Project Overview

Client: Bhima Gold (Since 1925)
Industry: Gold, Diamonds, Silver & Platinum Jewelry
Project Duration: August 2021 – December 2024
Project Type: Complete SEO Overhaul & Digital Marketing Strategy

Initial Status (August 2021)

Major Challenges Identified

1. High Internal Competition

• Huge competition among 3 Bhima brands and other jewelry brands
• Website did not rank among top ten for “Bhima Gold” keyword
• Three other official Bhima websites already ranking higher for target keywords

2. Poor Organic Visibility

• No non-brand keywords ranking in top 100 results
• No keywords ranking in top 5 positions on Google
• Keywords that were ranking were on second and third pages

3. Critical Technical Issues

• Website had “no-index” tag enabled, discouraging search engine indexing
• Only 20% of URLs were indexed by Google
• Various technical issues including 301 redirects, 404 errors, sitemap problems, and robots.txt issues
• Zero SEO optimizations implemented

4. Weak Backlink Profile

• Total of only 102 backlinks from 20 referring domains
• Existing backlinks were mostly spam and low authority
• Very limited organic link acquisition

5. Poor Website Architecture

• Lacked basic technical optimizations like sitemap, robots.txt
• Missing unique meta tags and SEO-optimized URLs
• Poor internal linking structure
• Unstructured website architecture impacting crawlability

Strategic Solutions Implemented

1. Brand Keyword Optimization

• Examined competing Bhima websites to understand their traffic sources
• Discovered competitors were getting most traffic from “Bhima,” “Bhima Gold,” and “Bhima Jewellers” keywords
• Successfully ranked “Bhima Jewellers” and “Bhima Gold” in top 3 positions
• These keywords now generate the highest organic traffic to the website

2. Technical SEO Overhaul

• Removed “no-index” tag to allow proper search engine indexing
• Fixed website structure issues, spam backlinks, and duplicate titles
• Resolved technical errors (301 redirects, 404 pages, etc.)
• Implemented proper sitemap and robots.txt files
• Added unique meta tags and SEO-optimized URLs
• Established proper internal linking structure

3. Content Strategy & Keyword Expansion

• Focused on ranking for high search volume brand and non-branded keywords
• Optimized individual keywords to rank web pages and product pages higher
• Systematically worked on expanding keyword portfolio month by month

4. Link Building Campaign

• Conducted toxic backlink audit and removed unwanted backlinks using Google Search Console
• Implemented strategic link building to acquire high-quality referring domains
• Increased backlinks and implemented various off-page SEO activities

5. Ongoing Optimization

• Provided website recommendations to improve user experience and SEO results
• Strategized, planned, and executed improvements month-on-month
• Increased SEO article production and other off-page activities

Results Achieved (December 2022)

Keyword Performance

Organic Keywords Growth: 13,743% Increase

• August 2021: 121 total keywords
• December 2022: 16,780 total keywords

Ranking Distribution Comparison:

This case study demonstrates the power of comprehensive SEO strategy, technical optimization, and consistent execution in transforming a website’s digital presence and business performance in the competitive jewelry industry.

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