Our owner and resident SEO Expert Steve Irvine talks SEO Strategy. A practical guide to enhancing your website for online search to help grow your traffic, enquiries and sales for retailers in Jewellery and the Luxury Goods Industry. “SEO helps you get noticed and stand out in the crowded world of the internet” - Steve Irvine Why is SEO important for the Jewellery Industry? If you want your business to succeed online you need to build Authority, Trust and buyer Confidence. SEO is crucial for the jewellery industry as it enhances visibility, gives you a competitive edge, offers cost-effective marketing, attracts the right audience, whilst providing a sustainable long-term return on investment. Authority: The online jewellery market is highly competitive. SEO helps your jewellery store appear prominently in search engine results, making it more likely that potential customers will find your products and website. This creates authority and increased visibility in your industry as a leading resource. Trust: When your website ranks well in search results, it instills a sense of trust and credibility in potential customers. People tend to trust websites that appear at the top of search engine results pages. Confidence: SEO assures potential customers that your jewellery business is not only easy to find but also a reputable source for valuable and precious purchases, instilling confidence in the browser to make a buying decision. Competitive Advantage: Effective SEO strategies can help you outshine your competitors. By optimising your website for relevant keywords and improving its overall online presence, you can attract more customers and potentially steal market share from competitors. Cost-Effective Marketing: SEO is a cost-effective marketing strategy compared to paid advertising. Once you've established a strong online presence, you don't have to continually pay for clicks or ad placements, making it a more sustainable long-term solution. Targeted Traffic: SEO allows you to target specific keywords and phrases that are relevant to your jewellery products. This means you can attract visitors who are actively searching for the types of jewellery you offer, increasing the likelihood of conversions. Sustainability: Unlike short-term advertising campaigns, the results of SEO efforts can be long-lasting. Once your website ranks well, it can maintain its position for an extended period, providing ongoing benefits.

1. SEO for Success
How do I increase traffic and sales?

2. SEO for Success
Search queries per second
Google receives
99,000
That is
8.5 Billion
Per day

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Most searched terms
2022 (UK)
Is the Queen Dead?
How old is Diana
Ross?

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The Goal of SEO
Make your site appeal to Search Engines
Appear higher in search results
Increase traffic to your website
More enquiries and sales.

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“SEO helps you get noticed and
STAND OUT
in the crowded world of the
internet”
Steve Irvine

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Why is SEO Important?
To succeed online you need to build Authority,
Trust and Buyer Confidence.
SEO enhances visibility and provides a
competitive edge, attracting the right customers,
while being cost-effective and sustainable.

7. SEO for Success
STRATEGY 1
Website Health

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Checking your website health
gives us actionable insights
1. Industry Standard Tools
2. Google Console
3. Google Analytics

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STRATEGY 2
Optimise Keywords

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Is your website saying the right
things?
We want your website to be found for
specific search terms related to your
business
Are your website pages
relevant to the products and
services you offer?
Will your pages appear in
Google if related words are
searched?

11. SEO for Success
Update your website to ensure
relevant search results
Keyword Research: Identify related words
and phrases
Quality Content: High quality,
informative, engaging information
● Collection descriptions
● On page FAQs
● Tailored info for product
types

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Title Tags & Headings: Relevant words that
help Google understand your content
Meta Descriptions: Short snippets that
accurately describe your pages in search
URL Structure: Descriptive, user-friendly urls
that include relevant keywords
Internal Linking: Link to relevant content,
identify relationships between pages
Mobile Optimisation: Google prioritises
mobile friendly search results
Submit your sitemap: Use Google
Console to better index your pages

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STRATEGY 3
Connect with Customers

14. SEO for Success
For every £1 spend, email marketing
returns £42 av (DMA 2022)
4 Billion active email users worldwide
60% of consumers prefer to receive news
and offers via email
Personalised emails have a
significantly higher engagement rate
40 times more effective at acquiring new
customers than social media

15. SEO for Success
Why is email marketing important?
Builds relationships, helps you stay in touch
Drives direct traffic to your website
Promotes new content, news, offers & events
Increases time on your website, they are often
more interested and will stick around

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Types of emails?
Create and send targeted email campaigns, use
personalised content and automation to nurture
leads
● Sign up offers, promotions and
discounts
● Exclusive content, news and events
● Promotions, giveaways and competitions
● Post purchase offers
● Request reviews, case studies and insights

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STRATEGY 4
Start a Blog

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Building a blog is the simplest
and most effective way of
increasing traffic to your
website
Builds trust and tells Google
you have valuable information
to share
Great content is a beacon that
attracts visitors and creates
authority as a reliable source

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Use Google E-E-A-T Guidelines
that scores content for
Experience, Expertise,
Authoritativeness, and
Trustworthiness
If you can show that you are
good at what you do, have first
hand experience, you are
honest and reliable, and are a
leader or voice in your field,
you will score higher

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Start creating content your
customers will like reading and
benefit from
Do this often, at least once per
month but more if possible
Follow my blog post checklist
Add FAQs where possible
Leverage AI

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STRATEGY 5
Digital Advertising

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Social Advertising and PPC
puts a spotlight on your
business and validates
your offer
It’s a powerful accelerator for
customer engagement and sales
It’s a great addition to organic
SEO and more traditional
forms of marketing

23. SEO for Success
Social Ads offer precision
targeting and efficiency
They offer immediate results and can
be scaled
You can control your budgets
easily on a daily basis
PPC has a measurable impact
and can be analysed effectively
Quick adjustments and A/B
testing

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STRATEGY 6
Boost Local Search

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Appearing in local search
creates more trust and
consumer confidence
Connect with people in your area that
are searching to buy
Local business can stand out
above larger companies. They
already know you!
Build a sense of community and
family spirit

26. SEO for Success
Preparing for local
search
Choose local keywords
Use location titles and descriptions
Claim Google My Business
Local Directories / Magazines
Become a local guide
Partner with other local businesses

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STRATEGY 7
Optimise Images

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Optimising images not only
enhances performance but your
search traffic too
Choose the right format, size and
compression - JPG vs PNG
Descriptive file names
Include captions and Lazy
Loading
Alt Text for search

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STRATEGY 8
Get Social

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Social media drives 32% of
referrals to ecommerce
websites
70% of shoppers rely on Social media
for product discovery
Social media has the potential
to boost brand awareness and
impact sales directly

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At what cost?
Share great stuff
Post regularly - Use hashtags
Talk and engage with your followers
Create live video and reels
Comment, like, share, follow, re-post
…….

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STRATEGY 9
Share Backlinks

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If reputable companies link to
your website, search engines see
it as a sign of trust
Receiving links boosts credibility, and helps
you show up higher in search results

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What’s the most effective way to
get backlinks
Create GREAT content (shareable)
Create ‘link worthy’ resources
Promote your content
Share with industry experts and
influencers

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Create genuinely helpful content,
build relationships and engage
with industry leaders

36. SEO for Success
STRATEGY 10
Create Videos

37. SEO for Success
Over 3 Billion internet users
streamed or viewed video at least
once per month in 2022
Online video reaches a staggering 92% of
all internet users
Global internet traffic from video is set to
surpass 82% in 2023
90% of mobile users use their devices to
watch online videos

38. SEO for Success
Video is accessible and
convenient and search engines
love it
Visual Appeal: Captures attention easily
Improves SEO: Search engines favour
video content in search results
Shows Expertise: Showcases knowledge,
and experience, building confidence in
your customers
Versatile: Can be shared across multiple
media platforms

39. SEO for Success
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