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  • February 2, 2021

SEO Strategies for Jewelry Retailers

A well-executed SEO strategy delivers consistent, high-quality traffic without the cost of paid advertising campaigns. Decorative Illustration For jewelers, SEO can make competing with sites like Amazon and Etsy possible. Tactics, like local optimization, can even improve traffic to your brick-and-mortar store.

Although it sounds simple, most businesses simply don’t know where to begin. Not sure how you can get started? Below are four key areas that any eCommerce business can focus on to improve their SEO.

1. Search-Friendly Website Architecture

Website architecture (or how you organize your site) is crucial for all eCommerce sites. How your large number of product pages are organized can directly impact how your website is indexed by major search engines. In other words, a good site structure leads to a great user experience — and a clear hierarchy of pages leads to better crawling from search engines. Creating and maintaining defined landing pages for all of your product categories and subcategories is a critical part of every successful eCommerce strategy.

2. Detailed Product Descriptions

Every product detail page (PDP) should have a unique product description. Use plain language that speaks to customers whether or not they are familiar with your brand and product. Think buyers, not bots. Write the way your customers speak. Be informative, describe both features and benefits. Write at least a few sentences, and include a call-to-action (CTA).

3. Unique Keyword Modifiers

Google Trends is an amazing tool for understanding customers’ interests and values. For example, as awareness around global warming grows, trend data shows a significant increase in users searching for “sustainable” or “green” products. Also, after movements like #BlackLivesMatter and #MeToo, we’ve seen consumers searching for “black-owned” and “women-led” businesses. If these (or other) keyword modifiers apply to your business, you should be including them on your website.

4. Better Technical SEO Practices

In 2020, Google released a new set of user experience standards known as Core Web Vitals. The issues identified in the Core Web Vitals report, found in your Google Search Console profile, are largely tied to site speed and loading time. The metrics include longest contentful paint (LCP), first input delay (FID), and cumulative layout shift (CLS). Improving your score across all URLs (ie. seeing “poor” and “needs improvement” scores changing into “good” scores) will prevent any ranking losses.

We’ve covered a lot in just this short article, and we hope you have a good sense on how you can get started on SEO right now. Let us know how it goes by keeping in touch on Twitter or Instagram. Looking for more guidance? My team can help! Send us a note at [email protected].

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