SEO for Jewelers: SEO Trends to Know for 2023
The internet is constantly evolving, and staying up to date on SEO trends for 2023 is crucial for any online jewelry business. You will gain more leads if you conduct business online in some format, whether through an online store or on social media.
And suppose you do choose to go the route of having a website as a part of your business's online presence. In that case, you must adhere to and follow the Search Engine Optimization (SEO) trends to bring consistent organic traffic to your business's website.
However, within SEO itself, the current trends you should focus on change periodically. But this does not mean that you should always stop and abandon the trends that you were following before.
It would be best if you looked at the upcoming SEO trends for 2023 as things to add to what you are currently doing.
Consider updating any content you are making that is currently following an outdated trend while keeping in mind our tips for the new year.
Make sure to read How to Stay Current on SEO Trends before continuing so that you have a foundational knowledge of the jewelry SEO landscape from 2021/22, as some will still be relevant for 2023.
Now that you are all caught up, let's look at some new fun statistics about the current SEO market.
- The SEO industry is valued at over $50 billion.
- In SERP (Search Engine Results Pages) positions 2nd through 5th, long-tail SEO techniques (4 keywords in length) outrank generic search (1 keyword in length) by 3% to 6%.
- Organic traffic is responsible for 53% of all trackable website traffic.
- Users click Google's first results 39.6% of the time and click the 2nd through 4th results 36.1% of the time combined.
- Artificial Intelligence (AI) plays a more significant role in ranking because Google's RankBrain AI is "involved in every query." It also affects the actual rankings "probably not in every query but in a lot of queries," as Google Engineer & AI Lead Jeff Dean stated.
- Google performs over 8.5 billion searches daily, with over 99,000 queries per second.
- Research found that 45.2 million adults in the USA used voice features for shopping at least once a year.
Knowing the current state of the SEO market, we can determine the trends you should focus on and follow. So, here are the top 10 Jewelry SEO trends of 2023 that you should include in your jewelry business's marketing strategy.
1. Artificial Intelligence (AI)
Artificial Intelligence (AI) is growing and evolving rapidly. It is constantly learning and becoming more detailed, implemented in multiple ways. And two of these ways, found within AI-created content and Google's RankBrain, could help you get a leg up on larger jewelry companies.
New AI has emerged and is now used to create content for people automatically. The AI works by training it with the type of content that you wish it to produce, and after training it enough, it can produce similar, original content on its own. This process allows for fast, highly optimized content creation, which can be especially useful in instances where you need to produce a large quantity of content quickly. After the AI generates the content, all you have to do is evaluate the generated content to make sure that it fits your brand the way you want it to, is high quality, and has originality. After some edits, you will be good to go! It's like automatically having someone do your research, outline, and rough draft.
On the other hand, Google's RankBrain is an AI algorithm that learns about and analyzes content.
Google Engineer & AI Lead Jeff Dean has even stated that RankBrain is "involved in every query" and affects how they are ranked "in a lot of queries."
However, Google has yet to share any further information about how RankBrain learns and analyzes content, so there is a decent amount of speculation on the matter.
We won't go too much further into it at this point, but if you consider yourself tech-savy, its worth exploring how AI could help you grown your jewelry store’s SEO and overall online presence.
2. Long-Form Content
2023 is the year of long-form content. Content with 3,000+ words were shown to get more traffic and more shares on social media than short-form content.
While longer content doesn't necessarily mean higher quality content, it ranks higher on Google.
Lengthier content ranks higher since it contains elements of what Google is looking for when determining ranking, such as originality, sourcing, and depth.
Additionally, lengthier content can keep visitors on your website longer.
But remember that most people prefer to read shorter paragraphs. You want your content to be broken up into smaller sections, scannable, and with many supporting images. Even some interestingly styled text can break the flow of paragraphs and paragraphs.
You want to make it so that someone can skim through it for the cliff notes and thoroughly read the sections they are interested in for further information. It should look easy to read and not look like a college textbook.
Lastly, provide ways for users to share the content with others easily! Rather than making them copy the URL to send to someone, offer buttons that let them save and share at the beginning and end of the content. Actively invite readers to share the content by providing easy access to share on Facebook, Twitter, or LinkedIn.
3. Mobile Friendliness
Since Google made mobile-friendliness a ranking factor in 2015 and launched mobile-first indexing in 2019, this tip is not new or surprising.
Google considers the mobile version of a site the primary version and ranks the site according to the mobile version primarily.
