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As an online jewellery store, website traffic is key, but how do you improve this?

Search Engine Optimisation (SEO) is the best way to get more visitors to your website. In this ecommerce SEO guide for jewellery websites, we’ll introduce SEO and show how it can benefit you.

You’ll acquire helpful tips on improving your search engine ranking, which should translate into more sales via your website.

What is SEO?

Google aims to rank search results so accurately that anyone searching for that term will find exactly what they need.

Optimising your site using Search Engine Optimisation (SEO) helps you to rank higher for your target keywords and drive more traffic to your site.

There’s a science and art to optimising your website around the right keywords. It’s not just technical. Whilst we may not cover everything you need to know about SEO for jewellery businesses in this guide, it should help you with the fundamentals.

Why is SEO Relevant for your Jewellers?

As important as having a great website is, it won’t matter unless people click on it! Showing up on the first page of search results is vital as results on page 2 get almost no clicks.

Effective SEO will enable you to rank higher, and increase the quality and quantity of visitors to your site – improving your brand visibility and your sales. Given the competitive world of jewellery, getting your SEO right is a necessity.

Listed below are our top 5 tips ecommerce SEO tips for jewellery brands:

seo services cornwall

Top 5 Ecommerce SEO Tips for Jewellery Brands

1. Targeting the Right Keywords

Search engines use keywords to rank websites when they display search results to users. Knowing what keywords your potential customers are using when they search for jewellery online is vital if you want them to discover you.

Identify Primary Keywords

Some of the keywords and phrases that people will use to find women’s jewellery online are obvious – for example, ‘women’s jewellery’ (!) – but others may not spring to mind.

There are specific tools like Google Keyword Planner and other free keyword research tools that can help you discover which keywords are most used, so that you know what to include.

Once you have know which terms are important, you should include them in the meta title, header tags and on-page content.

Each page title and meta description should include the target keyword but also encourage people to click through to your site!

For example if your keyword research identifies ‘women’s jewellery’ as a relevant keyword, you can then include this on the page’s meta title and description, which will be displayed on search engine results pages:

  • Meta Title: Women’s Jewellery | The Online Jewellery Company
  • Meta Description: Buy Women’s Jewellery from The Online Jewellery Company Today. Choose from a wide array of designs and materials suit your taste. Free delivery over £100.

Your website’s ecommerce platform will have an in-built editor to allow you to edit this information. We recommend Shopify as the best ecommerce platform for SEO.

Identify Secondary Keywords

After adding these primary keywords in your meta title and description, you should include secondary keywords – which pick up on ‘search intent’ – in the site text.

Using the same example above, some terms might be:

  • UK-made Jewellery
  • Sustainable Jewellery
  • Gold Jewellery
  • Silver Jewellery
  • Handmade Jewellery
  • Cheap Jewellery
  • Women’s bracelets
  • Women’s neckalces
  • Women’s rings

Including these secondary terms in the page content – such as in product descriptions – will tell Google that the page is relevant for that query.

2. Improve your Technical SEO

Technical SEO refers to the vital code-based SEO aspects of your jewellery website.

Several factors affect technical SEO. For example, fast page loading speeds boost user engagement. If your website loads slowly it is more likely users will click off it.

An easy way to check the current state of your site is to use Google’s Page Speed Insight tool. This lets you see where you’re at and gives you suggestions for improvement.

However, page loading speed isn’t the only factor. Other factors can also impact your ranking:

  • Site structure
  • Sitemaps
  • 404s
  • Internal linking
  • Href lang tags
  • Canonicalisation
  • Structured data
  • Image alt tags

It’s normal if the list doesn’t make sense to you, these are very specialised website factors related to SEO.

An SEO consultant can help you to find and fix any problems with your technical SEO by conducting an in-depth SEO technical audit.

3. Optimise your Jewellery Brand’s Website Design

Your website’s design and usability is key to keeping customers on your site.

An engaging website UX (user experience) is increasingly important for SEO. If your site doesn’t look good or deliver for your customers, less people will visit, and your search ranking will fall.

