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

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

Weekly QuizJun 12, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Kirk Kara fine jewelry
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New Jewels

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

Gemfields 36 Carat Ruby
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough Ruby

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Alex Brown
TechnologyJun 18, 2025
Alex Brown Named President of Smithee Group

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Jade Ruzzo Gloria Collar
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

Selection of jewelry from Sotheby’s New York High Jewelry sale
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry Sale

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

Amanda Gizzi, Jewelers of America’s SVP of corporate affairs
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JA

Gizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.

Kering CEO Luca de Meo
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEO

Luca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.

Botswana Minster of Minerals and Energy Bogolo Joy Kenewendo
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las Vegas

Following visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.

Greenwich Street Jewelers Your Love Has the Perfect Ring Campaign
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ Couples

The “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.

Ivette Nersesyan-Stephanopoulos
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.

The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.

New York Liberty Nyara Sabally Catbird campaign
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand Ambassador

The New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.

Robinson Pelham Fruits of Love Pear Earrings
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear Earrings

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

Three diamonds with diagrams
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education Conference

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

Ella Sophie
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella Sophie

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

A pink gold Patek Philippe perpetual calendar chronograph Ref. 2499
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

Gabriel Love Foundation Logo
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias Gabriel

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

Celine Assimon
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins Bonhams

Assimon is the auction house’s new chief commercial officer.

De Beers CEO Al Cook speaking at JCK Las Vegas 2025
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and Tariffs

The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

Pandora Las Vegas ribbon cutting ceremony
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American Flagship

The Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.

Tiffany Stevens
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board Leader

Industry veteran Anoop Mehta is the new chairman and independent director of the IGI board.

Lee Min Seo and Ianyan Jewelry
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused Award

The winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.

×

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