The pitch from online jewellery retailer Diamondgeezer.com on Dragon’s Den on BBC 2 was of great interest to I-COM’s SEO team this week.
SEO consultant for I-COM client ZSdiamonds.com, Michael Eccles, was initially baffled by the massive increase in traffic to the ZS website, especially off the back of the terms “diamonds” and “diamond engagement ring”. That was until the usual Tuesday morning discussion - ‘who saw Dragon’s Den last night’ - came up…
Clive Billing, of ‘one of the UK’s leading online jewellery retailers’, Diamondgeezer.com, approached the Dragons on Monday night’s episode of Dragon's Den with the hope of securing £255,000 investment in a new ‘click and buy’ add on to his jewellery and diamond ecommerce site.
The owner of Diamondgeezer.com, who made a terrible start to his pitch, leading Deborah Meaden and Duncan Bannatyne to declare themselves ‘out’ right from the off, grabbed the interest of the Dragons when he claimed that his website had the number 12 Google ranking for the term “diamond” and the number 9 Google spot for the term “diamond engagement ring”.
We’re not sure where he got these listings from, but they sure don’t exist anymore, and we do not remember seeing them there in the first place - and they are keywords we check regularly on behalf of ZS Diamonds. To blow our own trumpet, however, our client ZSdiamonds.com have the number 9 Google listing for “diamond” and the number one Google listing for “diamond engagement ring”. This appearance on Dragon’s Den would have brought far more benefit to Clive’s website if people searching for these terms could find diamondgeezer.com in the positions he claimed - at the moment they are finding his competitors instead.
ZS Diamonds’ website, saw huge spikes in traffic following the airing of the programme. Zsdiamonds.com saw visitor increases of 1130% and 8200% for the search terms “diamond engagement ring” and “diamonds” respectively.
This just goes to show, provided your website is situated in the right place in the Google listings, it doesn’t have to be your own external marketing that can have potential benefits to your website and online business. But it’s vital that to be in that ‘right place’, you invest in SEO from a company who know how to get, and keep, you there.