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Thursday, October 23, 2014

Google Penguin Update After More Than A Year

Google Penguin Update After More Than A Year daily-golden-nugget-1109-73
I typically don't write about current trends in the search engine optimization (SEO) and search engine marketing (SEM) industry, but today's topic is both a reassessment and a follow up to a previous Nugget about Google Penguin.

Penguin Basics

In April 2012, Google started fighting online spam in a big way. Prior to that month, one of the most common methods of achieving high Google search ranking was to pay a company to create links to your website. A single fee of $79 could get you thousands of l...

AT: 10/23/2014 06:58:10 AM   0 COMMENTS
Wednesday, October 22, 2014

Google Analytics Benchmarking Channels Report

Google Analytics Benchmarking Channels Report daily-golden-nugget-1108-45
Have you ever wondered how your jewelry store's marketing compares to other jewelers? Well, wonder no more because there's a way you can view that comparison in Google Analytics.

It's called the Benchmarking report, and it's available under the Audience -> Benchmarking -> Channels menu as shown here:

Google Analytics Benchmarking Channels Report 1108-ga-benchmarking-channels-menu-57VIEW FULL GOLD NUGGET

AT: 10/22/2014 08:43:32 AM   0 COMMENTS
Tuesday, October 21, 2014

Google Analytics Users Flow Report

Google Analytics Users Flow Report daily-golden-nugget-1107-48
In this edition of the Daily Golden Nugget, I'm going to show you one of the more visually interesting reports inside Google Analytics. It's the User Flow report, and with it, you can see how your website visitors are moving through your website.

At the time of this writing, the first report you see when logging into your Google Analytics account is the Audience Overview. From that report, you simply click on the User Flow link on the left menu as shown here:


AT: 10/21/2014 11:13:15 AM   0 COMMENTS
Monday, October 13, 2014

Google Analytics: Segmenting Mobile Traffic

Google Analytics: Segmenting Mobile Traffic daily-golden-nugget-1101-95
In this edition of the Daily Golden Nugget, I'll bring to a close a multi-part series of holiday marketing for the 2014 season. This is the 11th part of the series all based around the unified topic of marketing for the 2014 season.

In this series, I started with explaining how to organize your marketing, then showed you how to set up tracking of that marketing, and concluded with a few posts showing you how to read the tracking results.

I've including the previous 10 related posts at the bottom, but you don't...

AT: 10/13/2014 11:25:03 AM   0 COMMENTS
Tuesday, October 07, 2014

Google Analytics: Reading Campaign Reports

Google Analytics: Reading Campaign Reports daily-golden-nugget-1097-9In a recent Daily Nugget, I presented a marketing tactic that would allow you to use domain names to track print media ads. I followed up that post with another that gave specific examples of how to set up UTM variables in your URLs that can be tracked in Google Analytics....

AT: 10/07/2014 06:57:09 AM   0 COMMENTS
Thursday, October 02, 2014

Google Analytics: Exit Page Report

Google Analytics: Exit Page Report daily-golden-nugget-1094-6
In this edition of the Daily Golden Nugget, I'll show and explain the Exit Page report in Google Analytics.

Although this edition can stand alone as a single Nugget, it's actually part of a larger series on holiday marketing and how to analyze that marketing. This is the 8th part to that series. I've included the first 7 in a link list at the bottom of this Nugget.

Google Analytics Exit Page Report

Let's take a look at the Exit Pages report in GA. This is similar to the VIEW FULL GOLD NUGGET

AT: 10/02/2014 07:01:54 AM   0 COMMENTS
Monday, September 29, 2014

Google Analytics: Landing Page Report

Google Analytics: Landing Page Report daily-golden-nugget-1092-89In today's Daily Nugget, I'll show you how to read one of the important Google Analytics reports that will help you understand how people found you during the holiday season.

Although this Nugget can stand on its own, this is actually the next part in a longer joined series of topics to prepare online advertising content for the holiday season. Launch it, then track it. I've included links to the previous Nuggets at the end of today's newsletter.

Today I'm starting with the Google Analytics Landing...

AT: 09/29/2014 01:19:58 PM   0 COMMENTS
Monday, August 25, 2014

Understanding Uptime Availability and How Google Reports It

Understanding Uptime Availability and How Google Reports It 1092-daily-golden-nugget-1066
According to Wikipedia, uptime "is a measure of the time a machine, typically a computer, has been working and available."

Interestingly enough, the Wikipedia page only explains Uptime in relation to the physical computer servers that run just about everything in the world now, but not about websites.

Last week I mentioned uptime in my Nugget about VIEW FULL GOLD NUGGET

AT: 08/25/2014 12:47:46 PM   0 COMMENTS
Thursday, August 14, 2014

Google Analytics: Understanding the Audience Overview Report

Google Analytics: Understanding the Audience Overview Report 3564-daily-golden-nugget-1059
In this edition of the Daily Golden Nugget, I'm going to show you how to read one of the most popular reports in Google Analytics. In my opinion, retail jewelry store owners should know the basics of how good or bad their website is doing, and what might make it better.

