How to Promote Your Website – for Jewelry Sellers

"How do I promote my website?" is another way of saying, "how do I get more traffic to my website?".

Jewelry webshops often do less than they could in terms of attracting visitors, and ultimately buyers. The internet is more than a way to post pictures and be an extension of your business card. If you know how, you can build a website that will draw visitors from the vast pool of people searching on the internet.

Attract Visitors

Getting Found by Searchers...

My favorite way of getting more traffic to my website is by building keyword focused content pages to get free search engine traffic.

Since people are most often looking for information on the internet, rather than looking for products, this is a better way to get both longterm traffic, and to build non-salesy relationship with your potential buyers first, and then get the sale later.

The Good News and the Bad News About This Traffic Strategy

The good news? If you do it right, this will ensure you get traffic for free over the long term. Once you set the wheels in motion, if you keep making keyword focused pages, after awhile the only way to turn off the traffic will be for you to take your site down altogether.

The bad news? For this strategy to work, you need some patience. This is not a get-traffic quick scheme. It will buid and grow over time.

Okay, Christine, then "How Do I Promote my Website with Content?"

Here's how:

Building Content for Search Engine Traffic and For Preselling Your Visitor

Building content for your website is a *great* way to get traffic for the longterm. As a business owner, I'm not in this for a quick grab and run - I'm looking for the best way to spend my time for long term gain.

Tip: You want your content to be both keyword focused, and entertainging and readable for your visitors. Remember that your human visitor is the one buying not the search engines. The guildelines below are for getting search engine traffic, but be sure you use common sense to give people value too.

Here's how you make a keyword focused page that will keep drawing traffic longterm for free:

  1. Do some keyword research. Use the free Wordtracker tool or the Google Adwords Keyword tool to find words related to your market.

    For jewelry makers, this might not be obvious. You'll need to think, "What INFORMATION is my market looking for?" This is not about building a product list. This is about drawing your market from a different angle. So, for example, if you make gemstone jewelry, you might write an article about which gemstones will complement different skin tones. Your keyword research would then be abut gemstones and skintone. You'll need to think outside the box and put yourself in the other person's shoes for this to be successful.

    No keywords? Try thinking up different angles, and brainstorming article ideas. Browse the net and look at the blogs and websites your market visits. Look at forums where your market hangs out. What are they asking about? What are they talking about?

  2. After you find a good keyword term that has searches, check out the level of competition. To do this, put your keyword term into a Google search box in quotations like this: "gemstones and skintone". If the search results come back with less than 30,000 competing pages, you have a definite chance at getting a search engine ranking (meaning showing up as one of the top search engine rsults when someone enters that term).
  3. Write your article for your website.
  4. Do some on-page search engine optimization on your written article (or while you write it) by being sure to put your keyword term (worked in naturally of course) in these places:

    *The page title
    *The description meta tag
    *The keyword meta-tag
    *The heading (H1 tagged)
    *The first 90 characters of your article + bold the term here
    *Once in the middle
    *Once at the end
    *Once in a text link as the anchor text. For example: instead of http://clicklinkhere.com, you would put "gemstones and skintone" as the link text.
    The way I like to do this is to put Return from Your Keyword Term to your site home.

  5. Upload or post your article on your website and use your keywords in the URL like this: http://yoursite.com/your-keywords.html.
  6. Add a hyperlink to it from the homepage or a secondary page that links from the home page. Never link from a page deeper than that.

Gold Star Step for Keeners

For an added boost, you might want to do some off-site search engine optimization by getting some non-spammy inbound links to your page using social networking or other white hat method. Never use link farms or pay for links. This is worse than not having any inbound links at all. (The best inbound links of course come from others who like your content)

Conclusion

That's all you have to do to start getting found by the search engines and start getting targeted vistors for free. The key is to make a lot of these pages and start building a network of relevant pages related to your products in a direct, and indirect way. The key is to please your market. If you can make useful contributions to your market, you will start to be noticed not by the engines, but by people too - and that will start to get you inbound links you don't seek out yourself. Before you know it, you'll have more traffic than you know what to do with.

Have a comment? Did you like How Do I Promote My Website? Let me know by speaking your mind below.

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23 Comments

  1. Posted March 1, 2010 at 6:04 pm | Permalink

    Thanks for a great post! I have a jewelry blog, http://www.oakhilljewels.com and a web site, http://www.oakhillboutique.com and I am struggling with getting traffic. I think I use good keywords in my titles and content, and the growth is very slow. Would you mind looking at my blog and tell me what you think? Any advice will be appreciated.

    • Christine
      Posted March 2, 2010 at 2:33 pm | Permalink

      Hey Deena,

      I don’t usually give out free advice like this, but you got me curious. I took a quick look, and it looks like your site isn’t very targeted. You have all sorts of unrelated products. This is a no-no.

      Also, your pages are too short, and don’t have the format I suggest in the article.

