5 Tips for Search-Optimizing Your Jewelry

A few things have changed about SEO (search engine optimization) since I started my jewelry blog five years ago, but one thing hasn't. Google searches are still my biggest source of traffic by far. I can tell by the questions that follow my webinars on building jewelry sites that they're yours, too, and you're as obsessed as I am about this.

Fortunately, Google offers nearly 100 free tools to help us understand and optimize our sites, and you can deduce a few more just by analyzing a search for your own products. Here are a few things you should do to make it more likely that people will find your jewelry when they Google.

1. Register your site for Google Analytics. Among the dozens of free tools Google offers to help you figure out what's working and what isn't on your website, the most popular is Google Analytics. It's what most of us mean when we refer to our "stats."

Analytics gives you an idea of where your visitors are coming from, how long they stay on each page, and which pages they land on. You will notice immediately that Google searches are the biggest source by far and which social media is the most fruitful for you. Pinterest, for example, is the best for me and probably for anyone with good jewelry images. But Analytics doesn't give you the whole story.

2. Register your site for Google Webmaster Tools. This is separate from Google Analytics, but easy to sign up for. What it shows you is less about your visitors and more what your site looks like from a search engine's point of view. Once again, I can see Pinterest is an effective magnet for me, but where Analytics shows only how it ranks against search engines in terms of how people find me, Webmaster Tools shows how many links there are to my site – about 20,000 – and that Pinterest accounts for nearly half. These tools also analyze internal links and search queries leading to your site – which are a lot like those keywords Google blocked last year.

3. Post great pictures. When I do a search for "silver kinetic jewelry," what shows up at the top are five paid image links, including ones from Artful Home and Etsy. These change from one day to the next and you have to be listed with a marketplace that invests in them to have the slimmest chance at that slot.

Further down the page, four organic (unpaid) image results appear. These two change each day as well, but none are big players. When I check, they include a London-based steampunk jewelry maker, product pages for Betsy Frost and Lyn Stoll, and a blog featuring Danielle Miller – all jewelry artists with their own ecommerce sites.

What do these featured images have in common? Great photos, well-tagged, of interesting jewelry, all are very different, but every one makes me want to click to get a closer look.

4. Tag your images and product pages. When you post a picture of your jewelry, tag the image itself and include the search term(s) you want to attract. Title the product page accordingly. All the images and product pages that pop up in my search are tagged with the words "kinetic jewelry." That's not the entire tag but it's part of it. Describe your product carefully and put some thought into words people might use to find it.

5. Post a video. Below that row of image results in my Google search results is a simple 46-second video titled Kinetic Jewelry uploaded to YouTube in 2012. It's badly lit with no dialogue, just a silver object, two hands picking it up, pulling it apart, clicking it into different shapes, and then turning it into rings and slipping them on. This is so cool, you will watch it three times at least.

Interesting to note: Google now includes video near the top of search results. Post a useful video tutorial or demonstration of your jewelry specialty, and you can increase your visibility in a big way.

CATHLEEN MCCARTHY is a freelance writer whose stories appear in Town & Country, AmericanStyle, Art & Antiques, and her own site, The Jewelry Loupe. Follow her on Facebook and Twitter.

NET PROFITS is a regular feature about using the Internet for jewelry selling of special interest to those with a home-based jewelry business that appears in Lapidary Journal Jewelry Artist. Learn more in "Turn Your Jewelry into a Google Magnet," August 2014.

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