---
date: 2026-05-27
type: roadmap & quick wins
audience: ADVMFR (leadership + operations)
---

# Roadmap & quick wins

## 1. The three phases

### Phase 1 — Foundation (M1–M3)
**Goal:** stop the bleeding, install the architecture, capture the lowest-hanging commercial fruit.

| Priority | Deliverable | Notes |
|---|---|---|
| **P0** | `/` (home) — rewrite | Must REMOVE "Wholesale Supplier" from current title (anti-cannibalisation with new wholesale page) |
| **P0** | `/about-us/` — rewrite | Re-submit Thailand cluster on Mangools in UK location before publish |
| **P0** | `/contact-us/` — rewrite + full schema | `Organization` + `LocalBusiness` + `GeoCoordinates` 13.778318 / 100.787995 — direct Knowledge Graph gain |
| **P0** | `/wholesale-suppliers/` 🆕 | Highest volume lever (36 300 vol primary). Plan B keywords staged for quick wins. |
| **P1** | `/design-development/` — rewrite | Pivoted to `custom jewellery design`. ZERO "manufacturer" in body. |
| **P1** | `/production-process/` (hub) — rewrite | Without the 3 sub-pages yet (those land in Phase 2) |
| **P1** | `/sustainability/` — rewrite | Keyword split with blog applied: 15 commercial KWs stay here, 24 informational KWs go to blog |
| **P1** | `/oem-jewellery-manufacturer/` 🆕 | Sales pitch page, captures `custom jewellery manufacturer` (KD 15 UK) |
| **P2** | `/gallery/` — light rewrite | Visual support only, UK alt audit, ImageObject schema |
| **P2** | `/news-events/` — rewrite | ExhibitionEvent schema per fair, fix typo "Kong Hong Kong", annual update workflow in Plane |

**Success criteria P1:**
- 100% of pages have H1 / title / meta / schema in place.
- `sitemap.xml` published, GSC + Plausible/GA4 connected.
- Internal linking matrix fully applied.
- `hreflang` deployed if multi-language is greenlit.

### Phase 2 — Expansion (M3–M6)
**Goal:** capture mid-funnel and category-specific buyers.

| Priority | Deliverable | Notes |
|---|---|---|
| **P1** | `/production-process/lost-wax-casting/` 🆕 | KD 23, vol 1 600. Already tracked. |
| **P1** | `/production-process/jewellery-plating/` 🆕 | KD 19, vol 990, **growth +127% — strategic urgency** |
| **P1** | `/production-process/jewellery-polishing/` 🆕 | KD 18, vol 1 200 — best KD/volume ratio in the entire dataset |
| **P2** | `/categories/` (hub) 🆕 | With sub-pages rings, earrings, bracelets, chains |
| **P2** | `/categories/rings/` 🆕 | Vol 230, KD 24 — category leader |
| **P2** | `/categories/earrings/` 🆕 | Hoop earrings growth +100% — capture early |
| **P2** | `/categories/bracelets/` 🆕 | Vol 80, KD 23 |
| **P2** | `/categories/chains/` 🆕 | Title must disambiguate (chain = hardware confusion) |
| **P3** | `/categories/necklaces/` | Create IF traction 6 months post-launch of the hub |
| **P3** | `/categories/pendants/` | Same |

### Phase 3 — Authority (M4–M12)
**Goal:** topical authority, top-of-funnel, AI Overview presence.

**~35 articles, sequenced by cluster and priority:**

| Cluster | Cadence | First article | Hard deadline |
|---|---|---|---|
| **Trends 2027** | Q3–Q4 2026 | `industry-report` (M6) | **`trends-2027` publish 15 September 2026** |
| **Sourcing B2B** | M7–M14 (1/month × 8) | `how-to-choose-manufacturer` (pillar) | — |
| **Process & technique** | M6–M12 (2/month × 6) | `lost-wax-casting-guide` + `gold-purity-guide` | — |
| **Sustainability** | M6–M11 (1/month × 6) | `rjc-guide` (Week 1) + `rjc-cert-explained` (Week 3) | — |

**Annual trends refresh budget:** ~45h/year to maintain `trends-20XX` evergreen URLs (Q4 cycle each year).

---

## 2. Quick wins — first proof points

These are the keywords with the highest reward-to-difficulty ratio. Hit them in the first 6 months to prove the strategy works.

