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4 SEO Tips for Jewelers

by Charles Pobee-Mensah, Director of Digital Marketing

Search Engine Optimization (SEO) can often seem confusing or overwhelming. This is especially true for jewelers. Since we’ve talked in the past about what SEO is, let’s focus today on four tips for actually doing it. 

Highlight The Pillars of Your Business

Is your main focus bridal, watches, and fashion jewelry? Or maybe it’s custom, estate jewelry, and bridal. Whatever the case, you can get more traffic to your site by putting an in-depth page about each on your website.

These “cornerstone pages” can be long and filled with lots of information. Including lots of pictures and sometimes even video help too. Include links to relevant product galleries and resources as well as a contact form or contact info for people who are ready to take action.

When search engines pick up on the wealth of useful information on your site regarding each of these topics, they are more likely to reward you with the website traffic you want most.

Use Your “Free Ads”

If Google approached you and offered you a free ad, you’d probably accept. They tell you that you just need to write a headline, description, and include a good photo. Or, they can just have their robots scan your website and automatically grab whatever they can find. I think you’d choose to use your own description. This is what I want you to think when you hear the word “metadata”.

Metadata is your path to free ads on search engines and better SEO. When a page on your website shows up on Google, it needs something to show people before they click. If you include a “page title” and a “meta description” (two types of metadata), then they’ll usually use that as the headline and description. If you don’t, their bot will pull some random text from the page.

Likewise, if pictures don’t have a line of text describing what it is (a piece of metadata known as “alt text”) then their robots can only guess what the picture is of. If, however, pictures do have this, Google better knows when pictures on your site match what people are searching for on Google Images.

Make Your Website One People Want to Visit

That’s the simplest way to put it. There are a million little decisions that go into making a website good, but the SEO takeaway is that if it’s not a place that people want to visit, it will be bad for SEO. Search Engines like Google know when a user backs away from a website and goes to a different site instead for the same thing. This tells them which sites are actually meeting people’s needs.

No need to get fancy about what we’re talking about. Just understand that if your website offers a good experience, you will benefit from SEO.

Advertise

Oddly, one of the best ways to improve your website SEO is through advertising on places like Google. While this might seem nefarious at first glance, it actually makes a lot of sense. 

When you run ads on Google, you get to control which searches you show up for. You get a premium spot on search results pages. You get to control every word that shows on your ad. And you get to control which page on your site the ad goes to. As a result, you can be discovered by more of the people in your target market.

The natural result is that people are more likely to search for you and people are more likely to click on your website when it shows up in regular search results. When Google and other search engines notice this, they consider it to be performing well and they rank it higher. Thus advertising is good for SEO.

While SEO can seem daunting, improving on just one of these four tips could produce great results. Improving on all four could be a game-changer. 

Are you looking for an agency that knows how to drive search traffic to your website? Contact suits@fruchtman.com

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