Van Drake Jewelers – How Strategic SEO Drove 25x More Traffic in 18 months
Client Overview
Business Name: Van Drake Jewelers
Location: West St. Paul, Minnesota
Industry: Jewelry Retail – Custom Jewelry, Jewelry Repair, Fine & Fashion Jewelry, Lab-Grown Diamonds
Van Drake Jewelers is a trusted local jeweler in West St. Paul, MN, offering quality custom designs, expert jewelry repair, fine jewelry, and lab-grown diamond options. While their craftsmanship and customer service were already top-notch, their online presence in early 2024 was minimal—making it difficult for new customers to find them through search engines.
The Challenge
When Van Drake Jewelers partnered with Jewelry Store Marketers in early 2024, their website had very limited visibility:
- Only ~100 total keywords indexed on Google.
- Just 2 keywords ranked in the #1 position—their brand name (“Van Drake”) and a location variation (“Van Drake Jewelers Minnesota MN”).
- Only 10 keywords ranking on the first page of Google results.
- Monthly website traffic was low—averaging just 120 to 180 visits.
- The client knew they couldn’t compete for ultra-competitive search terms like “engagement rings” or “wedding bands” in a major metropolitan market.
Van Drake Jewelers needed a strategy tailored to their strengths and their market—something that could position them for sustainable growth without going head-to-head against big national competitors.
The Strategy
We started with a comprehensive SEO plan focused on realistic, high-value keywords and consistent optimization. Our strategy included:
1. Keyword Research & Targeting
We collaborated closely with the client to select the most relevant and profitable keywords based on their offerings and market potential. We focused on:
- Primary Keywords: custom jewelry, jewelry repair service, lab-grown diamonds, fine jewelry, fashion jewelry
- Supporting Keywords: related service and location-based search terms to capture nearby customers
2. Website Optimization
- Fixed site errors that were preventing better rankings.
- Optimized existing pages for chosen target keywords.
- Created new, dedicated service pages for high-priority keywords.
- Improved Shopify site speed for better user experience and search engine performance.
3. Content Development
- Published blog articles supporting target keywords.
- Answered common customer questions to capture search intent.
- Created educational and service-oriented content to establish trust.
4. Google Business Profile (GBP) Optimization
- Updated the GBP with keyword-rich descriptions and services.
- Posted regular updates highlighting offers, services, and educational content.
- Added Q&A entries to address common customer inquiries.
5. Link Building & Citations
- Built inbound links from relevant local and industry-related sources.
- Created consistent business citations across online directories.
6. Reputation Building
- Encouraged happy customers to leave Google reviews.
- Achieved +220 Google reviews since the start of the campaign—helping boost credibility and local SEO rankings.
The Results
After less than a year of consistent SEO and optimization:
- Indexed Keywords: Grew from ~100 to 1,000+
- First Page Rankings: Increased from 10 keywords to ~500 keywords on page one of Google
- #1 Rankings: Expanded far beyond branded searches to include local service keywords
- Website Traffic: Jumped from 120–180 monthly visits to nearly 3,000 monthly visits—a 25x increase in organic traffic
- Local Reputation: Over 220 positive Google reviews boosting trust and conversions
Traffic Growth Snapshot
| Metric | Early 2024 | Mid-2025 |
| Indexed Keywords | ~100 | 1,000+ |
| Page One Keywords | 10 | ~500 |
| Monthly Visits | 120–180 | ~3,000 |
| Google Reviews | 460 | 688 |
Why This Worked
Van Drake Jewelers’ success wasn’t built on a single SEO tactic—it came from a consistent, all-inclusive SEO approach:
- Choosing realistic keywords they could win.
- Creating content that directly served customer needs.
- Optimizing both on-site and off-site factors.
- Actively building local authority through reviews and citations.
- Keeping a steady schedule of SEO activity over time.
What This Means for Jewelry Stores
This case study is proof that SEO works best when it’s strategic, consistent, and tailored to your business reality.
Even if you’re in a competitive market, you can still dominate search results for valuable, high-intent keywords that attract ready-to-buy customers. The result? More traffic, more calls, more foot traffic, and more sales.
Partner With Jewelry Store Marketers
If your jewelry store wants to see results like Van Drake Jewelers—whether that’s more local visibility, higher search rankings, or increased customer traffic—our team is ready to make it happen.
We specialize in helping jewelry businesses succeed online through:
- SEO & Local SEO
- Website Development
- Google Business Profile Optimization
- Content Creation & Blogging
- Social Media Management
- Paid Advertising Campaigns
📞 Contact us today to start your own SEO success story.
January 2024
