Objective
Maanesten already had strong visibility on branded keywords, but wanted to increase its visibility and traffic through non-branded searches. Their goal was to generate a minimum of 15,000 non-branded organic clicks over a three-month period. This was a target that would represent a significant increase from their typical performance of 5,000–8,000 clicks in the same period. To achieve this, we needed to boost visibility for specific keywords such as "gold earrings", "silver earrings" and "jewellery for women", all of which were highly competitive.
Strategy
The strategy was built on a thorough analysis of the non-branded keywords with the highest potential for attracting the target audience. We identified the most relevant keywords and developed data-driven content capable of meeting the specific search intent behind each query. By implementing technical SEO and structured data on Maanesten's website, we were able to optimise visibility in search results.
The content was designed to be both inspiring and relevant to Maanesten's target audience, which primarily consists of fashion-conscious women who are digital natives and engaged on visual platforms. We ensured that the brand's creative tone was preserved while integrating the SEO strategy in a way that did not compromise the aesthetics or brand identity.
We have experienced massive organic growth thanks to the efforts of Simon and Alexander. Their willingness to test and implement new SEO solutions and identify gaps in the market has been crucial to our success. I look forward to the next steps and can warmly recommend them to others who want to strengthen their online presence.
Rasmus Faber, Maanesten
The numbers
18,700 non-branded clicks - YoY
Increased visibility for "Jewellery for women"
Increased visibility for "Gold earrings"
Increased visibility for "Silver earrings"
See the images
The collaboration between Maanesten and Searchmind began in May 2024 with the goal of increasing visibility through a stronger and more sustainable SEO strategy. Our focus has been on optimising Maanesten's visibility for non-branded keywords to drive growth and increase traffic. Alexander Achenza (Senior SEO Specialist) and I have worked closely with Maanesten, and we have seen impressive results. Traffic and visibility have increased significantly, having a direct positive impact on their business. I am proud of the results we have achieved together, which earned two nominations at the Global Search Awards 2025. I look forward to continuing the collaboration and helping Maanesten achieve even greater success going forward.
Simon Pagh, Senior Manager, Client Strategy hos Searchmind
Why this case was nominated twice for the Global Search Awards 2025
This case stands out by combining technical SEO with creative content production, resulting not only in a significant increase in organic traffic and visibility, but also in a strong alignment with Maanesten's brand identity. We succeeded in creating an SEO strategy that was both functional and inspiring.
The campaign has demonstrated how SEO can be used as a creative growth engine that delivers results while preserving the brand's aesthetics and tone of voice. This has not only strengthened Maanesten's online presence, but has also cemented SEO as an important part of their marketing strategy.
The results led to the case being nominated twice at the Global Search Awards 2025 in the categories:
MOST INNOVATIVE CAMPAIGN (SEO): LARGE BEST USE OF SEARCH – RETAIL / ECOMMERCE (SEO): LARGE
