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Wrong Stuff of SEO Jewelry Search


Abstract from Article by Rob Bates

Last week, The New York Times, in a fascinating article, charged that JC Penney had improved its rankings in search engines like Google by engaging in “black hat” Search Engine Optimization (SEO) tactics, such as having pages of spam links. In response, the company fired its SEO firm, and Penney’s ranking was reduced on the search engine.

So what happens when popular jewelry terms are googled?

I started with Pandora. According to Google, “Pandora charms” and “Pandora jewelry” are among the most frequently searched jewelry terms for Valentine’s Day.  And yet, when an SEO blogger googled  “Pandora Jewelry” a few weeks back, he received mostly spam links. Perhaps Google took action, because my recent search found slightly better results, at least on the first page. Still, at least one link didn’t seem to sell beads, and the second and third search pages are mostly spam, including several links for Pandora-like beads, and one page devoted to hair restoration.

Googling “Tiffany & Co.,” another leading search term, turns up a mix of the valuable and the dubious, including one sale and another replica site. Tiffany has always been vigilant about protecting its intellectual property, and it recently sued a bunch of soundalike sites.  Cartier has a similar problem.

The search results for synthetic diamonds have always been an issue, since they show mostly companies that primarily sell diamond simulants, or a combination of “genuine synthetic” stones and simulants.  What’s worse, Gemesis—the biggest synthetic producer, which says it will begin targeting online consumers—doesn’t even show up until page 3. Even more embarrassing, some of those CZ links show up on Google AdWords.

But, regarding jewelry, the industry needs to invest in better SEO and become more search engine–savvy. It also should communicate more with Google about some of these misleading searches. Because, right now, it seems, the “black hats” are winning.

http://www.jckonline.com, Photo illustration by The New York Times http://www.nytimes.com,

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I am a Graduate Gemologist trained at the Gemological Institute of America (GIA) in New York City, USA. I hold an MBA degree from Cranfield University, United Kingdom, and a Bachelor degree in Mathematics. My earlier profession was a banker until I found jade in Myanmar (Burma) in the early 90s. I have traveled to the fabled Hpakan Jade mines, and Mogok, the world’s famous rubies and sapphires mines in upper Burma, with my second son. Three of my children are also Graduate Gemologist, GIA, NYC and they deal in diamonds, gemstones and jade. 我是在美国纽约市的美国宝石学院(GIA)接受过培训的宝石研究学家。 我拥有英国克兰菲尔德大学的工商管理硕士学位和数学学士学位。我以前的职业是银行家,直到90年代初我在缅甸接触到玉石。我曾经和我的次子一起去过缅甸上流传说中的哈帕翡翠矿山和莫谷矿山, 莫谷矿山是世界上著名的红宝石和蓝宝石矿山。我的三个孩子都是纽约市GIA毕业的宝石研究学家, 他们专门处理钻石,宝石和玉石.