SEO Best Practices for Jewelers

Our Expert SEO Guide for Online Jewelry Stores

As an e-commerce business owner, you’ll want to do everything you can to attract customers to your online jewelry store. However, plenty of others will have the same idea! There is fierce competition throughout the jewelry industry, but effective search engine optimization (SEO) and digital marketing can help you to stand out from the crowd.

In this guide, we’ll give you a lowdown on the most important aspects of your SEO strategy, including:

  1. What is SEO for jewelers?
  2. Why does SEO matter for online jewelry stores?
    1. On-page SEO for jewelry brands
    2. Off-page SEO for jewelry brands
    3. Technical SEO for jewelry brands
  3. SEO for Jewelers FAQ

Do you need help with your SEO? Then book a discovery call with one of our experts!

What is “SEO for Jewelers”?

In simple terms, SEO tells search engines what your web pages are about. Then, the search engine can include your web pages on its results pages and direct users to your website or online store when they search for relevant keywords.

While many principles of search engine optimization (SEO) are applicable across all types of industries, it can be beneficial to take a sector-specific approach when devising an SEO strategy. When it comes to SEO for jewelers, for example, there are specific elements that are particularly important, such as product descriptions and images.

By devising an SEO strategy that is specifically optimized for online jewelry stores, as opposed to a more generic one, you can maximize your rankings and achieve the best results. In turn, you’ll see an increase in the amount of website traffic that visits your site and – with the right conversion strategy in place – you’ll see a boost in sales too!

Data-driven SEO Services in Dubai

Why Does SEO Matter?

When users search for content online, they enter keywords or key terms into a search engine. The search engine then provides them with a list of web pages that are relevant to their search. To drive traffic to your site, you need to make sure that search engines recognize what your site is about and rank it highly for these keywords.

But, don’t forget, you are competing with more than 1.88 billion websites, so securing high rankings can be harder than you think.

Although search engine traffic accounts for over half of all internet traffic, you’ll need to optimize your site to outperform your competitors’ sites if you want to attract potential customers to your website. Fortunately, this SEO guide for online jewelry stores is filled with SEO tips to help you achieve your goal!

How to Increase Your Rankings

Search engine optimization is a major topic and it’s easy to feel overwhelmed when you’re first starting out. To make things easier, we’ve split it into three separate categories so you can identify the distinct types of SEO and apply them to your jewelry website:

  1. On-page SEO
  2. Off-page SEO
  3. Technical SEO

On-page SEO

On-page SEO refers to everything you do on your web pages or website to boost your SEO rankings. So, when you’re conducting SEO for your jewelry business, you’ll be making changes to existing content, publishing new web pages, and making sure that search engines know exactly what your site is about.

Before you can start carrying out on-page SEO, however, you’ll need to decide what keywords you’re optimizing your site for, and you’ll do this via keyword research.

Keyword Research

The keywords you rank highly for will determine the quality of the traffic that’s directed to your website, which means that keyword research is an essential part of your SEO strategy.

You’ll want to target keywords that have a decent search volume so that a substantial number of potential customers are going to be searching for the term. Conversely, popular keywords with very high search volume can attract a lot of competition, which will make it harder to increase your rankings.

Similarly, broad keywords, like ‘bracelets’ will have a very high search volume but tend to equate to low purchasing intent. Users are more likely to be browsing for inspiration than getting ready to make a purchase when using broad search terms, for example.

Bracelet SEMrush Keyword Research

In contrast, more specific keywords, such as, ‘MKS mini knot bracelet 52’, will have a lower search volume but a higher purchasing intent, as the user knows exactly what product and size they’re looking for.

Pro Tip: If you want to target potential customers in a particular location, use local SEO terms to rank highly for geographical searches. If you are first in Google’s results for ‘jewelry store Dubai’, for example, you’re going to generate website traffic that consists of users who are actively searching for local jewelry retailers.

Optimizing Your Web Pages

Once you’ve created a list of target keywords, you can begin developing your on-page SEO plan. Start by creating a mind map of your current website structure, so you can see what you’re working with and add in the pages you want to create.

