SEO for jewellersand goldsmiths.
An engagement ring is searched for over months and bought in one afternoon. Whoever was there through the whole search makes the sale - the rest were just another open tab.
Occasions
Nobody buys jewellery, they buy the occasion.
An engagement, an anniversary, a christening and a birthday present are four different buyers on four different budgets. A catalogue by type of jewellery reaches none of them.
- engagement ring prices Commercial
- diamond engagement ring Commercial
- how to measure ring size Informational
- how much to spend on an engagement ring Informational
- white gold engagement ring Commercial
What we would target here
A page with a buying guide and the sizing
The most valuable and the longest path to a purchase. A guide through carat, ring size and budget holds the buyer for months.
- Urgent intent - a call button and opening hours above the fold
- Commercial - comparison, price, experience
- Informational - a guide that builds trust
- wedding ring prices Commercial
- yellow gold wedding ring pair Commercial
- bespoke wedding rings Commercial
- engraving on a wedding ring Informational
- how much is a pair of wedding rings Commercial
What we would target here
A page with bespoke making and the lead time
Bought as a pair, planned, two to three months before the wedding. The lead time and the engraving are the facts that decide it.
- Urgent intent - a call button and opening hours above the fold
- Commercial - comparison, price, experience
- Informational - a guide that builds trust
- wedding anniversary gift ideas Informational
- gold necklace for her price Commercial
- christening gift for a baby Commercial
- engraved bracelet Commercial
- gold earrings price Commercial
What we would target here
A page per occasion and per budget
Seasonal peaks around the holidays. Pages by budget ("gifts under $100") sell better than a catalogue by type.
- Urgent intent - a call button and opening hours above the fold
- Commercial - comparison, price, experience
- Informational - a guide that builds trust
- gold buy-back price per gram Urgent
- sell gold jewellery near me Urgent
- gold price today 14 carat Urgent
- trade old gold for new Commercial
- jewellery valuation Commercial
What we would target here
A page with the daily buy-back price
A query with high intent and an immediate decision. A daily price per gram, if you show it, brings people in the same day.
- Urgent intent - a call button and opening hours above the fold
- Commercial - comparison, price, experience
- Informational - a guide that builds trust
- ring resizing cost Commercial
- necklace chain repair Commercial
- cleaning gold jewellery Informational
- watch battery replacement Commercial
- wedding ring resizing Commercial
What we would target here
A page per service, with the price and the turnaround
Low value, but it brings people into the shop. Half of them buy something while they wait.
- Urgent intent - a call button and opening hours above the fold
- Commercial - comparison, price, experience
- Informational - a guide that builds trust
The four pillars of SEO for jewellers.
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01
A page per occasion
Engagement, wedding, anniversary, christening. The occasion is the query; the type of jewellery is only the consequence.
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02
Guides that carry the decision
Carat, ring size, the difference between white and yellow gold. Whoever answers those questions is the seller when the moment comes.
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03
Local search and the shop
Jewellery is bought in person. A profile with photos of the shop, the opening hours and the parking brings visits, not clicks.
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04
A live buy-back price
The fastest query in the field. A daily price per gram on the page brings people in the same day.
What is one extra sale a month worth?
Enter your average purchase value. For engagement rings try a higher number - the path is longer but it is worth more.
An estimate based on the average of our projects - not a guarantee. On the call we turn it into a realistic forecast for your market.
Frequently asked questions