SUCCESS STORIES

Francesca Jewellery: SEO That Sparkles

 
Francesca is a much-loved Australian jewellery brand with stores in Hobart and Melbourne, founded on the belief that success means nothing unless you're giving back. It pairs beautiful design with an empowering purpose.
 
In October 2018, Hannah and Rachel from Francesca set out to make their jewellery as easy to find online as it is to fall in love with, both online and in store.
francesca jewls
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245%
increase in online sales
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167%
increase in in-store purchases
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72%
increase in organic traffic

The Need

Francesca wanted a website built for mobile first, a well-structured blog and an SEO-friendly foundation. Hannah and Rachel also wanted their digital marketing manager trained to structure content for search.
 
The key objectives:
  • Grow online sales
    • Increase online sales from organic search by 100% in 12 months.
  • Bring more people in store
    • Increase foot traffic to the Melbourne and Hobart stores by 50%.
  • Go mobile first
    • Restructure the website around mobile shoppers.
  • Build skills in-house
    • Train the team to structure content for search.

The Plan

We set out a plan that worked for both the online store and the shops in Hobart and Melbourne.
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Search intent mapping
Map content to what people are searching for, including helpful blog topics.
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Technical SEO
Technical fixes and optimisation across the site, including headings and images.
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Local signals
Update NAP details for citations to attract more walk-in enquiries.
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Google Business Profile
Refresh the listings with clean imagery and correct opening hours to drive foot traffic.

The Execution

The campaign kicked off with an audit and quick fixes, then adapted fast when a new website launched during the busy Christmas period.
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A strong start
Audited the site, disavowed problem backlinks and resolved heading and image issues in the first month.
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A smooth recovery after launch
When the new site went live over Christmas, we set up the right 301 redirects and leaned on Google Business Profile to keep foot traffic flowing.
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Content people were searching for
Search intent mapping shaped blog content around common questions, like the meaning behind each birthstone, bringing in new visitors.

The Challenges Overcome

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A new website at Christmas
A new site launched during the busiest time of year. Correct 301 redirects and a stronger Google Business Profile kept things moving.
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Opening hours that matched reality
The listing showed the stores closing an hour early. Correcting it gave in-store sales a big lift.
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Teaching the team
We trained the digital marketing manager to structure content for search.

The Results

Online sales up 245%: Revenue grew 245%, more than double the original online sales goal.
 
More shoppers in store: In-store purchases grew 167%.
 
Traffic on the rise: Monthly organic sessions grew from 7,040 in October 2018 to 12,084 in August 2019.
 
Page one for "rings": Francesca ranked on the first page for "rings" in Australia, and fifth for "jewelry australia".
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245%
Increase in online sales
rewarded_ads
167%
Increase in in-store purchases
rewarded_ads
72%
Increase in monthly organic sessions

The Conclusion

Francesca Jewellery wanted SEO that would shine online and in store. A mobile-first site, helpful content, strong local listings and a quick recovery after a new website launch delivered.
 
+245% online sales. +167% in-store purchases.
By late 2019, Francesca was on track for a Christmas twice as big as the year before.
Every client has a different need and challenge, and Francesca Jewellery’s journey had bits and pieces from many different aspects. A collection of opportunities turned into a collection of ‘valuable’ results.
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