Signet Jewellers is the largest specialty jewellery retailer in the US and UK. Signet’s UK division operates approximately 500 stores primarily under the name brands of H. Samuel and Ernest Jones.
Ernest Jones is the leading upper-middle market jeweller by number of stores, with an average household income target ranging from £30,000–£50,000. It accounted for 8% of Signet’s sales in Fiscal 2013 with sales of £202.8 million and average sales per store of £1.0 million. Ernest Jones operated 193 stores as of February 2, 2013.
H. Samuel is the #1 specialty jewellery brand in the UK by number of stores and targets the middle market, with an average household income target ranging from £15,000–£40,000. It accounted for 10% of Signet’s sales in Fiscal 2013 with sales of £243.4 million and average sales per store of £0.7 million. H. Samuel operated 318 stores as of February 2, 2013.
Signet Ltd came to WMG in 2008 with a fairly modest brief. Alongside their existing agency, we were tasked to work very tactically on 4-5 phrases, using a low monthly budget, and focused solely on the Ernest Jones brand. We saw this as our opportunity to shine.
Within our first year we had increased unbranded organic traffic by 95%.
In 2009, following our success with Ernest Jones, Signet Ltd asked us to manage their H. Samuel account as well.
The challenge for has always been to ensure both brands are the leading jewellers, no matter what.
Bearing in mind the huge changes in the market, and in Google’s search algorithm itself, this has been a huge task, and one which we are proud to say we have achieved and maintained.
What we did
As search evolves, the way that we achieve excellent results for our clients also changes. This has been an exciting challenge for our team, and one which we expect to see become more and more important as time goes on.
For Signet, we have remained focused on traditional SEO while also employing a programme of high profile online PR and effective outreach. So far we have seen national media exposure, as well as fantastic coverage from influential fashion bloggers with a reach that far exceeds any traditional form of advertising.
With a focus on good content, we reviewed both Ernest Jones’ and H. Samuel’s site and saw the need for more promotion on their category pages. We quickly provided content to be used on the category pages throughout both sites.
User experience: We consulted with both H. Samuel and Ernest Jones on several aspects of their site, including restructuring their product pages, adding a faceted navigation which has resulted in a more refined on-site search experience for customers.
We’ve consulted on multiple microsites for both brands. Microsites are effective in streamlining specific search traffic to one destination, allowing users to view exactly what they want in one place whilst still representing the brand (www.hsamuelpersonalgifts.co.uk).
- 42% increase in traffic for Ernest Jones year on year.
- 95% increase in unbranded organic traffic in the first year of the Ernest Jones’s campaign.
- On average there are 20k monthly searches on the term “engagement rings”. In 2008 Ernest Jones was ranking #36 for this term. Today they rank #1.
- Ernest Jones is consistently on page 1 for Engagement rings, Diamonds and Watches.
- 44% increase in traffic year on year achieved for H. Samuel.
- Achieved a strong ‘watches’ presence; position #1 for “mens watches” and #1 “ladies watches”.
- Position #1 for single word phrases like “earrings” & “jewellers”.
- Achieved national coverage in The Mirror online for our watch outreach campaign in 2013.