I don’t know about y’all, but when I search for “jewelry” on Google, the first website I see is Macy’s, followed by Tiffany & Co. These well-known shops, however, ain’t the first thing on the results page. Instead, what catches your attention is the box with map results of nearby jewelry stores. That particular box, also known as the Google map pack, appears before any organic search listings. It not surprising that any shop caught on it is already assured of more profits.
But, what does it take for your jewelry business to be in that spotlight?
Introducing Local Search Engine Optimization
Nowadays, Google analyzes search activities based on user’s intentions. For example, Google may tag a search for “rings” as a buying intent. So, it will most likely display places to buy rings.
In the same way, your goal as a local jewelry supplier is to be one of those, if not the top, suggested places to buy jewelry in your area. This is where local search engine optimization (SEO) plays a crucial part. Local SEO is your collective effort in modifying your page and content so the local audience notices you.
How Local Jewelry Businesses are Ranked in Google
Being on top results of a local search is not a trial and error thing. There are factors to be considered in expanding visibility to the local market.
In addition to the user’s purpose, Google also considers the search location in generating results. This is why updating NAP listings, which stands for Name, Address, and Phone Number, is a must. Otherwise, Google might not find you at all.
While brand popularity is a significant factor for getting on top of local search results, Google also counts mentions, links, and positive reviews. Do not be disheartened if your site doesn’t appear on top search results. Remember, your goal is to be on top of the top – where the Google map pack is.
How relevant are your products and services to a user’s search intent? Although location-based keywords remarkably influence local SEO success, it is also worth investing in organic terms or those not affected by paid advertising. After all, organic keywords help search engines generate more precise and relevant results.
Local SEO Strategies for Your Jewelry Store
Landing on the Google map box is not a magic trick, but it’s not rocket science, either. Here are ways to help Google recognize your business in local searches:
Claim Your GMB (Google My Business) Account
Be visible on Google maps by claiming your GMB account. If Google already recognizes your jewelry shop, good for you! Verify your account and double-check whether your NAP listings are accurate. Otherwise, it’s time to introduce yourself to Google. As per Google Voice Assistant, it’s time to say: Hey, Google!
Do Your Market Research
Before you go deeper into your local SEO efforts, study your target market. Try to put yourself into your buyers’ shoes and think like them. This way, your target audience will relate better to your content. Plus, who knows? You might rank higher for region-specific keywords!
Use Relevant Keywords
Research keywords you would like to rank for on Google and map, how and where they appear on your site. Although location-based keywords effectively increase your online presence for a local audience, try to use them sparingly. Instead, use the information in your market research to develop organic search terms. You may also use jewelry industry jargon as keywords occasionally. However, do not forget to explain them in Earth language so real people understand them.
Take Advantage of Google FREE-mium SEO Tools
There are free SEO tools such as Google Analytics and Search Console when managing your business page from the back end. In a nutshell, Google Analytics provides you with data on your site visitors – their location, favorite content, click-through rate (CTR), etc. It gives you data on whether you’re reaching your target audience or not.
On the other hand, Google Search Console is like your access to the search engine’s control room. It lets you do cool stuff, including controlling how your business page will appear on the search results.
Invest in On-Page Optimization
On-Page optimization is pretty much the only SEO aspect you could control. It’s very straightforward, too, like using appropriate heading tags, observing character limits, mapping keywords, creating meta descriptions, etc. And we couldn’t emphasize how modifying your page for Google readability contributes to local SEO success.
Do Not Forget Off-Page Optimization
Off-page optimization means being mentioned in other places aside from your website. For instance, a reputable site may create a link back to your site in one of their blog posts.
Off-page optimization, however, is not exclusively done online. Your submission of your verified business listings to local directories also matters. Plus, you might not notice it, but word of mouth can be useful when trying to win Google’s trust. So, ensure everyone leaves legit positive reviews about your jewelry store.
Audit your Website
Did you miss anything during the on-page and technical SEO? Are there broken links on your website? Find that out through an SEO audit. There are free and paid SEO Audit tools online. However, if you’re doing everything yourself, an SEO audit checklist might come in handy.
Create Useful Local Content
Jewelry stores rely heavily on visual content. Therefore, jewelry business owners must learn how to optimize their visual content for local SEO. Aside from photos and videos, Google also considers the site’s usefulness in local search. In this regard, I highly recommend a Frequently Asked Questions (FAQ) page that will cater to your local clients’ queries.
Local SEO is a tedious process requiring the dedication of your in-house team or your digital marketing agency (if you decide to hire one). If you’re patient enough, your efforts will soon be rewarded as your jewelry store finally surfaces on the once elusive Google map box.