AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
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
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
