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Don't Peddle Pave Engagement Rings

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If you have a specific question about your website, or online marketing, please send it in via any of our channels. We're here for your Q&A as well as these Daily Golden Nuggets.

One of the questions we received this week lead us on a path of research into the keyword "pave," and we'd like to share what we found.

When looking at the keyword "pave" we wanted to figure out what the best phrases would be for some blog posts and educational articles.

Some initial findings from our logs showed that we might want to write a few blogs using these 3 phrases:

pave engagement rings
pave engagement ring
pave diamond engagement ring

We then took these phrases and plugged them into Google Insights to see what the results might be.

We found that since 2006 the number of people using those search phrases was relatively consistent all year long. Google shows a few small peaks and valleys in the number of searches, but even through every holiday season the search volume is pretty regular.

We thought this a few blog post using these phrases might be a hidden, and consistent marketing strategy, until we dug a little deeper.

It turns out that most of the big online jewelry stores are heavily competing over these phrases, even though there are only about 18,000 searches per month for each phrase. You're going to need a great website and a fatter wallet if you're competing for 18,000 people against BlueNile and JamesAllen.

We had to find something else related to "pave," and after a while we found these 5 phrases:

pave rings
page ring
pave diamond
pave diamonds
pave diamond ring

Each of those phrases has more search volume every month, and lower competition from the big jewelry e-tailers. The "pave ring(s)" phrases have more than 40,000 monthly searches. That's still not a lot, but it will be much easier to attract customers.

Search volume for "pave" seems to be nonexistent in Montana, Wyoming, North Dakota, and South Dakota. We're assuming if you are in one of those states you already not to stock pave rings.

In the rest of the USA, it looks like the shorter phrases are about 40% more popular than the "pave engagement" variations. We even see a spike during the holiday season.

To put this information to good use you could write some website content that has photos and descriptions of your "pave rings" and explain some details of a "pave diamond" setting.
AT: 03/16/2012 12:18:01 AM   LINK TO THIS GOLD NUGGET
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