SEO is a Diamond Marketer’s Best Friend

Although jewelry and watches are a welcome gift year-round, there is no better time to say “I love you,” “I’m sorry,” or “I spent a lot of money on you” than during the holidays. As online shopping continues to increase in popularity, it’s critical for brands to have an SEO strategy in place to maximize product visibility and increase customer acquisition.

69% of jewelry shoppers cite the Internet as their best source of information. Search engines have become the go-to resource for researching product information and reviews.

In the jewelry industry, comparison shopping is common – making it crucial that your brand stands out among the rest. If consumers are not finding you in search results, you can be certain they’re finding your competitor.

Most consumers only look at the top four results, and of those, 53% of organic search clicks go to the very first link. Keywords entered can be as vague as “gold necklace” or as specific as “2K white gold engagement ring,” and jewelry brands have to be properly optimized for all possibilities.

Search engine optimization (SEO) has several important components. On-page SEO focuses on revitalizing your existing website content. This means the optimization of page titles, meta descriptions, and keywords, along with internal linking and any blogs or on-site comments.

Off-page SEO deals majorly with link building. No changes are implanted on your actual site, but external linking is increased to subsequently increase your search engine rank. Along with the number of links, quality is critical.

Online jewelry research drives both online and in-store purchases. Those jewelry brands wanting to increase physical traffic along with digital should utilize local SEO tactics. This hinges largely on the location pages on your own site, as well as Google+ local pages.

The local SEO goal is for your business to appear in searches when “geo” terms are included – for example, “diamond earrings, Seattle.” Personal reviews and local news also factor into this component.

Total U.S. jewelry and watch sales witnessed an 11% growth in 2011, with even more of an increase in November and December. This competitive market necessitates the need for a successful SEO strategy.

Contact ZOG Digital for an audit today.