SEO for Jewelry Stores

3 minutes · WJewel jewelry software

The video version of our SEO guide for jewelry stores: owning your local results, structured product data that stays accurate, content that ranks before the visit, the technical basics, and how to measure it every month. The last part shows how WJewel keeps the product data on your website right.

What the video covers

Google Business Profile, consistent NAP, continuous reviews and location pages
Product structured data synced from the inventory, so the page matches the tag
Buyer's guides, service pages, education and genuinely local pages
Mobile speed, HTTPS, sitemaps, canonical variants and sold-out pages
Four numbers to record monthly, and asking customers how they found you

Chapters

0:00 A different search problem
0:18 1: local SEO: own your city
0:54 2: product SEO: structured data that works
1:23 3: content: own the category conversation
1:51 4: the technical basics
2:16 5: measuring it, monthly
2:37 The data behind it, in WJewel
2:58 Contact us

Transcript

Read the full transcript

A different search problem

A jewelry store is a different search problem: the valuable searches are local, most pieces are one of a kind, and big-ticket buyers read before they visit. Jewelers who win own their local results, publish clean product data, and write about what they actually sell.

1: local SEO: own your city

Start with local SEO. Fill in every field of your Google Business Profile, including repair, appraisal and custom design, holiday hours, and fresh photos. Write your name, address and phone the same way everywhere, and fix old listings once a year. Ask for reviews continuously, at the happiest moment, like a repair pickup or a week after the engagement ring, and reply to every one. And give every store its own page, with its own address, hours and map.

2: product SEO: structured data that works

For product SEO, Google reads structured data, the name, price, availability and images, far more reliably than a paragraph. If attributes are typed into the POS and again into the website, they drift: the page says 14K when the piece is 18K, or in stock when it sold Saturday. Sync them from the inventory instead, so the page always says what the tag says.

3: content: own the category conversation

Content ranks you for the searches that happen before the visit: buyer's guides for bridal, anniversaries and gifts, and service pages for repair, appraisal and custom design, education on metals, stones, certificates and care, and local pages that are genuinely local. One substantial page a month is plenty: ten well-kept pages beat a hundred thin ones.

4: the technical basics

And nail the technical basics: fast mobile pages with compressed images, and HTTPS on one canonical domain, a sitemap that stays current, and one indexable page per piece, not one per metal and size, and sold-out pages that redirect, or stay up marked out of stock, never a 404.

5: measuring it, monthly

Measure it monthly, with the free tools: impressions and clicks for your store name, and for local searches like “jeweler” plus your city, calls and direction requests from your profile, and which content pages earn clicks. And ask new customers how they found you, and record it.

The data behind it, in WJewel

WJewel isn't an SEO tool, but it keeps the product data right: attributes are entered once, in the inventory, and synced to your website, whether it's Shopify, WooCommerce or custom built, while customer profiles, with texting and opt-ins, are what a review program runs on.

Contact us

You'll find the full guide on the WJewel blog. WJewel is fully web-based, and runs on PCs, Macs, tablets and phones. To learn more, visit www.wjewel.com, or call us at (646) 578-8300.