What is search engine optimization (SEO)?

Search Engine Optimization icon with spider web backgroundSEO is the process of adding valuable information to your website that people will want to read, or "consume". That information can be any type of content like words, video, and photos.

When your information is interesting, pretty to look at, and in-depth, you tend to appear higher on the list of websites in the unpaid section of search results.

You can optimize your website for locations, products, and keyword phrases. It's nearly impossible to rank highly for every keyword you want to target and every product you sell, so you'll have to choose your most important aspects of your business to optimize.

Aren't paid ads easier than SEO?

icon of a dollar bill on fireIt might seem faster and easier to pay for ads at the top of the search results instead of spending months on search engine optimization, but the ongoing cost for paid ads quickly gets out of control. Eventually you'll feel like you're burning through money for online marketing without any ROI.

To avoid those advertising woes you first need to strategize what people will do after they click your ad. They usually want to see a single page with lots of information that explains everything about the product or service--that's called a "landing page."

Building a landing page is an advanced SEO technique that requires the best content that you've figured out from the basic SEO process.

So you see, before you pay for any online ads with Google, Facebook, or Instagram, you should optimize your website to be the best it can be.

What would you like to rank for?

If you want a higher search ranking than your competitors then you need a website that's better optimized than theirs.

How you rank all depends on the topics and keyword phrases you choose to target. Targeting popular phrases like "engagement rings" will be difficult because thousands of jewelers around the world target that phrase. Targeting local phrases like "engagement rings near me" will be easier because there are different techniques for ranking in your local community. When doing SEO for jewelers we offer our years of experience when choosing the right keyword phrases.

person strapped to a dartboard about to get hit with a dart

Conquer local first, then reach for the world

Pick your optimization battles by choosing your brand specialty. Think about what you're good at, what has the highest margins, and what no one else in your area can do as well as you can, then optimize the hell out of your website for that. Here are some examples:
  • Are you the best jewelry appraiser in town?

  • Is there something special about your jewelry repair service?

  • Do you carry a line of engagement rings no one else does?

  • Are you the only store in your area that carries Brand-X?

  • Do you make custom jewelry right there in your own store?

Each of these ideas has their own set of search phrases, for example, anyone making custom jewelry should have these phrases woven into their website:
  • custom jewelry design
  • custom jewelry
  • custom made engagement rings
  • custom wedding jewelry
  • custom diamond wedding rings
  • custom diamond jewelry
Plugging these phrases into your website is just the start. Next you have to build up your site with all the interesting and pretty content that will motivate consumers to buy from you.


What's your current SEO status?

cartoon man looking at a computerLet's check how your website is doing for your coveted phrases...

Before considering search engine optimization for your jewelry brand you should use our reporting tool to test your site. Click on the blue button at the bottom of the screen that says "Get a free SEO audit for your jewelry site" then enter your name, website, and email address. We'll send you a PDF automatically in a few minutes.

If you don't see the blue button then request an audit using this form and we'll send it out manually.

How are your favorite phrases related to local results?

Adding keyword phrases and attractive content is only one part of local optimization.

Search Engine Optimization

Google also examines how your business is associated with your local area, what local customers are saying about you in relation to your keyword phrases on Yelp, Facebook, BBB, and Google Reviews. Google also does a little bit of cross referencing to see if you're a real business with a real owner who has experience and credentials.

Prove you're not a scam.

Every day another scammer tries to trick you to click an email or sell you a fake product online.

Part of the SEO process is convincing Google that you're a legitimate business that should be highly ranked for your chosen keywords.

Did you get your free website status report yet?

sample of what our SEo report looks likeIt should be in your email by now. If you haven't requested it yet then click the blue button on the bottom of your window. That report is a sample of our SEO and marketing reporting tool.

Climbing to the top of the organic ranking requires analysis of other local businesses and websites. Our SEO tool shows us what your chosen competitors are doing online and helps us create a custom SEO strategy for your jewelry brand.

We've grown beyond just reading and analyzing Google Analytics or Google Search Console. Today we:
  • Pull in historical Google ranking data
  • Look at ranking specific to your address
  • Measure your social activity
  • Tap into your Google My Business
  • Compare all your information to your competitors'
  • Add and improve content on your site for your keyword phrases and local targeting
  • Test technical things
  • Compare your Facebook activity to your competitors'

This is what you get when working with us

We start with these basic SEO techniques that are considered the staple of all website optimization efforts:

Topic & Phrase Research

You'll give us a list of products and services and we'll come up with a list of keyword phrases that will range from easy to very difficult to accomplish. Ranking your website for a long-tail phrase like "custom yellow gold diamond ring in Austin Texas" will be much easier than a short phrase like "diamond rings."

Strategize Your Keywords

You can just slap keywords around your site and call it a day. We'll review the keyword list with you to determine what's realistic for your goals. It's usually easier to see success with long-tail phrases in the short term while more popular phrases will require a lot of ongoing work.

