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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

When It’s Time for Something New, Call Wilkerson

Fifty-four years is a long time to stay in one place. So, when Cindy Skatell-Dacus, owner of Skatell’s Custom Jewelers in Greenville, SC decided to move on to life’s next adventure, she called Wilkerson. “I’d seen their ads in the trade magazines for years,’ she says, before hiring them to run her store’s GOB sale. It was such a great experience, Skatell-Dacus says it didn’t even seem like a sale was taking place. Does she have some advice for others thinking of a liquidation or GOB sale? Three words, she says: “Wilkerson. Wilkerson. Wilkerson.”

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Eileen McClelland

2019 Big Survey: 10 Times When Jewelry Store Employees Left the Job in Dramatic Fashion

Results of the 2019 Big Survey have been rolling in. Here’s a sample.

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WE ASKED SURVEY respondents to share the most epic ways they’d seen someone quit or be fired. Dealing with employees on their way out can be touchy. Sometimes these unfortunate encounters even culminate in award-winning dramatic performances. Read on for the most memorable ways employees have parted ways with jewelry stores:

Top 10 Countdown

The award for best dramatic performance goes to the employees who:

10. Screamed at the top of their lungs, “I QUIT”

9. Showed up in pajamas, had a breakdown, then quit and walked out.

8. Threw rings at the boss while asking for a raise, then quit.

7. Threw a crystal piece through a showcase shelf.

6. Hit the jeweler in the head with a bag of bananas.

5. Threw his key at me.

4. Came in wielding a pipe wrench screaming that we were liars.

3. Ran out of the shop, arms raised in the air, saying “he’s trying to kill me.”

2. Got drunk at a charity event we were sponsoring, hit on one of the ladies and pulled her skirt up. Police were called.

And the No. 1 best dramatic performance goes to:

1. The employee who hired a marching band to quit.

The 2019 Big Survey was conducted in September and October and attracted responses from more than 800 North American jewelers. Look out for all the results in the November issue of INSTORE.

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Wow Your Customers with This Video Messaging App

Jewelers can make online experiences feel a lot more like in-person experiences.

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DO YOU REMEMBER the last time a business did something unexpected for you? Something you truly appreciated? Of course, you do. Those are the moments that imprint themselves on our memories. For me, it was with a video messaging app called Bonjoro.

My Wow Moment

When I signed up for their free trial, I expected to get a video message from them. That’s what they do. And they told me I would. What I didn’t expect was to get a video answer about a tech issue I was having minutes after I emailed them about it. That blew me away.

In the jewelry industry, we pride ourselves on our in-store service and fret about our online marketing. Gone are the glory days with greater foot traffic. Now everyone wants to kick the tires online before they commit to coming in. But what if you could bring your amazing customer service to customers before they ever stepped foot in the store?

Bonjoro to the Rescue

That’s exactly what Bonjoro allows you to do. Bonjoro is an easy to use video to email messaging app for businesses. They make recording and emailing a personalized video to customers almost effortless. And you can even send these videos when they’ll have the biggest impact, like right after they fill out a contact form on your site.

Imagine a prospective customer visits your site. They fill out a contact form with some details about the type of engagement ring they’re looking for. After they press submit, someone on your sales team gets a notification. Once they have a free minute, they pull out their phone and record and send a video in less time than it would take them to respond to the email.

“Hi, Jim! I know exactly the style that you’re looking for, and we have some great options for you. You can see a few of them in the case behind me, but I have a few more that I’d like to pull out and show you. You mentioned that you have a lunch break at noon. Why don’t you stop by tomorrow, and I’ll have them all ready for you? In the meantime, there’s a link to our website’s engagement ring gallery in this window. If you see anything else you like, you can write me a quick message, and I’ll be sure to add it. See you soon!”

An Experience Like No Other

This is an experience most jewelers aren’t going to offer. The enthusiasm and confidence communicated in a video are hard to match in an email response. And the customer has likely never received a response like this from a jewelry store. Just the thought that someone took the time to personally address them with a video will make them more likely to stop in. Plus, they already feel like they know you.

Almost Face-to-Face

Bonjoro is a way to send quick, personalized videos to customers. They’re meant to be mixed into the daily routine and workflow of your sales team. This isn’t the time for high-quality video production or perfect angles. This is much more personal and organic than that.

People online aren’t used to being addressed personally by video. It gives them a personal touch that usually only happens in the store. When you use Bonjoro, the most important thing is to press the record button and talk to the customer like they’re right there in front of you. What a wonderful way to wow your customers!

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Commentary: The Business

Customer Fired for Cause

Her phone manners left something to be desired.

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Laurelle Giesbrecht of French’s Jewellery says her daughter Heidi, now 15, is not afraid to answer the phone despite what happened and calls it “a learning experience.”

WHILE VISITING A great friend and store owner, Laurelle Giesbrecht of French’s Jewellery in Alberta, Canada, we were commiserating over coffee. I have always loved hearing her stories about community involvement or win/win sales interactions. This time, she had a real doozy.

A customer had recently purchased a $300 ring for her daughter and had sent her back to the store for a free sizing. The young girl had decided it was not going to be on her third finger but the much larger first. That meant the ring needed to be sized from 5 to 10. For this, there would be a charge. The girl left the ring.

Laurelle’s daughter, Heidi, was answering phones as her mom finished closing the store. It was the last call before locking up. Heidi asked how she could re-direct the caller and then, holding the phone to her chest, asked her mom if she wanted to take the call. Mom assured her she was doing fine. It brought a smile to her face when she heard her daughter tell the caller that she would pass the message along to their HR manager.

But later at home, the true story emerged. The call had been from the original purchaser of the size 5 ring, and using a long string of vulgarities, she had demanded a full refund. The next day, typically affable Laurelle left a message requesting a return call. When the return call came, Laurelle informed the customer that the swearing she had done over the phone had been directed at her 13-year-old daughter. She added that she would not allow that treatment of any of her staff. After informing the customer that she would process a full refund, she asked for her mailing address so she could mail it. Laurelle calmly informed the customer that she was not to come back to her store.

But the story was not over. The customer ignored the request to not return to the store and instead brought a beautiful bouquet of flowers with a neatly written card. She wanted to personally deliver them to the 13-year-old child who had listened so intently to her vulgar language. This customer knew that the depth of her apology could only be appreciated by a face-to-face meeting between an embarrassed adult and precocious child!

If there are lessons here, they are written between the lines.

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