How Bradley's Jewellers Grew Bespoke Enquiries,
Shop Visits and Online Visibility
GetRanked Digital helped Bradley’s Jewellers York attract more customers through SEO, Google Business Profile improvements and paid advertising, supporting growth in bespoke jewellery enquiries and shop visits.
Year on year
Year on year
From organic search
Year on year
October 2025 to October 2026, compared with the previous 12 months.
About the Client
Bradley’s Jewellers York is an independent jewellery business specialising in fine jewellery and bespoke pieces.
Its customers don’t all follow the same buying journey. Some are searching for a particular piece of jewellery. Others want something made especially for them and need to speak to a jeweller before making a decision.
The physical shop is also an important part of the business. Customers need to find it, see what it offers and feel confident enough to visit.
What Needed to Change
Bradley’s Jewellers wanted to attract more potential customers, both online and in-store.
The priority wasn’t simply to increase website traffic. It was to generate more enquiries for bespoke jewellery and encourage people searching locally to visit the shop. That required a connected approach across organic search, paid advertising and Google Maps.
What Changed
SEO to Attract Relevant Customers
We improved the website’s visibility for relevant jewellery searches, including searches connected to bespoke pieces, so customers could find Bradley’s while researching or looking for someone to create a custom piece.
Google Business Profile Improvements
We improved the business’s Google Business Profile to support local discovery across Search and Maps, so customers looking for a jeweller in York find accurate information and know how to visit.
Paid Advertising to Capture Buying Intent
Google Ads gave Bradley’s another way to reach people actively searching for jewellery, extending reach beyond existing organic visibility.
Connecting Search to Customer Actions
We reviewed how visitors discovered and used the website, and considered outcomes analytics alone cannot capture, including bespoke email enquiries and shop visits.
More Enquiries. More People Through the Door.
More bespoke jewellery enquiries
Bradley’s Jewellers reported an increase in email enquiries, particularly from customers interested in bespoke pieces. These represent opportunities for higher-value, personalised purchases.
More customers visiting the shop
Google Business Profile improvements supported local visibility, with the business reporting more customers coming into the shop. For a local retailer, getting someone through the door can be just as valuable as an online enquiry.
Website users increased by 115.8%
- Total website users increased by 115.8%.
- New users increased by 115%.
- Returning users increased by 28.9%.
Paid Search became a substantial acquisition channel
Paid Search grew from a negligible share of website users to 14.4% of users, giving the business another route to potential customers searching on Google.
Organic Search remained a major source of engagement
Organic Search accounted for 26.5% of website users and 51.5% of tracked key events. Although organic search users declined by 10.1% year on year, it remained the largest source of tracked key events.
What the Results Tell Us
For Bradley’s Jewellers, success doesn’t come from one type of conversion. A customer might find the business on Google Maps and visit the shop. Another might find the website through organic search and email about a bespoke ring. Someone else might click a Google advert while researching jewellery.
The value of the strategy was in supporting all of these journeys.
What This Means for You
If you run a local business, your website is only one part of your online presence. Customers might find you through Google Search, Google Maps or paid advertising, and the action that matters might be a phone call, an email or someone walking into your shop.
Your marketing needs to make all those actions easier.
