SearchOptimizationEngine

Expansion of retail sales to the internet has resulted in a number of new tech buzzwords for independent retailers. “The Cloud” was always something visible in the sky ... until it wasn’t.

”Scalability“ typically referred to the ability to increase production of a product, yet today it usually refers to the age and capabilities of computers and networks. And then there’s

”Search Engine Optimization (SEO).“ A simple definition of SEO seems on track: A process of making changes to your website to increase its visibility (or ranking) when search engines (Google and Microsoft Bing, for example) return results.

ACCORDING TO GUY PINEDA, “Successful search engine optimization isn’t only about getting more organic traffic, it is about serving visitors with the exact type of content they are searching for, and when that happens, conversion rates are very high. So, for jewelers, paying attention to search intent is absolutely critical.”

Pineda is CEO of RJO vendor Jewelry Store Marketing and is the source for most of the information in this story (his comments are in italics). In addition to specializing in SEO, website development, and digital marketing, Pineda also is a regular columnist for Southern Jewelry News and one of the hosts of SJN’s ”Pearls of Wisdom“ jewelry podcast.

To begin a discussion of SEO, Pineda provides the jewelry search example of searching “Engagement Rings” vs “Affordable Engagement Rings.” These two keyword searches are very similar, but the latter implies the searcher is price conscious and possibly at a more advanced stage of the buying process. Someone searching for “engagement rings” likely has less knowledge about the topic and is probably just starting their search. This person will quickly find there is a massive amount of information on this general keyword phrase. For independent jewelers, this is also a key concept, because most of the national chain companies (Kay’s Jewelry, Jared Jewelry, Kohl’s, etc.) don’t go deep but are prominent on search engine results for the general keyword “engagement rings.” This is where the local mom-and-pop shop can optimize with SEO to capture the most specific keyword searches, but more importantly, to provide the visitor with a more tailored solution because the store identified the buying intent.

The world of SEO is vast and can be complicated and confusing. For this story’s purposes, SEO will focus on three areas to which jewelers should pay attention: Website Optimization, On-Page Optimization, and Keyword Research.

Website Optimization

Website optimization refers to all technical measures that can be initiated behind the scenes on a website in order to improve its position in the search rankings. SEO activities to help you rank better on the SERPs (search engine rankings page) are plentiful, but if I were to narrow it down to the top-most important things for a local jewelry store, it would be the three explained in the next column:

SEO Case Studies

Case Study #1

A jewelry store in a rural area had a new website built, but the client was not happy because it had been expensive and was incomplete. The customer waited a long time, the content used was not approved (and she did not like it), the information was disorganized, and to top it off, it was not attracting any customers. We took her store on as a client and did a number of important things: the website was optimized with solid SEO strategies, which increased visits to the website and store, and we also fixed the things that she was not happy with. The client was too overwhelmed with all that needed to be done and, aside from improving her website and its traffic, we are also helping her navigate other technical things for which she does not have the expertise.

Case Study #2

The owner of an established jewelry store owner was in the process of rebuilding his website, but realized the work being done by the new web development company was missing key aspects to their roadmap related to the website functionality, including SEO best practices. He contacted us to review the work being done, and we were able to point out a number of issues needing to be addressed. We are now working to ensure the new website is launched with speed, performance, usability, and organic search in mind.

Case Study #3

One of our clients focuses on providing jewelry appraisals and hired us to provide SEO services. We optimized the site for his top keywords, focusing on his services. His traffic and clicks saw a big increase. But ... he felt the content was excessive and changed most everything we had done. His traffic quickly decreased back to previous (non-existent) levels, so he turned to us once more. We have begun re-optimizing his site's content, and the traffic is slowly returning to the previous highs. He now understands the importance of website and page optimization.

-Guy Pineda, JMS

1) Review Your Google Business Profile

This is a free resource from Google to help local consumers find things they are searching for quickly. It would be important for stores to set the proper primary/secondary categories and ensure all store details are correct and exactly the same across all of their online profiles (social media, Yelp, store website, etc.). Stores should encourage customers to give reviews. Additionally, stores can create posts and also upload photos, which makes the overall profile more attractive to consumers.

Google Business Profile is the free profile that Google provides for every local business. Regardless of whether you claim it or not, it is possible there is a profile for your local business. It helps people find businesses in their area, enhancing the use of Google Maps. For some SEO professionals, Google Business Profile is the answer to the failed social platform Google Plus. Since it’s free and likely already out there, be sure to review your profile, making sure it is accurate and updated, and that your profile is collecting reviews.

