Very few jewellers know how to use jewellery stock photography to enhance their jewellery business. Social media has forced many small independent jewellers to actively post photography of their work, but a small proportion of jewellers maintain a regular blog. In fact, very few jewellers see the incredible benefit of writing jewellery articles for their website.
]]>Information pages provide guidance for website visitors, but few jewellers update pages on a regular basis. Regular blog articles add varied content, increase website traffic and turn website visitors into paying clients.
Only a small proportion of successful online retailers appreciate the expression: "content is King," and the rule is as true today as it ever was.
With the exception of paid advertising, search engines deliver the most relevant results for any given search. As a result, niche jewellery articles covering common issues, questions and subjects bring members of the public from a search engine to the website.
Example of a suitable photograph to demonstrate diamond shapes on a jewellery website.
Most jewellers have in-depth subject knowledge of their industry. Jewellery articles can cover a wide range of subjects from advice to product reviews.
We describe some of the best subject matter as evergreen content. To explain, evergreen content describes subject matter that never ages. The information remains relevant over time. For example, and advice article on the benefits of different precious metals.
One of the main problems comes from the lack of supporting images. Very few visitors respond well to text-only articles. A blog article stands out with good quality photography, supporting graphics and video content. But, this can be very hard to find.
Our jewellery stock photography offers marketers and jewellers a wide selection of jewellery images perfect for any blog. Moreover, our images provide a low-cost alternative to the painstaking process of setting-up, taking, editing photographs to illustrate an article.
We add new photography on a regular basis. Photography ranges from loose gemstones to diamond rings. Most diamond jewellers feature diamond information on their website. In addition to blogging, jewellery stock photographs provide a low-cost way to add featured images to any section of a website—whether this is information on the 4 C's of diamond grading, or how to clean your engagement ring.
Browse our jewellery photography or get in touch if you're struggling to find a suitable image. We add new photography each month to cover a wide range of jewellery subjects and our team are happy to advise on finding the perfect image for your website.
]]>Most on-line retailers and service providers realise the importance of supplementary content for an e-commerce website. Your on-line shop will only sell your products if visitors find it. Finding it will be dependent upon how you rank with search engines. Information pages and blogging both support the addition of content and regular site engagement, which in turn help with Search Engine indexing and ranking. Our last blog article provided High Traffic Blog ideas for your Jewellery Website. Now we offer some tips for writing the actual content.
Most importantly your web page or blog content must be relevant to your business and website rather than an unrelated subject which could attract web traffic. Search engines assess content relevance and take account of it in both article and website ranking.
Your audience is looking for relevant information to support a jewellery selection and retailer choice. Your content should answer their questions, provide product and service education, or inspire their shopping. A consumer may start their buying journey looking for information rather than a product. Finding answers within your website content may be a prospective client's first interaction with your business. If it makes the right impression they will explore your credentials, website and offerings further. This, in turn, improves your website 'bounce rate', another success factor used by search engines to influence ranking. The objective is to improve your sales too. Let's take sustainability as an example - it's a quality many consumers look for throughout their lives and jewellery is no exception. When it is a key consideration for a visitor it is important you highlight your credentials and make you a more likely jeweller of choice. Tiffany & Co Sustainability content is a great example of exploring a subject that buyers may specifically be looking for.
Getting your content found is dependent upon the use of 'keywords' in your pages, blog articles, page/blog titles and meta descriptions. To keep it simple, keywords need to be a term your target audience are searching for. They should be selected carefully to be unique within your own site and make them as specific to your business as possible. Keywords are the most important factor in search engines highlighting your content in response to web searches.
To consistently rank highly with content, a more sophisticated keyword strategy is needed. From research to implementation, the right keyword selection is vital for success. This article by Moz 'What are Keywords'? provides a great starting point for your keyword learning.
Your website visitors and search engines alike look for clear and engaging content. Make it easy to read using a few simple guidelines:
Your blog content will be available through your News/Blog/Journal Page but that does not necessarily make it immediately discoverable if a visitor has reached your website via another 'landing page. Navigation to your blog content should be included in the main site pages with the use of links. These links also help validate the content relevance for search engines.
