Rank Your Jewelry Store and Get More Design Appointments
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Become THE custom jeweler in your city, get more appointments, sell more pieces, and NEVER leave your bench to do it.
I’m going to show you everything you need to do to rank at the top of Google searches.
But before we do, did you know that ranking #1 gets 39.8% of the clicks for a search. 2nd position gets 18.7%, and 3rd position, 10.2%. That’s about 50% of all clicks for a search go to the top 3 positions. 4th place gets about 7-8% of the clicks, while positions 9 and 10 get under 2%. So if you’re not on page 1, no one will see you unless you’re a research nerd like us, but we’re special like that.
There’s a really lame marketing joke, where do you hide a dead body. Gee Josh I don’t know where do you hide a dead body?
On page 2 of a Google search. I told you it was lame. But, it’s true. If you’re not on page one, you might as well not exist.
I’m going to tell you exactly how we rank stores like yours. By the end of this post, you’ll have a clear roadmap to improve your store’s visibility in local search results and get to the top. However if you’re one of those people who are cool with referrals and walk-ins, this post is not for you.
Start with Solid Keyword Research for Your Jewelry Store
Obviously you know what you sell. But do you know what your potential customers are searching for? This is why you do keyword research.
Begin by listing out general terms related to your jewelry business. Think “engagement rings,” “custom jewelry,” or “diamond earrings.” Now, add a local twist to these terms. For example, “engagement rings in [Your City]” or “custom jewelry store near [Your Neighborhood].” Get a bunch, don’t be shy, you can buff the list down later. If you’re running Google ads already, you can use keyword planner for accurate search volume (that’s the number of searches a term gets each month). If you aren’t, there are paid and free tools. If you like paying out the nose, SEMRush is a really solid tool but it costs at least one synthetic diamond a year. The Hoth (not the one from Empire Strikes Back) is a good free tool https://www.thehoth.com/google-keyword-planner/
Pay attention to long-tail keywords – they often convert better and are easier to rank for. Those are the ones like “men’s custom wedding bands with salt and pepper diamonds in Chicago”. There’s lots of buyer intent in that search. Lower search volume than “diamonds Chicago”, but way more specific.
Build Location-Specific Content Silos
Ok now that you have your keywords, it’s time to organize your website content. Perhaps you’re asking yourself, “Josh, wtf does a silo have to do with marketing, they are for corn and underground rockets”…and you’d be right. But they are also a term we use in marketing to denote a structure in which you shape your content. I’ll explain.
Picture an actual grain silo. It’s a huge cylinder with a pointy top. Now if you visualize your content, you’ll have a main page like, let’s just stick with Chicago because it’s my kind of town, Diamond rings in Chicago. You’ll then have natural diamond rings Chicago, Synthetic (obviously we’ll call it Lab Grown for the civilians) diamond rings Chicago, Salt and Pepper diamond rings Chicago, Diamond Engagement Rings Chicago, Custom Diamond Rings Chicago…and so on.
Back to the silo image. Picture Diamond Rings as the top page of the silo because it’s the most broad topic and has the most search volume. Below it in the hierarchy will be the other pages listed. The top of the silo will link down to all of the other pages, and those lower pages will link to each other.
You then create pages that talk about the location itself, not necessarily about jewelry, but ancillary things like best places to propose in Chicago, top wedding venues in Chicago, and so on, with links to those at the bottom of your other location pages. This tells Google that you’re focusing on that location and it gives your other pages more location based relevance.
Now if you have branches in Bolingbrook and Deerfield, copy this structure and the pages and swap out locations.
WARNING: Do not copy the text on the pages word for word or this will be seen as duplicate content and could get you penalized by Big Brother.
ANOTHER WARNING: Don’t link the different locations to each other, it would stop being a silo and start being a spiderweb, and these are called location silos not location spiderwebs.
Fine-Tune Your On-Page SEO
With your content silos in place, it’s time to optimize your on-page elements. Start with your URLs. Keep them short and include your target keywords. For example, “www.yourjewelrystore.com/chicago-custom-engagement-rings” works better than a URL with random numbers or codes, or not having your location in there. It’s the first thing Googlebot looks at when reviewing your site and is one of the strongest signals telling Googlebot what your page is about.
Next, focus on your page titles and meta descriptions. Meta titles (the text you see when you hover a tab) are a ranking factor for Googlebot, but descriptions less so. However people see the descriptions in search results, so put your page’s main keyword, what you offer on that page, and a call to action like “Book your design appointment today – (123) 456-7890. Here’s an example:
Title:
“Custom Engagement Rings in Chicago | [Your Store Name]”
Meta Description:
“Looking for a custom engagement ring in Chicago? [Your Store Name] offers handcrafted designs, ethically sourced diamonds, and personalized service. Stop by or book an appointment (123) 456-7890”
With both, there are character limitations, 60 for the title, 160 for the description.
