By Charlotte grew organic revenue 93% by ranking for the category, not just the brand

Where the brand stood

Charlotte Blakeney, who previously worked as a make-up artist, launched By Charlotte in 2012. The brand makes sterling silver, vermeil and 14k gold jewellery with a focus on mindfulness and storytelling, and it already sold well in the Australian boho space.

Two things held it back. Sales and ad returns spiked in sale periods and fell away between them, which made planning hard. And most organic visits came from people who already knew the name. On generic searches like earrings, rings, hoops and necklaces, the brand barely showed up, so shoppers browsing the category never found it.

The search work

On the SEO side we optimised the collection pages, including titles and meta descriptions that carried selling points such as Afterpay to earn more clicks from the results page. Alongside that, an outreach-led link campaign placed coverage with fashion and jewellery editorial sites and pointed that authority back at the collection pages with the most commercial intent.

Search ads were rebuilt at the same time. Seasonal campaigns gave way to an always-on account built on year-round bestsellers, with sale and launch activity layered over the top.

Results across 2019

• Organic revenue rose 93% year on year and organic became the biggest channel by volume.
• By Charlotte climbed into the top three for generic searches such as earrings and necklaces, plus a long list of secondary terms.
• Search ads returned 55:1 and kept that level outside sale periods too. Compared with the old structure, impressions rose 114% and clicks 89.9%.
• A two-week full-funnel paid social push into Christmas produced 300+ conversions and over $60,000 of revenue attributed to it, a 15.7:1 return. Some retargeting ad sets peaked at 49.96:1.

Figures are for calendar 2019, taken from the client's ad platforms and analytics. The SEO gains came from the SEO and link work; the paid figures belong to their own channels.