DeSumma & Wexler, a jewelry retailer located in a very competitive market on Philadelphia's historic Jewelers' Row, wanted to expand their business by getting involved in the purchase of previously owned and vintage diamond jewelry. DeSumma & Wexler had benefitted from the build of a search engine optimized website designed and developed for them in 2010 along with continued support through MVP's SureThing™ search engine marketing program, so they understood the importance of developing relevant online media with an engaging presentation and interactive features to drive business. MVP proposed the creation of a new satellite site that would point back to their main site, but which would not be linked to from the main site so as to not leave their potential customers with the impression that they were selling used diamonds.
MVP conducted initial competitive intelligence analysis and keyword research, and from there put a content development plan to strategize how to best deploy keywords in the new website copy to drive targeted traffic to the site from the major search engines. A new customized responsive website was developed to ensure that the site would present well across all browsers and devices and thus preserve its search engine rankings well into the future. MVP also programmed a special appraisal form that gathers information from potential jewelry sellers on their pieces, with only those questions presented which are relevant to them based on whether they are selling complete diamond jewelry, designer diamond jewelry, or simply loose diamonds. The final result was an attractive search engine optimized responsive website filled with comprehensive information that explains all the issues relevant to individual jewelry sellers and can thus become a new avenue for growth to the jeweler's business over time.
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