To accelerate your SEO strategy, it can be advantageous to optimize existing content before you begin creating new pages. If you want to make sure you’ve got everything covered, make sure you address each of these on-page SEO elements:

  • Quality Content
  • Meta Title and Description
  • URLs
  • Header Tags
  • Images
  • Links

Quality Content

Your website content needs to engage your target audience(s), deliver a good user experience (UX), and meet search engine standards for high rankings, which is why it’s essential to create top-quality content.

Within your website content, you’ll need to include the keywords you’re targeting (so that search engines will rank your web pages for these terms). However, don’t overdo it when it comes to incorporate keywords multiple times. Also known as ‘keyword stuffing’, this can actually have a negative impact on your rankings.

Instead, focus on publishing high-quality content that inspires, engages, and converts your users but remember to include keywords where possible to maximize your SEO rankings.

Product descriptions are an essential element of your online store, and they should be optimized for search engines. Make sure your descriptions are unique, informative, and include relevant keywords. Avoid using manufacturer descriptions or copying content from other sites, as this can harm your SEO efforts.

Meta Title and Description

Meta information, such as a title and description, are displayed on Google search results pages and they can have a big impact on whether a not a user decides to click through to your site. Incorporate a target keyword and a compelling call-to-action (CTA) for maximum impact. Compare the two following meta descriptions targeting the keyword, ‘elegant gold bracelets’, and see which one you find most enticing:

‘A web page about elegant gold bracelets published by Online-Jewelry-Store.’

‘Discover elegant gold bracelets and find the perfect gift for yourself or a loved one. Visit Online-Jewelry-Store now.’

Meta title and description graphic


Web page URLs should be simple and easy to understand if you want to rank highly on search engine results pages (SERPs). Instead of extended URLs containing product codes or numbers, draft clear URLs that represent your website structure, such as https://online-jewelry-store.ae/bracelets/gold.

Header Tags

Different-size headers keep users engaged and direct them to the most important content on the page, but they also tell the search engine which part of the content is most important too. Use header tags to highlight the most critical content and integrate target keywords into high-profile headers to boost rankings.


Jewelry is a highly visual product, so it’s important to showcase your products correctly. Jewelry is often quite a big investment that customers will need to justify in their own heads. Great quality images will help them do so, especially considering they will not be able to physically touch or examine the product when purchasing online.

Use high-quality images and videos to showcase your products from different angles, but at the same time, you’ll want to keep file size low (to optimize page speed) and add keyword-rich meta and alt information so that search engines attribute the content correctly.


Search engines like web pages that contain useful links, so be sure to link to both internal pages throughout your website and external web pages too.

Off-Page SEO

Once you’ve optimized your web pages for improved SEO rankings, you’ll need to focus on what you can do off-page to support your SEO performance. This refers to external elements that impact your rankings, such as:

Link Building

When websites with a high domain authority (DA) link to your site, it can push your rankings up as it increases the trustworthiness of your site. A common SEO mistake is focusing on the quantity of backlinks you gain, rather than the quality.

Instead of aiming to secure tens of thousands of low-quality backlinks, prioritize high-quality backlinks from websites with high DAs via guest posts, featured articles, industry directories, and even advertisements. Reach out to other websites in the jewelry industry and ask if they would be willing to link to your site.

Backlinks graphic

Google Business Profile

A Google Business Profile is a great (and easy!) way to improve your off-page SEO and it will provide potential customers with useful information about your jewelry store. Add your phone number, website, email address, location, and other contact details, as well as images and logos.

Customers are 50% more likely to consider making a purchase if your company has a Google Business Profile listing, so displaying your company info via Google Business Profile will do more than just enhance your SEO performance!

Social Media

Social media can be a valuable form of digital marketing in its own right but social signals can also support your SEO strategy. With an effective social media strategy in place, you can increase brand mentions, generate leads, increase sales, and secure optimal rankings too.

Offer exclusive promotions and run contests to encourage engagement and increase your reach. For instance, you could offer a discount code to customers who share your posts or run a giveaway of one of your products.

Equally, use relevant hashtags to help your posts reach a wider audience. For instance, if you specialize in handmade jewelry, use hashtags such as #handmadejewelry or #artisanjewelry.