      It doesn’t look like you are creating a website with your visitors in mind either. Why would anyone visit? What do you bring to your market that is valuable to your visitor? Keywords mean nothing if you don’t engage your visitor. Google sees bounce rate – meaning how long someone stays on the site and takes that into account for ranking.

      Finally you aren’t doing keyword research. It’s clear from your keywords.

      For example, I was looking at http://www.oakhillboutique.com/servlet/the-619/TOMMY-BAHAMA-MENS-SILK/Detail
      the term “tommy bahama mens silk” is that a term people are really searching for?

      You need to target popular terms. Targeting terms no one is looking for won’t get you any traffic.

      Thanks for letting me take a look. Good luck.

  2. Mary Martini
    Posted March 14, 2010 at 9:13 pm | Permalink

    I am trying to make a website to sell my jewellery have you any tips on where to find a package, I have been looking at Mrsite (website in a box) I live in UK

  3. Anita
    Posted March 23, 2010 at 11:53 am | Permalink

    I just went to http://www.oakhilljewels.com to have a look and to see how your suggestions should be applied. I was captivated by all of her noteworthy information posted as far back as August 2009, so I am confused.

    Using her site as example, can you tell us what more she can do to the information she has posted? For example, I would think that a vintage jewelry site that teaches you some history of sorted stones, metals, pearls, etc would be useful to a vintage jewelry collector. In Aug 2009 she gives a plethora of information helping readers to distinguish the difference between real pearls and faux pearls, and later she gives tons of information on diamonds, topaz, etc.

    Help us learn to know what to do to make her page more visitor friendly and gather more targeted traffic. I believe her example, since she has enviable content, and your knowledgeable advise will go a long way toward our understanding. Thank you so much for all of your guidance! I, for one, am grateful to have someone like you to guide me, and I know the feeling is mutual to all who have found you.

    • Christine
      Posted March 24, 2010 at 5:09 pm | Permalink

      Hi Anita,

      What a great idea! I’ll do a bit of a case study in the next few days so you can see exactly why Deena is getting no traffic.

  4. Posted March 24, 2010 at 5:28 pm | Permalink

    Anita and Christine, I am thrilled and amazed at the interest and help being offered to help me generate traffic to my blog, http://www.oakhilljewels.com I also closed the web site for Oak Hill Boutique – everything that I had on the web site was duplicated in my eBay store, the web site was not paying for itself, and I’ve pared down the categories as well. I’m focusing on the blog and the eBay store. Any advice is more than welcome. Thanks again, Ladies!

  5. ANITA
    Posted March 24, 2010 at 7:32 pm | Permalink

    I am grateful to have you take up this “project” and I cannot wait to learn more! Thank You!

  6. Posted December 31, 2010 at 9:17 pm | Permalink

    Hello Christine, firstly let me say how pleased I am to have found your site/s, so much information!

    My website has only been up for 4 weeks with some 24,000 page visitors – I understand unique visitors are what really count but it seems they are having a very good look while on line. I hope I am interpreting these stats correctly!

    I will run this all past my web designer, particularly items 1 to 6. What I love most about this article is your writing style, you make it so understandable.

  7. Posted March 13, 2012 at 1:01 pm | Permalink

    Hi!  I have a jewelry website, http://www.silverloops.com and blog, blog.silverloops.com.  I have had very little traffic and customers so far.  I am actively using facebook and twitter to promote products and giveaways.  Do you have any suggestions for me?

    • christineg
      Posted March 14, 2012 at 10:46 pm | Permalink

       @silverloops Have you tried the suggestions in this article?

  8. LauraCostello
    Posted March 23, 2012 at 1:21 pm | Permalink

    Congrats on this article. Best one on backlinking l have read yet!

  9. Posted July 29, 2012 at 1:05 pm | Permalink

    Hi there,
    I started a gemstone jewelry site http://thebeadedgarden.com about 2 month. I promoted my site via social networks facebook, twitter, pinterest, digg, and others. I got some traffic but the real traffic I get from adwords and facebook ads, in the end beside traffic I got a huge bill with few sales. I would appreciate very much any suggestions .
    Thank you.

    • christineg
      Posted July 29, 2012 at 3:04 pm | Permalink

       @axilleas Your site looks great visually and your images look great too… I would double or triple (or quadruple) your prices, because they are way too low.  The perception is that low prices=low quality.  You want your prices to be at least twice as much as a wholesaler would pay, and at your current cost you could never wholesale. 
       
      If it were me, I would never buy gemstone earrings for $13 because I would think that #1 they were too cheaply made, and were probably made in china, not handmade by an artisan.  $28 would be the absolute cheapest pricepoint for those carnelian hoops (and that would probably be a sale price)
       
      If you feel bad about asking that much, use the extra for some awesome looking packaging.  Cool unique packaging that exemplifies your brand and style  instantly makes your wares more exciting.  Look here for inspiration http://www.flickr.com/groups/etsypackaging/pool/
       
      And amazonite earrings with sterling silver ear hooks– http://thebeadedgarden.com/products/amazonite-gemstone-earrings/  $6.59 – really??? They should be more like $26.59 at LEAST for real stones and sterling silver. 
       
