Langerman Diamonds Scaling organic revenue through strategy, structure, and storytelling
Langerman Diamonds is a family-owned pioneer in natural color diamonds. But while their products were exceptional, a significant opportunity existed to fully align their digital presence with their market authority. Their blog and encyclopaedia pages were dominating their search presence, while high value commercial collections, the heart of the brand’s offer, represented an untapped area for growth.
The Results
The Challenge
The Langerman Diamonds website had deep heritage and authority, but an opportunity existed to strategically rebalance Google's association from purely educational content toward its high-value natural color diamond collection. This shift would unlock visibility where it mattered most - on commercial pages designed to convert.
Compounding this were technical and structural hurdles and weak internal linking between product and content pages. The challenge was clear:
Rebalance visibility from blog and encyclopedia pages to collection and product pages.
Strengthen the site’s commercial authority in highly competitive niches.
Maintain Langerman’s editorial credibility while improving conversion performance.
Langerman needed an SEO strategy that shifted the focus from awareness to action.
Unified Approach
We began with a full audit of Langerman’s technical setup, user journeys, and keyword landscape, then built a unified SEO strategy across these priority areas:
1. Strengthening Foundations
Fixed 4xx errors, redirects, and internal linking issues
Improved crawlability, site health, and technical clarity
Optimised canonicalisation, images, and Core Web Vitals
2. Rebalancing Visibility & Commercial Intent
Realigned high-intent keywords with commercial pages
Prioritised natural colour diamond collections and key internal links
Refined metadata, CTAs, and content hierarchy to boost CTR
3. Building Topical & Content Authority
Updated collection and guide pages with stronger E-E-A-T
Added schema-rich FAQs and clearer headings
Created a streamlined content roadmap across all diamond colours
4. Enabling Long-Term Scalability
Built a repeatable content optimisation framework
Ensured new content can launch without technical debt
5. Quality-Led Link Building
Secured authoritative backlinks from jewellery and gemology publications
6. Optimising for AI Overviews
Refined headings, FAQs, and schema to deliver concise, entity-rich information suited for AI Overviews
Ensured key pages are scannable, structured, and easily surfaced in emerging AI-driven search results.
Client quote
“Unified’s strategic approach helped us refine our online presence, successfully translating the depth and authority of our educational content into a prominent digital position. Their understanding of our brand has led to stronger visibility, allowing us to connect our unique treasure chest with clients ready to share in our legacy."
Stefan Langerman - CEO - Langerman Diamonds
Impact
Through a full audit and unified SEO strategy, we resolved critical technical issues, improved crawlability, and strengthened Core Web Vitals, while realigning high-intent keywords with commercial pages to boost visibility and CTR. Enhanced E-E-A-T content, schema-rich FAQs, and clearer structures built strong topical authority across every diamond colour, supported by a scalable optimisation framework and high-quality backlinks. By refining content for AI Overviews, we ensured Langerman’s expertise appears confidently in emerging AI-driven search results.
These combined efforts repositioned Langerman Diamonds as a commercial authority in natural colour diamonds, driving consistent growth in visibility, engagement, and revenue.
