State Property jewellery: Going for gold with a Search Engine Optimisation (SEO) strategy

• Main Authors: OSINGA, Ernst C., CHAN, Chi Wei
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: Luxury goods; growth strategy; online advertising; Web development; search engine marketing; Multi-channel; Business Administration, Management, and Operations; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/468; https://cmp.smu.edu.sg/case/5936
• Institution: Singapore Management University

Afzal Imram, co-founder of State Property, a fine jewellery retailer rooted in Singapore, had achieved a lot. Numerous celebrities, including Michelle Obama, Lady Gaga, Nicole Kidman, and Emilia Clarke, had worn State Property’s products. A second brick-and-mortar store had been opened in Singapore, and the company was successful in overseas sales using Net-a-Porter. Despite these successes, State Property’s website traffic remained relatively low. Afzal felt that sales would greatly benefit from an increase in the company’s reach online. If consumers encountered his company’s website earlier in their journey, they could be directed to an online sales platform or a physical store. How could he improve the company’s organic ranking in search engine results? This case may be used for graduate, postgraduate and executive education classes. Students will learn how to develop an SEO strategy. Specific learning objectives for the students are to explain the motives consumers have for using search engines, understand how search engines “search”, perform keyword analysis, and explain the dos and don’ts of content development and promotion.