Gemma by WP Diamonds

We created an organic SEO strategy with a focus on site-wide technical and content optimisation.

increase in organic traffic (Jan-Mar YoY)


increase in organic revenue (Jan-Mar YoY)


VERB’s aim was to increase organic traffic and revenue for Gemma by WP Diamonds (WPD). VERB created and executed an organic strategy with specific focus on site-wide technical and content optimisation.


Gemma by WP Diamonds sells pre-owned designer jewellery and luxury watches at a fraction of the retail price. Gemma’s challenge was the high turn over of products on the site meant there was a lot of unique information to each product which needed updating constantly. As such the product collections are a key aspect to increasing SEO value, but these were under optimised. There were clear opportunities to expand the range of products in line with keyword research especially through the website blog, which constituted a significant portion of the website traffic. We identified this as a key opportunity to drive further growth. 




VERB conducted a full site technical audit to identify and prioritise the key technical issues, including the auto-generation of generic product page titles.

We also launched a full keyword opportunity analysis, filling of content gaps and on-page optimisations, each task prioritised across a detailed roadmap.

From here we looked to an internal linking campaign to increase the number of onward journeys throughout the site, for the pages, and content which was seeing the highest volume of sessions. 


Over the 12 months of working together, comparing YoY results for Jan-Mar 2021, the site saw an uplift in organic traffic of 151% and growth of 262% in organic revenue. This came off the back of a 132% increase in the number of YoY purchases.

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