How to Access and Edit Your Google Business Profile

Find Your Business Profile

On Google Search or Maps, search for your business's name and city. Along the right, find your store's information. Find the link near the box bottom, titled, "Own this business?"

Edit your Business Profile

With Google Search, select "Edit profile." With Google Maps, select "Edit profile." After each change you make, select "Save."

2) Optimize Your Website Content

Make sure the content of your website features the target keywords prominently. This is where you don’t want to get cute and rephrase things.

Here’s an example: A jeweler wants to be the source of bridal jewelry in the area. Some jewelers prominently display a main title like “Your Home For Life’s Most Important Occasions” paired with a happy couple getting engaged. Most consumers get the point this seller offers bridal jewelry. By using a website title like “Your Best Choice for Engagement Rings and Wedding Bands” tells the same story to the consumer, but the effects on organic search ranking is very different and better for you. Along with selective keywords, optimize your website with great pictures and videos, inter-linking (link a keyword on one page to another page focused on that keyword), and —if you’re capable—add SEO features, such as meta tags.

Most jewelers have access to their Google Analytics, but every business should also be looking at the Google Search Console, which focuses on organic search results. Some of the great things it shows are the search phrases they are getting found for, Core Web Vitals (to see if there are issues with the website—like speed), and more.

If you don’t already have a Console account, you will need to create one to start using Google Search Console. Within Google Search Console, you can start by clicking on ‘add a new property’ in the top bar.

On-Page Optimization

On-page optimization refers to all the measures that can be taken directly within the website in order to improve its position in the search rankings.

Google and other search engines continue to modify the algorithm they use to serve up relevant results to searchers. It isn’t just about content and links, like it was years ago. Today it includes those things, but is also influenced by site speed, user experience, helpful content, user reviews, optimized page content, inbound signals, and more.

Keyword Research

Most jewelers want to get found for wedding bands, jewelry repair, diamond jewelry, and such, but if you don’t do keyword research, you may find the general jewelry keywords are too competitive. Most businesses target a keyword because it is a generic term related to a service. This is often a mistake for jewelers.

Reading List

SEO Best Practices for Small Businesses

By Annie Saleski, Squarespace, January 2023

Search Engine Optimization (SEO) Starter Guide

By Google

Search Engine Optimization: The Basics

Ongoing series by the Small Business Administration (SBA)

Understanding Search Engine Optimization

By Adobe

Doing solid keyword research helps you identify highopportunity keywords with good volume and lower competition. In many cases, RJO jewelers are very similar in products and service offerings, but they are all located in different geographic locales, with unique values, history, areas of expertise, and more, which also will be seen when proper keyword research is done. When conducted properly, solid research can result in highvolume keywords previously rejected or not considered. There are several free tools that a jeweler can use to do keyword research. These include Google Search Console, Google Keyword Planner, Google SERP, UberSuggest, and AnswerThePublic.com, and there are many more. They often identify solid keywords you may not have expected. I would also check Google Trends related to your services. Recently, I’ve seen a major uptick in the search volume of “permanent jewelry.“ If you perform the service, you don’t want to miss out, so you should create a single optimized page about permanent jewelry.

For RJO members, I would first recommend that a list be made of the keywords you would like your store to be found under by a customer. Include all of the services you offer, and then search each of these services directly on Google. In the results, look for the auto-suggested keywords, and for the “People Also Ask” and “People Also Search For” sections, which show you the top searched-for keywords in your area. Results are different for each store, based on geography and even prior search history. Include the relevant ones to your keyword list.

Finally, check Google Search Console and see the keywords and phrases your store is already getting found for. Include the top-most relevant terms into your growing keyword list. The ones that include your name (or variation of your name) are direct search results and should not be included.

When you have identified the target keywords you found from your keyword research phase, it is important to optimize one-page for each key major/related keyword. In other words, create a separate page for each one of your services and link to it from your main page. Include your target keywords in your head title, meta tags, and subheadings. When trying to get found in nearby towns, consider creating town pages with optimized copy that includes your target keywords. This will increase your chances to get found in towns miles away. This is probably an important SEO activity more specifically for stores in small towns, but which have larger towns not too far away.