Beautiful images and hardly any words
The piece is photographed as if for a magazine, with a single line of description. Google, which can't see the sparkle of a sapphire, has nothing to go on.
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SEO for jewellers: sell more without slashing prices.
Jewellery is rarely an impulse buy, and almost never bought without research. Your customer compares stones, metals and workshops for weeks before walking through a door or filling a basket. If you don't show up during those weeks, they arrive at someone else's, mind already made up.
- Rattle your competitors.
- Overtake them.
- Protect you from their attacks.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroThe detail of this page
Your result, as seen by someone looking for a ring
Someone is looking for a handmade engagement ring. Your workshop appears, third in line, with a title that says “Shop” and a description about elegance. Nothing says you make things. Say it.
- A big high-street chain · chain-jewellery.exampleEngagement rings: the full collectionHundreds of designs. Free delivery.
- A marketplace · jewellery-market.exampleCheap bespoke engagement ringCompare makers and prices.
- Youyour-workshop.example
Shop | Our creationsBespoke engagement ring, made in our workshopElegance and refinement for your most beautiful moments.You choose the stone and the design, we make the ring in our workshop. Appointment, quote, and four to six weeks of work.
Position 3. The word “bespoke” doesn't appear in your title.
Fig. 1. Three results for a ring. Only one of the three knows how to make it. (Weeks of work at the bench, summed up by the word “Shop”.)
What this means for you. I rewrite your titles with what your competitors can't write: made in the workshop, the stones, the bespoke work.
What is SEO for jewellers?
SEO for jewellers is the search optimisation of a shop, a workshop or an online store for searches about a piece of jewellery: an occasion, a stone, a metal, a bespoke creation, a repair. It relies on precise collection pages and product pages, on carefully made and described images, and on the Google Business Profile for those who welcome customers in store. Its particular difficulty is giving Google enough text and facts without spoiling the tone of the house.
The problem
Where jewellers get stuck.
One-off pieces that disappear
The ring is sold, its page is deleted, and what little ranking it had earned goes with it. With every sale, the site starts again from scratch.
Big chains and marketplaces
For “gold ring” or “silver necklace”, they fill the page with thousands of products. An independent won't dislodge them head-on; they win alongside, on what the big players describe badly.
An audit, for real
What I spot in thirty seconds on a jewellery website.
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
https://votre-bijouterie.exemple
MAISON M.Collections · The workshop · Contact
Welcome to our world
Elegance and refinement for your most beautiful moments.
DiscoverFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
- 1A page title that says “Home”It's the first thing Google reads. It should say what you do and where: bespoke engagement rings, jeweller in…
- 2A “Collections” menu with no jewellery categoriesPeople look for a ring, a wedding band, a necklace. You need one page per category, with that word in the URL.
- 3A mood line instead of the trade“Welcome to our world” matches no search. “Designer jeweller, made in our workshop” does.
- 4A superb photo, very heavy and with no descriptionIt slows the page down and stays invisible in Google Images, where a lot of jewellery is searched for.
- 5Product pages with no price, no metal, no stone18-carat gold, weight, stone, price: without this information, neither Google nor AI tools can recommend you.
What your customers type
How people search for jewellery.
These six examples are plausible illustrations, not measured data. They show very different intents, each calling for a different page.
- 1“bespoke engagement ring”
- They're preparing a big purchase and want a workshop, not a catalogue. The page should walk through how an order unfolds, from the first sketch to the handover, show past creations and explain how to book an appointment.
- 2“white gold or platinum wedding band”
- They're torn between two metals and want a professional's view. An honest guide, signed by someone from the workshop, leads them to your wedding bands without pushing.
- 3“jeweller” followed by the name of their town
- They want to walk through a door this week. The Google Business Profile decides almost everything: category, accurate opening hours, photos of the window and the workshop, recent reviews.
- 4“broken gold chain repair”
- A small need, and often a first visit. A clear page on your workshop services, repairs, resizing, remodelling, brings in customers who will come back for something else.
- 5“aquamarine pendant necklace”
- They know exactly what they want, down to the stone. They need a collection page per stone, with product pages giving dimensions, weight, metal and origin when you know it.
- 6“engraved jewellery birth gift”
- They're looking for an idea as much as an object, and they have a date. One page per occasion, with engraving and delivery times clearly visible, answers both the wish and the deadline.
What works
What gets a jeweller found.
Collections that follow the searches
People search by type of jewellery, by metal, by stone, by occasion. If your site only sorts its pieces by collection name, it can't be found by anyone who doesn't know the house yet. Both ways of sorting can live side by side without bothering the visitor.
Product pages that say everything
Metal, hallmark, stone, size, weight, dimensions, care, lead time. These are the questions people ask at the counter, and an online customer has nobody to ask. A complete product page reassures, and it gives search engines what they need to understand the piece.
Images
In this trade, part of the searching happens directly in image results. Light, properly named files, described by precise alt text, and a photo of the piece being worn as well as the one on a white background: it's little work per piece, and it adds up across the whole catalogue.
The workshop's know-how
How to choose a stone, why one setting holds better than another, how to look after antique jewellery. These pages, signed by whoever sits at the bench, attract people doing their research before they buy, and no big chain can write them for you.
The shop's Google Business Profile
For a physical shop, it brings in store visits and phone calls. Reviews count double there, because people read about the welcome and the after-sales service as much as the beauty of the pieces.
What costs dearly
Common mistakes on jewellery websites.
Deleting the page of a sold piece
Better to keep it, marked as sold, with links to similar creations or to bespoke work. It keeps bringing in visitors who were looking for exactly that.
Copying the manufacturer's description
For the brands you stock, every retailer shows the same paragraph. Three sentences of your own, on how it wears and what you think of it, are enough to stand apart.
Betting everything on Instagram
The account looks superb, and it belongs to you less than you think. A social network shows your pieces to people who already follow you; it doesn't answer the person looking for a wedding band on a Sunday evening.
Hiding prices on principle
For high jewellery, that's defensible. For everything else, having no reference point at all drives visitors away, as they assume it's out of their reach.
The method
Four workstreams for a jeweller.
I run an online shop myself, France Minéraux, my own minerals shop, set up with my wife. I make the trade-offs between image and text every week at home.
- The structure. Types of jewellery, metals, stones, occasions: a site structure that customers and Google read the same way.
- The product pages. A complete template, filled in first for the pieces that matter most to your turnover.
- The workshop. Pages on bespoke work, repairs and remodelling, with the process and examples.
- The shop. Google Business Profile, reviews, appointment booking. We track store visits as closely as online sales.
One-minute test
Is SEO right for you?
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
SEO you can count in euros.
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 900 searches a month for a bespoke ring, 2% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €1,800 per customer. Click-through rates by position are orders of magnitude, and they've been shifting since Google started showing AI answers above the results. Redo the calculation with your own figures
What your page could bring in
Ticket no. 10th · worked example- Searchesper month, for a bespoke ring
- 900
- Estimated visitsclick-through rate: 1.5%
- 0
- Potential enquiries2% of visitors
- 0
- Possible customersone enquiry in three
- 0
Possible revenue€0
Close to home
Jewellers in Charente.
In Charente, a jeweller may be a town-centre shop, in Angoulême or Cognac, or a designer's workshop selling online and at fairs. In Cognac, the brandy trade and its packaging industry, bottles, cases, gift boxes, also brings in passing visitors. The two profiles don't need the same SEO work. I'll tell you which one you are, and sometimes it's both.
The town-centre shop
It lives off its regulars and searches made a few streets away. Its priority is Google Maps, with accurate opening hours and reviews that mention the welcome.
The designer who sells online
Their address matters little, their name and style a great deal. They target national searches about a stone, a technique or a type of piece, and Charente becomes part of their story.
Passing trade in Cognac
A visitor who came for the cognac houses may look for a gift or a valuable keepsake while there. A Google Business Profile readable in English and a page saying what they'll find at yours can be enough to bring them in.
Beyond Google
When an AI recommends a jeweller.
Questions put to AI tools are long and personal: “I'm looking for an engagement ring with a sapphire, fairly understated, made in France. What do you recommend?”. The answer explains the criteria, then suggests a few workshops or shops. The customer then turns up at yours with an idea already formed, or doesn't turn up at all.
To make that short list, the AI needs to know exactly who you are: what you make or stock, in which materials, where, for what kind of order. A vague “The house” page doesn't help it; a factual description, repeated word for word on your Google Business Profile, in the press and on your partners' sites, does. Guides signed by the workshop help too, because AI tools like ChatGPT, Gemini, Claude or Mistral are happy to reuse a clear explanation and cite its source.
Question put to an AII'm looking for an engagement ring with a sapphire, fairly understated, made in France. What do you recommend?
Answer
Three places match your request:
- Our client— independent workshop: made on site, sapphires chosen with you, quote within 48 hours.
- — large Parisian house, wide choice of solitaires, lead times of several months.
- — online shop, ready-to-ship designs, little bespoke work.
Workshop websiteGoogle Business ProfileLocal press
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
Three jeweller scenarios.
Typical cases, made up to show where I start. None of them is a real client.
A town-centre jeweller
They have loyal regulars and see few new faces.
- Overhaul the Google Business Profile: categories, workshop services, photos of the window, holiday opening hours.
- Create one page per service: repairs, resizing, remodelling family jewellery.
- Ask every customer who collects a piece from the workshop to leave a review.
A designer who sells on their own website
Their sales depend on social media and a handful of fairs a year.
- Sort pieces by type, stone and metal, in addition to the collections.
- Keep sold creations online, as a showcase for bespoke work.
- Write a few guides on their stones and techniques, signed with their name.
A multi-brand online shop
It stocks brands that plenty of other sites sell too.
- Rewrite the best-sellers' product pages with the house's own opinion.
- Work on the category pages, which carry the most profitable searches.
- Build pages per occasion, with delivery times displayed.
In practice
What you get.
- A site structure by type of jewellery, metal, stone and occasion
- A complete product page template, ready to fill in
- Guidelines for your photos: file size, file names, descriptions
- A Google Business Profile kept up to date, holidays and opening hours included
- Tracking of online sales and appointment bookings
Pricing
How much does an SEO consultant cost?
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
- The size of the site: ten pages or ten thousand
- The competition on your queries
- What you can do in-house, and what needs producing for you
- The pace you want
Fancy a game?
Insert a coin.
The big chain has sat up there for years, hogging every click. Grab the piece and slide it into the slot.
Slide it into the machine
KING CLICK
INSERT COINSLIDE THE COIN INTO THE SLOT
Credit: 0
Fig. 4. Sixteen seconds to topple a giant.
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
Your SEO consultant: a business owner, not just an SEO.
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
SEO for jewellers: your questions.
Will SEO force me to write like a clearance website?
No. The text Google needs is facts: metal, stone, dimensions, how it's made. You can give them elegantly, in the house's own voice. What cheapens a site is mechanical keyword repetition, and I don't do that.
My pieces are one-offs. Why optimise a page that will disappear?
It shouldn't disappear. A sold piece stays online as a reference and points to similar creations or to bespoke orders. And it's mostly the lasting collection pages that carry the SEO.
Can I compete with the big chains?
Not on the broadest searches, where their catalogue and brand recognition weigh too much. Very well on precise searches: a stone, a technique, bespoke work, a town. Those are often the ones where the customer has most made up their mind.
I mostly sell in store. Is a website worth it?
Yes, even without online sales. Many customers look at what you offer before making the trip. A site that shows your pieces and services, plus a well-kept Google Business Profile, fills the shop.
Should I show hallmarks, certificates and guarantees?
Yes, visibly. These are things buyers look for before paying, especially online. You tell me what applies to your pieces, and I make sure the product page shows it unambiguously.
Instagram already brings me customers. Why add Google?
Because the two don't reach the same people at the same moment. Instagram helps people discover you; Google answers someone who's already looking, often with a budget and a date. The second complements the first, it doesn't replace it.
Do you have hands-on experience of selling online?
Yes. With my wife, I built France Minéraux, my own minerals shop, which started from nothing and reached a million visits a month. Catalogue, photos, product pages, seasons: I know these topics as a retailer, not just as an adviser.
How should I prepare for Christmas, Valentine's Day or Mother's Day?
Well in advance. An occasion page needs time to rank, and it's kept from one year to the next instead of being recreated. We set a calendar right at the start of our work together.
My photos are heavy and my site is slow. Is that serious?
It's common in this trade, and it costs sales on mobile. An image can be made much lighter without the eye seeing any difference. It's usually one of the first fixes.
I also sell abroad. Can you help?
Yes. I rolled my own shop out to Spain and internationally, with everything that involves in translation, structure and delivery. We start with a single country, the one where you already sell a little.
See also
Other industries
ConstructionDigitalManufacturingSmall businesses & SMEsPlumbersElectriciansRoofersBuildersSolar panelsHeat pumpsAir conditioningJoinersPrivate clinicsHair removal centresAesthetic medicine and surgeryLocksmithsPool buildersKitchen fittersEnergy renovationOpticiansHearing aid specialistsAccountantsLawyersRemoval companiesLandscapersRestaurantsBarsCaterersEvent agenciesCoachesHypnotherapistsSophrologistsBeauty and hair salonsGarages and body shopsEstate agentsProperty surveyorsDriving schoolsNotariesArchitectsFuneral directorsHotels and B&BsBathroomsPainters and decoratorsTilersConservatories and pergolasCarpentersFacade specialistsStoves and fireplacesAlarms and CCTVGyms and studiosBrokersPhotographersWines and spiritsCar dealershipsTraining providersRecruitment agenciesCleaning companiesSoftware publishersFloristsBakeries and patisseriesWine shopsTravel agenciesCampsites and outdoor accommodationPrintersCommunication agenciesHauliers and logistics firmsWellbeing practitionersNaturopathsWellbeing massage practitionersYoga teachersWellbeing training providersSophrology schoolsHypnosis schoolsCoaching schools
Support services
SEO consultant in Charente
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