When it comes to being a competitive jewelry brand, it goes above and beyond relying on social media exposure and influencer marketing. While both of those things are extremely important and can expose you to markets you may not have been able to target without them.
SEO is one of the most underrated tools for businesses on both a local and national level; it’s often forgotten about due to its confusing nature to those who aren’t familiar with digital marketing. However, once business owners take the time to understand what techniques and strategies can be utilized within digital marketing, there is so much room for improvement and growth on a scale beyond paid advertising.
What Is SEO?
SEO, also known as Search Engine Optimization, is a digital marketing technique that focuses on making your website a more attractive option for Google to reward with keyword rankings for organic searches that are relevant to your company. For example, a jewelry business like Nimah London, which sells Arabic jewelry on a national and international level, would highly benefit from ranking in the first 3 positions on search engine results for a range of keywords such as ‘Arabic jewelry’, ‘Arabic Bracelets’ ‘Muslim jewelry’ and so forth.
This is a cost-effective, natural and easy way to generate sales on the website. This is achieved with a strong SEO strategy that focuses on improving UX and link building to build authority for the website.
How Could My Brand Utilise SEO?
SEO is a broad term that covers both on-page and off-page strategies that all work together to reflect in SERPs, also known as search engine results pages. Both include a range of other opportunities for economic growth that we will discuss briefly today.
Accordions
Also known as frequently asked questions that are found at the bottom of a service or collection page. This is an opportunity to include more helpful content for the user to answer any common questions they may have. It is also a great opportunity to have keyword mentions, both LSI and identical match. This is especially useful for business types that have a higher Text/HTML ratio, which can affect the speed of the website. But in addition, this also great for including keyword mentions on websites with minimal text. Including services like e-commerce jewellery brands and so forth.
Schema
Another on-page section to help with organic growth. A schema is another way for Google to understand your business and what you would be qualified for. For example, while it does add code in the back end, it also provides you with more information to tell Google. Schema can be used as a star rating, which pulls up with metadata, or accordions, which help pull the content onto SERPs.
Link Building
Like the name, link building is about creating organic links on external websites which pass on ‘link juice’, also known as authority, to your website. Authority is a metric calculated by Ahrefs and/or Moz that takes into account an array of considerations, including link quality, to give you a score out of 100; the closer you are to 100, the more qualified you are to rank for specific and relative keywords. A lot of other factors also impact your rankings on SERPs.
Content
Similar to accordions, on-page content includes top-level content if you are an e-commerce website, like a jewellery brand or the whole web page content if you are more of a service-based website. On-page optimisations include improving user experience, whether it is through reducing excess unnecessary content to only helpful and useful content, while including a range of keywords that are unique to that page.
It’s common for websites to include a specific keyword across their website, which then confuses Google about which page is more suitable for each keyword, which then causes keyword cannibalization or can result in no pages ranking for specific keywords as a form of punishment, if you will, by Google for not following the rules.
