SEO and tracking · Luxury pre-owned watches
From brand-only traffic to 7.4× search impressions.
A luxury pre-owned watch dealer now wins searches beyond its own name. We fixed the measurement first, then the search foundations, then the content.
- Client
- A luxury pre-owned watch dealer, showrooms in three UK cities
- Sector
- Luxury retail
- Services
- SEO, Tracking & Measurement, Fractional marketing lead
- Role
- Fractional marketing leadership
- Status
- Ongoing
01
The problem
About 87% of organic visits came from people already searching for the brand name. Search was not bringing in new buyers.
Around 600 dead product URLs had no redirects, and every SEO fix needed its own development quote before anything moved.
Paid social was running on autopilot, with nothing traceable back to the site.
What we did
- 01
Tracking audit and rebuild
Removed a key event that was about 90% noise, gated the ad pixels behind consent, and added new enquiry and WhatsApp events.
- 02
A fair test for paid social
Paused paid social and ran a matched 28-day comparison of ads on against ads off.
- 03
Technical SEO audit and brief
Tested 900 product IDs and found 600 dead URLs, duplicate titles and missing canonicals. Wrote an 8-ticket developer brief and verified the release with a live crawl.
- 04
Content with real reference knowledge
Published 19 reference-led buying guides. Rewrote the homepage, sell and sourcing pages.
- 05
Weekly monitoring
Measured every week against a locked baseline, with a dated change log so each movement can be traced to the work behind it.
03
The results.
Baseline 25 Aug to 21 Sep 2026, compared with 12 Oct to 8 Nov 2026.
Search impressions
Clicks
Non-brand queries in the top 10
October
Best month on record
About this much saved a month with ads switched off, with watch enquiries level (17 vs 17) over a matched 28 days.
Technical fixes shipped by the client's developer from our brief.
What made the difference
Measuring first. Once the tracking could be trusted, every change after it could be judged against a fixed baseline, including the decision to switch the ads off.
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