Delivering a 26.5% increase in organic sessions for family owned Jewelers.

Jon Richard are a Manchester based family-owned jewellers who are this year celebrating 35 years of business. Today they proudly host 124 concessions including 7 in the Republic of Ireland and 18 in the Middle East. Back in 2011 they launched the first time they offered a direct-to-consumer eCommerce proposition. They are also licensed to make jewellery for retail powerhouses Asos, Next and Argos.

They approached The PHA Group to increase the rankings of selected pages for highly competitive jewellery terms. By increasing the rankings, they hoped to increase overall organic traffic and revenue.

During 2022, Jon Richard highlighted several key growth areas for their organic presence. They wanted to improve both visibility for new collections and increase rankings for their core target terms.  Despite having a very large and popular product catalogue spanning a variety of jewellery and accessories, they were struggling to complete with their own resellers. In addition, they struggled to rank for non-branded terms.

Following our appointment they introduced a new collection mood jewellery, huggie and hoop earrings, and vintage bridal jewellery. This would offer us a starting point for driving new organic traffic and revenue.

To begin, our SEO team reviewed and prioritized the list of target pages based on our understanding of the data. This was an amalgamation of the top performing categories and the new additions for 2022. Using our range of enterprise level tools, we were able to identify the most relevant key words to focus on. Prioritising search volume and competitiveness.

In addition to our data focus, we undertook an audit that allowed us to identify and action key technical fixes that were severely impacting rankings. These included duplicate pages and redirect loops.

Once the fixes were being implemented, we carried out monthly audits and ongoing optimisation tactics to chance the relevancy of category and product pages. We worked closely with the Jon Richard team to ensure the changes would go live in a timely manner.

Finally, we worked with the Jon Richard team to create and optimise appropriate content. This was supported by optimising meta tags and correctly implementing internal linking.  This would ensure that the correct keywords could be targeted based on the original gap analytics.

The strategy led to a 78% increase in ranking position for one of the top tier targets ‘wedding earrings.’ Jon Richard was now ranking regularly on page 1 as opposed to page 9 in the Search Engine Results Pages (SERPs). In addition, within a 4-week period we saw a 10.5% increase in ranking keywords that drove a 26.5% increase in Organic sessions.


Organic Growth


increase in non-branded keywords


Increase in new users

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