Boldly Go Where No Jewelry Artist Has Ranked Before: SEO for Jewelry Artists by Meghan Waals

Your jewelry is breathtaking. The way you design, craft, and bring pieces to life is truly one of a kind. But here’s the challenge: if your dream customers can’t find you online, your art doesn’t get the attention it deserves. That’s where jewelry business website SEO, Search Engine Optimization comes in. 

In plain English, SEO is what helps your website show up in Google searches. It’s how your site tells search engines, “Hey, I’m here and this is what I do.” When done well, SEO helps the right people, your ideal customers, find you without having to rely only on social media or paid ads. It’s what turns your website from a pretty online brochure into a powerful sales tool that works for you 24/7.

Algorithms might sound intimidating, but they’re really just a set of rules or instructions a computer follows to make decisions.

For Google, algorithms work like this: They scan millions of websites and decide which ones are the most helpful, trustworthy, and relevant for what someone is searching. It’s like having a super-fast librarian who reads everything and then organizes it so the best, most useful information shows up first.

Google’s algorithms look at things like:

• Whether your page loads quickly

• Whether your images have helpful descriptions

• Whether your content uses the kinds of words people are actually searching for

• Whether your site is easy to navigate

  
  

In other words, algorithms help Google understand your website and SEO is simply helping Google see your jewelry in the best possible way.

And here’s the good news: you don’t have to do it all yourself. With the right strategy, and maybe a little expert help, you can focus on what you love creating while your website quietly does its job, helping people discover, admire, and buy your art.

SEO for Jewelry Artists can be a Real Struggle

Let’s be honest, SEO for Jewelry Artists can feel like a moving target. Search engines change their algorithms constantly, and just when you think you’ve cracked the code, something shifts. Add that to the never-ending time commitment of creating, posting, and maintaining your website and social media, and it’s easy to push SEO to the bottom of your to-do list.

But here’s the reality: without SEO, your beautiful website is like a gallery hidden down a back alley. Only the people who already know you exist will find it. SEO is the signpost that guides new customers straight to your door.

SEO Essentials Every Jewelry Website Needs

You don’t have to master everything at once. Focus on these core areas first. These are the “must-haves” for making sure your jewelry gets discovered online:

1. Clear Keywords That Match Your Buyers

Think about what your ideal customers type into Google: “handmade silver necklace,” “custom engagement ring Richmond VA,” or “unique gemstone bracelets.” Those search terms are your keywords. Using them naturally in your product descriptions, blog posts, and page titles helps search engines connect your site to the right people.

Here’s a quick trick: use free tools like Ubersuggest, Moz Keyword Explorer, or Google Trends to find out what people are actually searching for. 

Type in a phrase like “handmade jewelry” and look at the suggestions under “People Also Ask” or “Related Searches.” These are the real words your buyers use. Aim for keywords with moderate search volume and low competition, they’re the “low-hanging fruit” that help your site get noticed faster. 

Once you find a few, keep two lists:

Macro keywords (big-picture terms like “artisan jewelry business”) 

Micro keywords (specific search phrases like “how to clean handmade silver earrings”) Mixing both helps you attract more visitors—those browsing for ideas and those ready to buy.

2. High-Quality Photos With Smart Descriptions

Beautiful photography is a non-negotiable for jewelry websites. But did you know search engines also read the file names and alt text of your images? Alt text (short for “alternative text”) is a short written description that tells search engines what your image shows and helps visually impaired visitors understand your content through screen readers. You’ll usually find the alt text box when uploading or editing an image in your website builder.

Instead of uploading “IMG_001.jpg,” rename it “handmade-emerald-ring.jpg” and add descriptive alt text like “sterling silver hammered cuff bracelet.” It’s a small, thoughtful detail that improves both accessibility and SEO helping your jewelry shine even brighter online.

3. Content That Tells Your Story

Google loves fresh, relevant content. Your blog posts, product stories, and even your About page help build trust, not just with your audience, but with search engines too. When you naturally weave in keywords that your customers are searching for (like “handmade gold necklaces” or “artisan silver earrings”), Google better understands what your site is about and who to show it to.

