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Content Marketing Case Study
Bluestone
Established in 2011, BlueStone has become one of the leading online destinations in India for high-quality fine jewellery with exquisite designs. Consumers can choose from more than 5000 unique designs crafted to perfection with the utmost care. In a short time, the brand has built a large following of loyal consumers.
The brand had most of its products and web pages ranking on the second page of the search results. They hired E2M to bring their best-performing products in the top ten search results, preferably ranking first. In short, E2M had to improve their brand visibility through a well-planned content marketing strategy.
Challenge
- Bluestone already had most of their products ranking on the second page of the Google search results.
- Naturally, the brand was interested in getting a top rank or at least in the top ten for most of their best-performing products.
- Bluestone wanted E2M to build high-quality links, boost brand visibility, and increase the organic traffic to their website.
- At first, they wanted E2M to work on five webpages including, homepage, rings, necklace, earrings, and diamonds rings.
- Later, they started assigning other pages including, diamond earrings, wedding jewelry, gold earrings, bracelets, bangles, diamond bangles, gold jewelry, diamond jewelry, mangalsutra, diamond mangalsutra, and gold mangalsutra, among others.
Solutions
E2M developed a detailed content marketing strategy and started implementing it in the form of Guest Blogging from October 2016.
The purpose of this strategy was to start creating high-quality links to strengthen the backlink profile for BlueStone and boost the website’s exposure.
We had planned to cover two types of links:
Digital PR Links: To build these links, we used high-authority online publications and blogging platforms, accepting guest contributions from industry experts or professionals.
These platforms catered to various industries such as business, marketing, entrepreneurship, start-ups, blogging, social media, SEO, and content marketing, among others. To boost brand visibility, we targeted the brand name – “BlueStone” naturally in each piece of content.
Back Links on Various Other Platforms: To build these links, we covered a combination of various blogging platforms related to fashion, lifestyle, travel, wedding/marriage, relationship, and women, among others.
Under the mix-level link, we targeted the specific product page with its respective anchor texts.
Results
October-2016 (Before)
| Particulars | Homepage | Rings | Earrings | Necklace | Diamond Rings |
|---|---|---|---|---|---|
| Current Total Backlinks | 13032 | 100 | 105 | 4 | 81 |
| Backlinks from Unique Domain | 2300 | 67 | 57 | 4 | 54 |
June-2019 (Now)
| Particulars | Homepage | Rings | Earrings | Necklace | Diamond Rings |
|---|---|---|---|---|---|
| Current Total Backlinks | 25228 | 1956 | 363 | 23 | 1315 |
| Backlinks from Unique Domain | 3010 | 185 | 111 | 15 | 148 |
Brand Promotion:
We promoted the brand on leading blogging platforms such as Entrepreneur, CIO, StartUpGrind, SmallBizTrends, SmallBizDaily, eContentMag, Business2Community, Bold360, eLearning Industry, BlogHerald, BPlans, G2Crowd, EdTechReview, Rank Watch, and SingleGrain.
Backlinks, Referring Domains & Traffic Count:
Before
After
- Total Backlinks increased by 51%
- Backlinks from unique domain increased by 76%
- Traffic increased by more than 85%
