ESQUELETO Partners with HawkSEM for SEO Services & Sees Organic Revenue Increase More Than 43%
FINE JEWELRY, ART & HOMEWARES
About the Company
ESQUELETO curates a selection of thoughtfully sourced fine jewelry, home accessories, eye-catching objects, artwork, and more. The store (named after the Spanish word for “skeleton”) was created by Lauren Wolf in Oakland, California in 2011 as a personal jewelry and art studio. Since then, it has blossomed into a beloved shopping destination, both online and in brick-and-mortar form, where shoppers can peruse sustainability-minded, independently-designed, and one-of-a-kind wares.
The Goal
ESQUELETO partnered with the HawkSEM team for help with their website’s search engine optimization efforts.
The Challenge
ESQUELETO didn’t have any content on their key category pages, so they didn’t have high rankings for their target keywords and didn’t generate much quality traffic through organic search. Along with this, product pages also weren’t optimized with title tags and descriptions that included conversion-based keywords (i.e. metal types or diamond cuts). The descriptions were not visible in search results because they were well above the truncation length.
The Solution
Their target market is made up of premium buyers who enjoy edgy and nontraditional pieces handmade by artisans. We came up with an effective strategy that allowed us to achieve our goal of increasing organic traffic and reaching the right audience.
We refreshed their meta titles and descriptions to include the highest-value, transactional keywords at the front.
We cleaned up the product descriptions to make them the proper length.
We optimized website pages with a solid description of the product.
increase in organic revenue YoY
increase in total organic clicks YoY
increase in total organic sessions to product pages YoY
The Impact
This wasn’t your typical “add some content, and we’ll be good to go” situation. We had to be strategic about our approach to make sure we were targeting the right audience, while also making sure our content would improve traffic. In addition to the results above, we also achieved first-page rankings for a number of our target keywords, such as “edgy engagement rings” and “artisan bracelets.”
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