Lindelli.
How LINDELLI Used SEO to Shine in the Lab-Grown Diamond Market
LINDELLI is a jewellery brand that blends quality, sustainability, and timeless design, crafting exquisite pieces from lab-grown diamonds and recycled metals. Committed to modern values and ethical sourcing, LINDELLI appeals to discerning customers seeking elegant, sustainable jewellery that resonates with their personal style and values.
Entering a highly competitive space, LINDELLI aimed to establish itself in Sydney as a destination for high-quality, sustainable jewellery. Its marketing efforts were focused on increasing brand awareness, building online visibility, and driving in-store traffic to its local Atelier.
As a relatively newcomer to the market, LINDELLI sought to:
- Strengthen its presence in the local Sydney market.
- Position itself as a trusted, ethical alternative to traditional jewellers.
- Increase both online engagement and foot traffic to its Atelier.
- Enhance discoverability through search engines.
Aligning With Consumer Intent
LINDELLI’s strategy was centred on understanding how modern consumers search for and evaluate jewellery brands online. By aligning content and website structure with customer intent, the brand was able to create a strong digital foundation that reflected its core values and offerings.
Enhancing Local Visibility
A key focus was building local brand awareness. This included refining the brand’s online presence to ensure discoverability among audiences seeking sustainable jewellery in the Sydney area. The approach included enhancing business listings and encouraging customer engagement through reviews and content that spoke directly to local interests.
Optimising for Conversion
To support customers at different stages of their buying journey, LINDELLI developed tailored content experiences across its website. These updates improved site usability, helped visitors explore the collection more intuitively, and encouraged conversion through thoughtful, values-aligned messaging.
The evolving nature of online search and increasing competition from major retailers meant that LINDELLI needed to continuously adapt. As consumer interest in lab-grown diamonds grew, so did the expectations around the type and quality of content available online. LINDELLI addressed these shifts by refining its positioning and doubling down on what set the brand apart—its ethical focus and exclusive commitment to lab-grown diamonds.
At the 18-month mark, a review of LINDELLI’s campaign revealed impressive growth compared to six months prior:
- Move and maintain the top 3 positions for high priority non-branded keywords
- 118% growth in impressions, reflecting enhanced visibility and stronger search engine presence.
- 225% increase in keyword indexation, demonstrating further site exposure across a variety of relevant terms
