Babita Agrawal Jewellery (BAJ) is a premium fine-jewellery brand based in Andheri West, Mumbai, known for handcrafted diamond, gold, Polki, and Kundan jewellery. As a growing brand entering a market dominated by decades-old giants, BAJ approached us with a clear objective —
to increase online visibility, build trust, and establish strong organic presence in Mumbai’s jewellery segment.
The Challenge
1. New Website, Low Domain Strength
When BAJ partnered with us, their website was newly launched with:
- Zero SEO foundation
- Low Domain Authority
- Minimal organic traffic
- No keyword optimization
2. Competing Against Industry Giants
The Mumbai jewellery market is dominated by brands like Tanishq, Malabar, Kalyan, ORRA, CaratLane, MK Jewels, Anmol Jewellers, Joyalukkas, etc.
These competitors:
- Have 10–20+ years of SEO history
- Strong backlink profiles
- High domain authority
- Large content libraries
3. No Content Strategy or Local SEO Setup
The website lacked:
- Category content
- Blog content
- Meta tags
- Internal linking
- Local landing pages
4. Zero Google Business Profile Optimization
GBP was not optimized, leading to:
- No product visibility
- Minimal local engagement
- No keyword-rich posts or descriptions
Our Strategy & Execution
We implemented a phase-wise SEO strategy focusing on strong foundations, local optimization, content authority, and product-level SEO.
1. Technical & On-Page SEO Foundation
We optimized core on-page elements across the website:
✓ Meta Titles & Meta Descriptions
- Created & optimized meta tags for
60+ product pages
7 main category pages
Homepage, blogs, and subpages - Ensured keyword-rich, click-friendly titles
✓ Keyword Research & Mapping
- Identified 179 high-intent keywords
- Mapped them category-wise, city-wise, and blog-wise
- Ensured complete keyword-to-page relevance
✓ Improved Product-Level SEO
- Created unique descriptions for product pages
- Added zoom functionality for detailed product view
- Optimized H1 tags, alt tags, image names & URLs
2. Local SEO: Ranking for Andheri West & Mumbai Keywords
Since BAJ is a physical jewellery store, local SEO became a priority.
What we did:
- Created a dedicated landing page for
“Best Jewellery Shop in Andheri West, Mumbai” - Optimized it for 25+ high-value local keywords
- Added NAP consistency across the site
- Embedded store latitude & longitude for Google crawling
- Published location-focused content and GBP posts
Impact
The Andheri West page started ranking within weeks on multiple Mumbai-based keywords.
3. High-Quality Content Creation for SEO Authority
We built topical authority in jewellery through structured content.
✓ Category Page Content (600–800 words each)
Created full SEO-optimized content for:
- Diamond Rings
- Diamond Bangles
- Diamond Bracelets
- Stud Earrings
- Necklaces
- Pendants
- Gold Chains
…and more
✓ High-Quality Blog Content (800–1200 words)
We published 20+ detailed, SEO-rich blogs on:
- Lab-grown vs natural diamonds
- Fathers Day gifting
- Eid styling
- Layering necklaces
- Polki vs Kundan
- Face shape jewellery guide
- Jewellery certification
- Dhanteras, Navratri, Karwa Chauth, Diwali
- personalised jewellery
…and more
✓ EEAT Enhancement
- Added author profiles for founders
- Added bios & images to blogs
- Strengthened brand trust signals for AI search
4. Google Business Profile (GMB) Optimization
A major focus area was GBP because it drives local leads.
Our GBP Actions:
- Uploaded 50+ jewellery products with optimized titles & descriptions
- Published regular updates and captions
- Added festive offers, events, and Diwali content
- Enhanced the GMB description with Mumbai-based keywords
- Ensured NAP consistency
- Added high-quality showroom photos
5. Backlink Building & Off-Page SEO
We built a clean, authoritative backlink profile:
✓ Article Submissions
- Directory Submissions
- Local Citations
- Classifieds
- Business listings
- High-DA guest posts
We targeted:
- Jewellery niche sites
- Fashion sites
- Mumbai-based city directories
Key Results Achieved
Within the first 4–5 months:
🚀KEYWORD GROWTH:
- 40+ keywords started ranking
- Andheri & Mumbai keywords began appearing on page 1–2
- Category keywords entered search visibility
📈 LOCAL SEO PERFORMANCE IMPROVED:
- GBP impressions increased significantly
- Product section started appearing for relevant searches
- More calls, map views, and direction requests
🔑 TRAFFIC GROWTH:
Website traffic increased through:
-
- Blog posts
- Category content
- Local landing page
- GBP views
- Blog posts
💡 STRONG SEO FOUNDATION BUILT:
The website is now:
- Technically optimized
- Content-rich
- Keyword-mapped
- GBP enhanced
- EEAT compliant
- Ready for upcoming competitive growth
What Makes This Campaign Special?
➡️Started from zero and built a complete SEO ecosystem
Everything — keywords, content, meta tags, GBP, backlinks, blogs, product SEO — was created from scratch.
➡️Battling Big Competitors
We designed strategies to compete with brands 10–20 years older in SEO.
➡️Focus on Long-Term Organic Growth
The campaign improves not just traffic, but brand credibility and lead quality.
➡️Ideal for New Jewellery Brands
This case study shows that even new jewellery stores can build strong SEO presence with the right strategy.
Final Thoughts
In just a few months, we transformed BAJ from having zero SEO presence to a fast-growing, content-rich, locally optimized jewellery brand. By focusing on foundational SEO, content authority, local optimization, GBP presence, and product-level enhancements, BAJ is now positioned strongly to compete with the top jewellery brands in Mumbai.
The upcoming months include:
✨ Festival SEO
✨ More backlink building
✨ Product-level enhancements
✨ YouTube optimization
✨ Engagement-focused campaigns
This case study demonstrates that with proper strategy and consistent execution, even new brands can gain strong SERP visibility and compete with industry giants.
Need a similar solution for your website? Partner with industry experts like MIAAKA Tech to transform your digital presence with SEO that drives real business growth!