Declining traffic reversed — +114% growth in 60 days
SEO campaign for Boldiful.com, an Indian silver and dainty jewellery e-commerce brand. Traffic had been falling for 4 consecutive months before iSpecia stepped in.
+114%
Organic traffic
689 → 1,500 in 2 months
+38%
Keywords indexed
477 → 660 keywords
7+
Page 1 rankings
Up from 1 keyword in top 3
+258%
Non-branded traffic
Month 1 vs baseline
4 months of declining organic traffic
Boldiful came to iSpecia with a clear problem: organic traffic had been falling every single month for 4 months — from 567 users in September 2021 down to 428 by December. A 24% decline with no paid ads to compensate.
The site had 477 keywords indexed but only 1 in the top 3 positions. Almost all traffic was branded — meaning Google wasn't surfacing Boldiful for any new-audience jewellery searches. The non-branded opportunity was entirely untapped.
| Month | Users | Sessions | Bounce |
|---|---|---|---|
| Sep 2021 | 567 | 790 | 40.5% |
| Oct 2021 | 498 | 735 | 45.7% |
| Nov 2021 | 469 | 666 | 53.0% |
| Dec 2021 | 428 | 597 | 49.6% |
↓ -24% users over 4 months before iSpecia
Four things we did immediately
Keyword research & targeting
Mapped high-intent jewellery keywords across dainty jewellery, silver jewellery, mangalsutra, and evil eye categories. Prioritised low-competition, high-volume terms where Boldiful could realistically rank on page 1 within weeks.
On-page optimisation
Rewrote meta titles, H1s, and product descriptions for target keywords. Fixed URL structure, added proper internal linking between product and category pages, and improved page-level content relevance signals.
Daily link building
Acquired quality backlinks consistently every day — growing referring domains from 33 to 36 in month 1 and pushing Ahrefs DR from 0.8 to 1.4. Focused on relevant fashion, jewellery, and Indian e-commerce directories.
Technical SEO fixes
Resolved crawl issues, improved site speed, fixed duplicate content across product variants, and ensured Google could properly index all category and product pages.
477 → 660 keywords in 60 days
Top-10 rankings grew from 7 to 16. New markets — US and UK — started indexing the site.
From invisible to page 1 in 60 days
Most target keywords started at position >100. Within 2 months, several reached page 1.
| Keyword | Before | After (60d) | Page |
|---|---|---|---|
| dainty jewellery online | >100 | 5 | Page 1 |
| minimal necklace | >100 | 6 | Page 1 |
| evil eye pendant online | >100 | 6 | Page 1 |
| upper lobe earrings | 23 | 8 | Page 1 |
| minimal jewellery | >100 | 10 | Page 1 |
| minimal jewellery online india | >100 | 10 | Page 1 |
| dainty jewellery | >100 | 15 | Page 2 |
| silver rings for women | >100 | 15 | Page 2 |
| silver jewellery online | 21 | 18 | Page 2 |
| silver mangalsutra | 24 | 17 | Page 2 |
Month-by-month click & impression growth
January 2022
Clicks
387
prev: 247
Impressions
36.1K
prev: 31.2K
CTR
1.1%
Avg position
41.8
February 2022
Clicks
393
prev: 348
Impressions
43.1K
prev: 35.1K
CTR
0.9%
Avg position
44.7
The turnaround: In the 4 months before iSpecia, traffic fell -24%. In the first 60 days after engagement, estimated organic traffic grew +114% and non-branded traffic — new customers finding the brand through Google — grew +258%.
What changed in 60 days
❌ Before iSpecia
- –567 users/month declining to 428 — 24% drop in 4 months
- –477 keywords indexed, just 1 in top 3
- –Organic clicks: ~247/month
- –Non-branded traffic minimal — almost all brand searches
- –DR 0.8, 33 referring domains
- –No structured keyword strategy
✅ After 60 days
- +Traffic reversed — 689 → 1,500 estimated visits (+114%)
- +660 keywords indexed, 7+ on page 1
- +Organic clicks: 387/month (+57%) in month 1 alone
- +Non-branded traffic +258% — new audiences finding the brand
- +DR 1.4, 36 referring domains — growing monthly
- +40+ target keywords tracked with clear ranking roadmap
What made the difference
A declining traffic trend doesn't mean the site is beyond help — it often means basic SEO fundamentals are missing. Fixing them produces fast, visible results.
Non-branded traffic is the real SEO prize. Growing it +258% in month 1 means new customers who had never heard of Boldiful were now finding it on Google.
Daily link building compounds. Even a small, consistent backlink programme moved DR and rankings faster than sporadic burst campaigns.
Low-competition long-tail keywords deliver page-1 results fastest. 'Dainty jewellery online' went from >100 to position 5 in under 60 days.
Is your organic traffic declining?
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