Dominic Celica, the senior PR executive at SEO company, Blueclaw, shares how retailers can engage locals online and encourage them to become customers.

There are many tricks jewellery retailers are missing when it comes to engaging with the local community online and converting them into paying customers. Local SEO (Search Engine Optimisation) is the real low hanging fruit here.

Whilst there is overlap between local SEO and standard SEO, Google uses a slightly different algorithm for the former that can have a profound impact on the success of your business.


Factors such as reviews, local citations, local PR coverage and increased customer engagement through social media all play a significantly greater role in the local SEO algorithm which determines how visible your business is in local search results.

And of course, the more visible you are, the more likely you are to gain new customers. It’s all about putting yourself out there.

So how do I improve my local SEO?
First and foremost, it’s strongly recommended that businesses setup and optimise a Google My Business (GMB) listing. With current data highlighting that most local businesses still haven’t claimed and fully optimised their listing yet, inputting basic company details such as your address and opening hours can result in a huge amount of exposure; particularly if you optimise your listing well enough that it features in Google’s Local Three Pack.

Be sure to take full advantage of the numerous features on offer in GMB. GMB posts can be used to convey messages such as the details of a January sale or a new product in stock, directly in the search engine results page (SERP’s).

The more information that can be provided to customers in their searching phase, the better.

The next step is gaining reviews. Google themselves state, ‘High-quality, positive reviews from your customers will improve your business’s visibility and increase the likelihood that a potential customer will visit your location’.

Furthermore, as jewellery is an expensive and personal purchase, customers need to know that they can trust you. A recent survey indicated that an incredible 84% of people trust online reviews as much as a recommendation from a close friend or family member, so you need to make sure the service and experience you provide is a positive one.

Following up a customer purchase with a thank you email and a request to leave a review is highly recommended to gain reviews and improve your visibility in local searches.