After many years of talking and teaching about it, I'm finally starting to see retail jewelers embracing the reality of catalog and ecommerce websites. The reality I'm referring to is the tedious process of photographing your inventory, maintaining a website, and handling all aspects of order fulfillment.
Within the jewelry industry, there are several ways to mimic an ecommerce website without actually setting it up or managing it yourself. Many large man... VIEW FULL GOLD NUGGET
What started as email spam years ago has turned into an ever-evolving monster of internet spam that permeates our emails, Google search results, automated telephone sales calls, and nonsense in our social media feeds. No matter how hard we try, marketing companies find new ways to put their message in front of us whenever we don't want it. This type of marketing is called interruption marketing, and it really has become an annoying interruption in everyday life as well.
It's the hope of every business that they will build a website that helps make them a lot of money, but few websites ever achieve that goal. Turning a website into a money making machine won't happen overnight, and it won't magically happen without a lot of help from employees and the business owner.
Most small businesses don't know how to update their websites once they are launched; indeed, many will continually pay for website updates even though they can edit the website on ... VIEW FULL GOLD NUGGET
Retail is being redefined every day. Everyone still looks at their bottom line sales, but it doesn't matter anymore if the sales are from foot traffic through the front door or via shipping boxes out the back. While most retail businesses are still struggling to figure out how to bring foot traffic back in the front door, I submit that it's probably easier to learn what it takes to build your ecommerce business and increase the flow of shipped product instead.
Website review and analysis are part of my everyday job. I've been actively analyzing and making suggestions on improving traffic acquisition, user flow, SEO, and usability for several years. I've shared this analysis process and the tips for improvement in my writings for the last few years to provide an insight into how you could do it yourself.
Today, I'll share 6 of the most frequently broken or missing website features that I have seen over and over again, and provide some suggestions for maki... VIEW FULL GOLD NUGGET
For this week's website review, I went searching for "jewelers spokane wa" and had some trouble deciding on which site to review. There are several jewelers in Spokane to choose from with a wide range of websites from very old looking to very modern. The goal of this website review is to give ideas of how to improve a site and increase its ranking or improve its customer usability.
Pounder's Jewelry was the first website I found that could use improvement. The website address was VIEW FULL GOLD NUGGET
Can you learn from someone else's mistakes? That's exactly what I hope you'll get out of this Friday Flop Fix. This week, I'm venturing over to Tupelo, MS in search of a retail jeweler that might be making a mistake with their online presence.
This is the result I saw when searching for "jewelers tupelo ms" in Google:
Searching for a website candidate for this week's Friday Flop Fix was a little challenging. I began my search, as usual, looking for a random website candidate in a random city in the United States. My randomly chosen city this week was Orange, CA. My specific Google search phrase was "jewelers Orange, CA" for which I was given the search results you see below.
I've included my commentary in the screen capture:
In this week's #FridayFlopFix website review, I'm heading over to Hawai'i in search for a jeweler who could use some website help. Every Friday, I search for a website that's not quite doing the best they could. I want to point out the flops on their website, and suggest some fixes.
I started my review candidate search with the query "jewelers waimea hi." Waimea is a town on the Big Island of Hawai'i. Instead of choosing from the websites that appeared on the first page of Google's results, I looked throu... VIEW FULL GOLD NUGGET
For this week's #ThrowbackThursday, I'm jumping back to April 2012 to the topic of jewelry designer line microsites. Specifically, I need to update my information about <iframes> and how their usage has changed over the 3.5 years since I wrote that original Nugget.
What is an <iframes>?
Iframes are standard HTML tags which allow you to take a website and make them appear within one ... VIEW FULL GOLD NUGGET
In yesterday's Daily Golden Nugget, I introduced 4 SEO issues that harm product catalogs that are usually correctable with a little bit of work. There's another, more technical SEO issue that often runs wild on many product catalog and e-commerce sites that must now be addressed.
Although all evidence says that e-commerce and online product catalogs are the future of retail business on the web, many jewelers have been slow to deploy those types of websites. In preparation for this current holiday season, I was working on the search engine optimization (SEO) settings for several sites that either launched e-commerce sites or large product catalogs. I'll explain a few of those settings in this Daily Golden Nugget.
In this edition of the weekly website review, I'm venturing to Freeport, NY to look for a jeweler. My search begins in Google with the phrase "jewelers freeport new york." Here's a snapshot of the search results I saw:
This is the Friday website review edition of the Daily Golden Nugget. Each week, I dig down into a random retail jewelry store website to discover the good and bad of what they've done with their online identity. The goal is to learn something that you can also apply to your own online identity.
This week I've decided to search San Luis Obispo, CA for my candidate jeweler. I'm starting my search with the phrase "wedding rings San Luis Obispo, CA." This is the Google SERP that was returned:
This is the weekly website review edition of the Daily Golden Nugget. Each Friday, I work through these reviews to help you understand the good and bad ways a retail jewelry store website works. I look for good and bad website design, content, photography, usability, and search engine optimization in hopes that we can all learn something new.
Each week, I use Google Chrome in incognito mode to search for review candidates. Incognito mode allows me to hide potentially personalized search results ... VIEW FULL GOLD NUGGET
This is the Friday website review edition of the Daily Golden Nugget. Today I'm searching for "jewelers in North Charleston, South Carolina" using the Chrome browsers on my iPhone 6. I have Chrome set in incognito mode to avoid personalized search results.
Here are the full results returned on my phone. As you can see, I've indicated that all the organic results are "mobile-friendly":
This is the Friday website review edition of the Daily Golden Nugget. Usually I choose a random city around the U.S. to find a retail jeweler, and this week, in honor of the Las Vegas jewelry shows, I'll search around Las Vegas, Nevada.
The following is a screen grab when I searched for "jewelers in las vegas." The top listed store is The Jewelers of Las Vegas. They have updated their website since I last re... VIEW FULL GOLD NUGGET
This is another edition of the Friday Website review edition of the Daily Golden Nugget. Each week, I use Google Chrome in incognito mode to search out a random retail jeweler from around the U.S., and then I review their website.
I never know what I'm going to find when I start these reviews. My hope is that I can illustrate one of my previous Daily Nuggets with a live example.
My search began this week with the phrase "jewelers in Evergreen, CO" and saw this as my search results:
Welcome to the weekly edition of the Friday jewelry website review. Every week, I randomly choose a candidate website and put it to the test for design, SEO, usability, content, and a wealth of other website and business related issues.
I never know how they will turn out; sometimes good and sometimes bad. I always try to write these reviews in the order in which I browse around the site, providing my first reactions as I discover things.
The internet has become a very visual place, especially on social media. While blog content may thrive with well written information, as of today, on Facebook and Google+ you won't get noticed without some type of visual. This is especially a complete change for Facebook because in 2013, they lowered the visibility of status updates with images because they were combating meme over usage.
Google Image Search made a few advancements over during 2013 and 2014 that has led to ever-increasing consumer usage. As more e-commerce sites emerge across all industries, there are millions of new product photos that are being absorbed into Google's Image Engine.
Although every e-commerce website might have their own unique database identifier, it seems like all websites are also publishing the manufacturer's part number as well. A few years ago, this was fro... VIEW FULL GOLD NUGGET
Welcome to the Friday website review edition of the Daily Golden Nugget. The purpose of this review is to examine a live retail jewelry website in search for the good and bad traits. There's always something interesting to learn from in every week's review.
For this week, I started with a search using the Google Chrome browser in incognito mode. I stay incognito while searching for a review candidate so my own browser history will not influence the search results I see. Through your search history, Google has a way of knowing which websi... VIEW FULL GOLD NUGGET
Today is the Friday Daily Golden Nugget website review. Normally I search a random town name in the United States in search of a website review candidate. But for today, I decided to add a little holiday cheer and look for a town with a holiday related name.
Welcome to the Friday retail jewelry website review. Every week, I select a random location around the United States in search of a review candidate. The object of this review is to learn something that might be able to help you with your own website.
I always try to write the review with an unbiased point of view, and I especially hope that the jewelers reading this will use these reviews to better their online presence.
Do you have them on your site? I'm not talking about links to offsite vendor catalogs, or even iframe widgets either. You need to have an honest-to-goodness product catalog on your website that you control.
During the days of the Internet Bubble of the late 90s, everyone would flock to your website to see what you sold. There were many early attempts at e-commerce and online shopping, but setting up an e-commerce system yourself is co... VIEW FULL GOLD NUGGET
I decided to give myself a little challenge today with this edition of the Daily Golden Nugget, Friday Website Review. I'm back in Bordeaux, France today, and in honor of that I decided to search for any town or location within the United States that was named after Bordeaux, France. I only found one, and apparently it's a small settlement in the US Virgin Islands, so I decided to check it out.
Sadly, it really is just a settlement without a large town, and certainly no jewelers. Accordin... VIEW FULL GOLD NUGGET
Ever have one of those days where you get mentally slapped with something so obvious that you can't believe you never realized it before?
