secure a competitive foothold in the e-commerce sector, with particular emphasis on high search rankings for their jewellery and other products, especially for searches originating from London. They also required assistance in optimizing their landing pages to convert incoming traffic. Further, they aimed to achieve significant local search ranking in London and desired prominent Google Local positioning.


Our strategy at Stuart Kerrs began with identifying optimal keywords with high search volumes and conversion propensity. We developed a balanced mix of generic and long-tail keywords.

We undertook a thorough modification of the website to make it more SEO-friendly, optimizing every page. This included technical aspects like ALT tags for images, image compression, metadata for each page, title, header tags, and rich snippet optimization.

Content creation based on selected keywords was a significant part of our strategy. We revamped the website content, including the blog, with rich, engaging, and informative information. We established a content calendar for consistent weekly blog updates and also rewrote product descriptions to include keywords.

Our link-building strategy involved establishing connections with relevant and high-authority websites to enhance organic ranking. We achieved this through keyword-optimized articles, blogs, press releases, and classifieds.

Local SEO was addressed by optimizing the website for local keywords and securing listings on Google Business and Google Maps. We also worked towards generating ample positive client reviews on Google.


The impact of our strategic efforts was immediate. Charles Fish began to observe increased website traffic, with ten keywords ranking on the first page within a few weeks. This led to a 25% increase in traffic inflow within a month. A high Click Through Rate (CTR) for the keywords further contributed to the traffic surge.

We were successful in reducing the bounce rate by 20%, an indicator of our SEO success and the positive impact on client revenue. The number of returning visitors increased by 80%, signifying customer satisfaction with their online experience. Other significant metrics, such as pages per session and time spent on the page, increased considerably, indicating high customer engagement.

Our local SEO strategy was also successful. The site ranked highly for several local keywords, resulting in an increase in inquiries from local clients. Notably, the local traffic from London increased by a whopping 98%.

In summary, our strategic interventions boosted Charles Fish's online sales and revenue, ensuring a high Return on Investment (ROI) for their digital marketing initiatives.

Client Testimonial:

“Working with the team at StuartKerrs has been transformative for our online presence. We've seen dramatic improvements in our search rankings, website traffic, and most crucially, our sales. Our transition into the e-commerce sector has been seamlessly handled, and our online reputation mirrors the strong offline reputation we've built over nearly two centuries. StuartKerrs has not only helped us establish a robust foothold in the highly competitive online market but has also played a pivotal role in increasing our return on digital marketing investment. We couldn't be happier with the results!” – Charles Fish

Are you interested in achieving similar results for your website? Don't hesitate to get in touch!