Case study · Lakewood, CO
Jewelry store SEO: from 4 calls a month to 77, straight from Google
Mustache Gold & Silver buys and sells gold, silver, coins and jewelry in Lakewood, Colorado, and was hard to find on Google. We built their website and run their Google Business Profile. In July, the profile alone sent 77 phone calls.
- Calls from Google in July
- 77
- Last July’s calls
- 19×
- In Maps for 4 core searches
- #1
- From 55 reviews
- 4.7★
Google Business Profile
Phone calls from Google, July against July
The same month a year apart, so the season is the same on both sides. These are calls made by tapping the number on their Google listing — not website visits, not impressions.
+1,825% more calls, as reported by Google Business Profile
Google reports July 2026 as 77 calls, up 1,825% on July 2025 — which is 4 calls. Calls from the listing are only part of the picture: people who find the shop on Maps also ask for directions and simply walk in, and neither shows up as a call.
Google Maps
First in Maps for the searches that bring sellers in
Live results for four searches, run from the shop's own neighbourhood on 24 September 2026. Pick a search to see what Google shows.
- 1 Mustache Gold & Silver Client
- 2 A national jewelry chain
- 3 A second national chain
Ahead of two national chains with nine and three times the reviews.
- 1 Mustache Gold & Silver Client
- 2 An appointment-only diamond buyer
The search that most directly means "I have gold to sell today".
- 1 Mustache Gold & Silver Client
- 2 A metaphysical and gift shop
- 3 A coin-counting kiosk
Collectors searching for a real coin dealer find one first.
- 1 Mustache Gold & Silver Client
The only business Google shows for this search from the shop’s area.
Map rankings depend on where the searcher is standing, so these are the results near the shop — the customers most likely to visit. Other businesses are described rather than named.
What we did
One website, one Google profile, managed together
We built mustachegoldandsilver.com and manage both it and the Google Business Profile. Four pieces, in the order they matter.
- 01
Built the website around what people want to sell
Separate pages for what they buy and what they sell — gold, silver and platinum jewelry, diamonds, coins, bars and bullion — plus a plain-English walkthrough of how a visit works, so a first-time seller knows what to expect before walking in.
- 02
A page for every town they serve
Lakewood, Applewood, Golden, Wheat Ridge and Arvada each have their own page, so the site answers the searches people in those towns actually make instead of one page trying to cover all of them.
- 03
Set up and run the Google Business Profile
Categories that match every reason someone might visit — gold dealer, coin dealer, jewelry buyer, diamond buyer — and the same name, address, phone and hours on the profile as on the site. This is the half that produces the calls.
- 04
Ongoing SEO on both
We manage the profile and the website together, month to month, because Google checks one against the other. A profile pointing at a thin website ranks worse than one pointing at a site that confirms everything it says.
Semrush
From almost no search visibility to 86 ranking keywords
Semrush's estimate of the website's organic reach. In October 2025 the site ranked for almost nothing; by September 2026 it ranked for 86 keywords, up 65% on its previous reading.
- 86Organic keywords (+65%)
- 136Estimated organic visits a month (+15%)
- 226Referring domains
What's next
Winning the website results, not just the map
The map pack is won near the shop. The next job is the ordinary search results beneath it, where the website still sits outside the first page for broad searches like "sell gold near me". That is where buyers from further across the west Denver suburbs look, and it is what the monthly SEO work is aimed at now.
See also: Fence contractor SEO case study · Local SEO · Custom website design
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