How to take advantage of trends in online jewellery searches
12 Feb 2021
If there’s one thing that all the lockdowns of the past twelve months have taught us, it’s the importance of a strong online presence, no matter what niche you are in. With high streets shut for months, buyers have had nowhere physical to go for their jewellery, except for online. Obviously, the big names tend to dominant this platform, but there are ways smaller, local brands can compete and get buyers through their virtual doors.
Search Marketing Agency Salience have recently released their Online Jewellery Retailers Report, which shows various insights into key metrics for online performance. Here are some insights that smaller, local jewellers that have been forced online can learn from the report.
Download Report
Get Ahead By Checking The Trends
Staying a step ahead isn’t always easy, but if you know what’s trending you can ensure you are targeting your online store correctly. The report shows that trends on the rise include:
- Specific jewellery types and colours i.e. gold earring studs
- Men’s jewellery
- Personalised jewellery
Falling behind this year are:
You can see these patterns over the last two years on Google Trends:
From this you can see that men’s jewellery poses the largest opportunity, with steady growth over the past year. Whereas the brand search term “Hugo Boss watches” has fallen dramatically in that time.
Keywords To Target
When you’re a smaller business, being clever about what keywords you target is vital to your online strategy. You are not yet in a position to knock the big brands off the top results for the highly competitive keywords. Instead, you want to go for what are known as opportunity keywords. These are searches that have high volume, but relatively low competition.
The report shows some patterns for trends in opportunity keywords that should see success with the right strategy. Many of these opportunities focus around:
- Types of ring
- Personalised jewellery.
How Small Jewellers Can Use These Findings To Shine Online
Unfortunately, there is no “quick fix” to be seen online. But with a bit of effort and a well planned strategy, you can polish up your online efforts, being sure to target what is likely to get results. Here are some ideas how you can use the above data:
Enhanced Content
Enhanced content in your online categories will help you be seen online. It gives customers more information, allows for interlinking opportunities and shows the search engines that you know what you’re talking about. But before you get writing on all the categories you have, hold fire. Instead, start by focusing on what has the biggest opportunity for you.
You make think that as “Men’s Jewellery” is on the rise in trends, that this is the one to go for. However, many of the keywords associated with this trend are high competition. So although they are trending, you might be best focusing your efforts elsewhere.
As personalised jewellery is trending and has some opportunity keywords, this might be the best one to focus on to begin with. Though remember, there is no “one size fits all”, so be sure to check what would actually be the biggest opportunity for you.
Though it’s important to have enhanced content across all your categories, this can be time consuming, so ensure you start where the biggest opportunities are.
Be Active On Social
Social media is a great place to gather a following, create brand awareness and help out customers. If used correctly, it is a powerful addition to your online strategy.
It’s important that you are quick to respond on social media and don’t just use it to shout about your products. Show that you support other local businesses and are active in your community.
Saying that, you do need to share some of your own content. If you can, share items that are within the trending searches, such as men’s jewellery. Also be sure to share the right products at the right time of year. There’s no point sharing your men’s jewellery on the run-up to Mother’s Day.
Don’t Just Blog About Anything
Blogs can really help with content depth, brand awareness and showing search engines that you are experts in your field. When it comes to customers, it can help them choose what to buy and where to buy from.
However, if you don’t have a huge resource for content, this content strategy is likely to be left to become dull. But with just a few targeted blog posts, you can help to improve your positions in the SERPs.
Once again, use the opportunity keywords and trends to decide what to target. Find out what people are asking about these types of jewellery before buying. Write blogs with the information that potential customers are looking for and target the questions people are asking.
For example, types of rings present keyword opportunities, this includes “engagement rings” and “wedding rings”. As stores are shut, customers must go online to ask the questions that they would normally ask in store when purchasing these items. You know what people are likely to ask, so give the answer online too.
In Conclusion
If lockdowns have forced your jewellery store online, you may feel overwhelmed and unsure what to do. It is a very different environment to entice customers onto your site rather than through your doors.
Getting your site in tip-top condition, may seem like a daunting task. You may feel like the pandemic will be over before you make enough sales online. But if you work cleverly and target the correct jewellery items to begin with, you can have a bit of a head start. With a good strategy you can start to polish your store online.
Source: Salience PR