Russian Brilliants Jewelry *

Hadar Company the only authorized distributor of Russian Brilliants®, are savvy Internet marketers as you can see their pay-per-click advertising on the web for many terms associated with diamonds, cubic zirconium and Moissanite. Russian Brilliants® operates over a dozen websites that sell their products under different domain names. As you take a look at the list below, you have to question why they are using so many domains.

www russianbrilliants.com
www russianbrilliants.net
www simulateddiamond.net
www ringsforlove.com
www belimbing.com
www moissanite-engagementrings.com
www ido-diamond.com
www climbingnews.org
www liberussia.org
www norsetavern.com
www russiancreatedgems.com
www c0me-on.net
www biznizsource.com/moissanite

Since we are an Internet Marketing Agency it is clear to me that one motivation was to dominate Google Page one and Page two for common search phrases like:

"Russian Brilliants Jewelry"
"Russian Brilliant"
"Find Russian Brilliants Jewelry"
"Russian Brilliant Rings"
"What is Russian Brilliants?"

Publishing many websites optimized for the search phrases that include "Russian Brilliants" can effectively push your competition and any negative public comment, if it exists, off Google page one.

Russian Brilliants also has chosen to use "Moissanite" in their URL names and sub-directory names to bring their websites up when consumers search for Moissanite products.

Blocking Competitive Products & Public Opinion

Here is an example how a multi-website or "microsite" strategy works. We went to Google on December 20, 2007 and typed in "Russian Brilliants Jewelry" and viewed 10 free listings on Google Page One. The first eight listings are for websites created by the marketing team for Russian Brilliants®. In fact 9 of the 10 listings push people to their company owned websites. You can view the Google screen shot below:

Russian Brilliants Web Marketing Results

So as an Internet Marketing Agency I commend the end results of their SEO strategies but I do not commend the marketing team their hired for using ".org" domains or domains that have nothing to do with jewelry, like "norsetavern.com" or "c0me-on.net". Although anyone can register a ".org" domain, according to Wikipedia:

"In the US and the UK, the .org TLD is mostly associated with non-profit organizations (in the latter '.uk' is usually but not always added after the '.org'). In addition to its wide use in the charitable field, it is often used by the open-source movement, as opposed to the .com domains used mostly by companies. "

I don't know of any national retail jewelry store that sells commercial jewelry under a ".org" domain, so their marketing advisors really could be annoying the public who expect .org domains to be non-profit websites.

I am also not quite sure how Google has not penalized this company's website rankings for duplicate content, but eventually the duplication of content will be picked up by Google. That's a different topic but a reminder of how over zealous SEO consultants can eventually cause harm to the company that they represent.

What is Russian Brilliants® Jewelry?

Here are some public sources for information and discussion on Russian Brilliants® jewelry and its role in the marketplace. It seems from my reading that Russian Brilliants® are "specially cut" or "specially enhanced" Cubic Zirconium (CZ) stones but take a look at these articles and come to your own conclusion. Russian Brilliants® clearly state on their website that their stones are not diamonds and we think that is good information for consumers.

* Russian Brilliants^© copyright Hadar Company, San Diego California. The author has no affiliation with Russian Brilliance or Hadar Company. The case study was not authorized by Hadar Company or any competitor to Russian Brilliants^© . The information contained on this article was researched from Google and public domain sources, which can be verified independently.