FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
TechnologyJan 18, 2015
How retailers can optimize search engine results
Jewelers can boost where their website lands in search results by focusing on quality content, natural keyword inclusion and social sharing, an SEO expert said during an education session Sunday at JA New York Winter.
New York--Jewelers can boost where their website shows up in search results by focusing on things like quality content, natural keyword inclusion and social sharing.
In a session titled “How SEO Can Optimize Your Business” at the JA New York Winter show on Sunday, Brian Douglas, CEO and founder of Reputations.biz, discussed what steps jewelers can take to help bump their businesses up in search engine results.
Search engine optimization refers to the process of optimizing the quality and volume of traffic to a website from a search engine.
According to Douglas, approximately 44 percent of online shoppers start by using a search engine. Additionally, 50 percent of all mobile searches are done to find local results, and 61 percent of those searches result in a purchase.
Not only does search engine optimization assist with the rankings of a business website in results, it also provides businesses with credibility when users see that it ranks near the top of search results.
In addition, SEO can give a business valuable insights into their customers, including what they’re searching, where they’re searching from and what technology they’re using, which can help stores adjust their marketing and tweak the design of the website as needed.
SEO can be divided into two types that businesses can tackle separately--on-page SEO and off-page SEO. On-page SEO refers to factors on a website that affect its ranking in results, which is easily controlled through things like quality content and maximizing keywords.
Changes in how search engines rank websites, especially Google, in recent years has led to less of a focus on “rigid keyword insertion” and more on the natural incorporation of the keywords on websites, Douglas said. This means that when a company decides what keywords they want to target and are trying to build them into the site, instead of “keyword stuffing,” as Douglas referred to it, they should focus more on making it sound natural and not overdone.
Along the same lines, there’s a new way that websites can be coded, using what Douglas calls “microdata,” to put tags around a certain part of a website to help search engines map the site. This helps them know where information such as the business address and telephone number are and also can include them in results.
Another important aspect for optimization is making sure that the website is providing high-quality content. Since
today’s search engines now are smart enough to consider the context of what’s put on the site, it’s increasingly important that the content be relevant not only to the brand but also to what the user was searching.
Search engines also reward for “viral-ity,” Douglas said, so it’s also important that content is share-worthy and that readers and followers on social media will want to share it with others.
Off-page SEO, meanwhile, refers to the process of gaining quality links from other websites back to the target website. This can include things like company employees doing guest posts on other sites and industry forums and linking back, as well as other social accounts sharing the target site’s content.
Douglas said that in the end, companies need to know that they’re not going to see immediate results and need to “commit to the long haul” when it comes to SEO.
Search engines also reward for “viral-ity,” Douglas said, so it’s also important that content is share-worthy and that readers and followers on social media will want to share it with others.
Off-page SEO, meanwhile, refers to the process of gaining quality links from other websites back to the target website. This can include things like company employees doing guest posts on other sites and industry forums and linking back, as well as other social accounts sharing the target site’s content.
Douglas said that in the end, companies need to know that they’re not going to see immediate results and need to “commit to the long haul” when it comes to SEO.
More on Technology
The Latest
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
Weekly QuizMar 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
AuctionsMar 19, 2026
26-Carat Diamond Tops $1M at AuctionThe historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
Events & AwardsMar 19, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
MajorsMar 18, 2026
Stuller Releases New Edition of Jewelry Education Book“The Basics of Jewelry” has been updated to include modern topics and visuals.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