      Would a customer really trust they were handmade and made of real silver for only $6.59?  Maybe if they were base metal and made by someone in a sweatshop for $2 a day…  You don’t want to be that seller do you? 
       
      Other than that, I think your site looks great. You need to pump up your about us page with some personal information including your story, your name, some pictures of you to personalize things.  Testimonials from happy customers are very helpful, and you want to focus on making initial customers repeat customers. 
       
      People almost always visit the about me page if they like the products because they want to know who they are buying from.  If they like the person behind the business, they are much much more likely to buy.  If they can’t figure out who they are buying from, then they won’t trust you, and will definitely not buy.
       
      I wouldn’t buy any ads until I was sure of my profit margin and conversion rate.  I have a post here: http://www.handmaderesults.com/1868/jewelry-business-101-conversion-rate/ about conversion rate.
       
      Once you know your conversion rate, and it works out financially, you can ramp up the ads, because you will be able to calculate what each piece would have to sell for in order to not lose your shirt buying ads. 
       
      If you buy ads to get the traffic to figure out your conversion rate, be sure to know how much money you are willing spend/lose before hand.  Are you willing to spend $500 to figure out your conversion rate?  If not, maybe you should keep on promoting using free methods.  These take longer, but don’t cost money. 
       
      Also 2 months is nothing in terms of building a thriving business.  I think it took me 5 months before I made my first $100 in one month, and that was back when there was less competition.  (Although nowadays people are much more likely to buy online so maybe it evens out )
       
      Kudos on the great looking site. 
       
       

    • Posted July 29, 2012 at 4:01 pm | Permalink

       @christineg Thank you for quick response. I will consider it, thanks for the suggestions, best advice so far!

  10. Chasing Beads
    Posted July 30, 2012 at 4:03 pm | Permalink

    Wow, haven’t seen a post from you in a while!

  11. Wedunit Jewels
    Posted May 30, 2013 at 1:06 am | Permalink

    Just wanted to thank everyone for the information. I will check out the guide shortly. I have had my webpage going for years now and I have been trying to incorporate most of what has been said on here, yet, my sales have declined considerably without me having an idea what the reason could be. I will keep working I guess.

    • Christine
      Posted May 30, 2013 at 11:21 am | Permalink

      Hi! There are so many reasons sales could decline… What are you selling?

  12. Wedunit Jewels
    Posted May 30, 2013 at 6:43 pm | Permalink

    I sell my handmade jewelry. I have managed to increase the views for the website, but my bounce rate is way too high and I am hardly getting any sales. I have been working on my key words, promoting via facebook, twitter, blogs, selling on etsy and other sites, but my homepage doesn’t get any better, if anything, it gets worse.

    • Christine
      Posted June 29, 2013 at 1:18 pm | Permalink

      No, I mean what specifically are you selling? What kind of jewelry? What is the URL? If your bounce rate is high it means people don’t like what they see because it’s crappy/not their style/ pictures are bad or nonexistent, or they are finding something different than what they expected (not what they thought the link was going to).

  13. Posted June 29, 2013 at 8:00 pm | Permalink

    Hi Christine,

    The url to my website is http://www.wedunit.com.au

    My jewelry is made out of wire, gemstones, glass beads and other components (charms etc.). I offer a lot of pieces in brass and copper, but they are also available in several different metal options (oxidized brass, oxidized copper, sterling silver, oxidized silver, gold filled and antique bronze). I have a large inventory of gemstones, so nearly all pieces can be made using different gemstones.
    Most of my jewelry is priced between $12 and $80, but I have also made custom pieces for around $200.
    My photos are ok. I always take photos of the exact item and there are usually around 3-6 photos of each item.

    I also sell my jewelry on other venues like etsy and I do sell pieces, even though the competition is tough.

    Thank you for your time,

    Kind Regards,

    Ines

    • Christine
      Posted July 7, 2013 at 2:27 pm | Permalink

      Hi Ines,
      I can tell you exactly why your bounce rate is so high. Your website is incredibly slow to load! I waited 30 sec and it was still loading the home page on a high speed connection. (You might not realize how long it takes from a fresh load for a new visitor. To see, empty your browser cache and try to load your website.)

      Nobody will wait that long. If it were me just surfing, I would have hit the back button in about 5 seconds for any site that didn’t load enough for me to start looking around. I suggest you get the homepage to load in less than 5 secs and have a picture on the main page that is really great (something to make people want to look around some more).

      I didn’t wait long enough to look at the pictures (I’m really impatient at the best of times) but it didn’t look like you had a big picture “above the fold”? Meaning right on the first screen without scrolling.

      When you have achieved these 2 major improvements, feel free to write back and I will take another look!

      Cheers,
      Christine

      P.S. Search “why is my site loading so slowly?” or similar to find tools to analyze your website.

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