Project snapshot
ClientKaratersLocationLos Angeles, United StatesBusinessLab-grown diamond wholesaler and retailerPeriodMay to July 2025ServicesStrategy, metadata, content plan, collection copy, 404sStatusFoundation project, completed
The challenge
Two buyers, two vocabularies, one website
A store owner sourcing stones searches for suppliers and wholesale terms. A consumer searches for a lab-grown engagement ring or tennis bracelet. One site has to serve both without blurring them, because a page written for both usually ranks for neither.
- Trade buyers and consumers need different pages, words and next steps
- Wholesale inquiries and retail orders are different conversions
- Lab-grown vocabulary shifts quickly, so metadata goes stale
- Catalog turnover leaves dead URLs behind
- One page per audience, each with its own conversion
- Karaters site
- Trade (wholesale)priority
- Lab-grown diamond wholesalepriority
- Open a trade account
- Retail collectionspriority
- Lab-grown engagement ringspriority
- Lab-grown tennis bracelets
- Guides linking to both sides
- Removed stock URLs, redirectednoindex
- Trade (wholesale)priority
Diagnosis
Where lab-grown wholesalers lose search visibility
These four patterns shaped the Karaters scope. We see them on most jewelry sites that sell to trade and retail at once.
- 1
Mixed intent on the same page
A collection that speaks to a trade buyer and a bride at once can’t be matched cleanly to either search. Each page belongs on one side of the line.
- 2
Titles that repeat a keyword
“Lab grown” stuffed into every title doesn’t help. Titles that name the product type, shape or style and the buyer it’s for earn the click they’re shown for.
- 3
Content that floats free
Lab-grown buyers ask a lot before they commit: how it compares with natural, what certification means, how pricing differs. Articles that don’t link to a collection waste that interest.
- 4
Dead URLs from old stock
Diamond catalogs turn over. Removed products and collections leave 404s that waste crawl attention and send shoppers to dead ends.
What we did
The four parts of the May to July 2025 scope
Foundation work, in the order that makes later SEO effort count.
01
SEO intake and strategy
Which products matter most commercially, which audience each part of the site must reach, and where the site stood. Wholesale and retail intent planned separately.
02
Metadata rewrite
Titles and meta descriptions rewritten to name the product, the shape or style, and the buyer it’s for.
03
Content plan and collection copy
Topics mapped to pages so every article supports a collection or trade page, plus collection introductions that say what’s in the range and how to choose. The method is in our collection page SEO guide.
04
404 remediation and updates
Dead product and collection URLs redirected (301) to their nearest live equivalent, internal links corrected at the source, and a monthly update on what was delivered and what came next.
Deliverables
What the work looked like
The working documents behind each part of the scope.
Google Sheets
Google Search Console
Google Sheets
We sell to jewelers and to couples buying their first ring, and our site was trying to talk to both on the same pages. The project gave us a clear line between trade and retail, titles that say what each page is, and a content plan where every article points somewhere useful.
How we split the audiences
Wholesale and retail search intent, side by side
Typical query patterns for each side of a lab-grown business, and what each page has to show before the buyer acts.
| Trade buyer (wholesale) | Consumer (retail) | |
|---|---|---|
| Typical searches | lab grown diamond wholesale, lab grown diamond supplier | lab grown engagement ring, lab grown tennis bracelet |
| What they check first | Range, certification, minimums, how to open an account | Styles, carat and shape, certificate, returns |
| Page type | Wholesale or trade page | Collection and product pages |
| Conversion to track | Wholesale inquiry | Order or appointment |
Example query patterns for the segment.
Lessons for other jewelers
If you sell lab-grown to trade and retail, decide the line first
Four decisions that make every later page, article and campaign easier to rank and to measure.
01
Split the structure before the content plan
Decide which pages belong to trade buyers and which to consumers before planning content, so every new page lands on one side of the line.
02
Track the two sides separately
A wholesale inquiry and a retail order have different values and sales cycles. Counted as the same lead, nobody can tell which side is paying for itself.
03
Aim links at the pages that sell
Links to collections and trade pages, not only the home page. Our lab-grown diamond SEO and jewelry manufacturers and wholesalers pages explain the structure.
04
Plan the next phase on the foundation
With intent split, metadata rewritten and dead URLs redirected, the next spend goes where it compounds: more collection depth on the retail side, trade content that answers sourcing questions, and links aimed at both.
Services in this case
The work behind this project
Lab-grown diamond SEO
Pages built for the vocabulary lab-grown buyers actually use.
- Lab-grown vs natural intent
- Collection copy
- Certification content
Lab-grown diamond SEO
Manufacturer and wholesale SEO
Trade pages that win supplier searches and produce wholesale inquiries.
- Trade landing pages
- Account and inquiry paths
- B2B tracking
Wholesale and manufacturer SEO
Content SEO
A content plan where every article supports a page that sells.
- Topic-to-page mapping
- Buyer guides
- Internal links
Jewelry content SEO
More case studies
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Read the Gem Jewelers case
Lab-grown and natural diamond collections rebuilt, impressions tripled
107K → 355KGoogle impressions, 28 days vs previous
Search Console · Feb 2026 report
Read the Beverly Diamonds case
Jewelry SEO audit
Selling lab-grown to trade and retail?
We’ll show where your site mixes the two audiences, which titles and collections need work, and which dead URLs are leaking value.
- Wholesale and retail page review
- Metadata and collection copy check
- 404s, redirects and tracking gaps