What Do You Know about SEO and Your Jewelry Business?
SEO. It is amazing how few of us know just what that acronym means or does. It means Search Engine Optimization and it is the system that ensures your website or sales pages rate highly in the results pages from searches on sites like Bing or Google. In other words, if your intended audience types in some words to find something, your SEO should ensure that they are pointed directly towards your sales pages or website. Of course, as is the case with so much in life, that is easier said than done. However, we are here to help you become a champ at SEO for your jewelry business and begin ranking higher and higher in search engine results pages (known as SERPs), without also depleting your bank account on advertising and marketing dollars.
You see, there are two main ways to begin ranking better in SERPs, and one of them costs you. That is because you can use the power of Google and other search engines to pay for ads. These come under a bunch of different names, usually PPC or pay per click, banner and pay per impression ads, but they are all the result of careful data gathering. Essentially, you pay a search engine like Google to make sure your ads or sponsored results appear in the most relevant and likely places.
This can help to drive a lot of interested “traffic” to your site or sales pages, generating higher placement in SERPs over time as well as giving you sales.
The other, less costly method is described as organic SEO, and it uses carefully chosen “keywords” to bring visitors to your pages.
Keywords are those most likely collections of terms typed into a search by those looking to buy your jewelry. The words have to appear throughout your website, social media pages, and more. This means you use the keywords to tag and describe images, videos, as well as in the body content, product descriptions, blogs, social media posts, and more.
You have to do a lot of legwork to find the strongest keywords, and you do yourself a lot of favors by identifying the right “long tail” keywords, too. For example, you sell “eco-friendly charm bracelets” made of “recycled metal”. That’s pretty specific, but you can get even more traffic if you have a geographic area where you get a lot of sales. For example, you find a lot of traffic comes from a specific region – such as upstate New York. You can add zip codes or town names to end up in front of your biggest audience.
Of course, you can do lots of research about keywords and create a good plan for improving SEO on your pages, but how can you be sure it works. Google’s analytics are great for telling you if most of your views are coming from a specific site, like Facebook, Pinterest, Instagram or even your sales pages or blogs. They can tell you how long visitors remain on certain pages and even what your audience seems to feel is “relevant” versus uninteresting.
This helps you to refine your pages and content, focusing on the areas where you are drawing in the most attention and traffic. For example, a lot of jewelry makers find they have an audience on visual social media, such as Instagram, and also from blogs that feature their strongest keywords. They can use this to continually expand their audience by writing more blogs, creating images that seem to resonate with the audience, and more.
Did you ever use analytics or do keyword research? If not, now is the time to grow your business with this free and relatively simple approach to marketing.