Next are headings and body content. Use your keywords naturally throughout the text and write content that covers the various aspects of what the page is offering. So if we go back to the diamond page, you’d have sections about natural, lab-grown, S&P, where you source from, how you educate customers and so on. The better your content is, the more time people will spend on the page, and Googlebot reads those metrics as ranking factors. Meaning, if people spend time on the page, there’s a good reason for it and it will move you up. If people bounce before reading too much, Googlebot sees that as an indicator your page doesn’t offer a good experience, and you’ll move down in the rankings in favor of someone with more engaging content.
Local SEO and Maps to Boost Your Page
I’m not going to get too far into this here because there will be another post that breaks it down, but your Google Business Profile will help your site rank.
Start by claiming and optimizing your Google Business Profile. This free tool lets you manage how your business appears on Google Search and Maps.
Make sure your business info is up-to-date and complete. Add photos of your store, your team, and your jewelry. Encourage happy customers to leave reviews – they can really boost your local search visibility.
Then, embed the map on your pages. I put it in the footer since it’s the most logical place. Someone reads your stuff, then wants to know where your store is.
Citations and business directories for your Jewelry Store
Another key part of local SEO is building local citations. These are mentions of your business name, address, and phone number on other websites. Make sure this info is consistent across all online platforms, including social media and online directories.
Meaning, don’t say your store in on “Wabash Street” in some places, and “Wabash St.” in others. It will confuse Googlebot. Make it consistent down to the punctuation.
We’ll go further into citations and directories in another post.
Technical Seo – Making Sure Your Jewelry Store’s Website Runs Smoothly
All of your content being optimized is a necessity, and technical SEO plays a big role too in getting you to rank. You might have the best content and silos in the world, but if your site crap, Googlebot won’t rank you.
Make sure your website is mobile-friendly – over 50% of searches for local businesses are from people on their phones. In fact, if your site is not mobile friendly, you won’t show up in mobile searches. So get on that.
Page speed matters too. A slow website frustrates users and increases bounce rate, which in turn hurts your rankings. Think about it, when searching for something and you go to a site that loads slow, what do you do? You leave and go to another provider. That’s what your visitors will do. Recap, it increases bounce rate and loses customers. Double whammy.
Create Content Your Local Audience Will Love
To really establish your jewelry store as a local go-to, create content that speaks directly to your local audience. Write blog posts or guides that incorporate local keywords and address the specific needs of your community. Write about trends, create posts about happy customers outlining the process they went through with you in creating their custom piece. Specifically that last example will also show what it’s like to work with you, and is something I’d consider promoting with paid ads on social platforms.
For images, use descriptive, keyword-rich file names and alt text. This helps with SEO and makes your site more accessible to everyone. If you want help understanding how to optimize images, reach out to me and I’ll help you.
Build Quality Backlinks Coming Back to Your Jewelry Store
Finally, focus on getting high-quality, relevant backlinks to your website. Team up with other local businesses for cross-promotion. Sponsor local events or charities and get links back to your site. Create content that local influencers or news outlets would want to share.
Also, think about reaching out to wedding planners, event organizers, or fashion bloggers in your area. Guest posting on relevant local blogs helps you build authoritative backlinks while showing off your expertise AND you might get customers from it.
There you have it, everything I wrote is exactly what I do to rank our clients. If you have any questions, book a coffee chat with me and I’m happy to break it down further. Or, if you want to stick to the bench and have someone else do it AND you understand the importance of investing in digital marketing, let’s talk. Just book a coffee chat with me by using the calendar below, choose the best date and time, and I’ll see you there.
Ranking Your Jewelry Store FAQ
SEO increases a jewelry store’s online visibility, attracts potential customers, and allows them to compete online against local competition. A strong SEO strategy leads to higher rankings in search results and drives more traffic to your website.
To get your jewelry store to rank in online searches, use SEO strategies like optimizing website content with relevant and buyer intent keywords, creating high-quality and engaging content that speaks to the problems your ideal customer faces, getting backlinks from reputable sources, and making sure your website has a mobile-friendly design.
Local SEO significantly benefits your jewelry store by improving visibility in local search results. This includes optimizing for “near me” searches, maintaining accurate business information on Google My Business, and encouraging customer reviews.
Content marketing WILL help in ranking your jewelry store, there is no question. Creating informative blog posts, product guides, and engaging social media content establishes your authority in the industry, gets backlinks from other sites that value your opinion, and improves search engine rankings.
Would you race a Porsche in a 2000 Toyota Corolla? Fast-loading pages improve user experience, reduce bounce rates, and are favored by search engines. Optimizing images, minimizing code, and using a reliable hosting service improves website speed.