When you first log into your Google Analytics account, you will be brought to your Audience Overview page, so let's start there. Here's a snapshot of one of my accounts:


AT: 08/14/2014 10:21:55 AM   0 COMMENTS
Wednesday, August 13, 2014

Reading Your SEO Reports: Google Webmaster Tools

Reading Your SEO Reports: Google Webmaster Tools 9581-daily-golden-nugget-1058
Every online marketing company has their own version of reports. It's one of the requirements of any marketing or SEO service. You, as the website owner, want to know what they are doing and what you are paying for.

Some agencies provide their own really nice looking reports with charts and graphs, while others provide lists of pages and keywords with percentage increases and decreases. On many occasions I've found that agencies created reports using reporting software that t...

AT: 08/13/2014 09:21:22 AM   0 COMMENTS
Thursday, June 26, 2014

Google's Policy On Mobile Website Redirecting

Googles Policy On Mobile Website Redirecting 3614-daily-golden-nugget-1024
Google recently implemented new policies regarding mobile websites that could, and will zap you from the search results if you've implemented a particular setting with your mobile website.

They've changed their smartphone guidelines several times since 2010, but this is the first time that their policy change will penalize you for not implementing a mobile website correctly.

Originally they recommended that you create a mobile website that would be maintained side by side with y...

AT: 06/26/2014 01:07:31 PM   0 COMMENTS
Tuesday, May 20, 2014

Business Query Data and Other Valuable Insights Inside Google Places

Business Query Data and Other Valuable Insights Inside Google Places 2020-daily-golden-nugget-997

Ever since Google started hiding keywords from their Analytics reports, it's been harder and harder for marketing professionals and business owners to figure out what keywords customers search for when they find your website.

Within Google Webmaster Tools, you can find the VIEW FULL GOLD NUGGET

AT: 05/20/2014 11:48:42 AM   0 COMMENTS
Wednesday, November 13, 2013

Reviewing the Importance of Google Analytics Engagement Reports

Reviewing the Importance of Google Analytics Engagement Reports 9583-daily-golden-nugget-863Depending on the nature of your website, you might want visitors to stay and browse through 12 pages, or you could be happy with them looking at a single page. It all depends on your business goals, and what you hope to accomplish with your site.

Reviewing the Importance of Google Analytics Engagement Reports VIEW FULL GOLD NUGGET

AT: 11/13/2013 10:09:40 PM   0 COMMENTS
Wednesday, November 06, 2013

Using Google Analytics Location Maps To Analyze Marketing Methods

Using Google Analytics Location Maps To Analyze Marketing Methods 7673-daily-golden-nugget-858Do you wonder where your next customer will come from? Without any special work, Google Analytics can tell you where your visitors are coming from.

Here's how it works...

Log into your Google Analytics account and, on the left side, navigate your way over to:

Audience -> Geo -> Location

On this page, you'll see the world map shown in various shades of blue to represent the number of people who h...

AT: 11/06/2013 08:31:22 PM   0 COMMENTS
Tuesday, November 05, 2013

What are the Goals of Your Website? Set Them Today.

What are the Goals of Your Website? Set Them Today. 3234-daily-golden-nugget-857Have you ever considered what the real purpose of your website is?

You built it. You work on it (daily I hope). You expect it will bring you business.

People find the site somehow and you probably spend a lot of time thinking about building content to bring people to the site.

This is all sounds normal, right? What happens then? Your website is a driving force for your business, and you should use a slightly advanced setting within Google Analytics to see exac...

AT: 11/05/2013 10:01:02 PM   0 COMMENTS
Monday, November 04, 2013

Setting up GA Views and Filters to Track All Your Promotions

In this installment of the Daily Golden Nugget I'm going to explain how to correctly set up your Google Analytics account structure to correctly track your marketing activity.

Almost as if they knew I was planning this topic for today, Morgan Stanley reported last week that that we would see the weakest Holiday Season since 2008. One of the reasons they cited in their report was that "increased promotional activity likely inhibits 2013 Holiday sales."

It seems like they are referring to the idea that too many promotions will cause people to buy less. Of course that almost seems like a paradox unless you are aware of all the consumer studies that measure choices vs. sales. This topic is widely e...

AT: 11/04/2013 10:18:35 PM   0 COMMENTS
Monday, October 28, 2013

6 Google Analytics Dashboards for Jewelers

You probably love your jewelry store and your career. If you're like most passionate business owners, you would love to spend all day helping your customers. Let the bookkeeper do their job and the bench jeweler do their job so you can work one-on-one with every customer that walks in the door.

Of course customers won't walk in the door unless you advertise. You could dabble in their own marketing or you could hire an agency to do all the hard work while you happily do what you do best.

A marketer's job is to look at the dynamic of your industry and figure out what messages will get the attention of your customers. It's not good enough to just pay for an ad and send it out, you actually should be figuring out where your customers are so you can put your ads in front of them. The marketer should be able to figure that ou...

