David M Robinson is recognised as one of the finest jewellers in Britain. With a heritage spanning over 50 years, the brand is an official retail partner of world-renowned Swiss watchmakers including Rolex, Patek Philippe, IWC Schaffhausen, and Omega. Their showrooms in London, Liverpool, Manchester and Altrincham attract customers seeking luxury watches, fine jewellery, bespoke pieces and exceptional client service.
As a retailer operating in the ultra-competitive luxury goods market, where search intent is high-value and customer expectations are exceptionally refined, visibility in organic search represents a significant commercial opportunity.
Challenge
While DMR enjoyed a strong brand reputation and consistent performance from paid campaigns in both search and social, they were missing out on organic search opportunities. The brand had limited visibility for non-branded search terms, meaning they were overly reliant on paid media during a period where competition in the luxury watch and jewellery space was intensifying.
Key challenges included:
- Low organic visibility for high-intent, non-brand keywords such as “luxury watches”, “diamond engagement rings”, and brand-specific product ranges
- Under-optimised category and product pages, limiting relevance to search engines
- A lack of dedicated landing pages targeting growing search demand for specific models and collections
- Technical issues and missing page elements that reduced the site’s ranking potential
The objective was clear: increase visibility, traffic and conversions from Organic Search, turning SEO into a meaningful revenue-driving channel within the wider marketing mix.
Solution
We developed a tailored SEO strategy designed to strengthen DMR’s presence in search results, improve relevance, and increase online enquiries and sales. The strategy combined content enhancements, on-site optimisation, and technical fixes to maximise organic performance.
1. Strengthening keyword relevance and on-page optimisation
We made targeted improvements across the website to better align with search intent:
- Updated title tags and H1 headings to more effectively target core keywords
- Introduced H1 tags on key category pages where they were missing
- Created compelling, SEO-friendly meta descriptions to improve click-through rates
These changes helped search engines better understand the purpose and hierarchy of the website.
2. Comprehensive content audit and expansion
We conducted a full content audit to identify thin, outdated, or underperforming pages. This allowed us to:
- Improve existing content to increase topical relevance
- Create new pages targeting high-value keywords and product categories
- Ensure product and category pages reflected both user needs and search demand
This expanded the brand’s footprint across the luxury watch and jewellery search landscape.
3. Resolving technical issues to maximise crawl efficiency
Technical fixes were implemented to ensure the site was fully accessible and indexable:
- Improving internal linking
- Fixing crawl errors and on-site inconsistencies
- Enhancing site structure to ensure key pages received maximum SEO value
This provided search engines with a stronger technical foundation to rank the site more competitively.
Results
The combined impact of these optimisations delivered significant commercial improvements across visibility, traffic and conversions.
27% Year-on-Year Increase in Organic Traffic
Greater visibility for key product categories led to more qualified users discovering the brand—driving both brand exposure and online enquiries.
77% Increase in Keywords Ranking in the Top 10
DMR now ranks for significantly more high-value terms within the top positions of Google’s search results, increasing market visibility and customer acquisition.
35% Increase in Conversions from Organic Search
With improved content, better targeting and greater visibility, organic search became a far more profitable channel—contributing directly to increased sales.
Client Testimonial
“Since we’ve started working with Epic New Media, we have seen our organic search rankings and traffic increase for our key business areas. Epic has effectively communicated and implemented their strategy and have felt like our extended digital marketing department.”
– Jamie McFadden, Press and Content Manager at David M Robinson