In this article, explore our “The Jewelry Editor” case-study. Firstly, you will find a technical audit that we conducted, with information regarding the site health, errors and warnings. Then, you will discover the evaluation of keywords and the SERP Position of this competitor of ours. Next in the “The Jewelry Editor” case-study, you will learn more about their organic traffic and click-through rate. In the fourth part, you will discover an analysis of their backlinks : the number, the toxicity, the domain authority, and the trust score. Finally, you will discover our Screaming Frog analysis.

1. Technical Audit: Site health, errors, warnings…

During our benchmarking phase using SEMrush, we observed that the current data view for ‘thejewelryeditor.com’ shows a robust Authority Score of 38 and 5.8K referring domains. In addition, this suggests that the site has an established and trustworthy backlink profile consisting of 77.8K total links, cementing its organic visibility within the luxury sector. Consequently, for a luxury jewelry competitor, this Authority Score indicates a strong presence supported by high-quality, niche-relevant backlinks from reputable fashion and lifestyle publications.

Furthermore, the ‘AI Visibility’ is currently at 18 with 183 mentions, showing that the brand has already begun to establish a significant footprint in AI-driven search results and Gemini-style overviews. Moreover, with 1.7K cited pages, they are well-positioned for future search trends. As a result, as marketing managers, we recognize that ranking for 10 keywords in the Top 10 is not just about volume, but about the quality of the ‘Traffic Share,’ which currently stands at a strong 55.3% visibility in the US. Finally, by analyzing these gaps, our group can identify which long-tail keywords—such as those related to specific jewelry craftsmanship—could provide a competitive advantage over this established profile.

Before conducting an analysis of keywords and traffic, we conducted a technical SEO audit. The SEMrush site audit shows a site health score of 72%, indicating average technical performance (average = between 60 & 74%). The presence of 62 errors and 621 warnings suggest that the website suffers from multiple issues, which may negatively affect its visibility on search engines. As the audit only covered 100 pages, these results are likely to be underestimated. This represents an opportunity for improvement compared to our project.

2. Keywords and SERP Position

The SERP position analysis shows a visibility rate of 55.3%, indicating moderate to good search engine presence. The website ranks strongly for its main keywords, with 8 terms in the top 3 and 10 in the top 10. Most of the best-performing keywords are brand-related or niche luxury queries. However, the limited number of tracked keywords suggests restricted semantic coverage.

3. Organic Traffic and Click-Through Rate

The traffic analytics data shows a significant increase in total visits (+95.3%), mainly driven by direct and organic traffic growth toward the end of the period. However, user engagement remains weak, as indicated by a very high bounce rate (86.36%) and a low average of pages per visit (1.24), suggesting that users often leave after viewing a single page. Key words: traffic boost, engagement, bounce rate
Focusing on organic search performance, organic traffic in the US market remains relatively stable with a slight upward trend, while keyword position changes fluctuate frequently. This indicates ongoing visibility in search results but limited ranking stability, highlighting the need to improve content quality and on-page SEO to enhance engagement and sustain organic growth. Key words: stable, upward trend, fluctuate, rank stability, improve Organic traffic = 16K Organic keywords = 28.5K Mentions = 251

4. Backlinks : Number, Toxicity, Domain Authority, Trust Score…

The SEMrush overview shows strong off-page SEO performance with an authority score of 38, supported by over 77,000 backlinks and nearly 5,800 referring domains. Organic traffic reaches approximately 7,000 visits per month, supported by more than 12,000 ranking keywords (although a slight decline is observed). Additionally, the website benefits from a growing visibility in AI-powered search engines, which reinforces its credibility and content authority. Highest traffic page: www.thejewelleryeditor.com/jewellery/know-how/conch-pearls/ Number of backlinks : 77 074 (77,1K) Authority score : 38 (very good)+ organic trafic = better than average strength of links = good Referring domains : 5.6K Outgoing domains (domaines sortants): 1.8K
The main categories of referring domains are jewelry and luxury products with 5% (292), followed by mass media with 4%. Then, we have information technology with 3%, and finally retail and education with both 2%. This chart shows the industry distribution of preferred domains. The main types of backlinks are text with 25% and images with 74%, while for link attribute, 90% of viewers are followed.

5. Screaming Frog Analysis

Finally, our technical audit using Screaming Frog allowed us to identify critical onsite errors that SEMrush might overlook, such as broken internal redirects and missing alt text for decorative elements. By resolving these ‘Warnings,’ we can improve our site’s crawlability and ensure that search engine bots can easily index our new jewelry content. This ‘Smart Work’ approach ensures our group project remains technically sound and competitive in the luxury jewelry niche.

The Screaming Frog analysis shows that a large number of pages are marked as canonicalised, meaning they are non-indexable and point to a different preferred URL. This suggests that duplicate or parameter-based pages, such as video play URLs, are intentionally consolidated to avoid duplicate content issues. However, the report also highlights several high-priority technical issues, including missing HTML <head> or <body> tags and internal 4xx errors, which may negatively affect crawlability and search engine understanding. In addition, many pages have low content depth, indicating potential weaknesses in on-page SEO quality.

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