By 2025, it is estimated that around 75% of people will access the internet solely through mobile devices.
Many of us are using our phones to look up new ecommerce stores or shop for accessories like jewelry. So, when designing your jewelry website, it is crucial to not just focus on the desktop version of it. You want to ensure that your website loads well on mobile devices and that the user experience is similar to your desktop version. Try designing with a mobile-first approach if you find developing both experiences at once challenging.
However, many website creation tools, such as Shopify and Webflow, allow you to preview your jewelry website on multiple devices while creating it. This way, you can ensure it will give your users a high-quality experience no matter where they view it.
4. E-A-T (Expertise, Authoritativeness, and Trustworthiness)
Multiple times we touch upon the fact that your content must be high-quality to rank higher in Google. But what exactly does Google consider high-quality content? Well, Google determines it based on the E-A-T (expertise, authoritativeness, and trustworthiness) principle, which was first introduced in 2014, and has only gained importance since then.
- Expertise focuses on whether or not you are providing an expert's opinion on the content and can be viewed as reliable.
- Authoritativeness focuses on your content's authority and the strength of your domain.
- Trustworthiness focuses on how trustworthy your content is relative to your website.
You can improve your E-A-T score by making sure you do not have any factual errors and presenting your content and website in a way that provides trust and has cited and linked sources to which you add your thoughts and give it additional value.
Having your website linked from other related websites and having your brand referenced across social media also helps improve your E-A-T score.
Consider adding a bio that reflects your expertise on the subject or have a link to a fleshed-out about page. Make sure your content doesn’t look like one giant auto-generated ad. Your content should reflect the time and effort you put into it and represent your ecommerce brand’s values and identity.
As demonstrated by Instagram’s favoring of videos over images, video is taking over platforms by storm. And not just that, other video focus platforms, such as TikTok and the newly added YouTube Shorts, show that there is a high demand for wanting to see videos in multiple places.
Not just online retailers, but everyone from law firms to libraries have started using videos as a social media marketing strategy!
As such, it's no surprise that video will constitute 82% of all global internet traffic by the end of this year.
You will want to ensure your video content is optimized as a part of your SEO strategy rather than adding video only to move one step forward and two steps backward.
So when you add and include video in your content, make sure that any video channel descriptions have a readable overview of your channel and brand. You should also ensure that you have suitable keywords and hashtags to help bring the correct audience to your content.
Rather than only including keywords in your title, tags, and description, state the keywords in your video also. Doing so helps the video platform and Google better understand that your video relates to that specific topic. However, only include a few necessary keywords. As always, keyword stuffing is never advised.
While we covered how integral voice search was becoming to the Google Search Engine in our previous SEO trends for Jewelers blog, How To Stay Current On SEO Trends, it has not slowed down for a second and remains a crucial trend for SEO.
Google reported that 27% of the global population is using the voice search function, with 45.2 million adults in the USA alone having used voice features for shopping at least once a year. These facts are possible due to the convenience of allowing people to search for things while having their hands tied up in other tasks.
However, a few key differences exist between how users search using their voice and a keyboard. Keywords tend not to be an essential factor in voice search results, with statistics showing that only 1.71% of keywords appeared in the title of voice search results. Voice searches have Google scan an entire page to report back the most relevant section. As such, keywords are more relevant throughout the content rather than the title itself.
It also has not changed that users will often add the phrase "near me" to their search query, compared to conventional searches.
In fact, 58% of consumers have used voice search to find local businesses, and 46% of people who use voice search daily are using it to search for local companies. Local searches are dominating voice searches.
As such, you should check out our SEO for Jewelers: 7 Steps for Local SEO blog to ensure that your business has everything you need to capitalize on local searches.
7. Core Web Vitals
As of May last year, Google implemented page experience, determined by Core Web Vitals, as a critical factor influencing search ranking.
Core Web Vitals themselves are composed of three main categories: largest contentful paint (LPC), first input delay (FID), and cumulative layout shit (CLS).
These got combined with the existing search signals: mobile-friendliness, HTTP security, and intrusive interstitial guidelines.
First, let's dive into what all of that means.
- LPC measures the time it takes for the most extensive content-related asset on a page to load.
- FID focuses on how long it takes for your website to be able to respond to any user interaction.
- CLS has to do with how many layout shifts unexpectedly happen.
- Mobile-friendliness deals with how easily a website can be used and viewed on a mobile device.