Having a visual link to your blog/journal from your home page is another good practice. Featuring latest or popular blog subjects will attract more 'clicks'.
Your 'About' page should give your visitors a good impression on both a professional and personal level. Your blog content is another perfect opportunity to inject some personality into your website. This works well for the content which aims to inspire product choice. Talking naturally and openly can create an affinity with a client and lead them to purchase with you rather than a competitor. Use this style when you are aiming for emotional impact.
There are no doubt times when you also need to be strictly factual, for example with educational articles such as this Diamond Weight Guide by Veritas Diamonds. This content type shows your subject authority but you can still add a personal touch, for example by introducing the name, background and qualifications of your own in-house expert. You can enhance this also by building trust and confidence in your brand as outlined by Lionsorbet, by associating with trade organisations such as GIA or the NAJ for instance as
Creating the right content will naturally work for you by making your website visible in searches for the content topic. Great, but let's also remember that the primary purpose of your website is to sell your products. We always advise never 'over-sell' within your page or blog content but don't lose an opportunity either! 'Calls to Action' in the form of buttons and graphics, are an effective way to lead your customers to further action whether exploring your products or for example, committing to your mailing list. Think about the steps you would like your visitor to take and take them on that journey.
Are you still struggling to find the right words? Get in touch - we are considering the introduction of a content delivery service for jewellers and would love to hear if you think it may help you.
]]>Let's keep things honest and simple. We all know we should write more content. We know it drives traffic to our websites and can increase sales. It's generally a sure-fire way of building long term engagement without the need to spend on paid ads. The problem is there are so many questions and not everyone is really clued up on the answers.
These are all valid questions and each one deserves its own post to explain further and I will touch on these in later posts but in brief; Write what you feel adds value to your customer, business and product range. Does it inform, educate and answer important questions? Write as often as you feel comfortable. The more you write and the more you publish the quicker you will see the growth of your blog and site traffic. To test if it's working, use free traffic reporting tools like Google Analytics or paid services like https://moz.com/ or https://www.semrush.com/ that give you great insights into your traffic and customer behaviour.
Here's a list of article ideas to get you started. Remember if you don't have the article on your site, then they will be reading it on someone else's, more likely a competitor. So do your research, find articles that rank highest in google and create a similar, informative article. Be careful not to duplicate or copy directly. This will harm your site more in the long term. So to the list.
Change this up to, What does solitaire mean, what does solitaire mean for diamond rings etc. This is a term searched quite often by the public to help them understand what a single diamond ring is. Simple and effective article to get some added traffic to your website. A great example by https://www.serendipitydiamonds.com/blog/what-does-solitaire-mean/ really shows the depth of content you can add to help out your audience.
This obvious request is a simple addition to your blog or education pages of your website. With more and more people going online to buy how can you reduce customer returns by ensuring they receive the correct, sized product. You can add a wealth of information for your customers from Ring Size Comparison Charts to Printable Finger Size Measuring Tools or a cheap ring sizer tool that you can send in the post to your customers prior to having something made.
A simple enough question but can be more difficult to answer with all of the options available to us. Write your article as if a customer has asked you the question. What would you say? What options would you give them? How would you explain the buying process and the difference between metal prices and diamond qualities? Jeweller Taylor and Hart have a great, high ranking article outlining this in detail https://taylorandhart.com/ring-guidance/engagement-ring-cost - Use plenty of images, sketches or videos to explain the process and give examples of ring styles and types. Our handy Diamond comparison app is a great way to showcase the different diamond types and their sizes on a finger.
This is a surprisingly high-value search term and netted our blog post here: https://www.jewellerymonthly.com/do-you-own-a-fake-diamond/ thousands of views since it was published. With people investing so much in diamonds, inheriting jewellery or buying pre-owned items it's important to inform your customers the dangers, what to look out for and how to tell if your diamond is real or of good quality.
