MajorsAug 18, 2025
Verragio’s Michael Barabash, a ‘Kind Soul,’ Dies at 58Barabash, Verragio’s client relations representative, was a vital member of the team and is remembered as being warm and full of life.
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.
Editors' Picks
Sponsored by
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
CollectionsAug 18, 2025
John Hardy’s New ‘Dot’ Collection Is on PointOriginally introduced in 1992, the “Dot” collection is back with a capsule featuring five archival designs and three new creations.
Events & AwardsAug 18, 2025
IJO Announces 2025 Vendor of the YearAllison-Kaufman has received the honor for the fourth year in a row.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.
Weekly QuizAug 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsAug 15, 2025
Piece of the Week: Etho Maria’s Showgirl-Approved Ruby Drop Earrings Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.
WatchesAug 15, 2025
Audemars Piguet Acquires Majority Stake in ManufacturerIts investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
MajorsAug 15, 2025
Rio Grande Names New Marketing DirectorNicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
