SEO for Jewellery Brands: A Complete Guide to Getting Seen (and Sold) Online

Are you pouring your heart into designing beautiful jewellery but struggling to get discovered online?

You’re not alone. The jewellery market is crowded, but the right SEO strategy can cut through the noise and help your brand shine.

Whether you’re a small handcrafted jewellery business or scaling an eCommerce brand, this guide will walk you through everything you need to know about SEO for jewellery brands, including how to show up on Google, boost traffic from Instagram and Etsy, and turn browsers into loyal buyers.

Why SEO Matters for Jewellery Brands

Search Engine Optimisation (SEO) is the difference between being buried on page 7 of Google and becoming a go-to brand for “silver personalised necklace” or “healing crystal bracelet.” If you’re not showing up when people search for the pieces you sell, you’re missing sales every single day.

Jewellery SEO goes beyond just keywords, it’s about positioning your brand as credible, searchable, and worth clicking on.

1. Start with Keyword Research

This is the foundation of all SEO success.

✅ What to Look For:

  • High-volume, low-competition terms like “minimal gold stacking rings UK” or “custom jewellery gifts.”
  • Long-tail keywords like “dainty birthstone necklace for July” (these convert better).

🔧 Tools to Try:

  • Google Keyword Planner
  • Ubersuggest
  • Keywords Everywhere
  • SEMrush or Ahrefs (for more advanced users)

Or simply reach out to me for your bespoke Jewellery Keyword Strategy.

2. On-Page SEO for Jewellery Websites

✦ Title Tags & Meta Descriptions

Write clear, clickable meta titles like:
“Handmade Silver Charm Bracelets | YourBrand”
And compelling meta descriptions:
“Explore dainty, meaningful jewellery handmade in the UK. Free delivery & luxury gift boxing.”

✦ Optimise Product Pages

  • Use original, benefit-led product descriptions with keywords.
  • Include descriptive alt text for every image (e.g. “close-up of turquoise gemstone bracelet with gold accents”).
  • Use structured product features with bullet points.

✦ Navigation & URL Structure

  • Keep URLs short and keyword-rich:
    yourbrand.co.uk/products/crystal-healing-bracelet
  • Group products into optimised collections for “stacking bracelets,” “gift ideas,” or “wedding jewellery.”

3. Content Creation: Blog & Visual SEO

✨ Blog Content

Blogs are a powerful way to rank for top jewellery keywords:

  • “Best gemstone for anxiety”
  • “How to style boho jewellery”
  • “Meaningful birthday gifts for July
  • Gift guides by personality or star sign
  • Behind-the-scenes making of your collection

✨ Visual SEO

  • Add SEO-friendly filenames and alt text to lifestyle and studio images.
  • Use 360° views and styling videos where possible.

4. Technical SEO Essentials

⚡ Site Speed

Compress your images. Avoid huge file sizes.

📱 Mobile Friendliness

Most jewellery searches happen on mobile, your site must work flawlessly on every screen.

🔐 SSL Certificate

This is a must for trust and ranking. Google prioritises secure sites.

5. Local SEO (Especially for Handmade and Artisan Brands)

  • Claim your Google My Business profile
  • Use location-based keywords like “handmade jewellery in Devon” or “Bristol jeweller”
  • Collect reviews from happy customers and get listed on local directories

6. Social SEO: Instagram & Etsy

🔎 Keywords for Instagram:

Use searchable keywords in your:

  • Bio (“Boho handmade jewellery | UK based”)
  • Captions (“Personalised gift for July birthdays”)
  • Alt text for each image (yes, Instagram allows this!)

🔎 Etsy SEO Tips:

  • Use all 13 tags with keyword-rich phrases
  • Front-load your product titles with keywords
  • Add FAQs and strong descriptions

7. Monitor, Measure & Improve

  • Google Analytics: See what pages are driving traffic (and which aren’t)
  • Google Search Console: Check what keywords you’re appearing for
  • Competitor Analysis: Look at what keywords similar brands rank for, then do it better

✨ Final Thoughts

SEO for jewellery brands isn’t just about rankings, it’s about connection. When someone searches for “thoughtful birthday gift” or “handmade birthstone necklace,” your brand should be right there, ready to meet them.

Remember: every click is a potential customer. So make it easy to find you, and irresistible to stay.

Want help optimising your jewellery site?

Whether you need a quick audit, a keyword strategy, or hands on help implementing this on your site, I help jewellery brands get seen and sold online. Get in touch here.