10 minutesReading time
Updated April 2019
This is our 2019 Jewellery Market Performance Report. The report empowers industry leaders with knowledgeable insights into how they scale up to their competitors in terms of performance in the digital landscape. The websites with the best performance throughout the industry are analysed and ranked against each other through qualitative data and results.
Brands are scored year-on-year on key performance metrics like brand reach score, SEO visibility and brand reach score. As mentioned, while we investigate and source data from across the whole sector, we only feature the industry leaders in the report. However, we’ll be happy to send data that includes your brand across if you can’t see your name. Just ask.
In addition to producing these reports, we also spend time analysing the data so that we know what it really says about the market. Here are some of the key things to take away from the report:
Looking at the change in visibility year on year, we can identify who are the brands to watch and those who struggled to make an impact with their SEO campaigns.
We use Search Metrics to gather our visibility data. Search Metrics tracks huge keyword sets and allows us to see the historical performance of a brand online. But what did we find when looking at SEO for jewellers?
Pandora has taken the top spot this year after a massive 47% increase in visibility.
This has pushed H Samuel into 2nd after they lost 3% of theirs.
Goldsmiths is in 3rd place, also losing a small 4% visibility.
But it’s not been a great year for Ernest Jones who has dropped from 2nd to 4th after losing 33% of their visibility.
Making up the top five is Accessorize who has gained 6% visibility year on year.
The rest of the top ten have had a mixture of losses and gains:
Within the report, we look at the highest competition keywords and the top opportunity keywords that can gain your site quick wins.
The high competition keywords are predominantly related to earrings while the opportunity keywords have more of a focus on diamonds and custom jewellery.
First of all, we have to point out that this is a competitive landscape with jewellery retailers having to contend with fashion retailers, department stores and sites like Etsy for the top spots.
None of the retailers featured in our list is ranking for the top competition keyword ‘silver earrings’.
Pandora is ranking in position 2 with their stud earrings page. This page contains silver, gold and rose gold earrings.
They do have separate pages for both gold and rose gold earrings, but they don’t have one specifically for silver. Having a silver earrings page would help them provide a more satisfying user experience and to rank for related terms if they included more copy on the page.
Find out more about why you should use enhanced copy.
There are a few keywords around custom jewellery and design.
A huge well done to Vashi who is ranking in position 3 (after two Pinterest pages) for the term ‘ring design’.
Their title tag and meta description are enticing and fuss-free, and you’re taken straight to their custom engagement ring creator tool.
Brilliant Earth is ranking in position 2 for the term ‘custom engagement rings’ from which you are taken directly to their custom engagement ring page. This is a hub style page with links to their engagement ring guide, top 20 custom designs and information about their ethical practices as well as their ring builder.
This provides the customer with everything they’d need in one place, increasing the chance of them staying on the site and building trust with the company.
Some of the retailers who rank for the keywords we’ve highlighted are not following basic best practices with their SEO.
Claire’s and H Samuel are both ranking for the term ‘earrings for girls’. However, their URL structures are untidy and contain special characters such as percentage signs. Typically, you’d expect a negative effect from this. However, because they have an impressive domain strength and authority, they will likely continue to rank highly.
In such a competitive market it’s extremely important not to rest on your laurels. Best practices should be ensured at all times to keep your company at the top.
Links are still a primary ranking factor within Google but the days of being able to spam are long gone. Today we look at who is getting not only a volume of links but the kind of quality engagement that will drive their SEO campaign and amplify their brand presence. We use Link Research Tools to measure the number of new links per month and the quality of the engagement.
The top three retailers in the report are international brands which likely explains their high number of links gained per month. However, their links are going to category and product pages rather than creative or guide content.
Blue Nile gains a high number of links per month of good quality. Their resource content like their Diamond Education centre has gained over 50 links and provides valuable information about diamonds to answer relevant customer questions.
They also have a free ring sizer which users can print off and information on how to measure your ring size. This provides customers with help at all stages of the buying journey, and these types of selfless content are crucial to building up an owned audience. And, if they trust you, they’re more likely to invest in your services.
Vashi has a great interactive asset called the Proposal Generator. This has gained links from Tier 1 publications such as Vogue, Refinery29, MTV and Cosmopolitan.
We also love their More Than Just A Word asset which features illustrated cartoons with untranslatable words of love from around the world. These have individual share buttons on each card so you can share the one which relates most to you.
They have clearly outreached these assets very well which is a vital part of link-building with digital assets and creative content.
These examples clearly show that you don’t need to think literally when it comes to compiling content ideas for your Jewellery site. Think more broadly about when and why people buy jewellery and who for. It’s worked for Vashi, and there’s no reason why it won’t work for you.
In this age of constant connectivity, social presence is more important than ever for boosting your brand exposure. Effective use of social channels allows you to take an earned or paid audience and turn it into an owned audience. Owned audiences have a direct connection to your brand, improving relationships with existing customers and cultivating relationships with new prospects.
Pandora is topping the charts for social with by far the highest number of brand searches per month.
They post regular product promotion posts and offers. Their social media channels have a clear brand style and are very aesthetically pleasing, but aside from product images and information, there is not much in the way of diverse content.
Linking to their inspiration pages or sharing news items which they feel passionate about could shake their social accounts up a bit.
Swarovski is next on the list. They also post the same kind of content on their Facebook channel. However, their Twitter account highlights the work they do with local communities in schools, campaigns from their ambassadors for International Women’s Day and behind the scenes pictures from launch events.
This makes the account feel much more personal and gives customers an insight into the people behind the brand and the brand values.
Accessorize understands the power of influencers in the retail market, regularly posting style inspiration images on their Instagram and Twitter accounts. Of course, they don’t just sell jewellery, but this is a clever way to access a wider audience online.
While a lot of our retailers have beautiful looking social media channels, there are some ways they could boost their chances of widening their audiences.
See where your brand sits within the market and get more of your own insights by downloading the report. Speak to us if you want any more information.