SEO Team

SEO for Jewellers

Selling jewellery online is a hugely popular form of ecommerce which means you’re competing against big brands. A smart SEO strategy is needed to make sure people find your site when they’re looking for something sparkly.

Our SEO agency can share our experience to help your own website to stand out. We’ll walk you through the SEO we would use to get a jewellery business ranking high.

SEO for Jewellers

When consumers hunt online for jewellery or specific pieces your store offers, you want your jeweller’s shop to show up first. Solid SEO gets this done by making sure your store gets the top spot in these online searches, no matter whether you have an online store or a physical location.

It’s all about finding those already searching for the kind of products you’re selling. With SEO, you’re not just crossing your fingers hoping customers find you; you’re leading them straight to your shop window. This is especially important in the jewellery game where getting noticed can mean the difference between being just another store and the go-to spot for jewellery. 

Keyword Research 

Keyword research involves identifying the terms potential customers use when searching for jewellery online.

Your goal is to establish your site as a trusted source on jewellery topics. This signals to Google the relevance and authority of your business, helping to rank your content in search results.

Consider the jewellery pieces or services that define your brand. These become your pillar pages, driving organic traffic, and helping your site rank for in-demand jewellery SEO keywords. Utilise keyword research tools like Ahrefs or ChatGPT for article ideas, ensuring you cover all aspects related to your main offerings.

If one of your signature services is “Custom Engagement Rings”, a few articles in your cluster might include:

  • The Process of Designing Custom Engagement Rings
  • Choosing the Perfect Gemstone for Your Ring
  • Caring for Your Custom Engagement Ring

After mapping this out, it’s time to craft the content and design an effective internal linking structure.

Internal Linking

Linking different parts of your jewellery website helps customers navigate and lets search engines understand your site’s layout. This is how to make your key pages more noticeable.

Think about this structure:

Homepage > Pillar Page > Articles

Homepage > Engagement Rings > Choosing the Perfect Diamond

This structure of internal links will allow you to start building a solid group of topics. Next, you create articles for each pillar page. Your linking pattern could be something like this:

  • Each article links to its pillar page
  • Each article gets a link from another in the same cluster
  • Each pillar page links to the homepage

It’s not necessary to use exact match anchor text all the time. Say your article is about “Custom Ring Designs,” try to vary the words you use to avoid over-optimising. 

Linking like this also spreads the strength of your site, which can help improve how well different pages rank, not just your main page.

Content Strategy

Setting up a strategy is important, but it’s just the beginning. Think about the type of content you’ll craft for your jewellery store, how often it’ll be published, and where to start.

Your strategy should zero in on what will make the biggest impact on your jewellery business. Pinpoint what’s challenging to rank for but promises the best returns. This will guide you on what to prioritise.

Use your expertise to influence your content. Google is looking for expertise and experience and this can help your content to stand out over rivals in a crowded market. Also, regularly update your blog with the latest jewellery trends or care tips. This gives you a chance to rank for trending searches which can be easier to rank for. 

Good jewellery store SEO is more than keywords. It’s about providing valuable content, making visitors stick around and ultimately choosing your jewellery.

Local SEO

Levelling up your jewellery store’s search rankings in local online searches can drive highly valuable traffic. 

Write your Google Business Profile with relevant keywords that show off your jewellery store services and types of products. This helps local businesses get noticed on Google Maps and local searches as well as collecting customer reviews. Your reputation online is priceless. Encourage your satisfied customers to post positive reviews. Their positive feedback can attract more customers and improve your site’s ranking in search results.

Think about creating specific pages for searches like “Bespoke Jewellers in Perth.” Roll this out for every area you serve, but keep the content fresh and unique for each so you’re not creating duplicate content. 

Link Building

Securing top-tier backlinks from respected websites signals to search engines that your jewellery content is worth ranking higher. 

Here’s how we get links:

  • Digital PR
  • Guest posts
  • Infographics
  • Collaborations

Focus on a range of backlinks, particularly from industry-related sources, to boost your website’s trustworthiness. Solid link building does more than just prop up SEO—it can also build your brand’s presence and trust among customers.