- HTTP security focuses on the security of your site and if you are using HTTPS for your website server.
- Intrusive interstitial guidelines outline how when on mobile, pop-ups should not be intrusive nor make content less accessible; they should only take up a reasonable amount of screen space.
But how can you can view your website's Core Web Vitals scores? One way is to utilize the Experience feature associated with your Google Search Console account to view a list of the issues impacting your website and if the pages are up to standard. You could also have Google Lighthouse analyze pages on your website and have it generate a report, complete with scores and suggestions.
While you can see your website's score and the suggested actions to improve your score, some of the fixes can get technical and potentially confusing. As such, we recommend contacting an SEO agency that specializes in ecommerce jewelry to help make the necessary changes.
8. People Also Ask (PAA)
What is the "People Also Ask"? The "People Also Ask" (PAA) box provides questions and answers about what a user searched. Google supplies this information believing that it is what the user is looking for and is a possible answer to their query.
While PAA boxes don't show for all searches, they appear about 65% of the time and are thus prevalent enough to be worth the time and effort.
The exciting thing about PAA boxes is that most answers are not pulled from top-ranking websites.
Studies showed that about 75% of the websites that Google included in PAA were not ranked in the top ten, providing a way for your website to show up in front of users regardless of your website's current ranking for those keywords.
You can do a couple of things to increase the chance of having your website's content used within a PAA box.
- You should ensure that you have the answer to the PAA question you are trying to address clearly on your website. It needs to be visible, clear, and structured well.
- Your content must also be trustworthy and actionable, enabling it to be implemented and acted upon.
- Utilize FAQ sections and schema to allow search engines to quickly understand the questions you are trying to answer.
- Remember to include the questions in header tags to separate them from the rest of your website's content.
9. Schema Markup
Schema markup consists of code hidden from the user that search engines read to get a better and fuller understanding of the webpage. Google also uses schema markup to create rich snippets, which provide more information about your web page's content quickly and in an appealing way.
Providing this information to Google allows it to show more detailed information to the user about the query they are searching.
This extra provided information, in turn, creates a better user experience, so Google ranks those webpages higher than their non-schema-using competitors.
With many digital marketers, especially smaller jewelry businesses, still needing schema markup, it is an excellent way to get a leg up over your competitors and rank higher on Google. And with so many schema markups supported by Google, no matter what your business is, there are sure to be a few that you can utilize to your advantage.
10. Content Refresh
A content refresh consists of updating previous content with improved-upon details, images, quotes, and knowledge, to show Google that your content is still relevant and the best result for the query. And while one of the most accessible SEO strategies to implement, it often ends up overlooked and forgotten. But users want to see the newest, most updated, and most relevant results.
Most of the top-ranking results are around a year old on average.
So, make sure to wait a while before updating your content. It is best to wait for about a year since that is when most content reaches its highest traffic levels.
When you are ready to refresh your content, there are three main ways:
- Do a “quick wins” audit. Quick wins audits focus on identifying your content that is almost ranking but not quite. Updating these pieces of content should require minimal effort and will have fast results.
- Check for decaying content. Content decay audits look to improve the content that has previously reached high traffic levels and since then has yet to perform as well as it did before. These pieces of content you know can perform well since they have previously, and thus will be a good use of time and effort when updating and refreshing them.
- Try an “evergreen” content refresh. An evergreen content refresh focuses on identifying content that is relevant on a recurring basis rather than year-round. Some examples of this could include holiday-related content. You should refresh this type of content ahead of time for it to be ready and in effect during the specific time that it will be relevant.
And, with the holidays right around the corner, read our 8 Ways Small Jewelry Businesses Can Prepare For Holiday Shopping if you haven't already!
Mixing and matching these strategies will give you the best results when updating your content to stay on top of ranking across your various content.
These are all the different SEO trends you will want to get on top of and start doing in addition to your current SEO practices. Doing so will help you rank your small business higher in Google, help provide more traffic to your website, and grow your business. With the internet becoming something you cannot ignore, it is best to adapt and become a part of it.
"If you cannot fight them, join them."
And here at ITJ Group, a full service Marketing, Photography, and SEO agency in Los Angeles, we will help you do just that. Not only will we keep you updated on the latest SEO trends for online jewelry retailers, but we will also help your small jewelry business establish its online presence, both on your website and within social media.
Please don't hesitate to schedule a meeting with us today, ensuring your business stays ahead of your competitors!