Independents

Designs on Marketing: Getting Serious About SEO

IndependentsAug 06, 2019

Designs on Marketing: Getting Serious About SEO

Jacqueline Stone breaks down the three key factors in propelling your business to the top in search results.

20190806_Designs_on_Marketing_SEO_header.jpg
Google co-founders Larry Page and Sergey Brin were “essentially the web’s first librarians” marketing columnist Jacqueline Stone writes in her latest article, which covers SEO best practices.

What do you know about SEO, otherwise known as search engine optimization?

When I first got started in digital marketing I didn’t really understand the term, let alone what it meant. Now it’s at the cornerstone of almost every one of my marketing strategies.


Recovering jewelry designer Jacqueline Stone is CEO of her own marketing consulting and coaching business, Bubblegum and Duct Tape. She can be reached at hello@bubblegumandducttape.com.The world wide web made its debut in 1990 and the world truly has never been the same.

While us general public “early adapters” were sending each other love notes on AOL Instant Messenger, two PhD students named Larry Page and Sergey Brin were working hard behind the scenes.

They knew the internet contained a wealth of knowledge but were curious how to harness that powerful energy. They invented Google, which made its grand debut in 1998. Instead of just “surfing” the web we now had the ability to actually search it!

They essentially were the web’s first librarians, giving birth to the way we index information found online. 

Think about how many times you use Google a day. From “how to boil an egg” to “where can I find the Famous Original Ray’s pizza in NYC,” we are constantly utilizing this tool without giving it much thought.

While you know quite well how to use search to enhance your personal life, it’s time to give some thought to how to use it for your business.

Search engine optimization is about making your webpage show up more quickly in search. The prized slot is on the first page but that seems impossible, right? Wrong.

Back in 2014, the internet librarians at Google realized that small fish like us were getting eaten alive by large conglomerates that had massive ad spend.

I don’t know about you, but when I was getting started I didn’t have thousands of dollars each month to spend on Google Adwords in the hopes of pushing my website to the top of the list.

These masterful indexers realized they weren’t truly doing their job if people couldn’t find local businesses. How to solve the problem? It’s all about location, location, location. 

In 2014, Google invented Google My Business. This nifty tool allows you to verify your business’ address with a postcard in the mail. If you don’t have this set up yet, I encourage you to do so today.

While Joe’s Local Jewelry Store might not have massive ad spend, it does have an important place in its small town’s growing economy. Google wanted to honor that and give opportunity to small businesses by giving them a platform.

Not only can a business verify its address, but it can also add a logo, images, team members, hours and, best of all, collect reviews from customers or clients who utilize its services. 

Before we move away from the discussion on location, it’s important to know that this should also shape how you create meta titles and meta descriptions for each URL on your website. You might not be able to grab attention with “best jewelry store in america” but you can succeed with “where is the best jewelry store in Small Town, USA.”

Making sure your titles and descriptions always include your specific location is key, even when your business model is remote and not limitless.

For example, I live on the web and service clients around the country. However, for my own SEO, I’m constantly plugging the fact that my business is a digital marketing agency in Boulder, Colorado. Why? Because there are millions of digital marketing firms across the globe, but only hundreds in my local market. It’s a small way to make a big impact.

Another way to increase awareness about the amazing job you are doing? The three key factors for any powerful SEO strategy are:

1) Quality content;

2) Unique offerings and;

3) Establishing expertise.

These three factors haven’t changed over the years, but perhaps how we approach them has shifted with the advent of social media. 

Let’s jump into them in a bit more detail.

When you are building a website you need to ensure you are creating quality content that appeals not only intellectually but aesthetically to your audience. When someone lands on your page, are you proud of what they see? That’s a great starting point.

You also need to continuously prove that what you have is unique, like no other in the market.

That might seem daunting, but think about it. No two humans on this planet are identical. You are truly a one-of-a-kind natural treasure. You possess skills and talents that belong to no one else out there; now it’s just time to demonstrate that credo in the digital space.

You can do that by writing blogs, sharing knowledge and engaging in thoughtful conversation on all of your social media channels. Videos are a great way to establish this, as long as they are titled and tagged correctly. (Note: using the word “unique” is not going to help here.)

What’s the last piece of the puzzle? Oh right, now it’s about authenticating that I truly am an expert (i.e., don’t just take my word for it). You can do that with testimonials as well as reviews, but press from established institutions is key.

I write for National Jeweler because it’s fun, but also because it’s useful. By sharing my insight on marketing basics with all of you I’m also establishing clout with all of our friendly search engines, as I’m now an “expert” in my field. 

SEO might seem overwhelming and perhaps a bit dull. But when you get back to basics and realize you are just doing your part to help the internet librarians do their job well, it can suddenly seem rewarding and fun.

Taking the time to update your titles and descriptions while emphasizing location makes a big impact.

Making sure to update your site with blog postings, products or new content creates new URLs and gives space for more key search terms. Quality content is key and it offers a platform to demonstrate how special and, yes, our favorite word, “unique” you truly are.

Lastly, don’t be shy to get out there and make friends. Trade press journalists are your best advocates and a great place to start.

If you aren’t sending high-resolution images of your work on white backgrounds to Jennifer Heebner, Becky Stone of Diamonds in the Library and Amanda Gizzi of National Jeweler/Jewelers of America on the regular, you are doing yourself a huge disservice. These incredible writers want to see what you are up to!

Don’t forget to tune into this column in the coming months as we delve into all the moving parts.

Quality content is a key piece of SEO and each platform (your business website as well as your social media channels) has a different type of strategy. It all comes down to effective communication and authenticity.

You already have an incredible product offering; now it’s just time to make small tweaks to ensure everyone on the web knows it too.

A recovering jewelry designer, Jacqueline Stone has a diverse background in finance, marketing, advertising, product development, fine jewelry manufacturing, design and sourcing. Now she serves as the CEO of her own marketing consulting and coaching business, Bubblegum and Duct Tape. Stone can be reached at hello@bubblegumandducttape.com.

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Future Fortune sapphire ring
TechnologyMar 28, 2024
Pinterest’s 2024 Wedding Report Is Out

The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.

Jaeger-LeCoultre Madison Avenue NYC store
WatchesMar 28, 2024
Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship

The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.

Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

Weekly QuizMar 28, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

Interior of Miami Lakes Jewelers
IndependentsMar 26, 2024
Miami Lakes Jewelers to Close After 37 Years

The Florida store’s owner Miguel Gonzalez is retiring.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

Helen McCluskey
MajorsMar 21, 2024
Signet Jewelers Names New Board Chair

Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.

Julia Roberts wearing a Chopard necklace
CollectionsMar 20, 2024
Julia Roberts Co-Designs New Chopard Jewelry Collection

“Chopard x Julia Roberts” showcases the first gems cut from the 6,000-carat-plus “Insofu Emerald."

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy