People Are Searching for Lab-Grown Diamonds Now More Than Ever

by Charles Pobee-Mensah, Director of Digital Marketing At Fruchtman Marketing, we've been keeping an eye on the evolving situation with lab-grown diamonds for a while now. Because of the differences and similarities between lab-grown and natural diamonds, not all retailers, or even customers, have the same view of the product. But one thing that seems undeniable is that lab-grown diamonds are here to stay.

Diamond Data You Can't Ignore

Last year, we did something we never thought we would ever have to do. One of our clients was seeing a massive amount of traffic that seemed to be skewing their report numbers. After digging into the issue, we discovered that the page on their website with information about lab-grown diamonds was getting lots of nationwide traffic. It turns out that Google considered the page we built for them to be so authoritative on the subject that it was ranking on the first page for many lab-grown diamond-related searches. While this was welcome news, it skewed other metrics in our reporting, and, for the first time, we were forced to filter some of our reporting numbers to exclude non-local visitors. Since then, we've been seeing more and more lab-grown diamond results showing up in our clients' quarterly digital reports. It's clear, consistent, and not to be ignored.

Lab-Grown Is Poised for Record-Breaking Searches

While our client numbers are relevant, they are not the be-all, end-all. Instead, let's turn to data that comes directly from Google. A search on Google Trends shows us that the last time there was a month with 0 searches for "lab-created diamond" was back in July of 2006. Since then, continual searches have been normal. But the more striking piece of information from that chart is that every year since 2016, December has been a new record-breaking month for the most searches for the term. If that continues to hold true, then next month we can expect there to be more searches than any other month in history. Are you ready?

Make Your Site Lab-Grown Ready

We expect jewelry stores to continue to see an increased interest in lab-grown diamonds. Regardless of your position on the product, you can prepare your site for the coming searchers. Here are some steps you can take to do that.

Clarify your position on lab-grown diamonds - We have clients who are both for and against lab-grown diamonds. Regardless of your stance, if you haven't already, make sure you are crystal clear about your store's position on lab-grown diamonds and how you want to communicate that to your customers.
Create content for your website about lab-grown diamonds - We've typically done this with a page filled with information and images related to lab-grown diamonds. We've also had a client who produced a video about the subject. Despite the format you use, adding a page with this content on your website gives searchers and visitors the information they're looking for.
Consider advertising - If you carry lab-grown diamonds and consider them to be worth selling, consider advertising them. There’s a likelihood of having effective search ads on Google by targeting locally. Especially if there is a lot of search in your area that is specific for lab-created diamonds. Otherwise, you may include lab-grown diamond ads as an option to show up when people do general searching for diamonds or engagement rings. Add a call to action on your lab-grown diamonds content page and you can point the ads there.

Though we don't know when the peak will hit, searches for lab-grown diamonds are currently on the rise. If you take the time to make your website ready for the coming searches, you're much more likely to reap the rewards of this phenomenon. Are you looking for an agency that can help you communicate a message to your customer base about lab-grown diamonds? Contact suits@fruchtman.com.