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5 Simple Steps for a Solid SEO Strategy This Holiday Season

The holiday season is upon us and in a few short months the year will be over.




THE HOLIDAY SEASON is upon us with consumers ready and anxious to spend. With pent-up demand caused by the pandemic and a reason to celebrate this year as the world slowly re-opens, you can expect a busy and brisk jewelry shopping season. You can also expect increased competition for the same consumer dollars. What will you do to make sure your jewelry store gets its own fair share?

Now is the perfect time to completely overhaul your SEO strategy. You’ll want to look at your optimization process, holiday-specific elements, and any related campaigns you’re running.

Here are five tips to improve your SEO to make this year your best year ever!

1. Make sure your local business listings are accurate.

Your first duty is to ensure that all of your online local business listings are accurate. This includes your website, Yelp, Google Business Profile and others. When someone does a search for your jewelry store’s name, what comes up? Act like your customer and see things through their eyes. Maintain accurate contact information including phone number, address, email and more. You’ll also want to check your store’s hours and update any holiday changes. It’s always a good idea to review your business profiles at least once a year and remove any old information that pops up in the search results. Remember, you can’t make a sale if your customer can’t find you.


2. Write high quality content that people want to read.

Content is the foundation of SEO. It’s how Google knows that your website is relevant. If you want to ensure that your site comes up in the search results, you need to provide Google with what consumers are searching for. Writing high-quality content is a skill and just churning out articles or keyword stuffing paragraphs won’t cut it. Google knows the difference between lazy filler writing and quality content. Be careful with trying to game the search engine results. You want to focus on writing for your jewelry buyer rather than writing just for Google. People buy from trusted sources they like and know. Focus on helping the jewelry buyer with useful information first, then on helping Google discover your content. This is how you’ll not only rank effectively, but also make the sale. Your customer is the one who pays you – not Google.

3. Improve the user experience on your website.

How people use your website has a dramatic effect on your search results. Google is now taking into consideration the overall user experience of a customer to determine how it ranks one jewelry business over another.

Is your site easy to use? Does it load fast? Is the navigation clear? Can people easily find what they’re looking for? Do your visitors stay on your site a long time or do they leave quickly? All these indicators are now considered critical ranking factors for Google. It’s crucial that your website serve its visitors the best experience possible.

4. Make your site mobile-friendly.

With mobile e-commerce sales up from $1.8 trillion in 2018 to $3.56 trillion in 2021, your jewelry website absolutely has to be mobile-friendly. It’s no longer an option. And especially when you consider that many people rarely use a desktop computer anymore, with everything being a mere click away in their pocket on the phone. View your site how your consumers would see it. Take out your phone and try ordering something. How easy is it? Making your site mobile-friendly and as frictionless as possible is one of the quickest ways to increase your jewelry sales.


5. Hire an SEO expert.

When you get right down to it, most SEO is really common sense. It’s stuff you should be doing anyway, if you knew what you were doing. The problem is you’re a busy jewelry store owner who wears many hats. Do you really want to wear one more? An SEO consultant or agency can assess your site and do an audit. They know what to look for and can advise you on which keywords you’re currently ranking for and what steps to improve your results. They can help you prioritize your SEO strategy and give you a list of action items to help your site immediately. Using the services of a true SEO expert will easily pay for itself.

In closing, time is short. The holiday season is upon us and in a few short months the year will be over. What you do now will have a lasting effect on your jewelry store’s success. Follow these five simple steps and make this year your best year ever!



This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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