Case study · GemFind
James & Sons
An Official Rolex Retailer with stores across Chicagoland. It was part of the GemFind SEO program I led from 2020 to 2024.
- Local SEO
- Content
- On-page SEO
- Technical SEO
+531%
estimated organic traffic
Estimated monthly organic visits (Semrush, US) · Oct 2020 – Aug 2024
+531%
Estimated monthly organic traffic
2.2K → 8.4K
Keywords the site ranks for in Google
$32K/mo
Organic traffic value: what the same visits would cost in Google Ads
4 yrs
Timeframe
Starting point
When the work started, the site drew about 2.3K organic visits a month and ranked for about 2.2K keywords.
My role
I led the SEO program at GemFind across a portfolio of 97 jewelry retailer sites, setting the strategy, building the playbook and running the team that delivered it. Products and inventory stayed with the retailer; our work was everything that gets a store found.
The result
Estimated organic traffic grew from about 2.3K to 14.5K visits a month over my time on the account.
Milestones
- Oct 20202.3K/moStart
- Aug 20214.4K/moUp 50% and held
- Feb 20224.7K/moDoubled and held
- Jun 202412.2K/mo5× and held
- Aug 202414.5K/moEnd
What we did
- 01
Local landing pages
Pages built around local and “near me” searches for the store’s city and service area.
- 02
Buying-intent collections
Collection pages targeting what shoppers search before they buy, like engagement rings, lab-grown diamonds and designer brands.
- 03
Blog content
Editorial content for the questions jewelry buyers ask, pulling in traffic that product pages can’t.
- 04
On-page & technical SEO
Titles, headings, internal linking, site speed, crawl fixes and schema.
Traffic figures are Semrush estimates of US organic traffic.
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