How Black Opal Direct Ranked #1 for ‘Opal Jewelry’ and Grew Organic Transactions 53%
Black Opal Direct is a second generation gem merchant based in Springfield, Missouri, offering one of the widest ranges of bespoke opal jewelry to customers worldwide. Starting as a physical store in 2012 before moving online, the business partnered with OMG in May 2022 to build on already strong SERP positions while maximizing organic visibility.
P#1
For ‘opal jewelry’ keyword in the US
53%
Increase in organic transactions
28%
Increase in organic revenue
Services
Industries
- Retail & E-Commerce
Challenges
- A new website migration that put existing keyword rankings and traffic at risk.
- Technical issues affecting user experience, including broken images, 404 errors and duplicate title tags.
- Limited keyword reach beyond core opal terms in a highly competitive industry.
Our Approach
Maintain and improve strong positions in the SERPs while maximizing organic visibility in the highly competitive opal industry.
Campaign goals:
- Retain keyword rankings and traffic post migration
- Increase organic sessions by 15% within 5 months
- Increase organic revenue by 10% within 5 months
Strategy & Execution
- Ensured a smooth transition to the new website, with benchmarking and comprehensive pre and post migration checks.
- Comprehensive keyword strategy, to guide content creation and planning.
- Highly targeted, high impact link building strategy, aiming to improve site authority.
- Content expansion, adding web content and FAQs to category pages and optimizing blog posts around terms like opal engagement rings, custom opal jewelry and opal types.
- Technical fixes, mapping and 301 redirecting 404 pages and resolving duplicate title tags
Key Results
Organic results within 6 months:
- Increased Organic Transactions by 53% YoY (from 36 to 55)
- Increased Organic Revenue by 28% YoY (from $58.2K to $74.7K)
- Increased Organic Assisted Conversion Value by 92% YoY (from $34.3K to $58.3K)
- Increased Total Site Visits by 10% YoY (from 29.7K to 32.6K)
Biggest keyword movements within 6 months:
- ‘opal jewelry’: from p10 to p1 (SV: 11,000)
- ‘black opal engagement rings’: from p100 to p4 (SV: 1,900)
- ‘opal pendants’: from p100 to p9 (SV: 720)
- ‘opal pendant’: from p100 to p11 (SV: 2,400)
- ‘opal necklaces’: from p100 to p13 (SV: 1,300)
- ‘opal engagement ring’: from p100 to p23 (SV: 18,100)
Authority results since campaign start (May 2022):
- Domain Rating: increased from 0 to 43
- Referring domains: increased from 0 to 533
- Most importantly we increased organic revenue by 28% and organic assisted conversion value by 92% within 6 months, beating both revenue and traffic goals
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