Capturing leads in luxury eCommerce through SEO and SEM strategies

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Marcos Jewelry is a luxury watch and jewelry store located in Malaga, with more than 80 years of experience in the sector.

The challenge

Although they had an online store, the nature of the product meant that most sales occurred after interaction with the sales team.

The main objective was not to sell online, but Capture qualified leads.

The challenge was intensified by several factors:

  • High competition in luxury watch and jewelry searches.
  • Dependence on brand traffic.
  • Need to educate and accompany the user before buying.
  • Different search intentions.
  • Importance of positioning yourself as an authorized dealer and a trusted reference.

Therefore, the strategy should combine organic catchment and payment collection to cover the entire customer decision process.

The Novicell Solution

We define a joint SEO+SEM strategy focused on maximizing the acquisition of qualified contacts at all stages of the funnel.

In SEO

We work on positioning as the main channel for discovery and consideration.

Visibility and authority

  • Technical optimization of the site and expansion of indexable coverage.
  • Increase in keywords in the Top 10.
  • Structured data work and presence improvements in enriched results.
  • Optimization of brand pages and key categories.

Information collection

  • Creation of educational and comparative content.
  • Articles aimed at pre-purchase questions (materials, mechanisms, iconic models, guides).
  • Strategy to attract users even without the intention of buying directly.

Business Optimization

  • Improvement of product sheets to encourage contact.
  • Internal linking work to conversion pages.
  • Reinforcement of priority pages for strategic brands.

In WITHOUT

Advertising focused on accelerating the generation of commercial opportunities and covering highly competitive searches.

Google Ads

  • Brand campaigns to protect existing demand
  • Generic campaigns to attract new users
  • Strategies oriented to contact rather than direct purchase.

Social Ads

  • Impact on early stages of the funnel.
  • Generating interest and consideration.
  • Trust reinforcement and premium positioning.

Continuous optimization

  • Seasonality adjustments.
  • Optimization based on search intent.
  • Progressive improvement of the cost per lead.

Results

The strategy made it possible to transform the web into a stable channel for commercial acquisition.

  • 41% increase in organic clicks.
  • 83.2% increase in organic prints.
  • 76.7% growth in keywords in the Top 10.
  • 109% increase in total contacts.
  • Generating qualified contact leads.
  • 32.5% increase in appearance in enriched results.

The increase in visibility and authority made it possible to attract users in different decision-making phases, generating a constant flow of business opportunities even in a highly competitive sector.