| # | Keyword | Vol | KD | Page | Why it's a quick win |
|---|---|---|---|---|---|
| 1 | `jewellery polishing` | 1 200 | 18 | `/production-process/jewellery-polishing/` | KD 18 with vol 1 200 — exceptional ratio. No incumbent dominates. |
| 2 | `jewellery electroplating` | 990 | 19 | `/production-process/jewellery-plating/` | **Growth +127%** — the demand is racing toward this query |
| 3 | `demi-fine jewellery` | n/a | **5** | `/blog/demi-fine-jewellery/` | KD 5 — lowest in the entire blog dataset |
| 4 | `gold plating vs vermeil` family | 11 420 cumulative | varies | `/blog/gold-plating-vs-vermeil/` | Comparison content — captures decision-stage buyers |
| 5 | `thailand wholesale jewelry` | 240 | 21 | `/wholesale-suppliers/` | Cheap "Thailand" geographic capture, signals to Google we own the niche |
| 6 | `hoop earrings supplier` | 10 | 23 | `/categories/earrings/` | Low volume but +100% growth — early position grab |
| 7 | `lost wax casting for jewelry` | 1 600 | 23 | `/production-process/lost-wax-casting/` | High-intent procedural query, perfect for a corporate sub-page |

### Sequencing recommendation
- **Week 1–4** of Phase 2 → ship `/production-process/jewellery-polishing/` and `/production-process/jewellery-plating/` together. Two sub-pages, ~5 days of writing + 1 sprint of dev, immediate signal to Google.
- **Week 5–8** → ship `/blog/demi-fine-jewellery/` and `/blog/gold-plating-vs-vermeil/` together as the blog launch combo. Demonstrates authority on growing categories.
- **Week 9–12** → ship `/categories/earrings/` to ride the hoop-earrings growth before competitors notice.

---

## 3. Three pacing scenarios — pick one with the client

The 9–12 month roadmap above assumes a healthy pace. Below are 3 scenarios with different commitments.

### Scenario A — "Conservative" (12–15 months)
- 1 corporate page rewritten per 2 weeks during Phase 1.
- 1 sub-page per 3 weeks during Phase 2.
- 1 blog article per 2 weeks during Phase 3.
- **Total throughput:** ~20 pages by M6, ~35 articles by M14.
- **Best if:** internal writing team, content review board, multiple stakeholders to align.

### Scenario B — "Standard" (9–12 months) — RECOMMENDED
- 1 corporate page per week during Phase 1.
- 1 sub-page per 2 weeks during Phase 2.
- 1 blog article per week during Phase 3.
- **Total throughput:** ~10 pages by M3, ~17 pages by M6, ~35 articles by M12.
- **Best if:** dedicated content writer + designer + dev sprint capacity available.

### Scenario C — "Aggressive" (6–9 months)
- 2 corporate pages per week during Phase 1 (requires parallel writers).
- 1 sub-page per week during Phase 2.
- 2 blog articles per week during Phase 3.
- **Total throughput:** all corporate pages by M2, all sub-pages by M4, ~35 articles by M9.
- **Risk:** quality dilution, fact-checking overload, designer bottleneck.
- **Best if:** ADVMFR pushes a flagship date (e.g., a major trade fair launch, new collection release) and budget is unconstrained.

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## 4. Dependencies & blockers

| Dependency | Owner | Blocking what | Resolution path |
|---|---|---|---|
| UK English systematic decision | ADVMFR | All copywriting | Confirm in meeting |
| Real MOQ ranges | ADVMFR | `/wholesale-suppliers/`, `/oem-jewellery-manufacturer/` writing | Sales team data dump |
| CAD/CAM software list | ADVMFR | `/design-development/` long-tail capture | One email to design lead |
| Manual SERP audit Google.co.uk | Elevaseo | Phase 1 publishing of OEM + design pages | 2 hours of work, can do this week |
| Plane backlog creation | Elevaseo | Operational execution | After meeting validation |
| Designer / dev capacity | ADVMFR | Phase 1 sprint planning | Confirm headcount & timeline |
| Logo & brand assets at high-res | ADVMFR | All page hero sections | Marketing folder access |
| Approved client logos for case studies | ADVMFR (NDA check) | `/oem-jewellery-manufacturer/`, `/wholesale-suppliers/` | Legal review |

---

## 5. What we measure (definition of done per phase)

### Phase 1 KPIs (M3)
- 10 pages live with full schema.
- ≥ 5 keywords ranking in top 20 (any page).
- GSC + Plausible/GA4 confirmed working.
- Zero broken 301 from old URLs.

### Phase 2 KPIs (M6)
- All process + category sub-pages live.
- ≥ 3 keywords ranking top 10 on the quick-win list (KD 18–23 keywords).
- First qualified lead attribution from new pages via CRM.

### Phase 3 KPIs (M12)
- 30+ articles published.
- AI Overview citation captured on ≥ 3 commercial intents.
- 1 backlink from a tier-1 trade publication (e.g., Jewellery Net Asia, Professional Jeweller, JCK Online).
- Organic leads from `/wholesale-suppliers/`, `/oem-jewellery-manufacturer/`, `/design-development/` measurable in CRM.