TrendsJun 02, 2023
Take a Peek at Couture’s Newest Design Talents This year’s Design Atelier is full of gems.
ColumnistsJan 14, 2020
The Smart Age: SEO Trends of 2020
Smart Age Solutions’ Emmanuel Raheb talks intent matching, and the importance of good content and mobile in his first column of the new year.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Hello, and Happy New Year!
In my columns last year, I explored artificial intelligence, paid search and online reviews, among other topics.
In this first column of the new year, I want to look at SEO.
SEO, as I am sure the majority of you are already aware, stands for search engine optimization, the methods used to make your store or brand rise to the top in online searches.
Here are three trends in SEO I expect to emerge in 2020.
1. Intent Matching Over String Matching
One of the biggest achievements bringing us into 2020 is Google’s development of BERT (Bidirectional Encoder Representations from Transformers), a technique for natural language processing, or NLP.
Simply put, NLP is the process of programming computers, like chatbots, to sound more like humans when they “talk” to us.
Instead of using various NLP solutions that all cater to a specific niche, Google’s BERT acts as an all-purpose solution.
While BERT is far from being able to understand language and context like the human brain can, it’s effect on the relationship between words is here to stay.
BERT’s revolution is its comprehension of intent, of having the ability to look at a random compilation of words and understand context in search queries. As BERT develops, it’s expected that search engines will drift away from keywords and closer to understanding intent.
Partly because you cannot optimize for BERT, ranking will be dependent on the quality of the content, which leads us in to No. 2.
2. Emphasis on Content
As we get closer to formatting our search engines to understand us and the context of our searches, more emphasis will need to be placed on a company’s understanding of their users.
This is where quality content comes into play, as that is the only true need of a user.
Companies will need to also understand the intent of their users and provide them with the content to do so to assure that they still match up to Google’s new understanding of search queries.
As Google comes to rely more on context than keyword, it will increasingly be the case that the route to higher ranking is based off the relationship between customer and company, and the mutual understanding of customer need and company offering.
3. Mobile SEO
With the wide introduction of 5G (the fifth generation of wireless technology) this past month and its revolution in mobile connectivity, the increase in network performance is also expected to create an increase in mobile usage.
In my columns last year, I explored artificial intelligence, paid search and online reviews, among other topics.
In this first column of the new year, I want to look at SEO.
SEO, as I am sure the majority of you are already aware, stands for search engine optimization, the methods used to make your store or brand rise to the top in online searches.
Here are three trends in SEO I expect to emerge in 2020.
1. Intent Matching Over String Matching
One of the biggest achievements bringing us into 2020 is Google’s development of BERT (Bidirectional Encoder Representations from Transformers), a technique for natural language processing, or NLP.
Simply put, NLP is the process of programming computers, like chatbots, to sound more like humans when they “talk” to us.
Instead of using various NLP solutions that all cater to a specific niche, Google’s BERT acts as an all-purpose solution.
While BERT is far from being able to understand language and context like the human brain can, it’s effect on the relationship between words is here to stay.
BERT’s revolution is its comprehension of intent, of having the ability to look at a random compilation of words and understand context in search queries. As BERT develops, it’s expected that search engines will drift away from keywords and closer to understanding intent.
Partly because you cannot optimize for BERT, ranking will be dependent on the quality of the content, which leads us in to No. 2.
2. Emphasis on Content
As we get closer to formatting our search engines to understand us and the context of our searches, more emphasis will need to be placed on a company’s understanding of their users.
This is where quality content comes into play, as that is the only true need of a user.
Companies will need to also understand the intent of their users and provide them with the content to do so to assure that they still match up to Google’s new understanding of search queries.
As Google comes to rely more on context than keyword, it will increasingly be the case that the route to higher ranking is based off the relationship between customer and company, and the mutual understanding of customer need and company offering.
3. Mobile SEO
With the wide introduction of 5G (the fifth generation of wireless technology) this past month and its revolution in mobile connectivity, the increase in network performance is also expected to create an increase in mobile usage.
This, in turn, will generation a higher amount of mobile searching.
Making sure your site is mobile friendly and mobile-optimized is key to starting 2020 up to par.
More on Columnists
The Latest
CollectionsJun 02, 2023
Piece of the Week: Saboo Fine Jewels’ Emerald EarringsThey’re a testament to the power of excellent design.
IndependentsJun 02, 2023
These Are the 2023 Retailer Hall of Fame InducteesThis year’s honorees include one of Florida’s largest independent jewelers and two multi-store independents in the Chicago and New York areas.
Brought to you by
The Next Step for GIA Diamond ReportsThe most trusted diamond report, available in print or the GIA App.
