Columns Demystifying SEO: A Simple Explanation for Jewelers What exactly is SEO? Published 3 years ago on April 3, 2019 By Charles Pobee-Mensah Share Tweet 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. Advertisement 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 [email protected]. Related Topics: Charles Pobee-MensahDigital Cornerdigital marketingFruchtman MarketingMarketingseo click to Comment(Comment) Up Next Want to Sell More Silver? Here Are 5 Ways to Do It Don't Miss Jewelers’ Gross Sales Are Up, but What About Margins? It’s Time to Take a Closer Look At Bridal Charles Pobee-Mensah Charles Pobee-Mensah is the director of digital marketing for Fruchtman Marketing. Contact [email protected] Advertisement SPONSORED VIDEO Thinking of Liquidating? Wilkerson’s Got You Covered Bil Holehan, the manager of Julianna’s Fine Jewelry in Corte Madera, Calif., decided to go on to the next chapter of his life when the store’s owner and namesake told him she was set to retire. Before they left, Holehan says they decided to liquidate some of the store’s aging inventory. They chose Wilkerson for the sale. Why? “Friends had done their sales with Wilkerson and they were very satisfied,” says Holehan. He’d enthusiastically recommend Wilkerson to anyone looking to stage a liquidation or going-out-of-business sale. “There were no surprises,” he says. “They were very professional in their assessment of our store, what we could expect from the sale and they were very detailed in their projections. They were pretty much on the money.” You may like Promoted Headlines Thinking of Liquidating? Wilkerson’s Got You Covered Wilkerson Build Your Brand with AI-Driven Custom Diamond Reports Sarine North America Inc. 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