TrendsMay 02, 2025
Ring Concierge, Kraft Partner on Mother’s Day Macaroni Necklace The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.
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
Editors' Picks
Sponsored by
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
CollectionsMay 02, 2025
Piece of the Week: Angely Martinez’s Emerald Promise RingSet with May’s birthstone and featuring an earthworm, this ring is a perfect celebration of spring.
MajorsMay 02, 2025
Stuller’s New Bridal Catalog Is Here“Bridal 2025–2026” includes popular styles and a dedicated section for quick pricing references of lab-grown diamond bridal jewelry.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
SourcingMay 01, 2025
Tariffs & Colored Gemstones: Relying on Stock, Considering the Ripple EffectThough currently paused, high tariffs threaten many countries where gemstones are mined. Dealers are taking measures now to prepare.
Weekly QuizMay 01, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMay 01, 2025
Peek Inside David Yurman’s New Miami Flagship StoreLocated in Miami’s Design District, the 4,000-square-foot store is an homage to David and Sybil Yurman’s artistic roots.
TrendsMay 01, 2025
Amanda’s Style File: 20 Pieces of Emerald Jewelry for MayMay babies are lucky indeed, born in a month awash with fresh colors and celebrated with one of the most coveted colored gemstones.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
MajorsMay 01, 2025
Jewelers of America Opens Applications for 2025 ScholarshipsThe deadline to apply for the Seymour & Evelyn Holtzman Bench Scholarship is June 12.
SurveysApr 30, 2025
Consumer Confidence Hits Pandemic-Level Low Amid Tariff ConcernsWhat’s really worrying U.S. consumers isn’t the present situation; it’s what the economy is going to look like six months from now.
Events & AwardsApr 30, 2025
Instore Show Debuts New Name, Look, and FocusNow called The Instore Jewelry Show, it will include holiday-focused education, interactive workshops, and a window display contest.
SourcingApr 30, 2025
GemGuide Has a New Pricing Chart for Colombian EmeraldsIt includes pricing for unenhanced Colombian emeralds in the fine to extra fine range.
CollectionsApr 30, 2025
Tiffany & Co. Goes Deep-Sea Diving in New Blue BookThe “Sea of Wonder” collection features pieces inspired by the ocean, from its waves to flora and creatures like urchins and sea turtles.
AuctionsApr 29, 2025
‘Golconda Blue’ Diamond Pulled From AuctionThe 23-carat fancy vivid blue diamond, set to headline Christie’s May jewelry auction, was expected to sell for as much as $50 million.
IndependentsApr 29, 2025
Maryland Jeweler to Close After 36 YearsG.B. Heron Jewelers in Salisbury, Maryland, is set to close as its owner, Jeff Cassels, retires.
ColumnistsApr 29, 2025
Google Ads vs. Social Media Ads: Which Are More Effective?Emmanuel Raheb outlines the differences between the two platforms and posits that the most successful jewelers use both.
SourcingApr 29, 2025
Gemfields Mini Ruby Auction Achieves $7MThe miner said its April sale featured a mix of commercial-quality primary rubies and secondary rubies of varying quality.
CrimeApr 28, 2025
Customs Seizes Nearly 2,000 Pieces of Counterfeit Van Cleef & Arpels JewelryU.S. customs agents in El Paso, Texas, intercepted the package, which would have been worth $9 million if the jewelry was genuine.
TrendsApr 28, 2025
Suzanne Kalan Launches Tech Ring Jacket CollectionHealth monitors become statement pieces when paired with the brand’s new collection of stackable diamond-studded bands.
Events & AwardsApr 28, 2025
JCK Industry Fund Announces 2025 Grant RecipientsTen organizations were selected this year.
IndependentsApr 28, 2025
John Atencio Appoints 2 to Wholesale TeamKim Carpenter and Sam Gevisenheit have joined the brand.
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
