Demand in that territory
4,730 / mo
The same market, the same customers, found on ChatGPT
Both of you have a page at /engagement-rings. Both target the same market. Here is what each one earns.
Traffic and keyword counts from Ahrefs, Australian market, 11 August 2026. Page anatomy from a live crawl of both pages the same day. Ahrefs Live crawl
We crawled twelve category pages from each site at random. Larsen had exactly one H1 on 12 of 12. You had multiple H1s on 12 of 12. On your emerald cut page the three H1s are an empty one, "Emerald Cut Diamond", and "Filter By:", which is a filter control given the highest heading weight on the page.
An H1 tells a search engine and an AI assistant what the page is about. Yours says three things, one of which is a piece of furniture. This is a template-level fault, so it is one fix applied once, not 2,014 fixes.
Larsen carries FAQ schema on 9 of 12 category pages. You carry it on 0 of 12, and there is none anywhere on your site. FAQ markup is the single clearest signal to Google and to AI assistants that a page contains answers worth lifting.
The heading shape tells the same story. Larsen averages 16.6 H2s and 22.2 H3s per category page: a document with sections and sub-sections. You average 31.9 H2s and only 8.2 H3s: a flat wall of product names with almost no structure underneath. On your emerald cut page the H2s read "18kt Two-Tone Ring with Emerald Cut Diam…", truncated mid-word. There is no argument on the page for a machine to quote.
Larsen has a /learn-about/ hub of 48 pages, structured as a proper tree. Diamonds branches into carat, clarity, colour, cut, certificates and fluorescence. Shapes branches again into ten pages, one each for asscher, cushion, emerald, heart, marquise, oval, pear, princess, radiant and round brilliant. Coloured gemstones has twelve pages. Precious metals has seven. Plus ring size, jewellery care and the Mohs hardness scale.
You have three pages covering diamond education, against 4,730 searches a month and fifteen buyer questions in that territory. This is exactly where AI assistants source their answers, and it is the territory a master jeweller should own outright.
Larsen's number two page by traffic is /engagement-rings/melbourne, at position 2 for "engagement rings melbourne" and 2,518 organic visits a month. They also hold pages for Brisbane, Adelaide, Canberra, Perth and Sydney. Six cities, six pages, built into the URL structure.
You have none. This is the national expansion you are moving towards with Zoom consultations, and your competitor is already taking the traffic for it. The demand is there and it is organised city by city: Australians search "lab grown diamond rings brisbane", "adelaide", "perth", "canberra", "melbourne", "wollongong", "cairns", "hobart", "newcastle" and "geelong".
Your 33 engagement-ring hubs are almost all cuts and stones: emerald, oval, pear, cushion, princess, sapphire, ruby. Good, and necessary. Larsen has those too, and then keeps going with the way people actually search:
/1ct-diamond-rings, /2ct-diamond-rings (position 2 for "1 carat diamond ring", 1,700 a month)/guide, /how-to-propose-guide, /top-10, /price-guide, /online, /custom, /engraved/guide/platinum-vs-white-gold, at position 3 for "what is white gold", 1,200 a month/services/jewellery-remodelling, position 1 for "redesigning jewellery"That last one is worth pausing on. Resetting an inherited stone is something you do brilliantly and have no page for. Larsen ranks first for it.
They also cover both phrasings of every shape, holding /cushion and /cushion-cut, /oval and /oval-cut, /marquise and /marquise-cut, because people type it both ways.
Larsen's robots.txt blocks /product/ outright, then allows roughly thirty named diamonds back in. They are deliberately keeping thousands of thin, fast-changing loose-diamond pages out of the index so that crawl attention lands on the pages built to rank. Their blog sits tidily under /blog/, 639 pages, all namespaced.
Your sitemap offers all 2,014 URLs, and 1,612 of them earned zero clicks last quarter. Your 127 articles sit at the root with no hub above them, and your taxonomy overlaps itself: /rings/, /collection/, /jewellery-collection/, /category/ and /new-arrivals/ all describe the same stock in different ways, so your own pages compete with each other.
Three things we checked and ruled out, because it matters that the diagnosis is right before anyone spends money on the wrong fix.
