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Demystifying SEO: A Simple Explanation for Jewelers

What exactly is SEO?

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YOU’RE NOT ALONE. A lot of people don’t really understand what SEO is, why it’s helpful, and what people are doing when they do it. But if it’s as important as people say it is, feeling clueless about it isn’t good. Let’s fix that right now.

What Exactly is SEO Again?

It’s basically the way that you get potential customers to visit your website from Google (and the like) without paying for ads. About 10 of the spots on a search results pages are not ads (i.e. “organic”). SEO helps you show up in one of those free spots when people search for jewelry. It stands for Search Engine Optimization.

Why SEO Is So Valuable

People pay good money for ad spots on Google, but organic spots are free. If you can get a lot of clicks without having to pay for each one, it’s like cheaper advertising.

Also, visitors often trust organic results more than ads. And once a page starts showing up in search results, it usually stays there for a while and is easier to keep there. It’s a long game but has a big payoff.

Google Just Wants Good Search Results. You Just Want Good Visitors.

Those two facts drive everything that’s done in SEO.

What Google Looks For

Google knows that if they can show people the best results to match their search, people will continue to use Google. They are laser focused on figuring out which pages on which websites match best with searches.

Here are some things that Google looks for:

  • Relevant information
  • Trusted sources
  • Well written content
  • Satisfied searchers
  • Nearby locations
  • Good website experiences

How does Google know? Lot’s of practice. Ultimately, it’s a computer that is evaluating your website to see if it has the best information, but they’ve gotten better and better about figuring out what people like by looking at a whole bunch of factors. For example, if a lot of trusted sites link to your page, Google considers it a sign that your page is probably trustworthy since other people are “recommending” you.

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What Jewelers Should Look For

On the flip side, you want lots of people who are going to buy jewelry sometime in the near future visiting. This is where research and targeting come in.

When specialists work on SEO for you, they do research into the searches for keywords related to buying jewelry.

Here are some things SEO specialist try to figure out:

  • Relevant keywords
  • Frequent searches
  • Local searches
  • Likely buyers
  • Searcher’s expectations

Giving Google What They Want

This is the hard part. This is why SEO specialists are worth it. Because Google looks at so many things, skills are needed to send the right signals.

In general, these are the things that SEO specialists do to keep your site relevant:

  • Write and update “metadata” (info about the page in the code)
  • Add and update image alt-text (info about the image in the code)
  • Write new (or rewrite old) website copy
  • Find “backlink” opportunities (getting others to link to your site)
  • Find and troubleshoot page speed issues
  • Add “internal links” (linking to pages within the site for a better experience)
  • Update pages to provide a better user experience
  • Evaluate and reorganize website menus

There’s a lot more that goes into it, but this gives you the idea.

Don’t Get Cross-Eyed

You don’t necessarily need to know how all of this works. Unless you plan on taking on SEO as a hobby, the important thing to know is that everything in SEO is about making important pages on your site more helpful to Google.

Are you looking for an agency that understands SEO for jewelers? Contact suits@fruchtman.com.

Charles Pobee-Mensah is the director of digital marketing for Fruchtman Marketing. Contact suits@fruchtman.com.

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Wilkerson Testimonials

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David Geller

Why David Geller Says You Should Sell Lab-Grown Diamonds

You’re a merchant, so sell the customer what they want.

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ONE OF THE JEWELER pages on Facebook has been discussing whether a store should stock and sell lab-grown diamonds. The dad says no, while the millennial son says, “I think we should try it.” The reader vote is split about 50/50.

Can we talk about making a living here for a moment? And selling consumers what they want?

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Customers want to know their options and make their own decisions. Be their personal shopper.

I started in 1974 as a trade shop. I used to do work for a store at our mall, Wellington Jewels. I sized the gold rings they sold and set stones.

What stones? Strontium titanate. It’s a diamond simulant that has colors like an opal. Hardness on Mohs’ scale? About 5.5! But sparkle, oooh weeee!

The store was mostly black walls and showcases, with bright lights to make the stones pop. They made great money, and these are diamond look-alikes with the hardness of an opal. The mountings were 14K gold with real melee diamonds. They didn’t sell much fashion, which I told them was crazy, because a woman can only buy so many engagement rings.

