Columnists

The Smart Lab: 4 Strategies To Boost Your Jewelry Site’s SEO Rankings

ColumnistsJun 25, 2024

The Smart Lab: 4 Strategies To Boost Your Jewelry Site’s SEO Rankings

Emmanuel Raheb runs down the list of tried-and-true SEO tips and details a couple lesser-known tricks.

National Jeweler columnist Emmanuel Raheb
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Competition in the jewelry industry has always been fierce, and consumers today have more choices than ever. 

To succeed, jewelers have to ensure their website is as compelling as their physical store. Every click counts. 

With most consumers going online to research and, in some cases, purchase jewelry, optimizing your website for search engines is no longer an option, it’s a necessity.

Here are four actionable strategies you can take to significantly enhance your SEO rankings, driving more traffic to your site and ultimately boosting your sales.

1. Create engaging and informative content.
For SEO, it’s content that remains king. 

This means crafting content that is not only engaging and informative to read but also relevant to your jewelry buyers. To rank effectively, you’ll want to write blog posts on a consistent basis. 

Regularly publishing articles related to jewelry trends and in-depth buying guides, as well as sharing the stories behind your collections, helps establish your jewelry store as a trusted authority in your area.

Creating a Frequently Asked Questions, or FAQ, section is another content strategy you should use. 

Develop a comprehensive FAQ section that addresses common customer questions about jewelry. This helps build additional trust with prospects and also helps improve your site’s relevance and usefulness, which Google rewards handsomely with higher rankings.

Videos are another type of content you should create.

This has become easier, as a lot of consumers now prefer “natural,” unedited content over polished and produced videos. Don’t worry if you’re not Hollywood-ready; just be yourself. Authenticity sells.

Incorporate video tours of your latest collections, a behind-the-scenes look at the repair or craftsmanship process, or educational videos on jewelry care. 

Videos increase engagement and time spent on your site, positively influencing your SEO by sending Google a signal that your site is worth visiting.

2. Rewrite your jewelry website product descriptions.
A simple way to immediately get an SEO boost is to do a refresh of your product descriptions, which also improves the user experience by giving people more information about each jewelry style.   

A well-crafted description can mean the difference between a browser and a buyer.  

As you rewrite your product descriptions, be descriptive and unique. Avoid generic phrases and instead use vivid and specific language that captures the essence and beauty of each piece. 

Highlight what sets your jewelry apart, such as the quality of the gems, the purity of the metal, or the uniqueness of each design.

As you write, you’ll also want to organically integrate relevant keywords into your descriptions without “overstuffing,” meaning using too many. Research keywords that potential customers might type in to find styles you sell and include them in a way that reads naturally.

Another fantastic but little-known way to rank higher in SEO is to optimize your jewelry descriptions for voice search, searches done using technology like Apple’s Siri or Amazon’s Alexa. Hardly anyone does this and there are even fewer jewelers who’ve even heard of this strategy.  

With the rise of voice search, consider how people phrase questions about jewelry out loud so you can incorporate those “conversational phrases” into your product descriptions and site content.  

This one tip alone (if done site-wide) can easily boost your rankings 5-10 percent or more over time.  

Every little bit helps and it all adds up.  

 Related stories will be right here … 

3. Optimize every image.
Images have always been at the heart of jewelry, showcasing the beauty and detail of each design. You can significantly improve your SEO by optimizing the images on your website. 

You start with high-quality images with the proper lighting to bring out the beauty of each piece. Ensure your images are high resolution but also optimized for web use to avoid slow loading times (especially on mobile), which can negatively affect your SEO.

Another way to increase your rankings is to use descriptive, keyword-rich alt tags behind every image. Alt tags are in the code and they help search engines understand the content of your images, making them more likely to appear in image searches related to your jewelry.

Interestingly, one area people always forget about is the file name of the image. 

Before uploading images, rename the files with descriptive, keyword-rich names. For example, instead of “IMG_1234.jpg,” use a more descriptive name such as “14k-gold-diamond-engagement-ring.jpg.” 

Google picks up on this and is able to better understand the image and that it’s related to jewelry. It’s a way to rank higher in the search engine results with little additional effort. 

To win in the search game, you have to use every tactic available.

4. Build high-quality backlinks.
Backlinks, which are links from other websites to yours, are another critical component of SEO. They act as endorsements of your jewelry site’s relevance and content quality.   

To build high-quality backlinks, try guest blogging and offer to write articles for reputable sites or local publications. Include a link back to your website and a call to action in your author bio at the end of the article. You can also collaborate with local influencers, designers, or related businesses and encourage them to link back to you.

When you create content for your site, you want to focus on creating something that is “link worthy.”  

People naturally want to share and link to content that educates and helps them. If they find it useful, they often think others will too. 

In summary, remember that improving your jewelry store’s SEO is a marathon, not a sprint. Consistent effort and patience are key to seeing results. 

By focusing on creating quality content, refining your jewelry descriptions, optimizing your website’s images, and building backlinks, your jewelry store will not only capture the attention of search engines but also the hearts of your customers.

The Latest

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Weekly QuizMar 27, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

ICA Congress Brazil 2025
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

Bailey’s Fine Jewelry storefront
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent Jeweler

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

Bulova 150 Art Deco Miss America Watch, 150 Art Deco Pocket Watch
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco Watches

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen
MajorsMar 26, 2025
QVC Group Appoints New President

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

Jewelers of America’s new logo
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

Jamie Singleton, Bill Brace, Rebecca Wooters, Bill Luth
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid Turnaround

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

Sothebys Watchcheck
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair Services

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

Swarovski lab-grown diamond Galaxy earrings
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024

The company also noted record sales in the United States and a strong performance in its jewelry category.

Branko Gems
SourcingMar 21, 2025
BrankoGems To Hold Conference in Montana

The event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.

Til Death Ring by Marrow Fine
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ Ring

After the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.

Korman Fine Jewelry Austin store
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size

The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.

JCK Rocks 2025
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason Derulo

The rapper and singer-songwriter will perform at Tao Beach on June 8.

Conversations with Chris Ploof YouTube Video Series
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series

“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Lab-grown diamond engagement ring
FinancialsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining Sales

The moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.

Zoë Kravitz in Rush Hour Collection
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office Wear

The “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy