State Property Jewellery: Going for Gold with a Search Engine Optimisation (SEO) Strategy

Afzal Imram, co-founder of State Property, a fine jewellery retailer rooted in Singapore, had achieved a lot. Numerous celebrities, including Michelle Obama, Lady Gaga, Nicole Kidman, and Emilia Clarke, had worn State Property's products. A second brick-and-mortar store had been opened in Singapore, and the company was successful in overseas sales using Net-a-Porter. Despite these successes, State Property's website traffic remained relatively low. Afzal felt that sales would greatly benefit from an increase in the company's reach online. If consumers encountered his company's website earlier in their journey, they could be directed to an online sales platform or a physical store. How could he improve the company's organic ranking in search engine results?