I think that one can now safely say the internet completely changed jewelry making concepts and marketing. Small jewelry services are now rubbing shoulders with brand names and talented creative designers can now reach an almost limitless number of potential clients by using e-commerce services or promoting their own website.
However, there is no doubt that the competition out there is fierce. Hundreds of different websites offer jewelry products for sale and prices are extremely competitive.
This does not mean that successful online jewelry marketing for small businesses is not possible, but it does mean that some level of understanding about how internet marketing works in general and online jewelry marketing works in particular will be required.
Let’s take a look at some of the essential new marketing strategies that will assist you in promoting your jewelry website.
Online Search and Key Words
When you are promoting your own jewelry website your goal is for your web page and product pages to be found in online searches.
If you are selling wedding rings, for example, and you would like to promote them online your chances of being featured on the first few search results when someone is searching for “wedding rings” are extremely small.
Large companies with a high search engine optimization budget and established brand names will be virtually impossible to beat.
However, if you focus on specific key words that promote your work, you may be able to squeeze your way up the search results.
Key words are the exact search terms that are used by online shoppers to find a particular product. When we are talking about jewelry, a general keyword will be “rings” for example. An example for more specific key word usage will be “heart shaped wedding rings”. Such search terms are called “long tail key words.”
How Understanding Key Words can help you Promote your Website
As mentioned above, if you focus on search terms such as “wedding rings” or “diamond rings” your chances of being featured on the top of the search results are pretty small.
The best way for you to try and squeeze your way up is to locate long tail key word searches that are appropriate for your products and use them in your product descriptions.
The search engines try to provide users with the most focused and accurate results. This means that if a user is searching for an “oval shaped gold monogram necklace” it will provide the most relevant results. If you sell such a necklace and use the key word terms in your product description, you are basically telling the search engine that you are selling a relevant product.
This improves your chance of being featured on search results. The trick is to try and locate search terms that are not extremely competitive by using the appropriate tools and then plan your online marketing accordingly. Each major search engine features its own keyword tools that will allow you to check how many searches are conducted per month locally and internationally for a particular key word.
Doron Heifetz is the owner of several popular jewelry websites, including Best Name Necklaces and is also a veteran blogger and jewelry design expert.