AT: 10/28/2013 09:58:21 PM   0 COMMENTS
Thursday, October 24, 2013

Security Gap That Could Lose You All Your Google Analytics Data

Security Gap That Could Lose You All Your Google Analytics Data 2421-daily-golden-nugget-849Google is serious about protecting your identity. They have very strict privacy policies in place to protect people who use their services and protect all of us from having our Personally Identifiable Information, or PII for short, getting accidentally exposed to the public.

The policies they have in place are very strict, and those breaking them are likely to lose their Google Accounts. Their privacy policies are governed by local and international laws...

AT: 10/24/2013 04:52:45 AM   0 COMMENTS
Thursday, October 03, 2013

3 Important Things To Do Shortly After Launching a Jewelry Website

3 Important Things To Do Shortly After Launching a Jewelry Website 627-daily-golden-nugget-834In Yesterday's Nugget, I gave you 5 important things to do on the day you launch your website and today I want to follow that up with what needs to be done shortly after your website is launched. Today's Daily Golden Nugget assumes that you have read and set up everything mentioned yesterday.

Make Sure Google Analytics is Tracking

AT: 10/03/2013 05:19:12 AM   0 COMMENTS
Wednesday, October 02, 2013

5 Important Things To Do On the Day You Launch a Jewelry Website

5 Important Things To Do On the Day You Launch a Jewelry Website 5894-daily-golden-nugget-833So the internet changes very often. It's downright scary how much time it takes to keep up with the nuances of how things work between social networking, content building, and organizing your website.

Although I keep up with the changes in the internet, I know it's not realistic for you to. This is my job and my responsibility, whereas you are running a jewelry store and need to pay attention to daily operations there. But that doesn't mean you should be a complete ...

AT: 10/02/2013 05:04:56 AM   0 COMMENTS
Monday, September 30, 2013

How Jewelers Can Deal With Google Analytics "(not provided)" Keywords

Two years ago in October 2011 Google crushed the SEO industry when they announced that they would be withholding keyword search phrase information from Google Analytics whenever someone searched a phrase while logged into the Google Account. Their reasoning at the time was to increase privacy protection for their registered users by forcing them to use an encrypted login. The encryption blocks keyword information.

Google Analytics keyword traffic reports would never be the same after that. The appearance of--the now infamous--phrase "not provided" started appearing in all SEO reports and businesses that live and die by their ranking in search results became infuriated.

Today, two year later, Google is further crushing the SEO industry by encrypting all search results in the USA, even if you are not logged in. This chang...

AT: 09/30/2013 04:10:01 AM   0 COMMENTS
Wednesday, September 25, 2013

A Peek Into Google Analytics Social Reports

A Peek Into Google Analytics Social Reports 7555-daily-golden-nugget-828Google Analytics provide an easy to use report of all the online social activity that brings people to your website. Today I'm going to briefly explain this report.

Log into your Google Analytics account and in the left column navigate over to Traffic Sources > Social > Overview.

This screen will show you many different social networking websites that have brought visitors to your site. The social networks you might find listed on this page include Facebook, Google+, Yelp, Pinterest, LinkedIn, Yahoo! An...

AT: 09/25/2013 04:54:10 AM   0 COMMENTS
Thursday, May 02, 2013

You Really Should Track Your Visitors

You Really Should Track Your Visitors 4398-daily-golden-nugget-724Earlier this week when explaining the topic of Click Through Rates as illustrated inside Google Webmaster Tools I also said that getting clicks to your website does not immediately mean you will make money. Your website actually needs to convert visitors into some type of sale or first step conversion towards eventually making a sale.

I have found that most website owners spend little time worrying about website custo...

AT: 05/02/2013 04:40:58 PM   0 COMMENTS
Wednesday, April 24, 2013

Formulating SEO Procedures Based on Existing Data

Formulating SEO Procedures Based on Existing Data 5640-daily-golden-nugget-718In today's Daily Golden Nugget I'm going to examine the fictitious designer name "Fancy Rings" and try to reverse engineer how search engines analyze the content on a jeweler's website and what pages visitors land on when arriving on your site. This analysis will give us one type of content template for attracting new types of visitors to our website.

Although I'm using the fictitious designer name "Fancy Rings" all the other numbers mentioned in this Nugget are accurate. For simplicity sake I'm ab...

AT: 04/24/2013 02:12:24 PM   0 COMMENTS
Friday, February 22, 2013

Case Study of a Website Redesign

Case Study of a Website Redesign 2069-daily-golden-nugget-675I have a quick case study today about a jewelry store that first built their website in 2008, did a minor programming change in 2010, and then did a major overhaul of the entire website in 2012. You will see how traffic changed and how activity on their website changed. My measurement period spans from December 2011 - February 2012 compared to December 2012 - February 2013.

Both the old and the new website shared these similar pages:
* About Us
* Staff
* Special Offers
* 4C's of Diamond Education
* Designer pages

AT: 02/22/2013 11:04:12 PM   0 COMMENTS
Thursday, January 17, 2013

ROI and Conversion Calculations for Jewelers

ROI and Conversion Calculations for Jewelers 6033-daily-golden-nugget-649This is the second part of a Nugget explaining how you can take tracking results from Google analytics and calculate more than just the return on investment for your retail jewelry store.
(Part one here)

Let me do a quick rundown of all the example numbers from yesterday...

