Attract More Clients With Highly Targeted

Jewelers SEO


Written By: Joey Randazzo

Joey Randazzo is the owner and Founder of Portland SEO Growth Partners based in Portland, OR. He’s worked with hundreds of businesses to build growth-centric SEO campaigns.

Updated: January 11th, 2023

This Jewelers SEO Guide Has Been Comprehensively Updated for 2023

Due to consistent algorithm updates, the relatively recent Helpful Content Update in late 2022, we’ve updated the written content that already existed on the page. We’ve written new content. And we’ve filmed new video content. Everything is up-to-date, fresh, and helpful for your jewelry business to dominate Google for 2023.

How We Help Jewelers Grow Their Business & See A

5.7x ROI on Their Monthly SEO Investment

Increase Google Rankings

Get your jewelers website ranking on Google for high-value keywords that customers are searching for.

More High-Quality Web Traffic

Get more interested customers coming to your website each month.

Increased Leads & Phone Calls

Get more motivated customers calling your store to view merchandise.

You Get Your Time Back

Stop having to write your own blog content or try to figure out digital marketing.

Here's What You Want To See With Your Jewelers Website & SEO

When Someone Types "Jewelers Near Me" Into Google, You Show Up Here …

seo for jewelers

When Someone Types "Jewelers Near Me" Into Google, You Show Up Here …

Think about how people search for jewelers. They’re probably cuddling with their significant other on the couch, watching some Netflix, and they pull out their smartphone. 

They go to Google and type in something like “Jeweler Near Me” – the FIRST thing to show up is the Maps area of Google called the Google Local Pack. The jewelers that show up here “win” and get the most phone calls.

When Someone Types "Best Jeweler in [City]" Into Google, You Show
Up Here …

seo for jewelers

When customers are looking for jewelers, they often use the language of “best jeweler near me” or “best jeweler in Portland”. 

The jewelers that rank in the Maps area for these keywords get the most website visitors and phone calls. 

seo for jewelers

When Someone Types Questions Into Google Like "How Do I Find the Best Jeweler," You Show Up Here …

seo for jewelers

When Someone Types Questions Into Google Like "How Do I Find the Best Jeweler," You Show Up Here …

Customers ask Google tens of thousands, if not hundreds of thousands, of questions each day. Questions like …

  • “How do you clean silver jewelry?”
  • “Who is the best jeweler in Portland, OR?”
  • “Who can fix a broken gold chain?”

Ranking for these keywords in Google proves that your website is an “authority” and can be trusted.

People Are Searching Differently For Jewelers Than They
Used To

Just take a look and see the increase in people searching for “jeweler near me” over the last five years.

jeweler trend

This screenshot above comes from a tool called Google Trends  — a tool created by Google. You can see the drastic increase in the number of people searching for “jeweler near me.”

See The Common Theme? You Want To Increase Your Jewelers Digital Presence Online To Be Found By Motivated Customers

At the end of the day, you want more customers in your city to know that you exist. Whenever they do a Google search online around jewelers, you want to show up over your competitors.

How Do You Get Tangible Results With Jewelers SEO Services?

Step 1: Comprehensive SEO Audit

Most SEO companies fail to complete this step. And it’s truly the most important step of all!

How can you reach your goals if you don’t even know where you are?

We recommend doing a comprehensive SEO audit to determine:

  • Your current SEO performance
  • Your current SEO errors
  • What your local competitors are doing
  • Your technical SEO performance
  • And more

Step 2: Local SEO Visibility Audit

The goal for SEO for jewelers is to increase what’s known as your “local visibility.” 

We use robust and powerful third-party tools to run an “SEO visibility test” on your business. This allows us to see how visible your business is on Google.

The report looks like this:

Step 3: Create a Roadmap Based on Data

We now have a lot of data from the SEO audit and the local SEO visibility audit. 

SEO for jewelers should be strategized based on data. Most other SEO companies don’t do this! They give you a “shot in the dark” at something they “think” will work. 

We recommend creating a comprehensive roadmap based on the data. If the data shows that your website is loading really slowly (which is negatively impacting performance), you should probably fix that first!

Step 4: Implement Highest Priority Changes First

Here’s where the magic begins to happen.

Not all SEO activities are created equal.

