Francesca Jewellery is a luxury jeweller with stores in Hobart and Melbourne plus an eCommerce presence. This was one of the earlier accounts that helped me understand the power of combining eCommerce SEO with local, when you nail both, the results compound.
The Problem
The website wasn't mobile-first. The architecture wasn't SEO-friendly. There was no blog strategy. And then, right before peak Christmas season, the client launched a website migration. The kind of timing that gives SEOs nightmares.
What We Built
- Mobile-first website redesign with SEO-friendly architecture
- Search intent mapping based on actual customer queries
- Google Business Profile optimisation for both physical locations
- NAP citation cleanup across the web
- 301 redirect strategy to recover from the migration without losing rankings
- Blog development with structured content targeting jewellery purchase intent queries
The Results
- 245% increase in online sales
- 167% increase in in-store purchases
- 171% increase in online traffic
Francesca proved something I've seen over and over: when you bridge the gap between online visibility and physical foot traffic through local SEO, the revenue impact is exponential. Both channels feed each other.
