How we’d grow JewelBox (eCommerce store) with SEO

In this newsletter episode, I will create an SEO strategy and action plan for an eCommerce website called— JewelBox, a lab-grown diamond jewellery brand.

Here’s what’s covered in this guide:

• Background of the website and business model
• The current state of the SEO
• Finding easy SEO wins
• Planning content strategy
• Content scale opportunities

Disclaimer: I am not associated with the JewelBox company. This SEO strategy roadmap is created just for educational purposes.

Find all our previous SEO case studies →

Background of the website and business model

JewelBox has been featured in SharkTank India 2024 which helped them gain a lot of social attention. They manufacture lab-grown diamonds and mostly sell their products from online and offline stores.

The current state of the SEO

The website gets almost ~47K organic visitors every month, which is a good number for a high-price ecommerce store.

• Number of indexed pages: ~1,830 
• Site authority: 12
• Site traffic: 46.9K

The key advantage they have is high brand value. Because of the SharkTank popularity, people relate their brand directly with lab-grown diamonds— as previously we didn’t have any brand name that we can think of for lab-grown diamonds.

This is one of the reasons (along with good brand story links) that this website is ranking for some high search volume and broad keywords.

Finding easy SEO wins

Let’s start with finding easy SEO win opportunities for this online store.

For ecommerce sites, the key pillars of SEO growth are:

• Category pages
• Product pages

The reason is in most of the product related queries, category pages rank in the top results instead of blog articles and product pages.

Easy-SEO wins #1. Lack of category page optimization

The category pages lack the following elements to get higher ranking:

• Meta titles are not optimized for SEO and CTR purposes

Here’s an example:

This is still better than many under-optimized online stores.

However, the titles can be improved by making them more clickworthy.

Here’s a template I try to use to optimize meta title:

• Heading tags (No H1 and H2 tags)

• Unique page content that improves page relevance and include internal links

Here’s a simple content template Jewelbox can use for their primary category pages:

– Category page introduction

– Types of {product category} diamonds

– Describe each type or subcategory using H3s

– FAQs regarding users’ queries regarding lab-grown diamonds

– Pricing table linking to all sub-catgeory pages

Here’s an example of using pricing table on catgeory/sub-catgeory page content:

Easy-SEO win #2. Targeting long-tail keywords with sub-category pages

Currently, the category and sub-category pages are quite broad in terms of keyword targeting.

Here are secondary category pages under bracelets:

They can easily target long-tail keywords (low search volume, high buying intent) such as:

• Tennis diamond bracelet
• Diamond bracelets for men/women
• Diamond bracelets with pearl
• And so on…

This way they can find many more long-tail page ideas for all of their product categories.

Easy-SEO win #3. Fixing UI/UX and navigation structure

Based on the quick observation, I found some areas where JewelBox can easily make changes. This includes:

• Lack of social proof in category pages (include more trust badges)
• Poor blog UI/UX (No CTA inclusions, font size/colour, sidebar CTA missing)
• Product page copywriting (include more illustrations, copywriting elements, product features, and USPs)
• Header and footer optimization (High  focus on highlighting high revenue generating products/categories)

Planning content strategy

I dont prefer any step by step process for content strategy building, as every site is different and their business verticals.

In this case, I’d approach the keyword research in these ways:

• Audience research
• Keyword research and grouping

Phase 1: Audience research

A simple way to know what pain points, doubts, questions, concerns your audience have is by looking at the questions posted online. Here’s how to execute this process:

1. Go to Quora.com and search your topic (in this case, lab grown diamonds or artificial diamonds)
2. Select questions published recently
3. Extract questions and URLs from Quora (use Chrome extensions like scraper)
4. Export these questions and URLs into a G sheet
5. Map each question to a keyword theme — each question is an opportunity to find real challenge or knowledge gap within the niche.
6. You can repeat this process for Reddit and any other forums as well.

💡 After digging into this niche and from my understanding I found that people are concerned about the quality of lab grown diamonds— this is why many questions shows fear of buying or deep concerns about the product.

For example: Are lab grown diamonds to be as valuable as natural diamonds? 

Other questions:

Watch my video tutorial on this topic: Improve Your SEO With This Audience Research Strategy (Live Example)

No matter what SEO tool you use, you will never discover the actual pain points if you see keyword as only a traffic opportunity.

Therefore always check what questions your audience ask related to your product niche.

Action items: Build a knowledge hub about educating buyers why artificial diamond is as valuable as natural diamond.

Phase 2: Keyword research and grouping

I am not going deep into how to create a keyword list as there are many useful resources available.

You can simply either of the ways to create your keyword list:

1. Competitors keyword analysis
2. Start with seed keywords
3. Check keyword gap

Once you have the keyword list, ensure to add two new columns such as:

• Business relevance (high/med/low)
• Ranking difficulty (high/med/low)

You need to manually enter these details to all of your keyword list (or you may ask AI tools to group keywords by business relevance).

Then use keyword clustering tools like KeywordInsights to group them by SERP results (basically knowing whether you need to create multiple pages for a set of keywords or you can target multiple keywords with one page).

Scale content efforts with templates

Whenever we start our SEO work for clients, we always try to find keyword opportunities where we can scale using the same content templates.

In this case, we found a couple of keyword opportunities such as:

• {X} carat Lab grown diamond price in {location}
• Diamond rate in {location}

Now, they can create dedicated pages for these search queries for hundreds of cities and regions in India. And all they need to do is follow this process:

1. Create a content template to set what headings to cover, design of the page, and instruction for writer
2. Writers will keep creating pages for all location
3. Publish them

You don’t need to create a content brief manually for each page— it’s an easier way to scale your content and SEO results.

💡 Why this is important for Jewelbox:

These keywords are related to diamond (not clearly related to lab grown diamond). This is why by ranking for these pages, they can educate information about their products and make users product aware.

TL;DRAnswer

Task	Priority	Effort
Optimize meta titles for SEO and CTR on category pages	High	Medium
Add heading tags (H1, H2) to category pages	High	Low
Create unique page content for category pages	High	High
Identify long-tail keyword opportunities for sub-category pages	High	Medium
Create sub-category pages for each long-tail keyword	High	High
Optimize meta titles, descriptions, and content for sub-category pages	High	Medium
Scale content efforts with templates:- {X} carat Lab grown diamond price in {location}- Diamond rate in {location}	High	Medium
Enhance UI/UX and copywriting for category and product pages	Medium	Medium
Include internal links on category pages	Medium	Low
Add social proof elements like trust badges on category pages	Medium	Low
Improve product page copy with more illustrations and USPs	Medium	High
Optimize header and footer to highlight high-revenue categories	Low	Low
Build a knowledge hub educating buyers on lab-grown diamonds	High	High

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That’s all.