Plan Content Options

Ranking for some keyword phrases might be as easy as writing a product review or a detailed blog post, while others might require many photos, videos, and even entirely new product sections of your online catalog. We'll plan accordingly for the expected duration of your SEO contract.

cartoon person with chart pointing up

Typical SEO Modifications

With keywords and content planned out, these items are modified, then continually reviewed:
  • Page titles
  • Meta descriptions
  • Headers on every page
  • Updating the XML sitemap
  • Rename images
  • Image ALT tags

Sometimes we see an immediate improvement with a site's ranking after those six basic modifications are applied throughout a site. We also look at the hidden code within your site to see where it can be improved. The more technical aspects of websites are a bit nuanced to explain here, rest assured you'll see it all easily explained in your monthly reports.

Next step is the hard SEO stuff

cartoon person falling behind the rest of the groupHere's where we really start to figure out what will pull you up from behind your competitors.

Even though optimizing a site requires analysis of a lot of data, the implementation isn't a scientific formula like others may claim. Google doesn't tell anyone what their formula is, instead, they give us a very long word problem to solve. It's up to everyone to find a creative way to apply the assumed rules.

Keep asking yourself what kind of content is valuable for my customer so they can make a purchase decision? The content with the most value, and without wasting anyone's time, is more likely to improve the ranking of your jewelry brand website.

Here's the long term process we give you:

Informative Content

Updating pages or creating new ones that will have information your customers will need.

Useful Content

Does the information answer a question or explain how they can fulfill their desires?

Trustworthy

Are your online reviews good enough and does your website sales pitch sound honest?

User-Friendly

Are you using an ADA compliant contrast for your colors and have you avoided popups and other navigation snafus?

Unique

Every page should be unique. Google usually doesn't bother to show web pages with the same very similar content unless there's added value.

Cleaning Up Your Local Search Optimization

Retails stores with other local competitors especially need to monitor how their name, address, and phone number appear across the web as part of a legitimacy and reputation management process. Responding to reviews in public forums shouldn't be overlooked either.

Ready to get your SEO started?

icon of a stopwatchWe can get started right away if you're already a Jeweler Websites, Inc. customer using our GlitterPaw Software.

If you're using another platform we will have to evaluate the SEO management features within your jewelry brand website before can can offer you a service quote. The SEO rates shown below are specifically based on management of GlitterPaw. We offer custom SEO quotes for other platforms since they all handle SEO edits differently.

With some of the more rudimentary website platforms we are only able to offer a 1-time find tuning of basic SEO tags and cannot offer our full range of optimization service for your jewelry brand.

The following SEO service can be added to any of our GlitterPaw powered websites.

Plan NameBasic BoostCreationCompetitive
Service typeOne timeMonthlyMonthly
Rate$2,000$750$1,500
Number of optimized pages13As neededAs needed
Content and Topic Analysis
Topic & phrase researchThe feature represended by this box is includedThe feature represended by this box is includedThe feature represended by this box is included
Stratigize keywordsThe feature represended by this box is includedThe feature represended by this box is includedThe feature represended by this box is included
Plan new contentThe feature represended by this box is includedThe feature represended by this box is included
Basic Boost
$2,000 once
Creation
$750/mo
Competitive
$1,500/mo
Typical SEO Modifications
Page titles, meta tags, headers, image updatesThe feature represended by this box is includedThe feature represended by this box is includedThe feature represended by this box is included
Page speed, XMP sitemap, fixing blocked resourcesThe feature represended by this box is includedThe feature represended by this box is includedThe feature represended by this box is included
Rewriting URLs, 301 redirects on dead pagesThe feature represended by this box is includedThe feature represended by this box is includedThe feature represended by this box is included
Fixing thin or misleading content on pagesThe feature represended by this box is includedThe feature represended by this box is includedThe feature represended by this box is included
Basic Boost
$2,000 once
Creation
$750/mo
Competitive
$1,500/mo
Valuable Content Creation
Researching intent of search phrasesThe feature represended by this box is includedThe feature represended by this box is included
Discovery of consumer needsThe feature represended by this box is includedThe feature represended by this box is included
Crafting content for landing pagesThe feature represended by this box is includedThe feature represended by this box is included
Optimizing online catalogThe feature represended by this box is includedThe feature represended by this box is included
Basic Boost
$2,000 once
Creation
$750/mo
Competitive
$1,500/mo
Local SEO
Optimize Google My BusinessThe feature represended by this box is includedThe feature represended by this box is included
Review & optimize other local directoriesThe feature represended by this box is included
Basic Boost
$2,000 once
Creation
$750/mo
Competitive
$1,500/mo
Competitive Analysis
Spy on keywords your competitors rank forThe feature represended by this box is included
Compare your ranking to theirsThe feature represended by this box is included
Covertly monitor competitor Facebook pagesThe feature represended by this box is included
Analysis of why competitors outrank youThe feature represended by this box is included
Basic Boost
$2,000 once
Creation
$750/mo
Competitive
$1,500/mo
Link Building
Competitor backlink analysisThe feature represended by this box is included
Backlink action plan and requestsThe feature represended by this box is included
Basic Boost
$2,000 once
Creation
$750/mo
Competitive
$1,500/mo
Analytics and Reporting
Reporting frequencyPre & Post SEO EffortInitial & MonthlyInitial & Monthly
Google Analytics managementThe feature represended by this box is includedThe feature represended by this box is includedThe feature represended by this box is included
Data from Google Search ConsoleThe feature represended by this box is includedThe feature represended by this box is includedThe feature represended by this box is included
Data from Google My BusinessThe feature represended by this box is included
Data from FacebookThe feature represended by this box is included
Report typeCompletion of goalsContent & ranking changesContent, ranking, & competitor ranking changes


