Net Profits: 6 Ways to Optimize Your Jewelry Business Images
Yes, there are many platforms people can use to find your jewelry business online, but let’s face it, Google is the one you need to please. Google accounts for 69 percent of all web searches — and Google Image searches add another 21 percent.
ABOVE Customers love to see jewelry photographed on people,
For those building a jewelry brand online, image searches are likely even more significant. My advice is to focus on optimizing for Google. So today, we’re going to look specifically at Google Images for your jewelry business.
How do you optimize for those image searches? Compressing and tagging your product images is key to making it easier for Google to find you — and therefore, easier for those of us shopping online for your kind of jewelry.
If you sell your work via platforms such as Etsy or Shopify, they will make this pretty easy. Shopify explains how to optimize images. If you have your own website, you may have to do a little more homework.
How to Optimize Jewelry Business Images for Google
You’re in luck. Google breaks it down for us in vivid detail here. Key points:
1. Place images near the top of your product page and descriptions right next to them.
2. Keep text inside images in HTML. Save text descriptions for “alt text.”
3. Make sure your images are optimized for mobile devices, not just desktop. Google provides a free tool to measure how “mobile friendly” your photos are.
4. Google Images automatically generates a title and snippet for each search result, using a number of sources of info, including descriptive information you provide in the title and meta tags for each page. Here are Google’s title and snippet guidelines.
5. Make sure your images appear as crisp as possible but load fast. Half of all online shoppers won’t wait 3 seconds for a page to load. JPEG (or JPG) is still preferred for this.
6. Keep image file sizes as small as possible. For ecommerce images, the rule of thumb is to shoot for 70 kb or below. That isn’t always possible, but photo-editing tools like Photoshop, PicMonkey and Canva can help reduce the file size. (Editor’s Note: File size and image size are two different things.)
Create a Free Google Profile for Your Jewelry Business
Make sure to keep your Google business profile up to date with images — and tag them to match. “Any image you put on your website, remember to put it on your Google storefront as well, and tag it the same way,” says web designer M.J. Vogel.
If you don’t have a business account with Google, set one up tout suite. You’ll have to subscribe, then set up a Gmail account for your jewelry business, and a Google business profile that lists hours and contact info. You do not need to list a physical address; home-based businesses are welcome.
All of that is free. So is posting photos of your jewelry to your Google profile. Make sure photo titles and descriptions on that profile match titles and descriptions of those images on your jewelry business product pages. This is key in getting Google to connect the dots in search results.
More Jewelry Photo Tips
Yelp limits the number of images you can post to your free business profile. Is there a limit to the number of images you can post on your Google storefront? “That’s a good question,” says Vogel. “I don’t think there is. I’ve loaded a lot of images and I’ve never gotten to the point where it said too many.”
Edit your jewelry business images regularly. “I monitor this closely for clients, because images can look outdated or may represent a product you don’t have any more,” Vogel says. “The key is to keep it super fresh and relevant to products shown on your actual website.”
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. To learn more on using Google images to increase your jewelry sales, see “Net Profits: Improve Your Google Image” in the July/August 2019 issue.
CATHLEEN MCCARTHY has written about jewelry and business for Town & Country, Art & Antiques, Washington Post, and her own site, The Jewelry Loupe. Follow her on Facebook, Instagram, Twitter and Pinterest.