The longer a visitor spends on your site, the better – according to Google’s algorithm.

Here are some suggestions to keep visitors on your site:

Product Page Optimisation

The better-designed product pages are, the higher they will rank on Google.

Improve functionality by adding product filters so that your customers can view necklaces, bracelets, and rings by style, material and price range.

Make your Call-To-Action (CTA) buttons clear and visible:

Make it as easy as possible for customers to add products to their basket, or to set up a wish list.

Simplify the Checkout Process

With average cart abandonment rates of almost 70% , getting users to check out as seamlessly as possible is vital.

Aim to keep the checkout process as simple as possible; getting the user to be able to convert whilst filling out the least information required.

Reviews & Social Proof

According to research, people value user-generated reviews much more than  marketer-generated content.

When it comes to jewellery – especially online – reading positive reviews can give people the confidence to go through with their purchase.

4. Set up a Jewellery Blog

A jewellery-related blog is a great way to drive responsive and relevant potential customers to your site, whilst helping your SEO.

Jewellery can be both timeless, and fashionable. A blog can be used to educate your audience on the latest jewellery trends as well as the history of different styles.

Updating your blog regularly with new posts will help to boost your SEO. Make sure you choose interesting topics to write about, and take this opportunity to include links to your own products.

Here are some blog ideas for your jewellery ecommerce site:

  • How to build a jewellery collection?
  • What type of jewellery should I wear?
  • Jewellery A-Z
  • What jewellery should I wear to work?
  • How to look after your jewellery?
  • What are Lab Grown Diamonds?

If you’re not sure where to start with this, think about the most common questions you get from your customers. For example, they might frequently ask ‘Will I look better in silver or yellow gold?’ In this case, you could write an article explaining what skin and hair colours suit different metal colours.

Answering frequently asked questions will bring in traffic to the site, and likely lead to more sales!

5. Utilise Link-Building for your Jewellery Ecommerce Site

Jewellery is a saturated market, and it’s not easy to differentiate yourself from your competition.

Link building offers a way to further improve your SEO.

Google rankings are based on several factors. One of the biggest is the number of links from other sites to yours – with greater reward placed on links from authoratative, high-traffic websites.

Link building can be tricky, but there are some simple strategies you can use:

backlinks SEO
  • Guest posting: Offer to write content for other, relevant sites – such as trusted and popular jewellery blogs – in exchange for a link to your site.
  • Digital PR: Announcing a new product range, or innovation within your jewellery business and generating publicity can also help build links to your site.
  • Influencer outreach: Influencers can be a key asset to your jewellery business. Influencers often have a loyal following who trust the influencer’s endorsements and ask them to link to your site at the same time!
  • Product reviews and giveaways: Getting blogs and media outlets to review your products is a great way of gaining new links to your site.

How About PPC for Ecommerce Jewellery Brands?

Pay Per Click (PPC) is a tried and tested strategy in the jewellery industry. With just a few well-chosen keywords you can generate instant traffic using Google’s advertising platform Adwords.

This means you can be highly targeted with your approach – only showing ads on the most-relevant search terms for your business such as ‘handmade silver earrings’ etc..

PPC is a great option for new jewellery brands that need instant traffic to their website.

You may also want to consider Google Shopping – where your product images and pricing are featured prominently adjacent to the main search results. This type of ad generates a lot of clicks but can be costly without the support of a Google Ads agency.

google adwords

Ultimately this is where utilising SEO as a strategy has a better long term ROI than PPC, as after optimising your site correctly for SEO, you will not have to pay for each click on your website.

Confused by SEO for Jewellers? We Can Help!

Whether you’re running a high-end jewellery brand or low-cost startup, gaining visibility for your jewellery online isn’t easy, especially with a million other things to think about.

Hopefully this guide to SEO for jewellery websites has been useful, but if you still feel unsure an ecommerce SEO specialist could help you get to climb the search rankings.

If you would like any help with the SEO strategy for your jewellery brand, please get in touch with Search Hog today.

Michael

Digital Marketing Blogger at Search Hog

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