Zlatarna Dodić is a renowned jewelry brand in Croatia, specializing in exquisite gold, platinum, and diamond pieces. With a rich tradition spanning over 50 years, Zlatarna Dodić combines timeless craftsmanship with modern design to offer a diverse range of jewelry, from engagement rings and wedding rings to personalized creations. Operating through a network of well-established stores in Zagreb, Split, and Plitvice Lakes and a growing online presence, the brand serves a broad customer base, from those seeking elegant gifts to individuals looking for custom-made, high-quality pieces. As a trusted name in the jewelry industry, Zlatarna Dodić enjoys substantial organic visibility, driving significant monthly traffic and maintaining a strong foothold in a competitive market.
Granular Group has been a long-term partner of Zlatarna Dodić, working together for the past 3 years, focusing on maintaining and enhancing their digital strategy. Our work has primarily revolved around fortifying their SEO capabilities, helping the brand perpetuate its growth, and ensuring continued success in a highly competitive landscape.
Client
Zlatarna Dodić
Expertise
Research
Strategy
Implementation
Operations
Year
2022 - Present
Challenges
- Sustaining SEO Momentum: Zlatarna Dodić already had strong brand-driven traffic, leveraging its well-established reputation and customer loyalty. However, when it came to non-branded traffic, the site was not well-positioned for key product categories or high-value, non-branded keywords. This limited their visibility in search results for customers who were not specifically searching for the brand. The main challenge was to enhance their organic presence beyond branded searches, optimizing the website to capture a larger share of the market for competitive jewelry-related keywords, such as engagement rings, gold jewelry, and custom pieces. By expanding its reach in non-branded search terms, Zlatarna Dodić aimed to attract a broader audience and drive sustainable growth.
- Technical SEO Maintenance: The initial challenges we faced included a poorly structured information architecture, which was further complicated by the implementation of multilingual features. Instead of adhering to Google's guidelines for handling multilingual content, URL parameters were used, leading to significant indexing and crawlability issues. The same approach was taken when introducing multiple currencies, particularly during the transition to the Euro, further complicating the site's structure. Additionally, there was a lack of necessary category pages, which hindered both user navigation and search engine visibility. These foundational issues required a comprehensive technical SEO overhaul to optimize the site’s performance and alignment with best practices.
- Balancing Brand and Non-Brand Traffic: Zlatarna Dodić is known for its brand power, and many visitors come through branded search terms. However, to keep growing, we needed to balance this with efforts to increase non-branded traffic. This involved extensive keyword research and targeted content strategies to rank for more generic jewelry and special gifts terms, in addition to branded searches.
- Content Strategy for a Diverse Audience: The content strategy needed to be adaptable to address a wide range of customer profiles, from those familiar with the brand to those exploring jewelry for the first time or seeking the perfect gift. The focus was on balancing educational content with inspirational storytelling to engage users at different stages of their buying journey. By aligning content with various needs and occasions, the strategy aimed to drive both customer engagement and conversions, fostering a deeper connection with the audience.
- Building In-House Team: To drive Zlatarna Dodić’s digital strategy, we assembled a dedicated internal team by recruiting key roles such as a Head of Marketing, Content Strategist, and Social Media Manager. We actively participated in the interview process and onboarding, ensuring new hires aligned with the brand's vision.
Solution
- Comprehensive SEO Strategy
We developed an integrated SEO and content strategy that aligned with Zlatarna Dodić’s business goals, focusing on sustaining their strong brand presence while increasing non-branded traffic. - Technical Optimizations
The first step was to remove all technical barriers to ensure faster and easier content indexing. This included deindexing a large number of duplicate pages that were affecting the site's overall performance. The website’s architecture was streamlined to improve crawlability and indexing, allowing search engines to access key content more efficiently. Additionally, enhancements were made to mobile performance and page speed, ensuring that both users and search engines could seamlessly navigate through the site’s extensive product catalog. These optimizations laid the foundation for better visibility and user engagement. - Content Optimization
Our content efforts were centered around driving conversions, strengthening brand authority, and informing customers through informative content. We ensured that all content, from product pages to blog posts, was optimized for SEO, creating a strategic balance between educational content that informed customers about jewelry care, selection, and trends, and promotional messaging that highlighted Zlatarna Dodić’s unique product offerings. This approach not only enhanced user engagement but also reinforced the brand’s authority in the market, driving both customer trust and conversions. - Proactive Monitoring
he custom SEO monitoring system provided real-time insights into the performance of critical keywords and pages, enabling proactive adjustments that helped Zlatarna Dodić stay competitive and agile in the highly competitive market environment. This system allowed for timely optimizations, ensuring the brand maintained its visibility and adapted quickly to changing trends and search behaviors.
Results
- 470.43% Increase in total organic traffic Y-O-Y (20/21 vs 22/23)
- 2,633.33% Increase in 1-3 position keywords Y-O-Y (20/21 vs 22/23)