The following visitor referrals have come to our website over the last 30 days
Visits from Facebook: 15

AT: 01/17/2013 06:12:14 PM   0 COMMENTS
Wednesday, January 16, 2013

Data Collecting for ROI and Conversion Calculations

Data Collecting for ROI and Conversion Calculations 526-daily-golden-nugget-648One of the most common problems for a retail store, not just retail jewelers, is being able to accurately track the point of origin of online visitors and follow them through to the point when they walk into your retail store. Although for small retailers there is a simple method... you simply ask your customers.

That might seem intuitive, but in all seriousness, the retail jewelers I talk to tell me it's not easy for the sales person to remember to ask a lead source question when you're in the mid...

AT: 01/16/2013 07:10:06 PM   0 COMMENTS
Friday, January 11, 2013

Reading Google Analytics UTM Reports

Reading Google Analytics UTM Reports 731-daily-golden-nugget-645Over the last two days I've explained the frustrations of trying to pull together all the reporting methods from many online tools and social media platforms. I also explained how you can use the built in UTM tracking feature from Google Analytics to bypass those reporting frustrations and direct all trackable information to a single place.

Today I'll explain where to find the reporting inside of Google Analytics.

Start by logging into your Google Analytics account and click "Traffic Sources" in the left navigation. Aft...

AT: 01/11/2013 05:18:28 PM   0 COMMENTS
Thursday, January 10, 2013

Setting Up Google Analytics UTM Tracking

Setting Up Google Analytics UTM Tracking 4113-daily-golden-nugget-644The internet is supposed to be evolving into a massive social structure that allows you to share anything you want with anyone else. On an average day a person could share stories to friends on Facebook, photos to Pinterest, tweet interesting quotes through Twitter, and post their latest family videos to YouTube.

On a personal level, you probably don't care how, when, or who will read the stuff you publish to the internet, but you assume that people will eventually find and read it.

As a business, you can't sp...

AT: 01/10/2013 07:02:56 PM   0 COMMENTS
Wednesday, January 09, 2013

Tribulations of Measuring Online Marketing and Social Networking Results

Tribulations of Measuring Online Marketing and Social Networking Results  683-daily-golden-nugget-643Online marketing is a struggle for almost everyone. No one is sure what will work and what will not. Different experts have conflicting ideas on how you should spend your online advertising money, yet no one seems willing to provide meaningful reports that are easy to understand.

Email platforms like Constant Contact, iContact, and MailChimp have their own methods for measuring open rates, bounce rates, and click rates. But is that information really he...

AT: 01/09/2013 02:16:16 PM   0 COMMENTS
Tuesday, November 06, 2012

How Presidential Elections in the USA Affect Website Traffic

How Presidential Elections in the USA Affect Website Traffic 4688-daily-golden-nugget-597Today is Election Day in the USA. If all goes according to plan, sometime this evening we will know who the President will be for the next 4 years.

There are business cycles that are usually influenced by seasons, weather, holidays, and other typical events. Although not an official holiday, Election Day, and especially a Presidential Election Day like today tends to have a dampening effect on consumer spending that repeats every 4 years in the US.

In yesterday's Daily ...

AT: 11/06/2012 09:52:34 PM   0 COMMENTS
Monday, November 05, 2012

Google Analytics is You Own Historical Index

Google Analytics is You Own Historical Index 2871-daily-golden-nugget-596Over the next 50 days, most retail businesses in the US will experience their typical holiday season boon. What's going to be the hottest sellers this year? Answering that question requires some guessing, some trend analysis, and some experience. Of course there are always standard items that you sell year after year that you probably already have on order and stocked in the store.

Historical tracking on your website, specifically Google Analytics, can help to remind you what was popular last year, and the ...

AT: 11/05/2012 07:35:27 PM   0 COMMENTS
Wednesday, February 22, 2012

Find Out Why WordPress Turned off a Jeweler's Blog

Today we'd like to explain how we discovered the unfortunate waste of money one jeweler spent when they hired a SEO guy to build links by writing blog posts.

There's no need to look at your own account right now, but we'll begin our story with a quick trip into our Google Analytics account and click on the link for TRAFFIC SOURCES in the left margin. From there we expanded the Sources sub-section and selected Referrals.

On this Referrals page inside Google Analytics, we are able to see all the domain names on which people find your website, but more importantly, clicked to visit your website. It's typical to see,,, and among the popular referral domains.

If you've paid someone for "link building" services, you will see hundreds of random domain names in the r...

AT: 02/22/2012 09:47:12 PM   0 COMMENTS
Monday, February 20, 2012

Maybe they just hate the jewelry you carry.

We would like to share an interesting lesson recently learned by one of the larger companies we work with.

Members of our jWAG team were called upon to review the Google Analytics account for a company with 5 store locations through their state. Specifically, we needed to identify the most valuable traffic sources. This was a 6 month review of their newly launched website.

