The Q1 2026 benchmarking report for UK diamond dealers has just been published. Learn how the top 12 UK diamond dealers perform across the digital space.
The latest Q1 2026 benchmarking report for UK diamond dealers has just been published. It covers 12 UK diamond dealers, including Purely Diamonds, Austen & Blake, 77 Diamonds, London Diamonds, Diamond Heaven, The Diamond Store, Diamonds Factory, Boodles, Taylor & Hart, Sacet, Browns Family Jewellers, and Fenton.
The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other diamond dealers to win brand exposure, improve technical site performance, and generate online orders. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q1 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
For a glance into just 6 of the metrics we evaluated these top 12 diamond dealers on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing UK diamond dealers or request a copy of the report for the full review.
The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
ForQ1 2026, the average monthly budget wastage across these UK diamond dealers was £57,296 with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £21. This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, both London Diamonds and Austen & Blake reported the lowest monthly cost-per-click(CPC) at £3, and Browns Family Jewellers has the highest at £143.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Browns Family Jewellers has the lowest estimate monthly ad spend at £143, and Diamonds Factory has the highest at £1,450,000.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. When customers are looking to invest in high-value items, such as diamonds, an exceptional site experience is essential for not losing trust in your brand before they can reach the item they want.
In our previous audit, Fenton received the most404 errors (178). This quarter, Austen & Blake is the one to watch, with a total of 49 404 errors. Persistent 404 errors indicate weak technical SEO management, which can compound other SEO issues across a website. Search engines favour sites that are well-maintained, technically sound, and user-focused. When broken pages are left unresolved, they contribute to an overall negative technical profile.
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. As with minimising technical errors, diamond dealers will want to ensure their site is quick and easy to use, in order to maximise buying-potential in their luxury items.
In our last audit, The Diamond Store received the slowest mobile site speed (14). This quarter, The Diamond Store has decreased their mobile site speed to 7.Currently, the mobile site speed ranges between 55 and 4, with Diamonds Factory scoring the lowest. Browser caching and compression techniques also support faster mobile loading. Storing static resources locally and compressing files educes the amount of data transferred on repeat visits. This results in quicker load times and a smoother experience for returning users.
Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. For diamond dealers, working with a digital PR strategist will enable them to target niche opportunities to build links, in a way that fits their luxury image.
A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our previous audit, London Diamonds reported the lowest DA score (22). This quarter, London Diamonds has increased their DA score to 25, and, currently, Browns Family Jewellers flagged the lowest DA (19). A high number of 404 errors signals poor website maintenance, which can negatively impact how a domain is perceived by search engines and SEO tools. Domain authority models are built around trust, consistency, and reliability, and persistent errors under mine hose signals.
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Across all sectors, we are seeing brands selling luxury, or treat, items fall in traffic year on year so, diamond dealers are likely to be competing for a smaller pool of organic visitors.
Five brands reported a drop in organic traffic on desktop, with Taylor & Hart receiving the biggest loss (-51%).On mobile, 4 brands received a drop in organic traffic, with Sacet reporting the biggest drop (-100%). Internal linking supports organic growth by guiding users and search engines through the site. Linking related pages improves discoverability and distributes authority more evenly. This structure helps both desktop and mobile users navigate content with ease.
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. 'Image pack' results would be a useful universal search result for diamond dealers wanting to show their products directly on the SERP, while results such as 'FAQs' and 'people also ask' content can assist and build trust with buyers looking to make a one-off purchase.
Diamonds Factory continues to secure the most Universal Search appearances (10,586) — an increase from 8,757previously. The majority of their appearances came from ‘images’ (8,500).
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. Diamond dealers appearing for FAQ and people also ask universal search results may find their performance is strong for longtail keywords, putting them in good stead for one-off or first time diamond customers looking for helpful information before making their purchase.
Diamonds Factory continues to secure the most longtail keyword appearances for position 3 (2,773) — a decrease from 3,136previously. Diamonds Factory continues to secure the most appearances for positions 4–10 (5,584) — an increase from 4,445 previously. Incorporating longtail keywords across different content formats can further increase their impact. Blog posts, FAQs, guides, product pages and support articles can all be tailored to address specific search queries.
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019.
We’ve included screenshots of 77 Diamonds sponsored Facebook posts. This brand should consider making their images more visually striking to encourage social media users to engage with their content.
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Diamond dealers can create engaging content on the history of diamonds, common settings and shapes, and education pieces around technical terms used by retailers.
The Diamond Store secured the most Facebook Likes (221,200), and London Diamonds secured the most Instagram followers (218,500). Twitter was the most popular social media platforms of all brands. Boodles received the highest total engagement rate (6,085) and the highest average engagement (234).
20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. Diamond dealers will want to ensure their sites look sleek, clean, and elegant. However, diamond dealers must ensure that form is not taking priority over function, and that any aesthetic choices do not come at the cost of accessibilty.
In our previous report, London Diamonds flagged the most accessibility alerts (432).This quarter, London Diamonds remains the brand to watch, and they’ve since increased their total to 492. Interactive elements such as menus, buttons, or modal windows that cannot be accessed using a keyboard can prevent users with motor impairments from navigating a website. Alerts are often triggered when focus states are missing or when keyboard users become trapped within elements. This typically occurs when JavaScript interactions are built without accessibility in mind.
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.