eCommerce SEO Case Study: Black Finch Jewellery

From Slipping Rankings to Dominating Search, in Just a Few Months.

About Black Finch Jewellery

Black Finch Jewellery is an independent Melbourne jeweller known for its truly unique designs, bespoke pieces, and heirloom redesigns. With a commitment to sustainability, they use recycled gold, ethically sourced sapphires, and gemstones from small-scale mines with minimal environmental impact.

Based in Collingwood, Melbourne, their in-store experience is matched by an eCommerce business selling Australia-wide. They also offer virtual custom services for clients across the country.

The Challenge

When Black Finch came to Rank Haus, their website performance was slipping, and no one could pinpoint why.

  • A recent theme change had been implemented late 2024.

  • Organic search traffic was declining and at 50% brand searches, 50% non-brand.

  • Conversion rate lower than average in the jewellery space.

  • Running Google Ads campaigns that were generating little more than branded clicks (traffic we could get for free).

The team at Black Finch wanted SEO that worked, a return to growth in organic traffic, and strategies to drive in-store visits, bookings, and online sales.

Our Objectives

In the first 6 months, we aimed to:

  • Increase organic rankings and clicks (target +5% click growth).
  • Improve conversion rate to 0.20–0.30%.
  • Get high-value keywords into the top 3 positions.
  • Increase local visibility for in-store traffic.

The Rank Haus Strategy

1. Technical SEO Fixes

  • Cleaned up redirect chains, error pages, and orphan pages.

  • Improved semantic HTML and added schema markup.

  • Fixed broken internal links to 404 pages.

2. On-Page Optimisation

  • Created and optimised high-intent category pages.

  • Rewrote on-page content for category pages with target keywords.

  • Built an internal linking map to improve crawl depth and relevance.

3. Conversion Optimisation

  • Installed Microsoft Clarity to track user behaviour, removing friction points.

  • Customised the Shopify theme with UX & SEO tweaks.

  • Overhauled the category filtering for improved user experience.

4. Local SEO Push

  • Optimised the website for relevant local searches.

  • Optimised the Google Business Profile to target Melbourne jewellery store searches.

  • Implemented a posting schedule to increase relevance signals.

5. Keyword Targeting

  • Comprehensive keyword research and competitor analysis to find the quick wins.

  • Created a keyword map prioritising relevant high-volume, high-conversion intent terms like unique engagement rings (2.1K searches/month).

The Results: in Just a Few Months

%

Increase in website conversion rate.

%

Increase in organic search clicks.

%

Increase in non-brand clicks.

%

Increase in position 1 rankings.

%

Increase in Merchant Centre product clicks.

%

Increase in organic impressions.

Keyword Growth

  • +748 total ranking keywords (now 2,618 keywords).

  • Position 1 keywords increased from 4 → 27.

  • Top 3 keywords increased from 8 → 62.

  • Top 10 keywords increased from 69 → 444.

  • #1 ranking for unique engagement rings (2.1K searches/month).

  • Top 5 rankings for signet ring (9.8K/month) and engagement ring (24K/month).

Data from ahrefs.

black finch keyword ranking growth graph

Traffic & Clicks

Google Search Console (last 3 months vs previous):

  • Total clicks: +104%

  • Impressions: +253%

  • Non-brand clicks: +144%

  • Non-brand impressions: +304%

Data from Google Search Console.

black finch rankings and traffic index graph

Local Impact

  • GBP interactions up from 500–630/month → 900–950/month.

  • Client reported busier weekends and increased store visits.

Data from Google Business Profile.

black finch google business profile interactions

Conversions & Revenue

Google Analytics (last 3 months YoY):

  • Organic users: +82%

  • Organic conversion rate +11%

  • Overall site conversion rate: +299%

With strong growth in organic non branded traffic, a decreased conversion rate tends to follow, as these users have less intent to purchase than those searching for your brand. Increasing our bottom of funnel clicks to product pages (up 343% YoY), has helped increase conversion.

Data from Google Analytics & Merchant Centre.

black finch jewellery product performance
black finch jewellery rankings increase 4 month result
black finch google search console performance

Conclusion

In just a few months, Rank Haus turned Black Finch’s declining search performance into a client winning position, months ahead of schedule.

By focusing on technical fixes, strategic keyword targeting, and local SEO, we didn’t just recover lost visibility, we exceeded expected traffic and conversion rates, driving both eCommerce sales and in-store traffic.

Black Finch now ranks #1 for some highly relevant and competitive jewellery keywords, positioning them as the go-to jeweller for unique, sustainable engagement rings.

Ready to Grow with a Smarter SEO Strategy?

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Let’s talk about where your business is, and how we can take it further. Book a discovery call to see if Rankhaus is the right fit.

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