Ok so this isn't really a title you can use but you can create some great ongoing content here to really fill your blog. You can look at the monthly gemstone attributed to each month e.g Ruby, the birthstone for July See a complete guide of birthstones here: https://www.gemsociety.org/article/birthstone-chart/ listed by month and check out our complete gemstone pack to help create your article.
This is a staple for all diamonds jewellers and you should really make this a leading education piece for your customers. This can either be a simple one-piece article discussing each area or turn into 5 high traffic, education articles for your customers. These include:
We have a fab 4C's education pack to help you make your article more visually appealing along with a range of Diamond Illustrations and Graphics to illustrate your thoughts more clearly.
This is a common question searched online as people want to know how big the diamond may look on their finger or even how to measure the diamond they already have. Different diamond shapes have varying sizes in the same carat weight, which can get confusing. Our Diamond comparison app show below provides a real-time interactive view of this to help people understand how different diamond shapes look on a hand and how large they are compared to other stone types. and shapes. This versatile tool can be added to your product pages, blog and education sections to help you educate and inform your customers, giving you consumer confidence and authority.
A surprisingly high traffic search term along with overall metal comparison charts or guides. The following blog outlines this perfectly and ranks highly on google for the informative approach. https://www.poggenpoel.com/blog/white-gold-vs.-palladium-a-very-unfair-fight/. Our Retail Education Charts highlight metal comparison amongst other high-value information for jewellery retailers such as Diamond Anatomy, 4C's and Diamond shape comparison.
This seems like such an obvious article to write and hence left to most news sites and magazines. A great example is https://www.glamourmagazine.co.uk/gallery/engagement-ring-trends which currently ranks high on google search. This area gives you a perfect opportunity to not only demonstrate your knowledge and expertise but really showcase particular styles of jewellery you sell. Link through to products that are trending, hot right now or on offer. Don't become a link in a paid-for magazine list but 10 links showcasing your beautiful jewellery to your audience. The great thing is, this article type can be re-created seasonally, annually or by product type, giving you lots to say and even more to showcase and sell.
240,000 marriages were registered last year alone if you were to sell to just 0.001% of these you would net 240 customers. At an average wedding ring price of say £800 that's a £192,000 - Shut the front door!! So you can see, targeting just a small fraction of these ready to buy couples can be a lucrative business opportunity. Give the right information, the right help and advice will gain their confidence and trust. Our Wedding ring image and video collection offer a great set of marketing literature to not only inform your customers about the different styles available to buy for their special day.
If you write a unique, informative article on all of the topics above you should start seeing an increase in search results and organic traffic as a result.
Keep a look out for more coming soon...
]]><div showcase id="diamond-showcase" style="width:100%; height:550px;" selected-stone-shape="asscher"></div>Choose between: asscher, emerald, heart, marquise, round, princess, pear, oval, cushion, radiant.
<div showcase id="diamond-showcase" style="width:100%; height:550px;" selected-carat-size="0.40"></div>Choose a carat weight that corresponds with the selected stone such as Round: 0.25, 0.30, 0.40, 0.50, 0.60, 0.75, 1.00, 1.25, 1.50, 1.75, 2.00, 2.50, 3.00
<div showcase id="diamond-showcase" style="width:100%; height:550px;" selected-stone-style="solitaire"></div>Choose between: solitaire, three_stone & halo
<div showcase id="diamond-showcase" style="width:100%; height:550px;" selected-carat-size="3.00"></div>
1: You provide as many design details as required (outlined below)
2: We provide up to three banner design variations
3: You review and provide 1 set of comments, amends or requests
4: We finalise the design and provide the final artwork
These stunning shots are unique to Jewellery Graphics and have been taken by the superb Phase one camera system, renowned for ultra sharp, professional grade photography.
Each image is available individually or can be purchased as a single pack here http://www.jewellerygraphics.net/collections/website-packs/products/diamond-and-cloth-pack-mp020 for more savings.
]]>