Diamonds Camera

From local store to national eCommerce brand

increase in total website revenue/sales
increase in organic revenue/sales
increase in Page 1 keywords

Diamonds Camera is a retail store located in Rundle Mall, Adelaide. They sell cameras and related accessories in-store and online. They came onboard with APWS for SEO services in June 2020. 

The team optimised the website structure with a focus on increasing the organic search visibility of the store.  

Over this period, Diamonds Camera gained a national online presence, extending its sales reach well beyond their Adelaide location.


  • Extend the reach of the business to a national level by ranking their most valuable keywords on organic search Australia-wide.
  • Increase rankings & sales for lucrative high-margin products by taking a focussed approach to SEO growth, considering the large product range they have.


  • Competitive keywords.
  • Established competitors with numerous franchise store locations.
  • A vast catalogue of products made it important to prioritise activities to get the most value.


  • In-depth market research and competitor analysis to identify gaps and opportunities through keyword gap analysis.
  • Populating e-commerce category and product pages with engaging and descriptive text to improve search visibility as well as increase engagement.
  • Development of an ongoing organic growth SEO strategy targeting commercial and informational keywords that would help augment the customer journey.
  • Improving on-page SEO relevance based on competitive research (in terms of content length, keyword density & interlink strategy)
  • SEO-focused content calendar to increase organic reach targeting informational (mid-funnel, research-phase) keywords.
  • Strategic Off-Page SEO & link building


The highly competitive nature of the camera retail space made progress slow. The client showed patience as we battled on their behalf to increase their organic search market share.

  • Within 18 months, we increased page 1 keywords from 158 to 840 keywords which was a 431% increase.
  • The following year produced some frustrating fluctuations in first-page keyword rankings, yet Diamond Camera’s loyalty paid off as the cumulative effect of our efforts increased page 1 keywords to 1651, a total increase of 944%.

You’re 6 Steps Away From Dominating Google’s Search Results

Step 1: Discover

We start the process with a comprehensive discovery call to dive deep into the ins and outs of your business and understand your needs, market, competition, expectations and goals.

Step 2: Audit

We examine your existing search marketing strategy, conduct extensive keyword research and analyse the competitive landscape to identify the best strategy to increase your market share through Google.

Step 3: Forecast

With this information, we prepare a customised forecast of the growth that we can achieve by implementing our SEO & SEM strategies.

Step 4: Present

We then present our findings to you and recommend a customised plan of action that will help you achieve the best possible results from your SEO and SEM strategies.

Step 5: Launch

After we agree on the plan, it’s time to launch our fully managed end-to-end service. Sit back and let us implement our proven and tested strategies that have worked on 100+ clients.

Step 6: Report

We’ll keep you updated at every step of the way on your growth in Google’s search results with regular reporting. We’ll also keep optimising the strategy as we go based on data-driven insights.

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