How closely do you look at the address of the websites you visit?
Some websites are built with sloppy content management systems that have long strings of variables like this EXAMPLE 1:
Some websites are built with more appealing website addresses like this EXAMPLE 2:
And some websites are built with fully readable website addresses like this EXAMPLE 3:
It actually doesn't matter how your website addresses are structured. You could have a really long website address like this EXAMPLE 4:
Example 4 has the best SEO value of all the examples; the address is readable and even understandable by humans.
As your build the structure of your jewelry website, make sure you give some thought to this. The web page address (i.e. the URL) is one of the more important variables in your ranking, so be creative.
On the other hand, you also want to be careful if every directory you add also means you have to add another link level to your navigation.
Let's review Example 4 again to explain this further.
A BAD setup would be
Click #1 "Jewelry Catalog"
Click #2 "Diamonds"
Click #3 "Engagement Rings"
Click #4 "3 Stone Rings"
That would be 4 clicks deep from the home page.
Google typically will not spider deeper into your site past the 3rd level, so you need to do whatever it takes to link all pages only three clicks away from your home page.
But how to you solve this if your site has 4 levels or a frightening 9 levels?
Simple: create various landing pages and group (and link) topics or product catalog sub pages on those landing pages. Then link to the landing pages from your home page. Even though your regular navigation menus might still be many levels deep, the links you create on the landing pages will collapse the navigation tree of your site making the job of the search engines much easier.