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Mastering Keyword Research for Online Success in the Jewelry Industry

Drive relevant traffic by understanding a customer's search intent, optimizing your content, and creating strong keyword results.

Selecting keywords is a critical part of your marketing strategy that can make or break your online presence. In this comprehensive guide, I will dive into why keyword research is crucial, where to strategically place your selected keywords, and how to maximize your efforts for the best results. So, let’s get started!

Why Does Keyword Research Matter?

The cornerstone of any successful online marketing strategy is knowing your audience. Making assumptions about your audience is an immediate fatal flaw in any marketing plan. Keyword research is the process of understanding the language your audience uses when searching for your products and services.

What are the two major benefits of keyword research?

  • Ensure Your Customers Find You: Learn how to choose the best keywords, and how to use them to optimize your website so that your target audiences find you when they are looking to buy. 
  • Avoid Assumptions About Customer Language: Your customers may use different words and phrases when searching for products and services. Keyword research helps you understand their language, allowing you to tailor your content accordingly. One of the biggest mistakes business owners make is to assume they know which keywords their customers are searching for. 

Finding Value Propositions Through Keyword Research

It is very easy to start with a simple keyword research and unexpectedly be taken down a rabbit hole of consumer insights. Here’s just one example: A jeweler asked me to help them advertise their ring resizing services. After only a few minutes of research, I immediately realized the overwhelming demand for same-day ring resizing.

The jeweler took this information and realized they were missing out on a significant market by not being able to offer these services within the same day. In light of these insights, they invested in some new bench equipment and began optimizing for the keyword “same-day jewelry repair services”. Not only did this bring in an influx of new business but new loyal customers as well. The simple task of researching keywords uncovered a prime business opportunity and the best keywords to market that service.  

This is not uncommon for keyword research. While looking for which keywords to use in your marketing, you’ll regularly find insights into your customers that will help you to better sell your products and services.  

Selecting the Right Keywords

Choosing the right keywords is extremely important. If your keywords are too broad, such as “engagement rings”, then you might be spending much of your budget on unqualified traffic. Instead, focus on a lot of very specific keywords such as “14k rose gold solitaire engagement ring”.

These longer, specific keywords are called long-tail keywords. This narrows your targeting to users who are further along in the buying process and closer to being ready to make a conversion.  

Keywords 101

  • Long-tail keywords: These are more specific, less competitive keywords that often convert well. Understand how to find and use them effectively. 
  • Keywords that convert: Not all keywords are created equal. Learn how to identify and prioritize keywords that have a higher likelihood of converting into actual customers. 
  • Keywords to avoid (short-tail keywords that cost a lot of $ with little return): Discover the short-tail keywords that can burn through your advertising budget without delivering substantial returns. Learn how to identify and filter them out.  
  • Frequently Asked Questions: Address common questions about keyword research, providing readers with clear, practical answers. This builds brand recognition, trust, and authority. If they don’t learn it from you, they’ll learn it from someone else. 

Tools To Use for Keyword Research

Before you begin researching keywords, you need a trusted tool to help you in this process. These are the best tools on the market that I recommend for both agencies and in-house marketers.  

A tool by Google for keyword research in online advertising. It helps users find relevant keywords, estimate their search volume, and plan effective ad campaigns. This tool is free to those with a Google Ads account.

Try out Google Ads Keyword Planner Tool

A comprehensive SEO and marketing toolkit. Semrush provides insights into competitors’ strategies, keyword research, backlink analysis, and site audit, aiding businesses in optimizing their online presence.

Try out Semrush

 An SEO toolset offering robust features like backlink analysis, keyword research, rank tracking, and site audit. Ahrefs helps businesses improve their search engine visibility and stay ahead in competitive online landscapes.

Try out Ahrefs

How To Make Your Keywords Work for You

Once you’ve determined the best keywords to attract your customers, it’s time to put them to use. Take your list of keywords and put them in the following relevant places:

Your Website

Your keyword research should inform the content on all your product and services pages. Here’s where you can naturally optimize your web pages with keywords.  

Sitemap Example: 

  • Homepage 
  • Jewelry 
    • Engagement Rings 
    • Wedding Bands 
    • Necklaces and Pendants 
    • Watches and Watch Bands 
    • Permanent Jewelry 
  • Services 
    • Same-Day Ring Resizing 
    • Jewelry Engraving 
    • Jewelry Repair 
    • Watch Repair 
  • Blog 
  • About Us 
  • Contact Us 

Headings and Written Copy

Your primary heading is the most important heading on a web page. It tells Google and the user what your page is about. Make sure to use your most relevant and valuable keyword here. Additionally, use other focus keywords in your written page copy.

Do not overstuff your copy with keywords. One or two keywords is plenty for a long paragraph.


The URL of your web page carries SEO value. Below is a simple but explanatory URL that contains relevant keywords. Separate spaces with dashes.  


Title Tags and Meta Descriptions

These tags show up when your web page is seen in Google Search results. A page title tag shows up as the blue link title in search results, while the meta description is the short sentence below the title tag.  

These meta tags can be easily managed in any CMS including WordPress, Shopify, Wix, Squarespace, and more. You can usually find them in the SEO settings of a given page or post.  

Your Google Business Listing

Google Business is typically the first place a customer will find a local business. It’s extremely important that your Google Business listing is optimized so that you show up when customers are searching for your products and services. Add your focus keywords to your business description as well as your listed products and services.  

Google Ads

If you’re paying for Google Ads, be sure to bid for long-tail keywords from your keyword research as well as including those keywords into your ad copy. Implement these keywords strategically in your ad campaigns for better ad placement and relevance.  

Social Media

Incorporate your focus keywords into your social media posts and profiles to increase discoverability and speak the language of your customers. 

Answering Frequently Asked Questions (FAQs)

It is important to answer common questions on your website. After successfully doing so, the above jewelers are now featured in the “People Also Ask” section of Google.  

When a user googles a question, Google Search results undergo significant changes. Paid ads, business listings, and shopping feeds are pushed down in priority, replaced by direct answers tailored to the user’s query. These informative responses are known as Featured Snippets. The only way to compete for informational queries is to provide answers to common questions. 

To compete for visibility in this segment of Google Search results, it is imperative to conduct research to understand the specific information your customers are looking for and then supply answers on your website. This proactive approach increases the likelihood of your website appearing in Featured Snippets or the “People Also Ask” section of Google.

This can give you a huge competitive advantage where your website lives rent-free at the top of Google Search results where ad placements cannot push your content further down the page.  

Making the Most of Your Resources

Keyword research is the foundation of a successful online marketing strategy. By understanding its importance, strategically placing keywords, and utilizing the right tools, you can position your business for digital success. 

Start implementing these strategies today, and watch your online presence grow as your customers find you more easily and engage with your brand. 


Hunter Trahan

Senior Digital Marketing Specialist

Hunter is an experienced digital marketing, content writing, and data analysis professional with certifications for Google AdWords, Google Analytics, and SEMRush. He uses his passion for digital marketing and analytical skills to craft successful strategies that benefit both Stuller and our customers.