CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
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
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
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.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.
AuctionsJun 10, 2025
Noonans to Auction 16th-Century Signet RingIt's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.
CollectionsJun 10, 2025
Tabayer Names Mary Chiam as CEOThe brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.
MajorsJun 10, 2025
Lauren Johansen Joins Loudr As Loudr’s new account manager, Johansen will partner with clients to craft and execute marketing strategies.
Events & AwardsJun 09, 2025
And the Winners of the 2025 Couture Design Awards Are … Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.
AuctionsJun 09, 2025
Nancy Astor’s Cartier Tiara Sells for $1.2MThe rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.
IndependentsJun 09, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
Events & AwardsJun 09, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
MajorsJun 09, 2025
RDI Diamonds Partners With LavalierThe diamond wholesaler is working with the insurance provider to seamlessly offer personal jewelry insurance to RDI retailers’ clients.
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