Every jewelry brand is unique.
Let us help you connect with your customers while also getting you ready for the future of ecommerce.

Contact us to get started


FAQ of our SEO Service


Can you better explain the number of pages you optimize?

For our Basic Boost SEO plan we limit the number of page that we will optimize to 13. The Basic Boost is a 1-time service with the intent to slap your site around and fix the SEO settings that best match today's assumed standards. We offer custom plans if you want more than 13 pages optimized.

The "as needed" shown for the Creation and Competitive plans is an indication that we work on pages, or add new ones to your site as needed to accomplish the goals of the strategized and planned content. Sometimes this means tweaking 10 or more pages for a keyword, and sometimes it means adding a single blog post to your site.

What keywords should I use for my SEO?

Start with the basic words or phrases that describe what services you offer and products you sell. Those basic phrases will then be used in a keyword research process to discover if any pages of your site are ranking for those words yet. Additional research will will uncover expanded permutations of long-tail phrases that may be better to use than the original basic words. Keep in mind that the basic keywords you say as a jewelry professional may not be what the general public uses. Continual keyword research will slowly reveal how your customers think and what they search for.

What is misleading content?

We get it. The internet is flooded with spin sales pitches and hyperbole. Many people talk a good talk without having the experience of what they are doing. Misleading your customers by hiding behind keyword stuffed sales pitches will eventually lead to bad online customer reviews. Just don't do it. Let's remove the over-hype in your sales messages and give consumers what they need to make an informed purchase decision.

What is a landing page?

For us, this is any page of your website that has a good chance of appearing in Google search results. Initially this is just your home page and the first page of every subsection of your site. A well written blog post can also be a landing page if the content is valuable and answers a question someone asks in a Google search. Individual product pages could also be landing pages if they have enough detail. The main subsections of your jewelry catalog, like the bracelets main page, can also be thought of as a landing page.

What is thin content?

Every page or your site and all product descriptions should have all the information needed for your website visitor to make their next decision. That could be a decision to click the next link or it could be the decision to make a purchase. Any page that leaves a person guessing at their next step would be considered thin. Thin pages are less likely to appear in search results because Google does not like to show users pages that will make them left wanting more.

What is keyword stuffing?

Keyword stuffing is an old search engine optimization technique whereby you would overuse the same few keywords several times on a single page. Back when search engines relied more on statistical uses of words, you could rank your page higher if you repeated yourself a lot. This usually made the pages cumbersome for people to read but the mathematical search engines assumed those repeated words were good. Today this overzealous word usage is considered a bad, or "black hat," SEO technique and it doesn't work any more.

Why am I not ranking for a keyword phrase?

If you are not appearing anywhere in search results for a phrase it's probably because that exact phrase does not appear anywhere on your website. For example, if you wanted to rank for blue diamonds then you need to have that phrase on one, or several pages. Sometime you wont rank even when you use common SEO procedures to optimize a page. In those situation you have to investigate if your competitors are better than you or if there's something wrong with your website. Many times you can find the reasons within your Google Search Console or a good SEO Analyst can figure it out.

How long does it take to show in search results?

There's no solid answer for this. Search engines are automated and on a set schedule. Once your site is optimized you can either use Google Search Console to request a reindexing of your site, or you can wait until the next scheduled visit from the Googlebot. Circumstances are always different, but it could be days, weeks, or months. You can usually see improved ranking from the deep levels of results towards page one, but the closer you get to page one the harder the process becomes.

Do I show the same in everyone's search results?

No. Everyone sees different search results based on their physical location and their previous search history. As part of the SEO process you need to choose a geographic location to target and make sure all your SEO reporting is based on that location.

Do search results change mobile to desktop?

Yes. Google uses geolocation to determine where you are when doing a search. Many mobile searches for products or services will often yield results of businesses that are right around the corner from you. We call that "hyper-local." That why it's so important for a retail jeweler to optimize their mobile site and all their local business settings in Google My Business. Desktop searches will still show local results, but will add in other expanded options.