From Online Obscurity to Dominance: How Robb Digital Transformed FANA’s Search Visibility
Our Client
FANA Jewelry is a family-owned luxury brand established in 1982, renowned for its bridal and fine jewelry collections, including engagement rings, diamond jewelry, and custom design. With a focus on ethically sourced materials and artisanal craftsmanship, FANA caters primarily to high-end retailers (wholesale buyers) while also targeting brides-to-be and engaged couples seeking timeless pieces. In 2023, FANA expanded its physical presence with a flagship store in New York City’s SoHo district, aiming to blend tech-forward retail experiences with art gallery elegance. Despite its industry reputation, FANA’s online visibility lagged behind its market share, necessitating a robust SEO strategy to align its digital footprint with its luxury ethos.
The Challenge
When Robb Digital partnered with FANA in late 2023, the brand faced critical gaps in its SEO performance:
- Limited Keyword Reach: Only 3,701 keywords ranked, with just 71 on Google’s first page and 23 in the top 3 positions.
- Missed Brand Awareness Opportunities: Weak visibility for unbranded searches (e.g., “custom engagement rings,” “ethical diamond jewelry”) hindered connections with end consumers.
- Underutilized Content: Existing blogs and product pages lacked strategic optimization, failing to capitalize on high-intent keywords.
- Competitive Disadvantage: Rivals like Tiffany & Co. and Brilliant Earth dominated search results for core terms, despite FANA’s superior craftsmanship and sustainability initiatives.
Our Solution
Content Optimization & Keyword Expansion
- Product/Style Page Overhaul:
- Reviewed product pages by jewelry category (e.g., “Chunky,” “Cathedral,” “Hidden Halo,” “Milgrain”) to target long-tail keywords like “hidden halo emerald cut engagement ring” and “milgrain wedding ring”.
- Integrated semantically related terms (e.g., “durability of 14K gold,” “solitaire with hidden halo”) to capture niche queries.
- Blog Strategy:
- Developed blogs addressing customer pain points, such as “Understanding Gold Purity: Karats Explained” (ranking #1 for “purity of 14K gold,” which provided the first AI Overview result).
- Leveraged FANA’s sustainability ethos to create authoritative content on ethical sourcing that aligns with search trends.
Technical & Visual SEO Enhancements
- Image Optimization:
- Generated 3,630 keywords with image results (e.g., “art deco engagement ring designs”) by optimizing alt text and ensuring the web firm had compressed media files.
- Secured 278 “Image Pack” rankings—Google’s gallery-style results showcasing FANA’s products visually.
- Local SEO for SoHo Flagship:
- Optimized Google Business Profile with high-quality store images and keyword-rich posts highlighting in-store exclusives (e.g., “custom sketch artist consultations.)
- Update hours regularly with changes based on communication with the retail store’s staff.
Authority Building
- Earned 120 AI Overview results and 3 Knowledge Panel integrations by enhancing E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals through backlinks from industry publications like JCK Magazine and partnerships with shows like Empowered.
The Results
Robb Digital’s strategy drove exponential growth across 13 months:
Additional Milestones:
- Total Monthly Search Volume: In a little over a year the search volume of all tracked terms surged from 1.1 million to 2.48 million, an increase of 124.3%
- AI-Powered Visibility: Achieved 120 AI Overview placements and 3 “People Also Ask” features, positioning FANA as a thought leader.
- Review Rich Snippets: 1,000+ keywords now display FANA’s 4.9-star Google Reviews, boosting click-through rates by 37%.
- Sustainable Traffic Growth: Organic traffic rose 243% YoY, with “ethical jewelry” becoming a top-performing keyword cluster.
Impact: FANA’s digital transformation mirrors its SoHo flagship’s success—bridging artisan legacy with modern innovation. By dominating search results for both wholesale and consumer audiences, Robb Digital has solidified FANA’s position as a leader in ethical luxury jewelry.
SHOUT OUT
“Working with Robb Digital was like adding a master jeweler to our team—they refined our search presence to let our craftsmanship shine.”
– Bobby Jain, CEO, FANA Jewelry
Don’t Envy Their Results, This Could Be You!
If you’re seeking an SEO agency, a local SEO company, or an experienced medical SEO agency, Robb Digital can help you achieve stellar results. Contact us today to transform your online presence!
