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One of the factors that Google’s algorithm looks at when deciding how to rank websites is the site credibility (sometimes called site authority). The algorithm asks the question, “How likely are people to find what they are looking for by visiting this site?” Remember that Google and other search engines do not care about your website; they are trying to provide the best possible experience for the user. In turn, your goal is to provide search engines with a trustworthy source of relevant content. The algorithms favor things that demonstrate the best user experiences over time. Other things that contribute to your ranking include the length of time you have held your domain name, the amount of content on your site, the depth of content on your site (think 2500 words vs 500), how quickly your site loads, and the relevance of the information in relation to the search.
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Google also looks at the length of time users spend on your site and how many users are interacting with your site. The higher the volume of users clicking on your website, the more likely Google is to recommend you for other searchers. This snowball effect can really help in the long-term, and it is also one of the reasons that you won’t see the effects of your efforts overnight. SEO strategies are ongoing processes that take time to build up results.
SEO for Jewelers
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Determining the best way to improve your SEO depends on your goals. Consider whether you’re trying to make more online sales, drive traffic to your in-person location(s), or a mixture of both. Here are a few tips:
Your website is an extension of your showroom. Think about the way you treat your in-person locations. You probably have an alarm system, parking for guests, signs that show them around, and an impeccably clean showroom. Likewise, your site should be secure, easily accessible, well-laid-out, and very clean.
SEO is related to word-of-mouth marketing. Search engines can see who is interacting with your site, how long they’re on each page, and whether or not they make a purchase. If a user stays on the site for a while, Google translates that to a good review, and in turn passes that information on to other searchers.
Consider what your store is known for offline. If you often have clients who purchase engagement rings or jewelry repair is one of your specialties, your website should reflect your areas of expertise. Know your strengths, and play to them.
A final consideration for every e-commerce website is to understand that an online visit may translate to an in-person purchase, or vice versa. Particularly when purchasing something as intimate and special as fine jewelry, your online presence can act as a 24-hour showroom to establish your reputation and show potential buyers your brand and inventory. In the same way that your business is far more than the products you sell, SEO is one of the cornerstones of a successful web presence.
Improving your Website’s SEO
After reading this page, see if you can you should be able to answer the following questions:
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What does SEO stand for?
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What is the goal of SEO?
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Why is SEO an important concept?
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Can you name three things that will improve your SEO?
Use these action items to improve your site’s SEO:
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Conduct an audit of your website’s current average rankings
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Figure out your average bounce rate, and
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see which pages are doing the best and the worst
Read through the remaining parts of this section and implement the action items that make the most sense for your business
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