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Driving Digital Growth with Specialized SEO Talent
Frank Darling is a custom jewelry brand with 11 showrooms across the US and a team of 90. Their unique model blends in-person consultation with custom design, serving clients in cities from New York to Austin. As the company was growing, they wanted to bring in more website traffic and improve their online visibility to keep fueling that growth.
Reversing Traffic Decline and Scaling SEO Impact
Chathura joined Frank Darling as a Technical SEO Manager, reporting to Co-Founder Kegan Fisher and working closely with both the marketing and development teams.
Frank Darling faced several key challenges as they scaled:
- Recovering from a traffic drop. Organic traffic was on a decline, threatening lead generation and sales. The site's structure and content updates were not optimized for search, and broken links were common.
- Managing a complex, custom-coded website. The absence of a proper CMS meant the site required frequent manual audits and fixes.
- Lack of in-house SEO expertise. The team had a content manager, but no one dedicated to technical SEO.
Data-Driven SEO and Cross-Functional Execution
Before Oceans, Frank Darling's site was losing visibility and missing out on organic growth. With Chathura's expertise, the team quickly reversed the decline and set new records for online reach.
How Chathura Delivered Results
- Doubled organic traffic from monthly visits. Chathura overhauled technical SEO, fixed site structure issues, and implemented a robust content strategy.
- Increased keyword rankings from 23,700 to 40,700. By driving targeted keyword research and optimizing both product and blog content.
- Streamlined cross-team SEO execution. He coordinated technical fixes with the development team and partnered with an international agency for off-page SEO.
- Automated analytics and reporting. Chathura built custom dashboards and automated marketing reports, giving leadership real-time visibility into SEO performance.
- Advanced tracking setup. Implemented end-to-end tracking for paid social and search campaigns using Google Tag Manager and GA4 event tracking.
- Product catalog optimization. Helped restructure product metadata, titles, and internal linking, improving both user navigation and search discoverability.
"Even though my title is Technical SEO Manager, I work on all three components: on-page, off-page, and technical SEO - making sure everything is running smoothly, fixing broken pages, and optimizing content and product categories. I do weekly audits to catch broken links or issues from content updates, and I work closely with the development team to prioritize fixes."
- Chathura, Technical SEO Manager, Frank Darling
Frank Darling Sets a New Standard for Digital Growth
With Chathura's leadership, Frank Darling reversed its traffic decline and established a scalable SEO foundation. The brand now enjoys record organic reach, faster reporting, and a collaborative marketing culture that supports continued expansion.
"Working with Chathura has been incredible. He's deeply proactive, detail-oriented, and always a step ahead -- flagging problems before they become issues and coming to the table with smart, actionable solutions. His ability to bridge technical work with marketing goals has been invaluable, transforming how we manage SEO and analytics at Frank Darling."
- Kegan, CEO + Co-Founder, Frank Darling