Technical SEO

For a smaller jewellery website, the nitty-gritty of technical SEO might not need to be your main focus, but it’s still useful. Make it a point to review your website yearly using tools like Screaming Frog and Google’s Page Insights.

Key areas to focus on:

  1. Speed up your website for quick loading.
  2. Ensure it’s mobile-friendly.
  3. Secure your site with HTTPS.
  4. Organize your URLs to be short, comprehensible, and relevant to your content.
  5. Make sure search engines can crawl your site hassle-free.
  6. Utilize structured data for better content understanding.
  7. Address duplicate content with canonical tags.
  8. Keep your website secure against threats.
  9. If you’re targeting different languages set up hreflang tags.

Understanding the Jewellery Market 

You’ll want to stay informed about shifts in consumer tastes and competitor activities. Whether it’s a trend toward eco-friendly materials, the latest design fad sweeping the market or a new preference in jewellery shopping methods. This will identify opportunities and challenges that can change how you market your jewellery website. 

SEO Challenges for Jewellery Businesses

Staying up-to-date with the latest algorithm updates requires constant work. Techniques that are effective today might not be next week. The technical aspects of search engine optimization, such as improving page speed, also require attention and technical knowledge.

Gaining authoritative backlinks can be time-consuming and is getting more and more difficult. There can be a lot to think about when it comes to SEO. Having a team by your side can make sure that you’ve got the bases covered. 

What are the Benefits of SEO?

When your site appears at the top of search engine results, it suggests to shoppers that your brand is a key figure in the jewellery industry. High search engine placements increase the likelihood that visitors will have confidence in your store and buy your products.

By focusing on specific keywords that relate to your jewellery products, you’re reaching out to potential buyers who’ve already shown an interest in what you offer. This focused strategy typically leads to a more substantial return on investment than paid advertising because you don’t require constant ad spend. 

How Long Does SEO Take?

Generally, you can anticipate seeing the first signs of SEO success within a period of one to two months. This timeline can vary based on the intensity of competition in the jewellery market, the condition of your website, and past search result performance.

You need to commit to SEO as a long-term investment in your jewellery business’s online growth. It’s not as easy as set and forget, it takes regular updates to maintain its success. 

Want an Experienced SEO Partner?

Our team at Prosperity Media has been in the SEO game for a long time. We bring a wealth of experience from working with big brands. 

We’ve been building one of Australia’s most respected SEO agencies which allows us to throw Australia’s biggest SEO conference each year. There are no other companies that can say this. 

So if you want us to take a look at your brand and see what we can do for you. Then reach out to our team and we’d be happy to help you out. When you work with us we always give you direct access to our SEO team, we never put an account manager between you and the results. 

Frequently Asked Questions

What Is the SEO Strategy for Jewellery Business?

The SEO strategy for marketing a jewellery business online includes the use of specific keywords, the development of backlinks, regular updates to content, and the application of web analytics to draw in and retain customers on the internet.

Can SEO help my jewellery store compete with larger retailers?

Yes! It might take more time but a well-executed SEO strategy can level the playing field, allowing your store to feature prominently in Google search results alongside or above other reputable sites.

How do I measure the success of my SEO efforts?

Measure your SEO success through metrics such as website traffic, search engine rankings for specific keywords, customer engagement on your site, and conversion rates from site visitors to customers. SEO tools such as Google Analytics and Google Search Console can help with this.

What Is a Meta Description for jewellery?

A meta description for jewellery is a concise overview that highlights the appeal of your jewelry store web pages, encouraging potential buyers to browse your jewellery selections when they show up in online searches.


Matthew Barby, Senior Director of Acquisition at HubSpot

"Whenever I have companies ask me if there are any great agencies in Australia, I always point them to Prosperity Media. James and team are always pushing out incredibly impactful work, and their depth of knowledge around SEO and content marketing is up there with the best in the world."


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+19,500 Increase in Organic Traffic

+900% Return on SEO Investment

+9530% ROI Based on Total Revenue from Organic Search Traffic

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271% Growth in organic traffic for Open Agent.

356% Growth in organic traffic over a 3 year period.

268% Increase in Organic Traffic

255% Growth in organic traffic.

44.8% Increase in organic traffic.

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