If you’ve been keeping up with our blog, you’ve probably heard us say that content marketing is important when it comes to growing your jewelry store’s online presence. When done correctly, it can increase brand awareness, advocacy, and lead to more sales.The problem is most jewelers are doing it wrong.
Many jewelers think they need to be creating X new pieces of content per week, which simply isn’t true. Producing content for the sake of producing content is not a productive use of time and will not rank you higher in Google or drive more sales.
Sure the more quality content you can create, the more traffic you will drive to your website. But instead of focusing on quality, many businesses will push out less than average content to stick to some arbitrary publishing schedule.
Instead of posting every day or every week, you should post when you have an interesting, well-researched, and excellent piece of content to share. If you are struggling to come up with content ideas, you’re not alone. Producing creative content ideas on a consistent basis is a difficult undertaking, but not impossible.
Local content is a very underutilized type of content that you can add to your content marketing repertoire. Local content can be informative blog posts, infographics, videos, guides, or any type of content that targets an individual location. Since many jewelry stores have regions and cities where they have a high density of potential customers, creating local content and layering this onto an existing marketing strategy can be extremely helpful in targeting these regional audiences.
The goal of this post is to explain how local content can benefit your jewelry store and how to incorporate it as part of your content marketing strategy.
Building Authority For Your Website
It’s no secret that backlinks are one of the most important organic ranking factors, but have you ever wondered why sites like Yelp rank so well in Google with almost zero page specific backlinks? If you search for “best Phoenix dentist,” you’ll see that Yelp is the first organic listing.
This page is not ranking because of links pointing to it. The real reason it’s ranking is because of the power and trust coming from Yelp’s root domain. In fact, after doing some research, we found that Yelp had over 500,000 referring domains!
According to Moz, the quantity of inbound links to your domain from locally relevant domains is a significant ranking factor. Creating local content that attracts links will increase the overall authority of your jewelry store’s website and make ranking for other keywords easier in the future.
Passing Link Equity With Internal Linking
The strongest page on a local jewelry store’s website is usually the homepage because it has the most inbound links pointing to it. If you begin building and acquiring links to local content assets, these pages will also carry strength in them.
Interlinking from your local content assets to your landing pages will pass link equity to your landing pages and help them rank.
For example: a Phoenix jewelry store that specializes in bridal jewelry would create a piece of content about getting married in Phoenix and have a section in the article about how (and where) to find the proper engagement ring.
This method of internal linking works well because it’s much easier to build links to awesome and helpful content than to landing pages.
Email Opt Ins and List Building
When a visitor lands on your website, you should try to capture that person’s email if you can qualify them as a potential customer. To weed out anyone who wouldn’t be interested in your jewelry store’s products or services, you should have a lead magnet related to what you offer.
For example, a free engagement ring buying guide would be a great lead magnet for your Phoenix bridal jewelry store. On your local content, you should have a popup or section on the page that offers the free guide in exchange for the visitor’s name and email address.
Now that you have their email, you can send them more information, promotional offers, and even retarget these people with Google Ads.
Now that you know the benefits of local content when it comes to helping your website rank better on search engines and boost traffic, you’re ready to start creating it.
If you’re looking for expert guidance, you may want to consider partnering with a digital marketing team who specializes in the jewelry industry, like GemFind. Contact us today to get started.
Contact GemFind to get started. 800-373-4373