TrendsJun 01, 2023
See 50+ Jewels Debuting at Couture in Las VegasThe industry’s most influential contemporary designers are showcasing their latest jewelry designs.
Weekly QuizJun 02, 2023
This Week’s QuizTest your jewelry news knowledge with this short test.
Lab-GrownJun 01, 2023
35-Carat Lab-Grown Diamond Going on Display in VegasCreated by Maitri Lab-Grown Diamonds and graded by IGI, it’s slightly bigger than the record-setting lab-grown diamond GIA just examined.
MajorsJun 01, 2023
Bottom Line Marketing Announces Restructured Leadership, New Service OfferingsThe marketing agency has integrated its first C-suite.
Brought to you by
Beyond Borders: Crucial Factors in Colored Stone Origin DeterminationNavigate origin determination with Continuing Education seminars offered by the GIA Alumni Collective™.
Events & AwardsJun 01, 2023
Meet JCK’s 2023 Keynote SpeakerThe jewelry trade show also will debut educational content centered around social media.
TrendsMay 31, 2023
Here’s a Sneak Peek of New Jewelry to Check Out at JCKLuxury kicks off today, with the full show in swing on Friday.
CollectionsMay 31, 2023
Verragio’s Debut Fine Jewelry Collections Honor Company HeritageOne of the three new collections was inspired by the legend of a woman who traded her mansion to Cartier for two strands of natural pearls.
MajorsMay 31, 2023
Signet Jewelers Names New Head of Investor RelationsRob Ballew will be tasked with communicating the jewelry giant’s plans and financial performance to investors.
MajorsMay 31, 2023
Jewelers Mutual Launches App for Retailers, Introduces New BrokerageWith the app, customers receive a 15-day insurance offer on new purchases while their coverage needs are being evaluated.
Lab-GrownMay 30, 2023
Lightbox Is Testing Out a Trendy Concept Shop in BrooklynIt is in House of Showfields, a bazaar-style retail space in the borough’s Williamsburg neighborhood.
Events & AwardsMay 30, 2023
These Are the Can’t-Miss JCK Talks Education SessionsFrom consumer trends to retail technology, these are the JCK Talks sessions that should be on attendees’ radar.
AuctionsMay 30, 2023
Sotheby’s to Auction Mellon Family JewelrySignature pieces from Cartier and David Webb will appear in the June jewelry auction.
Events & AwardsMay 30, 2023
24 Karat Club of Southern California Recognizes 3 HonoreesThey will be celebrated at the annual dinner dance and gala in the fall.
GradingMay 26, 2023
State of the Diamond Industry: AI and the Future of Diamond GradingGemologists have long used machines in diamond grading but technology has made it possible for them to “learn” how to do it on their own.
Recorded WebinarsMay 26, 2023
Watch: Diamond Cut Quality: The Final Frontier Part 2Supplier Spotlight Sponsored by IGI
Recorded WebinarsMay 26, 2023
Natural and Lab-Grown Diamonds: What It’s Like to Sell Both Watch retailers Jeffery Bolling and Bobby Bengivengo discuss employee training, customer education and the sticky subject of future value.
FinancialsMay 26, 2023
Movado Sales Slip in Q1 Amid Inflation Woes, Tough CompsThe company has plans to revamp the Movado brand and offer less expensive watches this year.
AuctionsMay 26, 2023
Piece of the Week: A Bulgari Sapphire and Diamond NecklaceSet with a 118-carat unheated Sri Lankan sapphire, it just sold for $3.4 million at Phillips jewelry auction in Hong Kong.
Supplier BulletinMay 25, 2023
RAE Fine Jewelry Collection Debuting at JCK Luxury 2023Sponsored by Noam Carver
TechnologyMay 25, 2023
State of Retail: Why Jewelers Need to Invest in Cybersecurity NowAs cybercrime incidents threaten the industry, jewelers need to know what they’re up against and the best ways to protect their businesses.
IndependentsMay 25, 2023
Louis Anthony Jewelers Is Remodeling and ExpandingThe Pittsburgh jeweler is redoing the lighting and showcases, and adding a full hospitality bar as well as new shop-in-shops.
SourcingMay 25, 2023
David Yurman Unveils Quartz Exhibition at AMNH The Yurman Family Crystalline Pass is inside the museum’s brand-new Richard Gilder Center.
MajorsMay 25, 2023
Stanley Zale Joins Hill & Co. as Principal Consultant Zale has more than 40 years’ experience in the diamond industry, including 17 years as Stuller’s VP of diamonds and gemstones procurement.
