Seo strategy

The SEO strategy increases customer engagement for the master jeweler

Queensmith is an award-winning Hatton Garden jeweler, and his team of gemologists and master silversmiths specialize in crafting quality bespoke wedding rings, engagement rings and jewelry.


Based in London’s competitive engagement ring hotspot, Hatton Garden Queensmith jewelers were hit hard by the pandemic when its stores were forced to close.

Covid-19 had an impact on his ability to fulfill orders, and he had to adapt quickly to online consultation, which he had never done before. Queensmith doubled its SEO activity to recoup all losses as the UK went into lockdown.

Our specific objectives were to:

  • Increase organic traffic

  • Recover average monthly leads at ~ 87 per month (after seeing a loss in lead count in March-May)

  • Obtain first page rankings for “Lab-Grown Diamond” terms


Queensmith needed a solid SEO strategy to help her stay visible during the lockdown and to ensure she was in as strong a position as possible when the restrictions eased.

Our strategy aimed to:

  • Identify and rank a variety of trade-driven product search queries so Queensmith is not heavily reliant on search terms that had seen reduced demand due to Covid. To achieve this, we’ve expanded the site architecture to include new landing pages targeted to more specific product queries.

  • Become visible to consumers looking for Queensmith related products outside of the Hatton Garden hyper-local area by feeding their Google My Business page and implementing changes in page optimization and link building .

  • Become the industry thought leader on lab-grown diamonds by creating informative content that educates the reader on the benefits of purchasing a lab-grown diamond.


The results below show when the UK came out of lockdown: June 2020 to December 2020 compared to the previous year.

  • 176.16% increase in organic traffic

  • ~ 146 leads per month, restoring lost lockdown numbers as well as achieving additional leads

  • # 1 Key Terms About Lab-Grown Diamonds

Queensmith Brand Director Sam Nobes said, “We moved from another agency to Impression in early 2020 and they’ve been exceptional from the start. We invited a lot of agencies to make sure we made the right decision, but it was one of the easiest decisions we’ve had to make as a business.

“They are above others in the way they communicate, strategize and implement their work and the results speak for themselves. Highly recommend! “

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