Hatton Jewellers – SEO Case Study


The project

Hatton Jewellers is a London-based retailer that offers a wide range of fine jewellery including chains, engagement rings and luxury watches through both its high-street store and e-commerce website.

The Brief: Flaunt Digital was appointed to increase Hatton Jewellers’ online visibility and drive organic traffic to its e-commerce site.

The Challenges: In an increasingly competitive industry dominated by high-street jewellers with multi-million-pound budgets, Flaunt Digital was faced with the task of planning an SEO strategy that would make efficient use of the budget at hand. Flaunt Digital was also required to work closely with Hatton’s remote development team to implement changes. Throughout the early stages of the campaign, it became clear that the current communication and implementation process would present several issues further down the line.

What We Did: Flaunt Digital’s SEO team initially carried out a full audit of Hatton Jewellers’ website from a Technical SEO perspective, before working with Hatton’s development team and Flaunt’s in-house development team to implement the proposed changes. The ongoing SEO campaign also included the creation of bi-weekly blog posts that would appear on Hatton’s site, as well as the optimisation of functional content on key pillar pages. Flaunt Digital also proposed a new communications process, which helped to speed up the implementation process of the proposed changes.