SEO: SK, a provider of high-quality, unique jewelry, particularly jewelry made using baguette-cut stones, operates in one of the most competitive markets in eCommerce. To compete effectively through organic channels, our SEO specialists had to go beyond the conventional approaches to keyword research, splitting the difference between typical short-tail keywords and mid to long-tail keywords that were highly specific in nature and commercial and transactional in intent. We produced a custom approach built around these keywords, specifically selected for their attainability and viability in terms of volume and difficulty, and then optimized their website around them, published a stream of content to improve visibility, and sowing backlinks that improved domain authority, referral traffic, and organic rankings.