Top 9 SEO Tips for Jewelry Brands

Both big jewelry brands and small makers know that the online jewelry market is incredibly competitive. The same is true for search engine optimization (SEO) in this vertical: As of 2025, “jewelry” returns nearly 2 billion results on Google. But this stiff competition is doing nothing to stifle the ever-growing industry—consumers are expected to continue building their collections in the coming years. To put it into perspective, the online jewelry market is expected to rise to $117.3 billion by 2027.

So, how does a jewelry brand compete in the digital marketplace and rise to the top of the search engine results page (SERP)?

For jewelry brands seeking to transform their digital assets with high-conversion content that fosters customer connections, investing in SEO for jewelry is a must. SEO can enhance online visibility, drive organic traffic, and help build customer trust and loyalty.

Explore nine tips jewelry brands can use to improve search rankings, establish authority in the online space, and rise through the ranks of the SERP and the competitive e-commerce market. 

#1 Optimize Product Descriptions with Targeted Keywords

Search engines’ ranking algorithms have a few key goals. One of these is providing content to users that is as relevant to their search as possible. So, to offer relevant content to users, Google and other search engines rank web pages based on (to name just one factor) keywords. 

Jewelry brands with numerous jewelry-related keywords on their pages (and in their product descriptions) are more likely to rank highly in user searches for jewelry.  

To improve rankings for product pages, consider:

• Developing unique and descriptive product pages – Product pages should be fully developed to include multiple photos and high-quality descriptions (at minimum).
• Enriching descriptions with keywords – Use jewelry-related, relevant keywords (like “gold engagement rings” or “custom diamond necklaces”) where possible. 

Beyond including basic keywords, ensure that descriptions highlight materials, craftsmanship, and unique selling points to improve both SEO and customer appeal. For example, instead of describing a product as a “14k gold necklace,” brands could elaborate with “handcrafted 14k solid gold pendant necklace featuring ethically sourced diamonds.” This approach satisfies both search engines and potential customers seeking detailed product information. 

#2 Use High-Quality, Optimized Images

Three-quarters of online shoppers rely on product photos when deliberating a purchase; so, naturally, high-quality images will significantly affect conversion rates. 

However, product photos don’t just impact the customer experience near the bottom of the funnel; they also have the potential to boost SEO outcomes, increasing digital asset performance at the top of the funnel.

Keeping this in mind, businesses should leverage professional, high-resolution product photography to maximize SEO and improve customer experience.

To maximize their SEO impact, jewelry brands should adopt several strategies when incorporating images into their web pages:

• Use descriptive, keyword-rich file names.
• Add detailed alt text that describes the jewelry piece and includes target keywords.
• Compress images to maintain fast load times without sacrificing visual quality. 
• Implement structured data markup to enhance image visibility in search results. 

These optimization techniques ensure jewelry photography captivates potential customers while improving SEO rankings and site performance.

#3 Focus on Local SEO for Brick-and-Mortar Stores

Brick-and-mortar jewelry businesses (or brands using a hybrid selling model) have a unique opportunity to leverage local SEO. While search engines use standard algorithms to rank results in the SERP, local searches (search terms that include city names, for instance), use algorithms that prioritize sites with the most locally-relevant content. 

Optimizing local SEO can help drive foot traffic and establish a greater community presence for jewelry brands with physical locations. Local optimization strategies include:

• Leveraging the Google Business Profile – To earn a highly-coveted spot in the “map pack” (a group of three local Google Maps listings that match a user’s keywords), businesses need to claim (and optimize) a Google Business Profile. 
• Building location consistency – Marketers must ensure that NAP (name, address, phone) details are correct and consistent across platforms. Don’t forget to do the same for business hours, details about special events, and promotional information. 
• Enriching sites with local links and keywords – To compete with fellow brands in local SEO, jewelry brands should incorporate more locally relevant assets (like localized keywords and backlinks) into their site pages. Backlinks provide an especially promising opportunity: By incorporating links from other nearby businesses, articles from local news outlets, and information from local governments, brands can help their pages rank in ultra-local searches. 

By implementing these local SEO tactics, jewelry brands can effectively capture the attention of customers actively searching for jewelry products in their area. 

#4 Create Engaging Blog Content

An engaging blog can educate a business’s customers on what makes a brand unique, increase site authority in SEO rankings, and target long-tail keywords to drive traffic from customers researching jewelry purchases.

Jewelry brands have copious opportunities to expand their blog assets, especially when building content like:

• Educational guides to gemstones, metals, and jewelry care.
• Style guides and seasonal trend forecasts like “Top Jewelry Trends for 2025.” 
• Gift guides for special occasions (e.g., “How to Choose the Perfect Engagement Ring”).
• Expert advice on jewelry investment and value retention for customers purchasing fine jewelry. 
• Behind-the-scenes craftsmanship and design content.

These kinds of content help brands establish authority in the jewelry industry, naturally incorporate valuable keywords to improve their website’s SEO, and get customers invested in their brand story. 

But businesses should be careful when writing content for SEO. Blogs should provide relevant, engaging, and easy-to-read content to prevent readers from clicking back to the search results.

#5 Leverage Schema Markup for Product Pages

A Schema markup is code added to a webpage that helps a search engine understand the content and display that information on the search page.

Essential schema markup elements for jewelry brands include product pricing and availability, customer ratings and reviews, product specifications, special offers, and brand information.

When properly implemented, this technical optimization can significantly improve click-through rates by making product listings more attractive and informative in search results. 