Updating the alt text for images on a 2017 blog post about diamond cuts won’t be as impactful as improving your home page’s content.

This is why, based on the data, you need to target the “low-hanging fruit” opportunities first. 

For instance: 

  • You don’t have a Google Business Profile set up? You should probably make that a priority! 
  • You don’t have Service Pages specifically for “Wedding” and “Anniversary?” You should probably build those first before worrying about your About Us Page’s images. 

Step 5: Local SEO Best Practices & Content Creation at Scale

Local SEO for jewelers comes down to 3 things:

  1. Consistent information that Google trusts
  2. Authority; and
  3. Accurate information

If your business has a different phone number on your website than what’s on your Facebook page, that’s a red flag for Google.

Here’s why:

If Google chooses to rank your business, they can’t trust that if a user picks up the phone and calls, they’ll actually get through to you.

Having consistent NAPs on high-authority directories across the internet is critical.

Now, when it comes to “authority,” that’s where content comes in. If you create content that answers the questions that your target audience is asking, Google will see your business as more authoritative than a jeweler that does not have much content on their site.

Step 6: Meticulously Track Data

The goal of SEO is to have a tangible impact on your jewelry store.

To increase website visitors. 

To increase phone calls. 

And to ultimately have those activities lead to increased revenue. 

To ensure your SEO campaign is performing, you have to track data. Build a comprehensive dashboard that gives insights into your:

  • Keyword rankings
  • Website visitors
  • Phone calls
  • And other important KPIs

Top 4 Common SEO Mistakes Made by Jewelers

All SEO is the same, right?

Actually, that couldn’t be farther from the truth.

Let’s take a look at some common mistakes jewelers make — so you’ll know what to avoid.

Mistake 1: They Don’t Fill Out Their Google Business Profile in Detail

You’ve heard it said that it’s all in the details, and that’s definitely the case with SEO for jewelers. 

Your Google Business Profile listing should have your:

  • Business name
  • Address or service area
  • Phone number(s)
  • Website URL
  • Business hours
  • Photos
  • Reviews; and
  • Blog posts

The more information you give about your jewelry store, the more likely it is that Google will rank you higher — and that potential customers will be able to easily find you.

Mistake 2: They Don’t List All of Their Services Properly on Their Website

Let potential customers know exactly what they’ll be able to get from you. Do you sell custom jewelry? Are you open on Saturdays? What other services does your store provide? Include all of it on your site.

Mistake 3: They Fail to Create Data-Driven Content That Adds Value to Their Target Audience

Do you repair broken jewelry? Offer discounts for returning customers? Specialize in wedding sets? Keywords for jewelry websites are the key here. Creating articles and blog posts that provide valuable information for customers seeking a jeweler — while also containing important keywords — is one of the best ways to be easily found on Google. 

Mistake 4: They Don’t Have a Repeatable Process for SEO

Asking your neighbor who “is good with computers” to plug a few keywords for jeweler SEO into your website content isn’t going to cut it.

Working with an SEO expert is the very best way to grow your jewelry business and allow potential customers to easily find you when they’re searching online.

Jeweler SEO Services Shouldn't Be 🍪 Cookie-Cutter — Everything Is 100% Customized To Your Business

SEO for jewelers is not the same as other types of SEO. But sadly, many other SEO companies treat it like it is. They use the same “tips and tricks” that they use in other industries, thinking that it’ll work with jewelers. But it doesn’t.

We treat your business as unique (because it is). We take an individualized approach to each industry (such as jewelers), to your specific city (NYC might be different from a smaller town in Arkansas), and your specific website (is your website built on WordPress or Webflow?).

5 Tactical Local SEO Strategies for Jewelers

Strategy 1: Google Business Profile Optimizations

This is an example of a florists Google Business Profile:


Actually, this is an example of the front-end of a Google Business Profile. The part that a Google searcher can see.

But we’re getting ahead of ourselves. Before we go any further, let’s back up:

Why do Google Business Profiles matter for jewelers? Google Business Profiles are relevant and important ranking factors in order to rank in the Google Local Pack. If you forgot what the Google Local Pack is, below is a screenshot:


Optimizing your Google Business Profile helps you get found there.

And when you show up in the Google Local Pack, you WIN. You get more phone calls and website visitors than your competitors.

So, how do you properly optimize your Google Business Profile, so you get found in the Google Local Pack?

The answer is … wait for it … Comprehensiveness.

The best way to optimize your Google Business Profile is to provide information that is as comprehensive as possible.

There are many sections where you can provide comprehensive information, such as:

  • Your categories
  • Your main description
  • Your services
  • Your products; and
  • Your photos

Here’s a quick example that explains the difference between being comprehensive and not being comprehensive:

For your main description, you may just be inclined to write a sentence like… “We are a team of certified gemologists who are ready to help you with all your jewelry needs.”

But that is just one sentence … and Google allows 750 characters for the main description. Use them all! Do you repair earrings? Are you open on Sundays? What about evening hours?

Answering EVERY possible question is how you can be more comprehensive.

Strategy 2: On-Page SEO for Your Homepage and Location Pages

On-page SEO for jewelers is just a fancy way of describing the content on your website.

It includes things like:

  • Your title tags
  • Your meta description
  • Your header tags (H1, H2, H3)
  • Internal and external links
  • Your images
  • And basically anything that you can put on a website page!

Why does on-page SEO for jewelers matter? Because Google cares about it.

For single-location jewelers, the most important page on your website, from a local SEO perspective, is the homepage. For multi-location jewelers, the most important pages on your website are your location pages.

When doing on-page SEO for these pages, you want to implement SEO-friendliness through keywords while also providing as much comprehensive information as possible to the user (and Google).

For example, instead of a title tag like “Forever Jewelers – 503.111.1111” you can provide more context to Google by writing something like “Trusted Jewelers in Downtown Portland – Forever Jewelers.”

Strategy 3: Website Architecture Best Practices

This is an underrated SEO strategy for jewelers. Your website architecture and your sitemap are intimately connected.

Google crawls your sitemap to understand your website architecture, which in turn allows Google to understand what your website is about. 

Here’s what a sitemap might look like to Google.

Confusing, right? Don’t worry too much about it. Just know that when Google looks at a sitemap like this, it’s putting together what your website is about (which is really important for local SEO).

The main point is that your website structure should make sense hierarchically. Let’s use two of the main demographics jewelers serve – 1) weddings and 2) anniversaries.

Where should these pages live on your site? First, you should probably have a “services” page that has a URL structure similar to .com/services/

Now, any services that you offer (such as weddings and anniversaries) should live UNDER this main services page. Like this:

  • .com/services/weddings
  • .com/services/anniversaries

This seems obvious, but many websites do this totally wrong. There’s no vertical architecture. Instead, every page lives directly under the homepage. Like this:

  • .com/services/
  • .com/weddings/
  • .com/anniversaries/
  • .com/custom-jewelry/

With this structure, it’s not clear to Google that “Custom Jewelry” is a service that you offer. It’s just another page on your site!

Strategy 4: Content Creation at Scale

This is where it gets fun. Customers search for thousands of questions on Google every day.

Some are very local:

  • Best jewelers in Portland
  • Best wedding jeweler near Portland

Some are generic:

  • Is rose gold hypoallergenic?
  • Who can fix my necklace?
  • Can I replace a diamond?
  • Where can I find custom jewelry?

If you answer these types of questions through comprehensive blog articles on your website, it will do 2 things:

  1. You may rank in Google for these keywords that people are searching and therefore drive traffic.
  2. Google will take notice and see your website as an authority over your competitors. Google will think, “Wow, they’re answering all of these jewelry-related questions that users have. Their website is therefore more valuable than local competitors who haven’t answered any questions.”

Strategy 5: User Experience is a Bigger Deal Than You Think - Stop the Keyword Stuffing!

The old days are gone. Keyword stuffing … PBN link building … all the tricks that used to work. 

These days, Google’s getting smarter. And Google’s starting to understand that a user’s experience on a website is important.

What does this mean for you as a jeweler?

  • Make it easy for users to find what they’re looking for. They shouldn’t have to spend 5 minutes figuring out if you’re open on Sunday or not.
  • Make it easy for users to contact you. Your phone number should be clickable on a mobile device. Anything to make the user’s experience SUPER easy.
  • When writing content, you should actually offer value to the reader. Gone are the days of outsourcing writers who produce vague, keyword-stuffed articles. Your content should thoroughly answer the user’s questions and add value to them.

On Average, Our Jewelers SEO Services for Cost

31% Less Than Other SEO Companies

Compared to Other SEO Companies That Average Between $1.5k and $3k Per Month.

FAQs About Jewelers SEO Services

Here are the most common questions we’ve heard.

What is SEO Jewelers ?

SEO for jewelers is a form of marketing that helps jewelers increase their visibility in search engines, particularly Google. 

The specific SEO strategies that are used for jewelers vary greatly (which is why all SEO for jewelers is NOT created equal). 

Strategies include:

  • Keyword research
  • On-page SEO
  • Off-page SEO
  • Google Maps optimizations
  • Local SEO
  • Content creation
  • Landing page creation
  • PR 
  • And more

Why Is SEO for Jewelers Important?

SEO for jewelers is important because it allows you to get in front of your target audience (customers looking to find a jewelry store RIGHT NOW).

Think about how social media marketing for jewelers works: People are scrolling through Instagram or Facebook and stumble upon an ad for a jewelry store in their city. They might be actively looking for a jeweler, but it’s unlikely.

On the other hand, SEO puts you in front of motivated buyers looking for what you have to offer.

SEO for jewelers allows you to show up in Google for people actively looking for a jeweler. People searching for “best jewelers near me” or “jewelers in downtown Portland.” Ranking for those keywords has a MUCH higher conversion than people scrolling on Instagram.

How Long Does SEO for Jewelers Take To Work?

SEO for jewelers can take 1 week to 6 months for you to start seeing results. It depends on a variety of factors:

  • How big of a city you’re in
  • How long your website has been around
  • How high your website’s “domain authority” is
  • How your current SEO is performing
  • And much more

Some of our clients have seen 2x – 3x the phone calls within a month after starting their SEO campaign. Other clients don’t see noticeable increases in phone calls for 2 – 3 months.

Look at it this way:

If everyone could make a couple of quick tweaks on their website and rank overnight for the HIGHEST value keywords out there, like “best jeweler in New York City,” the internet would go haywire.

Things take time. Google built its algorithms that way for a reason.

What Jewelers SEO KPIs Should We Track?

SEO for jewelers should be meticulously tracked.

You want to know, with absolute certainty, that the money you’re investing in SEO is working for your jewelry store.

Because of that, you need to track certain metrics to ensure that the campaign is working:

  • Keyword rankings: Are you ranking on page 1 of Google for your most important keywords? How are your keyword rankings changing week after week? Month after month?
  • Organic website traffic: Is your organic website traffic from Google going up or down? Which keywords are driving the most traffic?
  • Online lead submissions: Are you seeing more online leads? How are they changing from month to month?
  • Phone calls: Are you getting more phone calls from people searching on Google? How are phone calls changing over time?

What Type of Content Should Jewelers Websites Have?

SEO for jewelers should include content that your target audience is searching for.

How do we know what keywords/content your target audience is searching for? We use advanced software and tools that give us insider information and data. For example, we know that 14.8K people per month (on average) search for “jewelers near me.”

So, with that being said, we do extensive keyword research to find the topics and questions that customers have. 

Questions like:

  • “Where can I buy a wedding ring in Portland?”
  • “Is silver jewelry hypoallergenic?”
  • “Where can I get my ring sized?”

If you create content that answers these questions, then you can potentially rank in Google when people search for these.

Also, Google will favor your site more than competitors because Google will have more trust in your site. 

What are the Most Valuable Jewelers Keywords for SEO?

How To Work With Us

First of all – we don’t work with all jewelers.

We only work with jewelers who:

  • Are ambitious about growing their business
  • Have the bandwidth to take the growth that will come from working with us
  • Treat their employees and their customers well

If that sounds like you, then go through the easy process below:

Step 1

Request a 'Free SEO Audit'

This process takes about 2 minutes.

Step 2

Check Your Email

In less than 24 hours, one of our talented SEO specialists will send you a 3-5 minute customized video analysis. It will explain opportunities for you to outperform competitors.

Step 3

Sit Back And Watch Your SEO Skyrocket

Just look at our case studies of the success that other Portland businesses have seen. You can have the same results.

If you’re looking for SEO growth, we can help. Give us a call today to learn more about our pricing and availability. 

Let's Take Your Jewelry Store From The "Best Kept Secret" To The "Most Sought After Brand."