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.
Theme Migration Issues
A recent theme change in late 2024 had caused unforeseen technical problems affecting search visibility and crawlability.
Declining Organic Traffic
Organic search traffic was in decline, split at 50% brand searches and 50% non-brand, with no clear growth trajectory.
Low Conversion Rate
Conversion rate was below industry average for the jewellery SEO space, with friction points across the user journey.
Wasted Ad Spend
Google Ads campaigns were generating little more than branded clicks, traffic the site could have captured organically for free.
Our Objectives
Black Finch wanted SEO that worked: a return to growth in organic traffic, and strategies to drive in-store visits, bookings, and online sales. In the first 6 months, we aimed to:
Traffic Growth
Increase organic rankings and clicks with a target of +5% click growth in the first quarter.
Conversion Rate
Improve conversion rate to 0.20 to 0.30%, bringing it in line with jewellery eCommerce benchmarks.
Keyword Positions
Get high-value keywords into the top 3 positions for terms with strong commercial intent.
Local Visibility
Increase local search visibility to drive in-store foot traffic to the Collingwood showroom.
The Rank Haus Strategy
1. Technical SEO Fixes
- Cleaned up redirect chains, error pages, and orphan pages
- Implemented semantic HTML and schema markup
- Fixed broken internal links to 404 pages
2. On-Page Optimisation
- Created and optimised high-intent category pages
- Rewrote on-page content with target keywords
- Built an internal linking map to improve crawl depth
3. Conversion Optimisation
- Installed Microsoft Clarity to track user behaviour
- Customised the Shopify theme with UX and SEO tweaks
- Overhauled category filtering for improved UX
4. Local SEO Push
- Optimised website for relevant local searches
- Optimised Google Business Profile for Melbourne jewellery store
- Implemented a posting schedule for relevance signals
5. Keyword Targeting
- Comprehensive keyword research and competitor analysis
- Created a keyword map prioritising high-volume, high-conversion intent terms
- Targeted “unique engagement rings” (2.1K searches/month)
The Results
In just a few months, we turned Black Finch’s declining search performance into a category-leading position, months ahead of schedule.
Keyword Growth
Dominating Search Positions
- +748 total ranking keywords
- Position 1 keywords increased significantly
- Top 3 and top 10 keywords saw major growth
- #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
Traffic & Clicks
Search Console Performance
Google Search Console (last 3 months vs previous period):
Data from Google Search Console
Local Impact
Driving In-Store Traffic
GBP Interactions
Up from 500 to 630/month to 900 to 950/month following optimisation and a consistent posting schedule.
In-Store Impact
Client reported busier weekends and increased store visits directly attributed to improved local search visibility.
Data from Google Business Profile
Conversions & Revenue
eCommerce Performance
Google Analytics (last 3 months year-on-year):
Organic Conversion Rate
+299% increase year-on-year, exceeding the original 0.20 to 0.30% target.
Product Page Clicks
Bottom-of-funnel clicks to product pages up 343% YoY, driving purchase intent.
Organic Users
Significant growth in organic users, with non-brand traffic leading the increase.
Data from Google Analytics & Merchant Centre
With strong growth in organic non-branded traffic, a decreased conversion rate can sometimes follow, as these users have less purchase intent than those searching for your brand. By increasing bottom-of-funnel clicks to product pages (up 343% YoY), we helped offset this and drive meaningful conversion growth.
The Bottom Line
In just a few months, Rank Haus turned Black Finch’s declining search performance into a category-leading 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 highly relevant and competitive jewellery keywords, positioning them as the go-to jeweller for unique, sustainable engagement rings in Australia.
What People Say About Us
Coralee is without a doubt the best SEO I’ve worked with! She has an amazingly competitive nature that drives her to produce the most optimised content.
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