In early 2015, I rebuilt ProvoDiamonds.com. I had previously optimized the original site (built by someone else) for various related phrases and it was ranking well. Converting the site from a plain HTML site to WordPress was a challenge in that preserving the rankings requires particular expertise.
After doing further keyword research, it was determined that the target phrase “engagement rings Provo”, for which the previous version of the site was then ranked 12th, was to be given additional ranking attention. The result was that the site initially achieved a #2 ranking in Google’s natural listings, and hovers nearby that today.
In addition, it was determined that the phrase “custom rings Utah” was to be targeted with the new site. As you can see here, the original site ranked on the 10th page on Google for the phrase. Afterward, my search engine optimization efforts resulted in the site currently ranking #2 for the same phrase.