Technical SEO

Technical SEO is concerned with your website but it’s less about the content and more about performance. Various technical features have a significant impact on SEO rankings, so it’s important to optimize your site for enhanced technical performance. Things to pay attention to include:

  • Page loading speed
  • Website security
  • Canonical Tags
  • Mobile Functionality
  • Structured Data

For online jewelry stores and businesses, structured data and canonical tags are particularly important as these will enhance your product listings while improving your site’s SEO performance. While increasing page loading speeds, enhancing website security, and improving functionality for mobile devices are also critical, pay close attention to how structured data and canonical tags can help you to create high-ranking product pages.

Creating Product Pages for Jewelry Websites

On your jewelry website, you may have numerous category pages as well as multiple individual product pages.

Each product will have its own unique information, such as a brand name, product number, material, price, etc. By adding to this information to your website using structured data, search engines are able to recognize the information quickly and accurately index it, so that it can be returned in search results when users search for related content.

Although there are different types of structured data, Schema markup is perhaps the most well-known and widely used. With a Schema generator, it’s easy to add structured data to the code of your online jewelry website and ensure that search engines can categorize your content accordingly.

When you’re creating individual product pages, you may find that the majority of the content on the pages is identical or very similar. After all, you won’t necessarily create an entirely unique page for every bracelet, necklace, ring, or pair of earrings on your website.

Search engines don’t favor duplicate content but using canonical tags will enable you to tell Google or Bing which of these near-identical pages is the most important or the original. Then, the search engine will index this page and use it on SERPs.

Canonical tags are HTML tags that tell search engines which version of a webpage is the preferred or canonical version. In the context of online jewelry stores, this can be particularly useful when multiple pages have similar content, such as product pages with different color or finish variations.

This simplifies your site structure and allows you to reuse content, without it negatively impacting your SEO performance. In fact, this approach can improve your site’s trustworthiness and, therefore, increase your rankings.

SEO for Jewelers FAQ

Whilst SEO can be performed by anyone, it has many moving parts that need to be accounted for. Your site’s on-page, off-page, and technical SEO must work in harmony with one another to boost your organic visibility. Our team of SEO specialists has years of experience in doing exactly that. In turn, they have years of experience in creating strategies that produce huge revenue growth.

Monthly performance reports will help keep you in the loop and help us constantly adapt to the ever-changing organic landscape. This is a landscape that is ruled by constant search engine algorithm changes and online businesses constantly trying to outdo each other. Your organic ranking or volume of traffic could be disrupted at any time, so it is our job to keep our finger on the pulse so that this does not happen.

Choosing the right SEO agency or consultant is crucial to the success of your organic strategy. Below is a handful of blogs that may help you make that decision:

No. Optimizing your existing site may be a one-off task but you’ll need to continually add fresh content to your site via product pages and blog posts, generate new backlinks and elevate the user experience if you want to maintain your SEO performance.

Achieving high rankings is the first step, but maintaining high rankings is equally important, so think of SEO as a long-term activity that will reap big benefits for your business.

Search engines use hundreds of algorithms to determine which web pages should rank highly for specific keywords and understanding how to satisfy these algorithms can be complicated. Furthermore, implementing changes to your website that will ensure it meets relevant standards and algorithms can require technical knowledge. 

Ultimately, you’ll need a variety of skills to undertake successful SEO for your online jewelry store, including content creation and website development, which is why so many business owners rely on SEO professionals to enhance their online visibility.

SEO is considered to be one of the most profitable forms of digital marketing, particularly for eCommerce websites, but it isn’t the only type of online marketing you can use to promote your jewelry store. Combining different activities, such as SEO strategies, PPC ads, social media marketing, and email marketing, can deliver a cohesive digital marketing strategy that helps you to reach your commercial goals.

Implementing Your Jewelry SEO Strategy

Successfully creating and implementing an effective SEO strategy isn’t always easy, particularly if you have a large number of product pages on your website. With help from an SEO specialist, however, you can accelerate your SEO strategy, increase your rankings, and boost website traffic to your online jewelry store.

At Trafiki we offer both SEO agency and consultancy services, depending on your needs and requirements. Book a discovery call with one of our experts today and discover how we can help boost your jewelry brand’s online visibility.

While SEO best practices are applicable to any business with an online presence, there is also a range of industry-specific considerations that must be accounted for. If you’re interested in the different approaches to search engine optimization required, check out our other industry-specific SEO guides.

2024-01-22T17:24:34+00:00March 12th, 2023|Blog|
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