The other day I was studying one of those infamous SEO reports to diagnose a problem on a website. The report stated that a particular website has 600 products in the online catalog when I knew for a fact that there were only 250. So here I am, staring at this report trying to comprehend why the SEO report was s... VIEW FULL GOLD NUGGET
This is the last Nugget in our series explaining the different types of online product catalogs that retail jewelers could have.
Many newcomers in e-commerce (jewelry or otherwise) think they will set up websites overnight and start taking orders tomorrow. Certainly, this is possible if you have a Type 1 catalog we described a few days ago, but the reality is most run forward blindfolded with a poor execution strategy and lofty expectations. They end up with very bitter feelings of the entire experience and blame their web programmer for dysfunctional websites when in fact the jeweler should have researched the process.
Let's try to shed some light on the most difficult type of product catalog you could ever set up. We're trying to include all the details your hired website company doesn't tell you. After all, they just ... VIEW FULL GOLD NUGGET
This is Part 4 in our series of Daily Golden Nuggets explaining the different types of online product catalogs that retail jewelers could have.
In the previous three Nuggets, we've covered three basic online product catalog concepts. We know that you are extremely busy running your jewelry store and setup of those previous three types could potentially fit into your schedule.
On the other hand, the Nugget today and tomorrow are great ideas, but they do require a commitment of time, or an employee.
This is Part 3 in our series of Daily Golden Nuggets explaining the different types of online product catalogs that retail jewelers could have.
The internet provides unlimited opportunities for marketing, sales, and interacting with your customers. Most internet users have no idea what happens behind the scenes to control a website. This series of Daily Gold Nuggets is trying to shed some light on the back office management of 5 different types of product catalogs that a jewelry store could have on their website. So far, we've explained the easier types to set up.
In case you've joined us in the middle of our conversation we are reviewing the TYPE 3 CATALOG today. Here're the types of catalogs we've identified: Type 1: ... VIEW FULL GOLD NUGGET
This is Part 2 in our series of Daily Golden Nuggets explaining the different types of online product catalogs that retail jewelers could have.
On the surface, there might not seem to be a big difference between one online product catalog compared to another. Many include the same common features like wish lists, order history, and customer accounts. But from behind the scenes you as the jeweler need to figure out how to maintain the system and weigh the importance of ease of maintenance to customer satisfaction and how that all affects your overall bottom line.
In case you've joined us in the middle of our conversation, we are reviewing the TYPE 2 CATALOG today. Here're the types of catalogs we've identified: Type 1: Ve... VIEW FULL GOLD NUGGET
We have conflicted feelings when it comes to independent retail jewelry stores trying to compete in online e-commerce. On one hand we know it's a good idea, but on the other hand there are sensible business decisions as to why a jewelry store should avoid it.
Truthfully we would like to see all jewelry stores create some type of online catalog, even if it's only a small sample of their inventory that showcases the quality of their jewelry.
The options for e-commerce or online showcases might seem limitless, but there are really only a few types. Let's review the different types and explain how you could use each of them, as well as the SEO strategies you should employ.
As usual, we have way too much information to tell you in a single Daily Golden Nugget so we're splitting this one up over several days. You may wa... VIEW FULL GOLD NUGGET
When Blue Nile opened their virtual doors, they created what has become a general standard with how online jewelry catalogs are presented.
They've since evolved their design to be testimonial-centric, but their original design was copied so much from 2001 - 2003 that only we old-timers actually recognize the degree of Blue Nile's influence on the whole industry. And now we realize there are serious SEO problems with it.
A popular convention started by Blue Nile is a section like this on every product detail page: "This Item Comes With" * Free Shipping * 30 Day Returns * Free Gift Box * Free Appraisal
Another popular convention from Blue Nile is a section that looks like this: "Need Assistance" * For assistance or customization, please call one of our knowledgeable sales people Toll Free. * Not... VIEW FULL GOLD NUGGET
Today we'd like to review some SEO basics about the product catalog of your jewelry website.
Because of our own recent experience and some announcements from Google over the past 12 months, it's time to review our previously published work.
On August 17-18, 2010, we held a live broadcast detailing many ideas for the design and structure of a jewelry product catalog. Some of those ideas will be updated in this brief Daily Gold Nugget.
1. High Word Count You need to have at least 300 words of text for each product item. Preferably we'd like to see you with 400 words. This is up from 250 words that we said last year. The total word count should include as many details about the item as you can think of. Details should include the construction of the item (prong count, width, diamond count, ctw) listed within the ... VIEW FULL GOLD NUGGET
"...articles are easy to follow and seem to have information one can use right away." -Ann, Gallery 4, Hamden CT
"...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