Union Diamond SEO Case Study

Business

www.uniondiamond.com
Union Diamond started out in 2001 as a wholesale diamond merchant, selling high quality diamonds not just to jewelers in the US but also internationally. Their huge success led Union Diamond to open their first flagship showroom in 2002. Since then, the company has come a long way, establishing itself in the global marketplace as a provider of exquisite certified diamonds, along with the best customer support, competitive pricing and the highest quality custom creations.

Union Diamond also offers a 30-day return policy, irrespective of the reason for return. Every single piece of jewelry created by is backed by warranty. Customers can buy jewelry online or from their physical store in Atlanta.

Challenge

Google launched its Penguin update on April 24, 2012, with the aim of identifying websites that were deemed as spamming the search results. With this update, sites that were using black hat techniques and buying links or obtaining them through link networks designed to boost Google rankings, could be identified and penalized.

Following this update, Union Diamond's website started losing traffic at a fast pace and the company was penalized by Google for having bad links. When Union Diamond approached us, they were looking for an SEO firm to improve traffic on their website through improved rankings on search engine results.

They contacted us and briefed us about the problems they were facing after the Penguin update. They wanted us to restore the traffic to their website and remove the bad links. Our team felt confident that we could resolve these issues and help Union Diamond rank higher on search results for the most popular search engines.

Solution

Our first priority was to remove the penalty from the website. Our team of seasoned professionals started working on it immediately. We collected and analyzed all the links built by previous SEO firms. We categorized these links into good and bad links. We then contacted the "bad" websites to remove their links. We also disowned those links using Google Webmaster tools. Google Webmaster allowed us to communicate with Google and helped adjust how Google viewed www.uniondiamond.com and its internal and external links.

Our team of SEO experts and technicians simultaneously started working to increase the visibility of the website online. High link building was started with relevant and trusted websites to increase the relevance and value of the site. We suggested organizing giveaway events to create a buzz and increase audience engagement. We hired expert bloggers to promote the event across various platforms on the internet. The results were overwhelming. Over 50,000 users participated in the giveaway event, making the event a success for us and Union Diamond.

Results

We started getting positive results within just one month of having implemented all the necessary changes to the website and removing bad links. Google removed the penalty after a month and the traffic to the website increased a whopping 500-fold within four months. The website obtained better indexing and higher ranking too. It started showing on first page of Google;s search results for many popular keywords. In fact, 125 out of 217 keywords targeted started appearing on the first page of Google’s search results.