--- date: 2026-05-27 type: strategy & architecture rationale audience: ADVMFR leadership + marketing team --- # Strategy and architecture ## 1. The three strategic decisions ### Decision 1 — UK English systematic **Decision:** the entire site, every page, every meta, every URL slug uses UK English spelling (`jewellery`, `colour`, `centre`, `customise`). **Why:** - Mangools shows a stark asymmetry. Same keyword, different spelling: `custom jewellery manufacturer` = **KD 15 (UK)** vs `custom jewelry manufacturer` = **KD 41 (US)** at identical 1 600 monthly volume. The UK SERP is genuinely under-competitive. - Your buyer geography (UK, Continental Europe, Asia, India, Australia) naturally types `jewellery`. - The current site already uses `jewellery` — no migration cost. - Body copy can mix UK + US spelling naturally to capture both — but H1, title, meta, URL are UK-only. **Validation needed:** explicit ADVMFR sign-off (see `05-decisions-and-brainstorming.md` §1.4). ### Decision 2 — Intent-split per URL ("vocabulary boundary") **Decision:** each commercial keyword belongs to **one and only one URL**. The page that owns a keyword puts it in H1, title and meta. Every other page is forbidden from using that exact phrase in H1/title. **Why:** Without this rule, Google sees multiple URLs targeting the same query and picks one — usually the wrong one — and you cannibalise yourself. The current site already shows symptoms: home title says "Wholesale Jewelry Suppliers" while there is no dedicated wholesale page. **How it looks in practice (extract — full table in `master-seo-plan.md` §3):** | Vocabulary | Owner page | Forbidden on | |---|---|---| | `jewellery manufacturing` (generic) | `/` (home) | Other pages = body only, never H1 | | `jewellery manufacturer thailand` | `/about-us/` | Other pages = no H1 | | `custom jewellery design` (vol 5 000) | `/design-development/` | `/oem-jewellery-manufacturer/` ❌ | | `custom jewellery manufacturer` (vol 1 700) | `/oem-jewellery-manufacturer/` | `/design-development/` ❌ | | `OEM`, `ODM`, `private label`, `white label` | `/oem-jewellery-manufacturer/` | `/design-development/` ❌ | | `wholesale jewellery`, `supplier`, `findings`, `bulk`, `MOQ` | `/wholesale-suppliers/` | Home must remove "Wholesale Supplier" from current title | | `rjc certified jewellery manufacturer` | `/sustainability/` | Blog RSE does NOT chase this commercial keyword | | `responsible jewellery council`, `lab grown diamond explained`, `recycled gold guide` | `/blog/` (RSE cluster) | `/sustainability/` does NOT chase these informational keywords | **The split intent is the rule, not the volume.** Commercial intent → corporate page. Informational intent → blog article. ### Decision 3 — Hub-and-spoke architecture **Decision:** every cluster gets a hub page (overview) + dedicated spoke pages for sub-topics. The hub mentions the spokes but does NOT chase the spoke keywords. **Examples:** - `/production-process/` (hub on `jewellery manufacturing process` KD 9) → 3 spokes: `lost-wax-casting`, `jewellery-plating`, `jewellery-polishing`. - `/categories/` (hub) → 4 spokes: `rings`, `earrings`, `bracelets`, `chains` (necklaces + pendants stay as H2 inside the hub until traction justifies separate pages). - `/blog/` (hub) → 4 cluster pillars, each with 6–12 articles. **Why:** spreads authority efficiently, prevents internal competition, lets each page have a clean H1 + intent. --- ## 2. Why these particular keywords ### Home — `jewellery manufacturing` (KD 8, vol 2 600) Out of 14 spelling variants of "jewellery manufacturer/manufacturing" all at 2 600 vol/month (same SERP cluster as far as Google is concerned), this one is **the outlier with the lowest KD**. The SERP wants HOMEPAGES + GUIDES — perfect for a corporate home. The naturally-phrased `jewellery manufacturer` (KD 22) goes in the H1 as the secondary because it's how humans actually say it. ### Pages with intentional KD discipline - `/design-development/` → `custom jewellery design` (KD 27, vol 5 000) — the big-volume design service query. - `/oem-jewellery-manufacturer/` → `custom jewellery manufacturer` (KD 15 UK, vol 1 700) — sales pitch page, captures OEM/ODM/private label cluster