I became friendly with the store manager and she agreed. So I ordered a dozen at a time in fashion mountings from a catalog, furnished the mountings and diamond melee, and she gave me center stones, which I set. They’d sell most of each dozen I gave them within five weeks.

So let’s talk profits on this product. All merchandise was quadruple markup.

They gave a lifetime warranty on these stones. If the stone scratched or chipped or fell out, they’d replace them for 50 percent of the price (so they still made keystone).

This was junk compared to lab-created diamonds. Remember: a lab-created diamond will last as long as the human does.

What about resale value? Well, they can’t get their money out of what they spent on your natural diamond, so try lab-created, make a better margin and keep that young person from buying it someplace else.

When you quote a price to a customer for anything, you may be thinking, “They aren’t talking. Maybe I should come down on the price. OMG I need to make payroll this Friday.”

They may be thinking: “Darn, my student loan note is due at the end of the month. Maybe I should opt for a lab-created diamond. I can’t tell the difference and we need to save for a house.”

Be their personal shopper, make a customer happy and make some money!

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Editor's Note

These Are The Three Factors Driving Revolution in the Jewelry Industry

All three are technology-based.

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WHEN A BUSINESS REVOLUTION arrives, there’s no stopping it. Your only options are to ignore it and die a slow death, or join it and learn, quickly, how to do business within the new paradigm.

Three powerful pistons are driving revolution in the jewelry industry. The first is e-commerce. Some retailers have complained of manufacturers going direct to consumers, but many are now learning to compete in the online space as well. We just started judging this year’s crop of America’s Coolest Store contestants, and we are impressed not only by how many of the applicants sell online, but also by the quality of their websites. Read about retailers doing e-commerce right in our story, “E-Commerce For Everyone,” beginning on page 74.

The second piston is the lab-grown diamond phenomenon. The category continues to gain traction among consumers, and largely driven by consumer demand, not marketing. Read about Soha Diamond Co., a retailer who sells only lab-grown diamonds and gemstones, in our “Talkin’ ‘Bout a Revolution” story starting on page 63.

The third piston is social media, which offers retailers the opportunity to engage local consumers for very little monetary investment. Social media is where the people are; it’s just a question of how to reach them, and then how to interest them in your jewelry and your store.

A revolution is on your doorstep, whether you like it or not. Will you join it or be left behind?

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

  • During slow times, take photos of all waxes not already in your CAD library and add them. (Manager’s To-Do List, p. 46)
  • Use an aggressive commission to incentivize salespeople to sell old items. (Ask INSTORE, p. 108)
  • Present customers’ kids with gift-wrapped presents to make them feel special. (Tip Sheet, p. 98)
  • Match the percentage of marketing dollars spent on a department with its store performance. (David Brown, p. 112)
  • Make a list of all verbal buying cues and have staff practice their question closes for each. (Sales Truths, p. 112)
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Dave Richardson

24 Verbal Buying Signals Your Sales Staff May Be Missing

Do this exercise to improve your team’s closing ratio.

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WHY IT IS TRUE: The customer will say things that indicate they are ready to buy, but many salespeople talk right through these cues.

PLAN OF ACTION: During a meeting with your staff, write these verbal buying signals on a flip chart and ask your staff if they can think of any to add to the list.

  • Do you take credit cards?
  • I really like it.
  • I think she’ll like it.
  • Do you have a warranty program?
  • Will you gift-wrap it?
  • You provide an appraisal?
  • What if she doesn’t like it?
  • What time do you close tonight?
  • Do you have it in white gold?
  • Will you be able to size it for me?
  • If I buy it, when can I pick it up?
  • I really like the feel of it.
  • I really like the way it looks on me.
  • Can I put it on my store credit?
  • Can you engrave it for me?
  • You have a layaway plan?
  • Since I can’t take until it is sized, do you deliver?
  • Does it come in a box?
  • How can I care for it?
  • Do you have the matching earrings?
  • Can I borrow a calculator?
  • If I buy the ring, will you pay the tax?
  • What is your return policy?
  • What do you think?

Then, divide your salespeople into groups of two or three and have them write the appropriate closing question to each one of the verbal buying signals. Then you can compare the results.

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