| The usual suspect | Verdict | What the data says |
|---|---|---|
| Page speed | Not the cause | Larsen also fails Core Web Vitals: Lighthouse 66 on mobile, LCP 4.2 seconds, blocking time 798ms. They hold 1,496 top-three rankings anyway. Your 14-second LCP is much worse and still worth fixing for the customers who bounce, but speed is not why they outrank you. |
| Internal linking | Not the cause | Near identical. Larsen's category pages carry 151 to 166 unique internal links, yours carry 142 to 176. You link plenty. The links simply point at pages that are not built to rank. |
| Backlinks and authority | Not the cause | Ten Domain Rating points, 38 against 48. Real, but nowhere near enough to explain a 38-fold difference in top-three rankings. You have genuine editorial coverage including Marie Claire Australia and Man of Many. The authority is there and it is not being converted. |
| Amount of content | Half true | You have published 127 articles, so the effort has been made. But Larsen's pages average 3,112 words against your 2,288, and more importantly theirs are organised as documents while yours are product grids. It is the shape of the content, not the quantity. |
| Target | Site | Words | H1s | H2s | H3s | FAQ | Schema on the page |
|---|---|---|---|---|---|---|---|
| Emerald cut engagement rings | Larsen | 4,013 | 1 | 33 | 28 | Yes | WebPage, FAQPage, Question, BreadcrumbList, LocalBusiness |
| You | 2,678 | 3 | 28 | 11 | No | CollectionPage, BreadcrumbList, Organization | |
| Oval engagement rings | Larsen | 3,938 | 1 | 35 | 28 | Yes | WebPage, FAQPage, Question, BreadcrumbList, LocalBusiness |
| You | 2,828 | 3 | 44 | 9 | No | CollectionPage, BreadcrumbList, Organization | |
| Lab grown diamond rings | Larsen | 3,463 | 1 | 26 | 31 | Yes | WebPage, FAQPage, Question, BreadcrumbList, LocalBusiness |
| You | 2,140 | 2 | 37 | 10 | No | CollectionPage, BreadcrumbList, Organization | |
| Engagement rings (top category) | Larsen | 4,193 | 1 | 35 | 28 | Yes | WebPage, FAQPage, Question, BreadcrumbList, LocalBusiness |
| You | 1,690 | 2 | 21 | 9 | No | CollectionPage, BreadcrumbList, Organization | |
| Wedding rings (top category) | Larsen | 3,545 | 1 | 35 | 26 | No | WebPage, BreadcrumbList, LocalBusiness |
| You | 2,900 | 2 | 15 | 10 | No | CollectionPage, BreadcrumbList, Organization |
Live crawl, 11 August 2026. Note the schema column: Larsen puts LocalBusiness on every page, you put it on none of your category pages. For a business whose whole advantage is a Sydney showroom you can walk into, that is a signal worth having. Live crawl
| Page | Visits / mo | Keywords | Best pos. | Top keyword |
|---|---|---|---|---|
| Larsen · /engagement-rings | 6,360 | 287 | 2 | engagement rings australia |
| Larsen · /engagement-rings/melbourne | 2,518 | 49 | 2 | engagement rings melbourne |
| Larsen · /engagement-rings/diamond | 1,460 | 156 | 2 | diamond engagement rings |
| Larsen · /engagement-rings/oval-cut | 1,361 | 83 | 2 | oval engagement rings |
| Larsen · /engagement-rings/emerald-cut | 738 | 97 | 1 | emerald cut engagement rings australia |
| You · /engagement-rings/aquamarine | 207 | 43 | 4 | aquamarine ring |
| You · /bangles-bracelets/tennis-bracelet | 145 | 24 | 17 | tennis bracelet (30,000 a month) |
| You · /engagement-rings/emerald-cut-diamond | 48 | 18 | 9 | emerald cut diamond engagement ring |
| You · /engagement-rings | 48 | 4 | 11 | emerald cut diamond ring |
| You · /engagement-rings/pear-cut-diamond | 58 | 12 | 8 | pear shaped engagement ring |
Ahrefs, Australian market, 11 August 2026. Look at the keywords column rather than the traffic column: that is the mechanism. One well-built hub earns rankings for dozens or hundreds of related searches. A product grid earns a handful. Ahrefs
| Structure | Larsen | You | Why it matters |
|---|---|---|---|
| URLs in sitemap | 3,064 | 2,014 | Comparable size |
| Education hub | 48 pages, tree | 3 pages | Where AI answers get sourced |
| Blog | 639, under /blog/ | 127, at the root | No hub means no topical parent |
| City pages | 6 | 0 | The national market |
| Engagement ring hubs | 52 | 33 | Closer than you would think |
| Guide and comparison pages | Yes | None | Captures research-stage buyers |
| Service pages | 7 | 0 | Remodelling ranks first for them |
| Overlapping taxonomies | No | 5 competing | Your pages compete with each other |
| Crawl control on thin pages | Blocks /product/ | All exposed | 1,612 of your pages earn nothing |
In order, cheapest and highest-leverage first. This is the "own your territories" phase of the transformation, made specific.
| Order | Move | What it involves and why it is first |
|---|---|---|
| 1 | Fix the H1 template | One template change removes the empty H1 and demotes "Filter By:" to what it is. Every category page on the site inherits it. This is hours of work, not months, and it is currently undermining all 2,014 pages. |
| 2 | Add FAQ and Review schema | You already have the questions: 136 of them, mapped in the research. Answer the top ones on each category page and mark them up. This is the clearest AEO signal there is and you currently have none of it. |
| 3 | Rebuild the top ten category hubs as documents | Engagement rings, lab grown, and the eight biggest shapes. Give each one a real body with sub-sections, not just a product grid: what the cut is, who it suits, how to choose, what it costs, what you do differently. Larsen's version of this page ranks for 287 keywords. |
| 4 | Build the education tree | The 4Cs, the shapes, the metals, the gemstones, ring sizing, care. This is the territory with 4,730 searches a month where you hold three pages, and where an actual master jeweller has an unfair advantage over a chain. |
| 5 | Build the city and remote pages | Melbourne, Brisbane, Perth, Adelaide, Canberra, plus how a Zoom consultation works. This is the national business in content form, and Larsen is currently taking that traffic unopposed. |
| 6 | Tidy the taxonomy and control the crawl | Collapse the five overlapping category paths, give the 127 articles a hub, and stop offering Google 1,612 pages that earn nothing. |
sitemap_index.xml across ten child sitemaps, 3,064 live URLs. Yours from sitemap.xml, 2,016 entries of which 2,014 are live pages.robots.txt files read live on 11 August 2026.