This is the first in a series of articles dedicated to how both retailers and vendors can use their websites to attract more customers via Google.

The simple answer to “how can a jewelry website improve their Google rankings” is that they can hire an SEO (search engine optimization) company or an online marketing specialist. But let’s keep it real. Many companies in the jewelry industry may not have the cash flow to allow them to invest in one of these specialists or they are weary about how hiring one of these companies will improve their bottom line.

Fortunately, you can improve your rankings in Google and it won’t cost you a penny!

Most of you have paid a website developer to build your website. But did you pay the developer to “optimize” your website? Most companies that hire a developer think that a “website developer” is also responsible for making sure that their website gets ranked in Google. This is an incorrect assumption. The website developer was responsible for building your site. It is then up to you to decide who will “optimize” you website (aka. Search engine optimize or SEO).

Website optimization involves the following steps:

  1. Keyword Research: Research the keywords that you will use in your website to tell Google who should find you. Keywords look like any of the following: engagement rings, wedding rings, jewelry stores in Austin, engagement rings Chicago. Researching keywords to target potential customers is a topic that we will write about in one of the next articles.
  2. Create Page Titles: Page titles are the most important item on your web page that will directly influence how Google ranks you and whether someone decides that your website is “clickworthy”.
  3. Create Meta Descriptions: Meta descriptions allow you to give people a longer description than your title. This is where you can further define who you are and what makes you different.

In the following screenshot, we have taken a screenshot from the “source code” of a well-known designer’s web page to show you their “page title” and “meta description” and included their listing in Google. The green bordered text is the “page title” and the maroon colored border is the “meta description”.

Page Titles and Meta Descriptions
Notice how the “title” in the top area appears as the “title” in the Google listing. Also notice how the “meta name=”description” text appears in the Google listing.

Would you believe that many websites do not have properly written and optimized page titles and meta descriptions? Try Googling a few jewelry websites and take a look at how they appear. You may see page title text, but notice how many of these listings are missing the descriptive text below the title.

Creating a unique, eye-catching page title and meta description does not guarantee you a top ranking in Google. However, it does guarantee that you will appear in Google under the keywords in your title and description.

Make it a point to go through all the pages of your site and check to make sure that you have well written page titles and meta descriptions. Then, in our next article, we will explain how to do “keyword research” and then apply this to your page titles and meta descriptions.

About the Author: Dan Globus is the Managing Director of DS4J an online marketing and development company that specializes in the needs of the Jewelry Industry. Dan has been working within the Jewelry Industry for almost two decades and was formerly the President of Websites for Jewelers and Cool Bananas which primarily serviced the designers and manufacturers of the bridal-end of the industry.