bonus. - `/wholesale-suppliers/` → `suppliers for jewellery making` (KD 38, vol 36 300) — most ambitious bet, **but with a quick-win plan B**: page also targets `wholesale jewelry supplier` (KD 36), `jewelry wholesale` (KD 36), `thailand wholesale jewelry` (KD 21) — cumulative ~10 000 vol on lower-KD variants ranking in 2–8 months. ### Why we are NOT chasing 2 obvious "big" keywords - **`personal jeweler`** — 55 700 vol/month BUT spike to 165 000 in Dec 2025 then −36% in 3 months. Consumer TikTok / AI assistant buzz. Not B2B. Skip. - **`suppliers for jewellery making`** on the home — yes, 36 300 vol, but KD 38 is too risky for a brand-anchored home. Goes to the dedicated `/wholesale-suppliers/` page instead. --- ## 3. URL tree — the proposed architecture ``` / [HOME — rewritten] ├── /about-us/ [rewritten] ├── /design-development/ [rewritten — pivoted to "custom jewellery design"] ├── /production-process/ [rewritten — now a HUB] │ ├── /production-process/lost-wax-casting/ 🆕 │ ├── /production-process/jewellery-plating/ 🆕 (growth +127%) │ └── /production-process/jewellery-polishing/ 🆕 (quick win) ├── /sustainability/ [rewritten] ├── /gallery/ [rewritten light — visual support, no SEO chase] ├── /news-events/ [rewritten — single page + ExhibitionEvent schema] ├── /contact-us/ [rewritten — Schema NAP priority] │ ├── /wholesale-suppliers/ 🆕 NEW strategic page ├── /oem-jewellery-manufacturer/ 🆕 NEW strategic page │ ├── /categories/ 🆕 NEW HUB │ ├── /categories/rings/ 🆕 │ ├── /categories/earrings/ 🆕 (hoop earrings growth +100%) │ ├── /categories/bracelets/ 🆕 │ └── /categories/chains/ 🆕 (title must clarify "Gold & Silver chain") │ (necklaces + pendants live as H2 inside the hub until traction) │ └── /blog/ 🆕 NEW SECTION ├── Sourcing & B2B procurement 8 articles (1 pillar + 7 spokes) ├── Process & technique 12 articles (11 + 1 bonus) ├── Market trends & design 7 articles └── Sustainability & certifications 8 articles ``` **Total: 20 pages + ~35 articles.** --- ## 4. Internal linking matrix (extract) The home and the hubs concentrate PageRank and pass it through narrative anchor text: | Source | Target | Anchor | |---|---|---| | `/` | `/oem-jewellery-manufacturer/` | "OEM & private label service" | | `/` | `/wholesale-suppliers/` | "wholesale jewellery supplier" | | `/` | `/design-development/` | "in-house design & development team" | | `/design-development/` | `/oem-jewellery-manufacturer/` | "Looking for full OEM/ODM service? →" (bridge sentence — mandatory) | | `/oem-jewellery-manufacturer/` | `/design-development/` | "See our design process →" (reciprocal) | | `/sustainability/` | `/blog/rjc-guide/` | "Learn about the RJC certification" | | `/production-process/` (hub) | each sub-page | "See our [process] →" | Every commercial page must have a sticky CTA toward `/contact-us/`. The three high-intent pages (`/wholesale-suppliers/`, `/oem-jewellery-manufacturer/`, `/design-development/`) also get a secondary CTA "Request a quote". --- ## 5. Schema priority (technical SEO) Schema markup is the cheapest authority signal we can deploy. Priority order: | Schema type | Page | Why it matters | |---|---|---| | `Organization` + `LocalBusiness` + `GeoCoordinates` | `/contact-us/` (+ global) | Knowledge Graph eligibility, factory NAP, Google Maps trust | | `Manufacturer` + `Service` | `/oem-jewellery-manufacturer/`, `/wholesale-suppliers/` | Service intent disambiguation | | `FAQPage` | Every page with an FAQ section | Captures AI Overview citations + Featured Snippets | | `BreadcrumbList` | All sub-pages | Cleaner SERP display | | `ExhibitionEvent` | `/news-events/` per fair | Trade-fair surface in Google Events | | `Article` + `Author` | All blog articles | Editorial authority signal | | `ImageObject` | `/gallery/` images | Reverse-image discovery | --- ## 6. Migration & redirects Two pages currently return 404: `/privacy-policy/` and `/term-of-use/`. They must be rebuilt — RJC compliance probably requires both. Full URL audit needed before launch to map any old URL → new URL via 301. **No 301 between `/` (home) and `/wholesale-suppliers/`** — instead, rebrand the home title (drop "Wholesale Supplier") and let the new page accumulate its own authority.