Great search engine optimisation (SEO) rankings don’t come immediately and require months of work to gain momentum and produce results. In fact, search any of the highest-ranking jewellery websites on Google and one can bet that all of them would have put in the work several months in advance, perhaps starting their current campaigns as early as 12 to 18 months ago.
The good news is that it’s not too late to improve a business website and drive it in the right direction up the search results. Retailers seeking to get higher rankings on search engines by this time next year need to start putting the work in today.
Set the right expectations
Before starting any SEO campaign, it’s best to set realistic goals. Jewellery is a highly competitive industry and this competition extends to search rankings – single-store independent jewellers shouldn’t expect to outrank the large, established chain stores right off the bat.
A more reasonable goal would be to work towards achieving a ‘page one’ ranking for location-specific keywords such as ‘jeweller in Melbourne’. This is easier and more attainable than ranking on the first page for highly-competitive, generic search terms such as ‘jeweller’ or ‘jewellery maker’, especially in the short-term with minimal investment. As retailers gain a foothold on these location-specific terms, they can upgrade their goals and invest more on ranking for more general keywords. While this strategy doesn’t always guarantee results, it does put you in the best position to get the highest rankings possible.
SEO is a specialist field but there are tasks businesses can perform to improve their websites and achieve better rankings without the need for digital specialists.
#1 Publish quality content
When it comes to a website’s content, quality definitely matters. In fact, it’s better to have one page of well-written, helpful content than multiple pages of spam that users will never read. Of course, the more high-quality content the better.
Quality should always come before quantity, not the other way around. As retailers continue to improve their websites, the aim should be to provide a good volume of high-quality content that informs and helps their target audience.
Tip: Don’t be shy in providing information, especially if it proves to be helpful to readers. Many high-performing pages contain around 1,000 words or more per page.
#2 High-quality links
In the world of SEO, reputations are constructed on the back of a technique called link building. This is the process of posting links on other sites that point back to a retailer’s own website. The more links that appear on high-quality sources – non-spammy websites – the more valuable a site will appear in Google’s eyes, which leads to higher rankings.
There are many ways to build links on other sites. One of the most common is to submit a website to relevant online directories, especially those specific to the jewellery industry. General directories like True Local are good starting points. Another proven method is to reach out to other websites and propose a value exchange that will lead to a link on their site. This could come in the form of providing information or a review through a helpful blog post.
Tip: One powerful yet underutilised method of getting links is turning an existing network of offline contacts into online connections. This involves more than just asking customers to like a Facebook page. Instead, it’s about taking advantage of existing relationships to create new links. One option is to offer suppliers a value exchange for a link, which could be in the form of a testimonial for a supplier so they can better leverage your brand.
#3 Website development
Website development for SEO involves the technical structure of a website. It’s about making sure websites are tailored to satisfy both visitors and search engines.
Retailers may need the help of professionals to get the best results, especially if they don’t know much about web development, but they can be confident they’re moving in the right direction if they have their website’s usability in mind.
Tip: Retailers don’t always need in-depth technical knowledge to make improvements to a website. Simple strategies include making sure navigation is clear, ensuring pages load quickly and using a mobile-friendly platform.
In conclusion, retailers who aren’t happy with their site rankings should consider starting work immediately.
There are no shortcuts in SEO – it takes time, patience and consistency to get results – but the earlier you make improvements on your website, the sooner you’ll get results.