Case Study
Stelios Jewellers
A bloated, plugin-heavy WordPress site was quietly holding Stelios Jewellers back from the rankings they deserved. We rebuilt the platform on a clean architecture, migrated hosting, and launched a full SEO program that delivered 115% more traffic, 92 front-page keywords, and a 126.5% jump in key conversion events.
About Stelios Jewellers
A Perth Jeweller That Deserved to Be Found
Stelios Jewellers is a Perth-based jewellery specialist offering custom design, engagement rings, repairs, and a curated in-store inventory. The quality of their craftsmanship and the depth of their product range were not in question — the problem was that the website representing them online was actively undermining their ability to rank, convert, and grow. A technical rebuild was the prerequisite for everything else.
The Challenge
A Bloated Site That Was Ranking for Nothing That Mattered.
The Stelios Jewellers website had accumulated years of plugin bloat — an overcrowded WordPress install with conflicting code, slow load times, and a technical foundation that search engines could not crawl cleanly. The result was poor rankings across the money keywords, the exact terms that would bring buyers to the site.
On top of the technical issues, the inventory system was broken and the overall design had significant UX problems — unclear navigation, inconsistent product presentation, and no clear path for a visitor to move from browsing to enquiry. The site was doing active damage to a business that deserved better.
The Solution
Rebuilt, Relaunched, and Ranked.
The fix started at the foundation. We stripped the bloated WordPress install and rebuilt the site on a lightweight, performance-optimised theme with a clean hosting environment — removing every technical obstacle that had been suppressing search performance. The inventory system was rebuilt properly, and the design was overhauled to give visitors a clear, logical experience from landing page to product enquiry.
Once the technical base was solid, we launched a full SEO program: entity SEO to establish topical authority in the jewellery category, link building to grow domain trust, and ongoing blog content targeting the questions and keywords buyers search before making a purchase. Conversion tracking was implemented across all key actions so every result could be measured accurately.
The Result
115% More Traffic. 92 Page-One Keywords. Every Metric Up.
The rebuild and SEO program delivered across every metric. Traffic increased by 115%, key conversion events jumped 126.5%, and 92 high-value keywords now sit on page one — with 27 of those holding top-three positions.
The difference a clean technical foundation makes is clear in these results. With the bloat removed and the right SEO strategy in place, Stelios Jewellers moved from invisible on the money keywords to a dominant position across the entire Perth jewellery market. Rankings, traffic, and conversions are all compounding year on year.