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Jewelers come to us looking to increase their website traffic. The first step we take is to look at the current state of their website in terms of search engine optimization (SEO). More often than not, jewelers will either be failing to follow best search engine ranking practices, or have a website completely devoid of SEO altogether.

Neither of these is ideal. In either of these scenarios, the site’s search engine ranking will suffer. Just as your ability to bring in new customers.

However, jewelers can make their website prominent on all major search engines whenever a user types in a relevant keyword.

We’ll show you some easy ways to do so below.

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Understanding Search Engine Rankings

Before we jump into the ways you can improve your ranking on search engines, it’s important to first understand search engine optimization in order to grasp its importance to the success of your website.

Here’s how it works:

Whenever a user enters a keyword in a search engine like Google . For example, “engagement rings near me”. They are served a list of web pages relevant to that keyword. The first few web pages listed towards the top are typically the only pages a user will click on. So it’s critical to ensure your website is one of these selections.

To do this, there are numerous initial and ongoing tasks jewelers must complete. These tasks will ensure their site is optimized to continually rank high on search engines.

If a jeweler wanted to be found whenever a user searches for “engagement rings in Los Angeles”. The first step would be to create what is called a “cornerstone content page” (also called “pillar pages”) for this particular keyword.

Want to learn more about SEO? Check out one of our latest blog posts!

Creating Cornerstone Content Pages

Cornerstone content pages are basically a specific set of web pages that are centered around specific target keywords. For example, you may create a page entitled “Finding Unique Engagement Rings in Los Angeles”.

This page will discuss tips on shopping for engagement rings in LA. This also may include other engaging assets such as infographics, videos, and calls to action at the end. These assets will  encourage the reader to do things like contact your store or shop online.

The goal is to create a page that is worthy of reading so you can send traffic to it with confidence. However, once you have created your pillar pages, the next step is to find ways to effectively build authority for them.

Building Authority For Your Cornerstone Content Pages

When it comes to building authority for your cornerstone content pages, it all boils down to creating links that lead back to them. There are 2 separate link types jewelers should implement in their overall cornerstone content strategy.

Internal Links

These are links you include on your website, on other web pages such as your home and about page. You should also include links within relevant blog posts that utilize what’s called “long-tail variations” of your original target keyword. For example, if you have a pillar page that discusses “engagement rings in los angeles” you may want to create blog posts that utilize keywords like “unique engagement rings in LA” or “top 10 engagement ring trends”.


Backlinks are an integral part of building authority. Search engines are much like popularity contests! This is because they deem web pages authoritative when they see other relevant sites linking back to them. As such, you need to ensure other websites that are relevant to your business are linking back to your cornerstone content pages. One way to do this is to reach out to sites you may think are relevant and ask them to publish a blog post that targets a long-tail variation of your main keyword.

Need Help With Search Engine Ranking?

At the end of the day, utilizing these tips can truly help build your prominence on all major search engines. With that being said, you may not know where to start…or how.

With GemFind, you can easily implement pillar pages on your website and begin building quality backlinks to gain ranking on Google and beyond!

Go with a proven and established team that understands the intricacies of jewelry industry inside and out. We know what it takes to be successful, regardless of your niche, location, or size.

Search Engine Prominence Infographic:

search engine rankings