SEO (search engine optimisation) should be a key element of any digital marketing strategy, including SEO for jewellery business.
The jewellery industry has a slight reputation for being behind the times when it comes to SEO, so now is the perfect time to invest in it to push your business above the rest. You can see how some of the top London Jewellers in Hatton Garden rank their business websites to get an idea.
SEO is a long-term strategy, potentially taking 6 months to a year to take effect, but when it does you can continue to reap the benefits.
So, let’s find out four things that you need to remember when doing SEO to increase enquiries for your jewellery business for higher chances of making it a success!
1. A Low Conversion Rate Is Normal
When businesses are selling products online, they often panic when the conversion rate isn’t as high as the average (2-4%). However, with a jewellery business, it is important to remember that you are selling higher value products that are considered purchases, meaning as they have a high price point, it takes longer for a user to commit to the purchase. Websites selling much cheaper items are likely to have a higher conversion rate as the financial risk is low, whereas jewellery is something that people consider for a long time to make sure they are making the right choice.
So, it might take a user 4-5 visits to the website to actually commit to the purchase, or they may find the product through the website then come to your store in person to make the final purchase. Therefore, focusing solely on conversion rates is not the best way to track whether your SEO content strategy is working effectively. Instead, focus more closely on traffic levels and make sure to internally track where customers coming into the shop found your website. A conversion rate for a jewellery business could be as little as 0.2% or as high as 2% if multiple customers who have been considering a purchase commit in the same month. The higher the value of your products, the lower the conversion rate generally, so don’t panic if the conversion rate is lower than what you know as ‘normal’ when it comes to e-commerce.
2. Don’t Forget Product Level Optimisations
Whilst many businesses solely focus on the main category pages when it comes to optimising the website, as a business with high value products that don’t sell that quickly, then product level optimisations are certainly worth doing. When doing keyword research for these terms, make sure that you make the keyword as closely related to the product as possible. For example, ‘gold ring’ is an extremely vast term that is unlikely to bring qualified users to your product page.
Instead, a term like “cluster diamond vintage engagement ring” might not get very many searches each month, but the users coming to the site through this keyword are highly likely to be qualified to make a purchase at some point. Work through your products and find a closely related keyword for each one, even if it only gets 10 searches per month. Blogs containing keywords with lower keyword difficulty have a higher chance of ranking better on search engines.
3. Make Sure To Give Images Alt Tags
Again, when you have a business that is likely to have products on their website for a long time, such as high value jewellery items, it is worth optimising the alt tags of images on the website. Optimising alt tags is always advised anyway, however for websites that constantly bring out new products or sell out very quickly, they don’t always have time before the products are taken off the website.
However, it can be really valuable for your website, as it signals to Google that your website is accessible to visually impaired people, because alt tags offer a description of the image. It is also beneficial from an SEO point of view, as you can include keywords in the alt tags, another opportunity for optimisation. When you upload a new product with an image, make a habit of quickly writing a descriptive alt tag containing your keyword to really give that page a boost, as Google can index the image correctly. You should also ensure to always use copyright free images or your own images and to edit them with photo editing tools to make them more unique for your brand. You could for example add your logo and your brand colours to featured images.
4. Focus On Local Optimisation For Small Businesses
One reason for a low conversion rate when it comes to high value items is that users may not have enough trust to buy an expensive piece of jewellery over the internet and might want to see the piece in person before committing to the purchase. So, one thing you can do is to optimise your website for local keywords, so that people can visit your website, find the product they like and then know they are in close proximity to visit your shop if they want to see the jewellery in person.
This is especially important for businesses who might not have an established reputation in the industry, or for jewellery businesses selling exceptionally expensive pieces. The traffic will be highly relevant, and you will be able to build trust and authority over time by also utilizing various digital marketing tools!
SEO is essential for any business, including jewellery, so it is time to include it in your digital strategy! Every business is different, and your strategy will differ depending on the value of your products and the nature of your business, however hopefully you will feel more confident with these four things in mind. If in doubt, get in touch with SEO specialists who will guide you in the right direction so you can get this right the first time!