The website doesn't have e-commerce, so measuring the value of traffic is very difficult, and relies heavily on the sales personal asking customers how they heard about the store. As it turned out, the first 6 months went by and none of the sales people were trained to ask customers.

What we see in Google Analytics is that more than half of the website traffic came from organic Google, so it's a good assumption that their SEO efforts are working...

AT: 02/20/2012 09:15:26 PM   0 COMMENTS
Sunday, December 11, 2011

Google Analytics and Last Minute Holiday Website Changes

Have you looked at your Google Analytics data recently?
Is your holiday traffic up or down?
Do you know how your customers are finding you?

You may not be aware of it, but in the US, Google recently changed the way the SERP page works. Whenever Google or Gmail users are logged into their account, Google activates a secure web browser session.

In other words they are changing the browser from:

As more and more information is tied together between Google's various products, this seems like a safe measure to protect us all, however there's a serious downside. This security is going to change the way you read your Google Analytics because your search keyword data will slowly disappear.

The "https" feature is designed to block all information unless...

AT: 12/11/2011 11:27:06 PM   0 COMMENTS
Wednesday, December 07, 2011

December's a Great Time for Keyword Discovery

From our own measurements we know that the average number of organic visitors to a non e-commerce jewelry website are about 45 people per day. When we say "organic" we mean purely found from a search engine without any outside influence. In other words, that's 45 people without factoring in any SEO efforts, social media, or paid ads.

45 is a pretty dismal number and yet many jewelers don't know where to start to increase that number. Sure, you can create a Facebook Page, a Google+ Page, pay for ads... but really it should start with bulking up your existing website content and adding new pages to your site.

Haphazardly adding content to your website will probably waste a lot of unnecessary time. More visitors will find you through organic search engine results in the month of December during the holiday buying rush, and ...

AT: 12/07/2011 11:07:35 PM   0 COMMENTS
Tuesday, October 04, 2011

Holiday 2011 Run-Up: Content Answers Questions

There's an idea among first time website owners that it's best to slap up a website with perfect jewelry photos, prices, and a Buy Now button and they can sell online. At the other end of the scale there's another camp of first time website owners that feel it's best to slap up a website with basic information about the jewelry store and they will attract new customers into the store.

Both of these ideas are completely erroneous. There is no way to slap a website together and become a success. What's worse is that we know, and our staff has attended, many seminars at jewelry trade shows where both of these myths are perpetuated.

You might be familiar with the phrases "Business card Websites" and "E-commerce sites from vendors." The business card site is a basic 1, 2, or 3 page website that puts your name online. The e-c...

AT: 10/04/2011 11:02:44 AM   0 COMMENTS
Wednesday, September 21, 2011

Black Hat SEO: Engagement Ring Keyword Stuffing Example

Today, and for the rest of the week, we are continuing our topic of Black Hat SEO tactics that you should NOT be doing on your website. Black Hat SEO refers to unethical technology strategies or website content that will negatively affect your SERP ranking or will get your website banned from search engines.

Today we are explaining Keyword Stuffing and we'll give you an example of it. But first, let's give you a little background information for the benefit of website beginners out there, or to refresh your memory.

In order to have a web page appear in the SERP for a keyword, you need to use that keyword on your page. If you want your website to appear for the phrase "champagne diamonds," you will need to use that phrase on your website.

The question you should ask yourself is how many times the phrase "champagne ...

AT: 09/21/2011 12:16:10 PM   0 COMMENTS
Friday, September 09, 2011

Unexpected Blogging & Bounce Back Disasters

In Daily Nugget #227 we explained the importance of lowering your bounce rate. In that Golden Nugget, we explained that you should try your best to lower your bounce rates as much as possible. You can read the full Nugget here:

Google interprets bounce rates and uses them to judge the quality of your overall website when compared to particular phrases or topics. Google actually refers to topics as "themes" and that's a common word amongst website SEO professionals.

We've always said, and continue to teach, that you should be publishing educational articles or blog entries on your website. Each additional post increases the overall visibility of your site by giving Google more information to index and provide back out to users.

Blogging works. It's an amazing...

AT: 09/09/2011 10:54:34 AM   0 COMMENTS
Wednesday, August 31, 2011

Website Usability Results for Jewelry

Today we'd like to tell you about one of our secret analysis tools. It's easy to use, colorful, and it will help you improve your website's usability.

When done correctly, usability testing can greatly improve your website's conversion rates.

We'll tell you about the secret tool we use in a little bit, but let's first tell you some of the things you can learn from usability testing.

List of What Usability Testing Shows You:
1. Most popular page of your website.
2. Where users move their mouse while surfing from page to page.
3. Where users click.
4. How far users scroll down on your page.
5. What part of your page is most visible in a browser window.

Google Analytics will provide data for #1 and #3, but the rest requires another type of tracking program.

Here's some specific data we've be...

AT: 08/31/2011 11:19:44 AM   0 COMMENTS
Tuesday, August 30, 2011

Hiring Someone To Help With Conversion Rate Optimization

In case you're just tuning in, this post is one in a series of training for jewelry store owners. Today's topic is "Conversion Rate Optimization" and how to find someone to help you measure and improve it.

Measuring your conversion rate on any single web page will be tedious. We've previously said you could use the free Site Overlay tool inside Google Analytics to do it, but before you even get to the actual testing you need to outline your goals and how you will achieve them.

The Jeweler Website Advisory Group exists simply to share website education with jewelers. We actually hope you will take our ideas and use them directly, but if you don't have the time, then you will need to hire someone to help you.

Here are some things to think about when looking to hire an ad agency, web designer, or even an in-house empl...

AT: 08/30/2011 01:34:18 PM   0 COMMENTS
Monday, August 29, 2011

Conversion Rate Optimization Thoughts for Jewelers

Over the last two weeks, we first covered email topics and then landing page concepts that could create a continued experience and answer questions presented in your emails. Let's now move on to the next step in your internet marketing for jewelers' education: Conversion Rates.

Way back on January 22, 2010 we published a brief vocabulary lesson explaining Conversion Rates. Here's the link in case you want to read it. That lesson names the following 6 potential methods of determining conversion rates:

1. Email Newsletter Signup
2. Question submitted through the Contact Us form
3. Registration for an event
4. Fill out a form to receive a discount offer via email
5. Comment on your blog
6. Setting up a wish list

Of course, with e-commerce the ultim...

AT: 08/29/2011 12:26:17 PM   0 COMMENTS
Friday, July 29, 2011

Real Life Meta Description Example

In yesterday's Nugget, we explained some basic strategies of meta description writing for the different types of pages in your website.

Today we're looking at a specific way to write your meta descriptions.

It is important to remember that only 150 characters of your description will appear in the SERP. This is a standard across all search engines. The search engines do not use the meta description for SEO ranking, and no one other than us tech-heads will ever view the source code of your website, so it's a waste of your time to write more than 150 characters.

Be wary of any SEO professional that wants to create long descriptions. Find the most concise way to say what you need to about a page.

Let's say you want to write a description for your page showing a collection of custom made wedding and engagement r...

AT: 07/29/2011 01:52:09 PM   0 COMMENTS
Friday, July 15, 2011

Google Plus Business Predictions for Jewelers

I really didn't expect my review of Google+ to take all five days this week. This will be my last interstitial Daily Golden Nugget (for at least a few days).

Yesterday I started a list of features I foresee being integrated into Google Plus. Google's public company status prevents them from publicly announcing what they are working. The GOOG stock is actually doing very well since the launch of Google+.

Yesterday they reported their quarterly earnings were up and they've officially reached 10 million Google Plus users. I read a report on explaining how many people have not accepted invitations sent to them. Those of us that have are starting to realize the more compelling nature of Google Plus over Facebook.

When using Facebook, I usually keep a browser tab open. I occasionally look at that ...

AT: 07/15/2011 01:28:18 PM   0 COMMENTS
Thursday, July 07, 2011

Panda Update and Low Quality Jewelry Website Pages

We've spent the last several Daily Gold Nuggets talking about the changes Google implemented with its Panda Update, and gave you suggestions on how to avoid having yourself negatively affected.

Over the next few months, we will report on new information about the Panda Update process as we learn it. But before we conclude this current set of Panda-specific Nuggets we have one more topic to talk about today.

After careful consideration, we believe we see a correlation between a Panda recommendation and something that we've previously told you about, so let's review.

According to the Panda process, Google will lower the overall ranking of your website if you have any low quality pages. If you review this page ( ) you will see their explanation "that low-quality c...

AT: 07/07/2011 11:55:25 AM   0 COMMENTS
Wednesday, July 06, 2011

The Panda Sniffs Out Trusted Website Designs


We're continuing on our journey to explain the effects of Google's Panda Update and how it changes the way websites are examined and ranked.

Until Google unleashed their Panda on the web all website ranking was based on a mathematical model that measured clear quantitative items like:

* How many inbound links does a site have?
* How many words are on each page of the site?
* How many times are important keyword phrases used on the page?
* Are your page titles written well?

As a SEO company, we will admit that it is easy to win in a mathematical numbers game if you know how to correctly count the numbers. Websites who have enough money to play the SEO numbers game rank well in Google all the time even though their websites might suck.

One of the most important numbers to play recently is counting t...

AT: 07/06/2011 12:27:00 PM   0 COMMENTS
Thursday, June 30, 2011

Don't fall in love with your website design.

Yesterday Google announced their Google+ (that's Google Plus) service which looks like their first large step into competing with Facebook. They also announced a major design change to all the Google services.

It seems Google did some heavy usability studies and we're going to take this opportunity to explain what they did, compare it to what we've previously said about usability, and perhaps you can learn something new.

We use the phrase "website usability studies" when referring to all the research that shows us how a person uses a website. This includes watching how they move the around the screen, what they click on, testing the same words in different colors, and changing images to see if one image is better than another.

Ultimately the usability studies tell us "what get's the click" so we can correctly design ...

AT: 06/30/2011 11:29:17 AM   0 COMMENTS
Tuesday, June 07, 2011

The Importance of Lowering Your Bounce Rate

Next time you log into Google Analytics, take a look at your bounce rate. The jewelry websites we track range between 45% - 55% overall website bounce rate.

If your own bounce rate is below 45% then you are doing a much better job than the average jeweler.

As a reminder, the "Bounce Rate" is a measure of how many people first landed on your website, decided it was ugly/disorienting/wrong color/wrong size/misrepresented/etc. and they immediately click the Back Button in their browser.

Launched in March 2011, Google now gives individual users the ability to block results from your specific website. As first, this feature is not visible on the SERP. It becomes visible when you click one of the results and then click your browser's back button.

When you return to the SERP page you will see a sudden bright yellow...

AT: 06/07/2011 01:54:50 PM   0 COMMENTS
Thursday, June 02, 2011

Jewelry Website Optimization: FAQ Pages

Today's Daily Golden Nugget comes from the secret vault of traffic building and link magnet techniques that we typically reserve for our own website optimization and it's a technique we employ when getting paid the big bucks.

Today we are giving this secret technique to our jWAG members.

Every jewelry website needs to have content added on a regular basis. You need to keep the search engines interested in you and you also need prove to your customers that your website is a living, breathing, real representation of your jewelry store.

The best way to prove you are alive and kicking is to do the unexpected...

Read your customer's mind.

There are ongoing and ever evolving trends in world, and sometimes even the economy and politics will influence what people search for and how they find your website. But ...

AT: 06/02/2011 01:24:42 PM   0 COMMENTS
Friday, January 28, 2011

What is Your Bounce Rate?

Google would like to make 1 thing absolutely clear: They do not use your Google Analytics account to help with ranking your jewelry website. However, they do use your Bounce Rate.

The Bounce Rate is a measure of the number of people that visited your website and immediately clicked the back button to leave. If 10 people visit your website and 2 of them click the back button, your Bounce Rate would be 20%.

According to several videos and reports from Google they do use the Bounce Rate of your website as a ranking signal, but they do not get it from your Analytics account. Instead, they are somehow using JavaScript to monitor when someone clicks a link from the SERP, visits your site, then immediately returns back to the SERP.

They track these bounce rates as a measure of quality. Their goal is to provide the most r...

AT: 01/28/2011 11:28:44 AM   0 COMMENTS
Friday, December 31, 2010

SEO: Long Tail Keywords

The Jeweler Website Advisory Group officially opened in January 2010 and built up its reputation throughout the year by providing SEO basic techniques and website advanced marketing ideas. This week, we went back to basics and will continue more of the same next week.

As alluded to yesterday, today we are going to tell you a little about long tail keywords and how you could put them to use on your site.

As you work on your website, you might think of specific words or phrases that you believe customers will search for. Unfortunately, your customers will rarely fit into the nice pigeon hole you would like to place them in. Instead, they will arrive at your site in some unusual ways.

Maybe you want to rank for "engagement rings" but your customers will flock to your website using the phrases "gold ring engagement wed...

AT: 12/31/2010 09:21:23 AM   0 COMMENTS
Thursday, October 28, 2010

Tips to Write Copy, Part 2 of 4

This is a continuation of a 4-part series providing specific instructions and examples of how to write effective copy for your website and emails.

Each day we're providing you 3 tips.

4. Offer more than one freebie with purchase.

It's so easy to throw in a bottle of jewelry cleaner. That's why you have them stacked behind the counter in a cute pyramid. But let's step up your sales game and make the customer feel really special. What if you had 2 pyramids of stacked jewelry cleaner? One small bottle and one large bottle. You could advertise a free small bottle of jewelry cleaner with all purchases, but then as a closing tactic you could offer the larger instead. However, a better way to insure repeat purchase is to surprise them with the larger bottle saying something like, "We're giving a free small bottle ...

AT: 10/28/2010 01:47:52 PM   0 COMMENTS
Wednesday, October 27, 2010

Tips to Write Copy, Part 1 of 4

In yesterday's Daily Gold Nugget, you discovered 4 actionable ideas to use on your home page and in your holiday emails. Starting today, and continuing for the next 4 days, we'll give you specific instructions to write your copy.

Here we go.

1. You Need An Attention-Grabbing Headline.

It needs to be much larger than the rest of the body copy on your page. You should apply some specific styles. You want a Sans-Serif font, bigger, and enough white space above and below the font so it stands out.

People will skip a headline if it's too crowded by the words and images around it. All fonts have a built-in padding to create minimal white space, but that's never good enough for a headline. You will need a proportional amount of extra spacing depending on the font size.

If we use the setting "font-siz...

AT: 10/27/2010 12:50:45 PM   0 COMMENTS
Friday, August 20, 2010

Tracking Cell Phones and Mobile Devices on Your Jewelry Website

Here are some quick recent measurements:
* 4.2% of users searching for diamonds online are using a cell phone or iPad
* 3.6% of users looking at jewelry online are using a cell phone or an iPad
* 1.5% of retail jewelry store owners are using a cell phone or iPad for B2B

Here are some quick measurements from April 2010
* 3.2% of users searching for diamonds online are using a cell phone or iPad
* 1.9% of users looking at jewelry online are using a cell phone or an iPad
* 0.6% of retail jewelry store owners are using a cell phone or iPad for B2B

The number of users moving to the mobile space is gaining speed RAPIDLY. There are already more smart phones on the planet than regular computers.

You need a mobile website.

The iPhone seems to be the favorite for people looking for jewelry onl...

AT: 08/20/2010 09:16:58 AM   0 COMMENTS
Thursday, August 19, 2010

It was easier when we all had a 14" computer screen.

Designing websites used to be so easy. The standard was 640x480 on a 14" computer screen. Then 17" was the standard at 800x600. Then 1024x768.

Unfortunately it's anything by simple now.

Our data research tells us that there are between 42 - 48 normal screen sizes that visit jewelry related websites every month. You will usually see the 1024x768 resolution in the list near the top with about 20%, but that's far from a standard now.

In your Google Analytics you should check out your own statistics. From your Dashboard click on Visitors on the left, then under that click Browser Compatibility.

Take a look at the sub-options for Browsers to see what your visitors are using. Is Internet Explorer still #1?

Then take a look at the Operating Systems and don't be surprised if our see iPhone, Android, Bla...

AT: 08/19/2010 10:41:20 AM   0 COMMENTS
Wednesday, August 18, 2010

Deep Linking is a slow and steady SEO winner, just like the slow tortes against the hare.

It's a very common misconception that the home page is the only place a visitor will enter your site.

Ticketmaster sued Microsoft in April 1997 because Microsoft linked directly to a Ticketmaster purchase page instead of their home page. Since then there have been 4 other large visibility cases all resulting in dismissal.

"The whole point of putting information on the Web is to make it easier for people to access it, so companies should be thrilled that other sites want to link to them." - David Sorkin,

Facebook users deep link all the time, they just don't realize it. Pasting a URL into the FB Publisher box (aka making a "status update") is usually done to share something interesting with friends.

Deep linking is extremely valuable for SEO, which is something we've learned over time and testin...

AT: 08/18/2010 10:34:26 AM   0 COMMENTS
Tuesday, August 17, 2010

You don't need to be Yellow any more.

Most people look at the Search Engines right away, but there's a lot of other valuable information in there, and an answer to a very common question we hear a lot. That question is "Should I cancel my Yellow Pages advertising?"

Take a look at your list of Referring Sites. These are all the places that have links to you. Surprisingly, every retail jeweler website we've ever analyzed will have, and all listed as referring sites.

What's even more surprising is that if you cancel your ad, or never even had one, you will still see traffic from It's usually pretty high quality with a low Bounce Rate and high Average Time on Site.

So save your monthly money and cancel that Yellow Pages ad when it's up for renewal. They won't remove your listing from their we...

AT: 08/17/2010 09:28:16 AM   0 COMMENTS
Monday, August 16, 2010

What towns do your customers hail from?

In this week's set of Gold Nuggets we are focusing on specific features within Google Analytics. Each highlighted feature will help you understand a little more about your website and your visitors.

Additionally, every day until August 29th we are broadcasting live webinars at
The broadcast schedule is Weekdays at 12:30pm Eastern time, Saturdays at 10am and Sundays at 2pm. All broadcasts are being saved on the website until September 4, 2010.

Now for today's Gold Nugget...

Through Google Analytics you can see all the towns your website visitors came from. When you log into your account you will notice a green color map of the world toward the bottom right of your screen. Click on the United States. From there, click on the darkest stat...

AT: 08/16/2010 06:39:38 AM   0 COMMENTS
Wednesday, August 04, 2010

Ideas for Online Jewelry Sales Copy That Work

Since you've been working in retail jewelry industry for a while, you probably recognize the common reasons people buy jewelry and what to say to someone to make sure they buy from you.

What is your specialty? Are you able to describe the gold lockets as well as someone else in your store? Or is there someone better that can inspire that need-to-have-it-right-now feeling in your customer looking for lockets?

The point is that you should call upon the best employee at selling lockets in your store to help write the sales copy for that same set of lockets on your website.

Once your sales copy is written, you will have to test its effectiveness online. Use Google Analytics to test common things like your headlines or call to action and to determine how your visitors are interacting with your sales copy.


AT: 08/04/2010 09:06:20 AM   0 COMMENTS
Tuesday, August 03, 2010

The difference between winning jewelers and losing jewelers

Advertising is the key to any successful jewelry business; well, that is to say the advertising needs to be successful in attracting customers. Only then will the willing customers come.

In the past you would publish your ad and then wait patiently for customers. With the internet we don't have to wait too long to figure out what's working and what's not. The tool to use is Google Analytics.

Analytics allows you to see how people are using your website.

Here are some things you can learn from analytics:
* What they are clicking on
* What colors work best
* If your jewelry photography effective
* Which headlines work best

Highly successful jewelry stores usually see analytics and testing as a high priority. It's a key difference between winners and losers in both online sales and increasing...

AT: 08/03/2010 06:56:27 AM   0 COMMENTS
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