Our strategy was to expand the guides and articles about all types of jewellery that people usually buy over the different stages of a relationship (particularly engagement and wedding), and topics around diamond jewellery gifting and care. Our aim was to boost potential customer attraction, spread brand awareness in India, build the E-E-A-T of the site and external authority. We would do this by increasing the organic visibility of non-brand, informational, educational and inspirational terms.

To do this we created a blog content calendar of 4 relevant blog articles per month targeting mainly research, awareness and post-conversion stages of the marketing funnel. This would support our SEO strategy around the product categories and subcategories both with the highest SEO opportunity and business priority.

We created our SEO blog content strategy based on:

• Kirtilals product range and most demanded categories and subcategories in India.
• Product attributes: metals, colours, diamond shapes, precious gems, and more.
• SEO opportunity (total monthly search volume in India of keywords and organic competition).
• Relevance to the customer journey.

We focused our efforts on the following keyword clusters to decide the most valuable content pillars and topics:

• Diamond jewellery education, with a particular focus on the aspects to consider when evaluating its quality and value (The “4 Cs”: carat, cut, clarity and colour).
• Ring types for every stage of a relationship, with a particular focus on engagement, wedding, and partner rings.
• Jewellery meaning, as an important factor for potential customers to choose the right piece for a gift, proposal or wedding.
• Diamond jewellery cleaning and care expert advice.
• Engagement and wedding inspiration.