ColumnistsMar 29, 2022
Creative Connecting: How To Adapt to the Apple Privacy UpdatesColumnistsApr 05, 2022
The Smart Lab: How To Take Advantage of ‘Google My Business’
Emmanuel Raheb outlines four ways brick-and-mortar jewelers can utilize the profile to generate more business.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
A “Google My Business” profile is a must-have for your jewelry store’s marketing plan. It’s one of the most effective ways to ensure your jewelry store is visible in your community and seen by your customers.
With a Google My Business profile you can provide store hours, photos, location, types of jewelry and services you offer, customer reviews, links to your social media channels, answers to common jewelry questions and more. Google wants you to include as much information as possible.
Once you have a profile, your jewelry store can start showing up in Google’s search results, maps, and more.
Your profile is seen across all Google’s services and the best part is, it’s free.
Keep in mind that a Google My Business profile is only for businesses that have a physical location. If you just sell online, then you can’t create one.
It’s the one big advantage independent jewelers have over larger, online-only jewelry sellers; use it.
Here are four ways you can maximize your Google My Business profile and generate more business in 2022.
1. Interact with jewelry consumers.
Your Google My Business profile gives you an opportunity to interact online with people who are looking for an engagement ring or other jewelry.
Through your profile, you can allow direct messages, answer jewelry questions, and respond to reviews. Google allows you to do all this and more.
There are many interactive features that can help you to become the trusted, jewelry expert in your area.
Always focus on what your audience’s needs are and take advantage of every community-building feature Google offers.
2. Showcase your jewelry business.
When customers are searching online for an engagement ring or jewelry gift, you are what people can see. Most people won’t be aware of you and have never visited your store.
The first impression you’ll make is when your Google My Business profile pops up in search results or on Google Maps.
Photos become your best marketing tool so it’s important to show both the outside and inside of your store, as well as a good view of the jewelry styles and collections you offer. Photos of you and your staff are also a great way to put a face on your business, as people like to do business with friends.
The bottom line is, the more information you provide a potential customer, the more chances you have to win them over.
3. Learn more about your audience.
The Google My Business dashboard is a gold mine of information. You can gain insights about your audience and how your jewelry business is performing within the Google search results.
In the analytics area of the platform, you can see what keywords people are searching for to find your store and how they discovered you.
Google also shows you a breakdown of the actions taken on your business listing and which photos were viewed most in your profile.
With the right type of UTM tagging, you can track clicks from your Google My Business profile to your website and quantify how much traffic it’s driving and how many resulting sales you’ve made.
4. Optimize your profile for local SEO.
Google My Business was created by Google specifically for local SEO. Its sole purpose is to help people in their city or town find local businesses that serve their needs. Obviously, if someone is located in a different area that’s not close by, then you won’t be seen.
When someone searches for a specific keyword or service in their area, Google wants to show the best choice possible among all the businesses that are registered with it. If your listing is relevant, then Google is more likely to promote you.
As Google helps more searchers find what they’re looking for, Google is rewarded with repeat loyalty, and you’re rewarded with a new visitor to your website or store. Google’s search results become a self-fulfilling prophecy.
Local SEO should always be a core part of your marketing strategy, if it isn’t already.
Ultimately, what you do with Google My Business is up to you. It truly is the one area where the more time and effort you put into it, the more your jewelry business will get out of it.
When creating your digital marketing plan remember that if you’re not seen online, then you simply don’t exist, especially to younger customers who have never set foot inside a jewelry store.
With so many benefits of a Google My Business profile, what are you waiting for? Start now.
It’s best to begin with a simple profile and grow from there. Don’t get caught up with making it perfect. It’s more important to create a digital presence in Google first to get ranked and be seen.
When you start getting new leads and sales coming in, it will encourage you to do more. Remember, success is the best motivator of all.
More on Columnists
The Latest
MajorsJul 26, 2024
Diamonds Direct Opens Store in AtlantaIt’s the Signet-owned banner’s first location in Georgia.
TrendsJul 26, 2024
Piece of the Week: Bea Bongiasca’s ‘Double Loop’ EarringsCommemorate “brat summer” with these green hoops.
EditorsJul 26, 2024
Out & About: A Dispatch from the Nation’s Smallest StateEditor-in-Chief Michelle Graff returns from Rhode Island with thoughts about in-store shopping and a trends report.
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price StabilityAs the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
Supplier BulletinJul 25, 2024
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionSponsored by Gemological Institute of America
Weekly QuizJul 25, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyJul 25, 2024
Amazon, BBB Sue Website Allegedly Peddling Fake Reviews They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.
SourcingJul 25, 2024
De Beers’ H1 Revenue Falls 21% in ‘Weak’ MarketLab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionGIA®’s most advanced microscope has new features to optimize greater precision and comfort.
IndependentsJul 25, 2024
Store Designer Ruth Mellergaard DiesA longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.
FinancialsJul 25, 2024
Boucheron, Pomellato Post Double-Digit Growth in Q2 The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.
MajorsJul 25, 2024
Shane Co. Partners With Kids In Need Foundation to Donate 7,200 BackpacksThe fine jewelry retailer filled backpacks with back-to-school essentials for students in 13 states.
FinancialsJul 24, 2024
LVMH’s First-Half Jewelry, Watch Sales Dip 5%Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.
MajorsJul 24, 2024
See Chaumet’s Paris Olympic Medals Inspired by its High JewelryThe Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.
MajorsJul 24, 2024
Jewelers Mutual Acquires Pawnbroker Insurance ProviderUnion Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.
MajorsJul 24, 2024
Ben Bridge Announces 2024 Lonia Tate Scholarship WinnerLos Angeles-based Bradlei Smith was selected for this year’s award.
SourcingJul 23, 2024
De Beers’ Production Drops 15% in Q2The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.
IndependentsJul 23, 2024
Long’s Jewelers Is Giving Away a Luxury Cape Cod VacationThe giveaway is part of the New England jeweler’s summer bridal event.
CollectionsJul 23, 2024
Guzema Debuts ‘Flower Power’ CampaignThe ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
Policies & IssuesJul 23, 2024
Diamonds Do Good Announces Its 2024 Entrepreneurship Grant WinnersThe grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.
CrimeJul 22, 2024
Florida Jeweler Shot, Killed Following Argument With CustomerGhazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.
Policies & IssuesJul 22, 2024
JVC’s Elyssa Jenkins-Pérez Joins RJCThe organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.
SourcingJul 22, 2024
AWDC Names Karen Rentmeesters as CEORentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.
IndependentsJul 19, 2024
Longtime D.C. Jeweler Brian Mann Dies at 70Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.
IndependentsJul 19, 2024
The 1916 Company Opens New Tudor BoutiqueThe 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.
CollectionsJul 19, 2024
Piece of the Week: Messika’s ‘So Move Max’ NecklaceDance all night long with the “So Move Max” set’s necklace.
WatchesJul 18, 2024
TAG Heuer, Hublot Will Have New CEOs Luxury giant LVMH is reshuffling the leadership in its watches division.
MajorsJul 18, 2024
New Etsy Campaign Prioritizes Creators Amid BacklashSellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.