Three specific types of schema markup prove particularly valuable for jewelry brands:

• Product markup – Product markups should be implemented for each product page, including detailed descriptions of materials, dimensions, and craftsmanship. High-quality, expandable product images on white backgrounds are recommended to maximize the effectiveness of this markup.
• Sitelink search box markup – This tactic creates an embedded search box directly in search results, allowing potential customers to browse the jewelry catalog without visiting the website. 
• Breadcrumb markup – Breadcrumb markup builds a clear navigation trail showing how specific jewelry pieces fit within the site’s overall hierarchy. This helps both search engines and users understand the relationship between different product categories and pages.

Jewelry brands should ensure their schema implementation includes all required properties and incorporate recommended ones that enhance visibility. This approach helps search engines provide detailed product information—such as prices, ratings, and availability—directly in search results, making listings more compelling to potential customers searching for specific jewelry pieces.

#6 Build High-Quality Backlinks

Link-building remains a crucial factor in SEO: Link-building influences brand authority, one of the most important factors for ranking. For jewelry brands, developing a strong backlink profile requires strategic outreach and valuable content creation.

Successful link-building campaigns for jewelry brands often start with creating linkable assets. This is high-value content that naturally attracts backlinks from industry publications and fashion websites. This might include original research, trend reports, expert interviews, or infographics that provide unique insights into the jewelry industry. 

By producing content that serves as a resource for other websites, brands can earn high-quality backlinks more naturally.

In addition to creating high-quality assets, jewelry brands can foster their link-building strategy by:

• Collaborating with fashion and lifestyle bloggers or influencers. 
• Contributing expert content to industry publications.
• Participating in jewelry trade shows and events that are advertised online.

Businesses should focus on earning links from reputable sites that align with their brand’s audience and values. These relationship-building efforts improve domain authority and can help establish the brand as a trusted voice in the jewelry industry. 

#7 Prioritize Mobile Optimization

Mobile optimization has become non-negotiable for all brands as online interactions increasingly move to mobile phones and tablets. A mobile-first approach ensures that potential customers can easily browse and purchase jewelry pieces regardless of their device. 

Brands should optimize for fast load times (under 3 seconds), easy navigation, and responsive design to improve user experience and rankings. It is also a good idea to streamline the mobile checkout process, considering that many brands now allow quick checkout options like Apple Pay or PayPal in addition to standard credit card pay. 

These mobile optimization tactics help jewelry brands maintain search rankings while providing an exceptional shopping experience for on-the-go customers. 

#8 Optimize for Voice Search Queries

With voice search adoption growing rapidly, jewelry brands must adapt their SEO strategies accordingly.

Essential voice search optimization strategies should:

• Incorporate natural, conversational keywords like, “What’s the best jewelry for a wedding?”
• Create FAQ sections that answer common queries.
• Use long-tail keywords in question format.

By implementing these voice search optimization techniques, jewelry brands can stay ahead of evolving search behaviors and capture valuable voice-driven traffic.

#9 Monitor Analytics and Adjust Strategies

Brands should use tools like Google Analytics and Search Console to track keyword rankings, user behavior, and site performance. Regular analysis of key metrics helps jewelry brands understand their audience better and refine their optimization strategies.

Alternatively, instead of monitoring rankings themselves, brands can partner with marketing experts offering SEO services. Expert partners can help brands track metrics like:

• Keyword rankings for product and category pages.
• User behavior and engagement metrics.
• Conversion rates across different devices.
• Page load speeds and technical performance.
• Local search visibility and engagement.

These insights enable brands to make informed decisions about their SEO strategy and stay ahead of competitors.

Shine Online with SEO for Jewelry Brands

For jewelry brands seeking to thrive in today’s digital landscape, implementing comprehensive SEO strategies is essential for long-term success. By following these nine proven optimization techniques, brands can improve their visibility, attract qualified traffic, and increase conversions in the competitive jewelry market.

Power Digital understands the unique challenges today’s brands face in the digital space. With a track record of helping brands achieve significant growth through data-driven SEO strategies, Power Digital’s team of experts can develop customized solutions that drive efficient, measurable results. 

If you’re ready to start optimizing your brand’s website for long-term success, contact Power Digital today for a personalized growth plan. 

Sources: 

Google. Jewelry. https://www.google.com/search?client=firefox-b-1-d&q=jewelry 

Statista. Estimated value of the online jewelry market worldwide from 2020 to 2027. https://www.statista.com/statistics/1201073/online-jewelry-market-value-worldwide/#:~:text=Global%20market%20value%20of%20online%20jewelry%20in%202020%2D2027&text=In%202022%2C%20the%20global%20online,about%20270%20billion%20U.S.%20dollars 

University of San Diego. How Does SEO Work? 9 Elements for Beginners to Know. https://pce.sandiego.edu/how-does-seo-work-9-elements-for-beginners-to-know/ 

Business Dasher. Importance of Product Photography Statistics in Ecommerce. https://www.businessdasher.com/product-photography-statistics/ 

Google. Google Image SEO Best Practices. https://developers.google.com/search/docs/appearance/google-images 

Mailchimp. What is Local SEO, and How Does It Work?. https://mailchimp.com/resources/what-is-local-seo/ 

Databox. 31 Irrefutable Laws for Creating an SEO-Friendly Website That Ranks in Search. https://databox.com/seo-friendly-website 

Google. Introduction to Structured Data Markup in Google Search. https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data 

On Crawl. How Fashion Retailers Can Use Schema Markup to Bring Quality Traffic Home.  https://www.oncrawl.com/oncrawl-seo-thoughts/how-fashion-retailers-can-use-schema-markup-to-bring-quality-traffic-home/

Forbes. Link Building Strategies That Can Work in 2024. https://www.forbes.com/councils/forbesbusinesscouncil/2024/01/17/link-building-strategies-that-can-work-in-2024/