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How Wilson Diamonds Boosts Traffic and Conversions

Wilson Diamonds wanted to be able to reach any individual or couple in need of diamond jewelry. We implemented a full SEO campaign, boosting their organic rankings and traffic to their site.
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Improvement in Page Ranking
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Increase in Organic Conversions

Meet the Business

Bringing happy couples together for over 50 years now, Wilson Diamonds delivers high quality jewelry at the best price. They have a friendly team that strives to be helpful, not pushy. They have a ring for every budget; unbeatable value is always the Wilson Diamonds goal.

Marketing Goals

Wilson Diamonds has been client of ours since 2012 (over 13 years!) and in that time, their online presence has grown substantially. It goes without saying, but in the 10+ years that we have been woking together, the digital landscape has changed dramatically. Staying on top of trending keywords and identifying search terms that would best serve them has been a big focus over the years. Regardless of these changes, ranking at the top of Google search results is, of course, still the goal.

The Challenge

Anyone who’s ever looked into the Utah jewelry market knows it’s fiercely competitive—especially when it comes to engagement rings and custom diamond pieces. With countless local and national retailers fighting for online visibility, getting noticed is no small feat. Since the first page of Google (let’s be honest, the only page people pay attention to) only shows a limited number of results, it was absolutely critical for us to get Wilson Diamonds’ website ranking there. In a space where every click matters, earning a top spot in search results was both a challenge and a necessity.

Here’s a look at how competitive some of their main keywords are:

Keyword Analysis of Engagement rings utah

Our Approach

In-Depth SEO Audit

We started by conducting a comprehensive audit to identify areas for growth, there is always something to improve to boost organic traffic. Since many of their main keywords were competitive, we wanted to supplement by also going after smaller, but less competitive keywords as well. Specifically, localized keywords that include the need for custom engagement rings.

Content Expansion

Considering a vast amount of jewelry options, we decided that we start optimizing each page for each ring type, jewelry size, and style, we then build specific pages for each of these variables. This was a long-term strategy, designed to maximize the number of keywords we would be able to effectively target by having a larger amount of pages to lead generate leads for each keyword.

Monthly Keyword Research

Trends always change no matter the service. We make sure that the keywords that matter are being targeting by checking in on keywords that are likely to gain attention on google. Some keywords are concrete, in those cases we make sure that we have the best page possible to serve potential customers looking for what they need.

Link-Building Strategy

We implemented a link-building plan to boost the authority of new pages, helping them climb in search engine rankings and attract more qualified traffic. Each month, we built new links to the new pages we were building, as well as additional links to our main target pages.

Our focused approach resulted in measurable increases across the board, illustrating the effectiveness of combining technical SEO, content optimization, and link-building strategies to drive meaningful growth.

Our Results

Wilson Diamonds has been a long-time client, with us since 2012, and we still find ways to grow their account year by year. Their online presence has reached a whole new level — check out these numbers from the past 2 years alone (and this is after 13+ years of working together!)

  • 26% Increase in Organic Website Visitors YOY 
    2023: 23,462 | 2024: 29,603
  • 910K -> 1.3M Impressions in the Last 6
    Q3-Q4 2024: 910,000 | Q1-Q2 2025: 1,300,000
  • 182% Increase in Organic Conversions in Recent Months
    1st 2-Month range: 2,357 | 2nd 2-Month Range: 6,388

These results illustrate how combining technical SEO, content optimization, and strategic link-building can significantly impact website traffic, engagement, and conversions.

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