We've covered this topic before in our trainings, but with the recent changes to Google we need to revisit this again.
Your organic ranking is determined by the information you have on your website and how your website has been shared with the world. Search Engine Optimization now includes a mix of different social networking signals in addition to how many times people link to your website.
In 2010, Bing developed a strong association with Facebook to help measure the popularity of shared websites. The shared websites were given some new weighted value in Bing's search results.
Google was much slower to adopt social networks into their organic ranking, but in late 2010 it was announced that Twitter would help determine ranking. In early 2011, Google further introduced methods to measure Facebook sharing on Business Pages and interactions between the friends of your Google Profile.
The result is that the SERPs are sometimes unexpected, and your specific ranking really can't be measured any more. If someone is searching for sapphire drop earrings, Google will quickly return a jewelry store who's product catalog was shared by a Facebook or Twitter friend instead of your non-social website. Then after the social signals are weighed, the next results will be standard organic results.
So how do you go about getting more shares to your website for the phrases you really want? It's simple actually; just write more.
If you want to have the phrase "sapphire drop earrings" trigger your website, you will first need to write a blog post about those earrings, or otherwise add a page to your website about them. Next, you have to share that page to Facebook and Twitter. If your link is of interest, your friends on Facebook will "Like" you shared link, and on Twitter they will re-tweet your post.
These Likes and Tweets will build up potential results for the SERP when someone searches for sapphire drop earrings.
Search queries are very specific. The page and social media shared links you get for those sapphire drop earrings will have absolutely no relevance to emerald drop earrings.
Any search phrase you want to rank for must first start with specific content on your website and continue with social media shares, links and Likes. After that, you need to follow through with the rest of your SEO strategies.
"...serious kudos to you. We love your straight talk, pertinent information and plain language. I don't know how many industries have something of jWAG's caliber available, but I learn from the emails every day. Really, really nice work, and very appreciated." -Cheryl Herrick, Global Pathways Jewelry
BEHIND THE SCENES jWAG is Free!
There's a lot of good SEO training stuff out there, but we're the only website who use jewelry terms in our examples...
jWAG is the research and training department of JewelerWebsites.com, and we provide our online training for free. No scam, no gimmick, everything you read on jWAG
is the same SEO and online marketing techniques that we provide our paying customers.
Our Daily Golden Nugget email subscribers are occasionally offered free services so we can evaluate new SEO techniques and emerging web technologies.
A typical SEO firm will request you fill out a "quote form" before they tell you exactly what they do for you or their price. We know that
many of you guys--our readers from the jewelry industry--are cautious about your technology investments and media buying. This is why we've created jWAG, to
help you learn a little and understand what it takes to have a successful jewelry website and online marketing.
With a little SEO knowledge you can better evaluate any SEO firm before hiring them.
Will you have time to do this yourself? Maybe not, but feel free to hire your own in-house web person and give them the job of reading and using jWAG.
That will be much less expensive than hiring us or someone else.
We try to write everything on jWAG so you can easily follow without too much geek speak. All our examples are written using jewelry lexicon so you can use them directly
or copy the techniques directly without rethinking. We hope it's a great time saver.
If you do decide to throw up your hands and give up we'd hope
you give us a call, but before you do, make sure to check out your options from your POS company because they might have an easy beginner website. Another beginner
website could come from one of your jewelry vendors.
When you are ready to use the power of jWAG you should just call JewelerWebsites.com or do a Google search
for "jewelry website design" for the other experts in the jewelry website design industry.
Here are some quick links into JewelerWebsites.com:
