Seasonal Trends 
Visibility Vs Authority 
Link Acquisition 
Content Performance 
15 minutes Reading time
1-50 Brands ranked
Updated January 2021
Catching a customer’s eye online isn’t just about having a pretty piece of jewellery. It’s about being in the right place, and that means being high up in the Search Engine Results Pages (SERPs), being active on social media and much more.
In this report, we look at the top online jewellery stores and watch specialists to see who has the best shine online. We analyse how each brand is performing across various key metrics such as organic visibility, page speed and social brand reach. Some of these metrics are exclusive to us – you’ll only find them in our reports.
The Jewellery Market Report 2021 gives online jewellery brands useful insight into how their digital marketing efforts measure up to the competition; a snapshot of the jewellery market’s digital performance for the year, trends and resulting opportunities.
If you’re looking to improve your online visibility and beat out your competition, this report will provide your brand the fuel to launch a successful digital strategy. Download the free market report to find out which areas of your existing online strategy need polishing up.
According to online visibility scores, the 5 sites with the largest growth in the online jewellery industry are;
To see the full top 30 online jewellery sellers, download the report today.
Based on shifts in visibility over the past year, the 5 online jewellery sellers who have lost the most visibility are;
There are numerous rich snippets with a lot of the opportunity keywords. Images, shopping, maps and featured snippets are all up for grabs. The advantage of getting these rich snippets is that it will put you above position 1 in the SERPs, regardless of where you rank in the first couple of pages. Just look at the SERPs available for “gold watch”:
If you want to learn how to optimise for rich snippets, take a look at our SCHEMA For eCommerce Sites post.
Content is king. However, many of the high-ranking pages have little or no content. If a brand that is lower down in our visibility charts focus on the opportunity keywords and write enhanced content, chances are they will see their rankings drastically improve, this is especially true for keywords that involve colour. Sports keywords might be a little harder as the non-specialist stores tend to have a bit of content.
Beaverbrooks are ranking high for various keywords. They have the number one spot for “gold watches for men” and “gold watches” and are in third place for “rose gold watch”, however, their category pages that are ranking for these terms have just one sentence of copy. Unless they add a bit more sparkle to their copy, they could easily fall down the rankings.
Although some of the brands that are ranking have blogs, it would appear that they are not targeting keywords on here. For example, when searching the keyword “best cycling watch”, page one of the SERPs is dominated by cycling retailers and magazines, plus tech retailers. There are only two watch websites on the first page, both of which are not retailers. In fact, none of the brands we feature show up for this keyword until past page five.
“Best X” lists are also a good way to get a featured snippet. Take a look at the snippet for “hunting watches” below:
So, if a brand focuses their blog on opportunity keywords that are being dominated by brands not in the industry, they should see their rankings improve.
It’s a common misconception that on-site content is the most important factor in online performance. It’s actually equally important to ensure that what goes on under the hood is running at optimal capacity. Page speed is of huge importance, particularly due to its placement as one of the Google algorithm ranking factors.
Simply put, getting a super speedy site showcases to Google that your offering a complete user experience and have a well-maintained site. This is one of the fundamentals to get on top of, particularly when launching a site. Failure to do so could cost traffic, rankings and, ultimately, customers.
This is why our report zeros in on-page speed in the online jewellery industry, allowing you to identify opportunities for improvements around this key ranking factor.
Here’s what PageSpeed Insights identified as the top 5 fastest online jewellery sites.
Read more about the importance of page speed here.
The report is free, like all of our consumer goods market reports. Simply fill out the form at the top of the page to download the full report. We create these reports as they help us to understand the markets that we love to work with. Therefore, we are happy to share our knowledge with those that may find it useful.
As sites must hit a set threshold over the year to earn inclusion in our fashion industry reports, there is a limit to how many brands make the cut. If your brand is nowhere to be seen, then chances are you haven’t get met our thresholds this year. This report is still of interest to you, of course, as it gives a clear picture of what the bigger fish are (and aren’t) doing so well.
If you’d like a personalised report including your brand, feel free to get in touch and we’d be happy to stack your brand up based on the same metrics included here. For unrivalled insight and future planning, contact our team today and we’ll point your brand in the right direction.
Sound like something you’d be interested in? Contact us today for a personalised report or for any other questions you may have about our online jewellery industry analysis.
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The top 10 jewellery brands in the UK for 2020 are (ranked):
1. Pandora
2. H Samuel
3. Goldsmiths
4. Ernest Jones
5. Accessorize
6. Beaverbrooks
7. Tiffany
8. Claire’s
9. The Jewel Hut
10. Links of London
While percentage figures are shown, this rank shows the biggest increases in visibility.
1. Pandora (47%)
2. Tiffany (48%)
3. Glamira (470%)
4. Blue Nile (293%)
5. Claire’s (20%)
1. Ernest Jones (-33%)
2. John Greed (-75%)
3. Warren James (-63%)
4. Gemporia (-49%)
5. Swarovski (37%)
We run a different report on watches as their keyword set is quite different from the brands listed here. You can find the watch report here.
It may be that your visibility is below the threshold needed to feature in the report. If that’s the case, or you think we’ve made a grave error by missing you, let us know through our contact page.