Sharing the stories behind your collections, materials, or inspiration keeps your content fresh and meaningful. That personal touch doesn’t just connect with your audience it also signals to search engines that your site is active, relevant, and worth ranking higher in search results.

4. Easy-to-Navigate Website

A slow, cluttered, or confusing website will sink your rankings (and frustrate customers). Keep your site simple, fast, and mobile-friendly so buyers can easily browse, fall in love, and purchase.

5. Links That Build Authority

When other websites (blogs, publications, or even social media platforms) link back to your site, search engines see you as more credible. Think of it as word-of-mouth in the digital world. Collaborating with local publications, influencers, or even fellow artists can boost your visibility and adds another touch point leading back to your website. 

Do You Really Have to Do It All Yourself?

As an entrepreneur, you already wear a dozen hats: designer, maker, photographer, marketer, and business manager. Adding “SEO strategist” to that list can feel like too much.

Here are some resources to help you DIY SEO without getting lost in the jargon:

Learn the Basics

• Productive Blogging — Learn SEO, keywords, and keyword research in plain English, step by step.

• Moz Beginner’s Guide to SEO — Comprehensive, easy-to-follow resource for understanding SEO fundamentals.

• Google’s SEO Starter Guide — Official guide with practical tips straight from Google.

  
  

Website Builders with SEO Guidance

• Wix Website Builder — Built-in SEO Wiz walks you through essentials while building your site.

• Kajabi — Integrates SEO tools seamlessly with your marketing and online courses.

• Squarespace — User-friendly platform with meta tags, alt text prompts, and clean site structure.

  
  

Practical Tools for Optimization

• Google Search Console — Free insight into how Google views your site and areas to improve.

• Ubersuggest — Beginner-friendly tool for keyword research, search volume, and competition.

• Ahrefs — Advanced tracking of competitor keywords, backlinks, and SEO performance metrics.

  
  

Content Tips

• Alt text & file names — Rename images with descriptive, keyword-rich phrases to boost accessibility and SEO.

• Blog & product stories — Share fresh content regularly with relevant keywords to engage readers and improve search visibility.

• Answer questions — Use your blog to address common customer questions and optimize for “People Also Ask” searches.

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Did that just make your eyes glaze over? Don’t worry, you don’t have to do it all. Focus on what you enjoy and can realistically handle, like brainstorming keywords, writing a quick blog post, or sharing stories about your latest collection. Then delegate the technical setup or ongoing optimization to someone who thrives in that space.

On a budget? Partner with a student or volunteer learning digital marketing.

Want peace of mind? Hire an expert to set up SEO foundations and teach you how to maintain them.

Need it done right? Invest in someone who can manage it for you so you can stay focused on creating.

This collaborative approach ensures you’re not stretched too thin, your website stays optimized, and your jewelry gets the attention it deserves.

SEO Is Branding’s Best Friend

When jewelers hear “branding,” it can sound big, abstract, or even intimidating. But branding is really about you, your story, your style, your personality. SEO is simply the vehicle that makes sure people discover that brand.

Think of it like this: branding makes your website beautiful and memorable, while SEO makes it findable. Together, they work hand in hand to create lasting impact.

How I Can Help

I’m Meghan Leah, and I specialize in helping jewelry entrepreneurs turn their passion into powerful, visible brands. I blend creativity, strategy, and systems to take the overwhelm out of digital marketing so you can focus on your craft while your website does the heavy lifting.

Whether you need clear keywords, optimized content, or just someone to simplify the SEO process, I’ll partner with you to bring clarity, shine, and results to your online presence. Let’s uncover your next best step with a free 15-minute consultation: Book here at MeghanLeah.com

Next Up: Social Media

In the next edition, we’ll dive into how to use social media to showcase your jewelry, build an audience, and connect with buyers. Because once your website is shining, social is the perfect stage to draw people to it. Stay tuned!