How Strategic Content Turned a Jewelry Brands Dormant Blog Into a 12K+ Monthly Visitor Channel

Our collaboration with Zlatarna Dodić began with a clear objective: to transform their blog from a dormant page into a scalable asset that attracts and converts visitors into customers. By defining the KPIs we wanted to achieve and working together with their team on establishing a sustainable process, the client achieved huge growth in the organic channel.

Before even talking about what the blog was going to be about, we conducted a thorough competitor analysis to see how our competitors are using their blogs, what topics they are talking about, and where the clear gaps in their content are that we could capitalize on to get the initial results fast. Besides our competitors, we ran an in-depth analysis of potential keywords that would aid us in creating content for various stages of the customer journey and allow us to create a content strategy that would last and bring results for years to come.

With market insights and a broad list of keywords and topic clusters in place, we structured an initial content calendar that focused on the most important topics like “Engagement Ring Guides”, “Best Jewelry Materials”, “Jewelry Gifting Guides”, and similar topics. The calendar was structured to deliver a steady flow, balancing evergreen informational pieces with seasonal content tied to key holidays and periods like Valentine’s Day, Christmas, and the wedding season. By using our content calendar master sheet, we ensured that both we and the client were able to easily track topics and that all the right information regarding the blog was available in one place.

Once the calendar was ready, we established a continual production process with the client and our long-term content writer. The process included our team writing topic and article structure suggestions, which, when approved, would be written by our writer and go to a final check with the client once written. After publishing the article, our team would help with additional SEO support in terms of internal links, improvements to the metadata, and subtle content changes that would ensure articles were pleasing to the reader and followed SEO best practices.

To maintain and improve performance across all the content on the client’s website, we set up a custom SEO monitoring system that allowed both us and the client to track changes in keyword rankings, organic traffic, and conversion rates that could be filtered to specific groups of pages, for instance, only for the blog section. This easy-to-use tracker allowed us to identify issues early on and swiftly implement improvements that would ensure consistent growth in visibility and engagement.

Once new content started to rank, the focus shifted to continuous improvement as the goal was keeping the whole blog section alive and evolving with both new SEO best practices and the growth of the Dodić brand. Through organic traffic monitoring, we gradually updated older articles with new content, keywords, and internal links, and worked on keeping the blog section tidy through merging similar topics. The biggest focus was put on seasonal articles that were updated on a yearly basis to accommodate new jewelry in Zlatarna Dodić’s inventory that we wanted to promote. This proactive approach kept even articles that were written two years ago competitive in the search landscape.