Michael Robinson, marketing co-ordinator at Salience, the company which released the jewellery e-commerce report earlier this week, revealed his thoughts on how important good online content is in today’s world.

Words by Michael Robinson  

‘What do people buying the product actually want to read?’ – It seems like an obvious question to ask yourself and your team before executing on any sort of content strategy. However, it’s still common place to see a company blog with posts about Helen from HR’s birthday. Which let’s be honest, Helen’s colleagues, never mind potential visitors, aren’t going to care all that much.


Any marketer worth their salt will always consider the target demographic as their first point of call when it comes to content. In this case, it’s people with expendable income, looking for luxury items i.e. jewellery.

Writing for your audience

Just for fun, I like to visualise what the consumer physically looks like. Take for example a Kylie Jenner lookalike sat on her driveway in an Audi A1, holding an iPhone X in one hand and on the other sits a rose gold Michael Kors watch. Simultaneously she is taking and Instagram post of her new wrist piece, perhaps with her steering wheel strategically in the background.

Obviously, there is much wider variation in Jewellery demographics than this very basic stereotype. But if we’re running with this visualisation, I could easily guess a couple of this person’s interests:

  • Pop culture icons (the Kardashians, etc)
  • Luxury brands
  • Instagram (or social media in general)
  • Appearing “on fleek”

Now to apply the ol’ content formula: Demographic interests + product topic = Probably good content.

We used this for our client 77 Diamonds, this resulted in two posts – Celebrity Engagement Trends 2017 & Celebrity Engagement Trends 2018. I don’t want to blow our own trumpet, but in short these performed phenomenally well because they covered the fun, creative type content that gets eyeballs on the site. Which is always good no matter what sector you work in.

Now for the type of content that delivers more pizzazz than a 5.0 carat diamond…

Creating Content That Considers

This is the stuff that search engines love and gets purchases, organic rankings and ROI, basically it gets tangible results.

Guide & preposition content in its simplest terms can be described as, “sentences and paragraphs that genuinely help people”. Basically, good guide content will answer questions the user has at various stages of the purchase cycle.

Examples include:

  • Understanding different watch styles.
  • Why are watches so expensive?
  • What are the different shapes of classic wedding rings?
  • How to choose a ring size.

Topics to cover should be carefully considered, i.e. will this help the user in making a purchase? Are people really asking these questions?

On the flip side of improving UX, there are great opportunities to rank organically for these terms.

Currently, ranking in position 3 for “watch buying guide” is Goldsmiths guide section which answers any questions someone at the top of a purchase cycle may have.

Within these guides, you can apply shoppable content principles. This is where products become clearly linked where relevant within the guides. You’re not expressly selling to the reader, just making the transition between consideration to buy the product and having intent to purchase as seamless as possible.

Enhanced Category Page Content

Another form of consideration content is enhanced content on category pages. Enhanced content covers questions and prepositions around a topic and relates to relevant keyword clusters to improve the organic visibility of category and subcategory pages.

Google can understand the content within these category pages and semantically associate it with products, guides and blog content within the site. Thus, making your product expertise clear to google and helping the user. Ultimately, Google wants users to have high quality experiences and rewards sites for giving them.

Have Google Algorithm Updates Affected Content?

Google periodically updates its ranking algorithm throughout the year. Typically, once a year one of these updates will turn markets on their head. Here’s what google had to say regarding the recent updates that have caused many sites to see significant drops in traffic:


How to Counteract Negative Effects of the March 2019 Update

It’s important to consider how these updates will affect your content. For this part, we’ll hand over to our Technical SEO Consultant Alex Harford:

What exactly is the March 2019 algorithm update?

It’s impossible to say for certain what Google’s March Core Quality Update was. It seems to have been heavily weighted to E-A-T signals, as many websites that lost or gained traffic as a result of Google’s August 2018 update have been affected (both positively and negatively), and there were reports of increased organic traffic for many websites that have made recent E-A-T improvements.

What can e-commerce sites do with their content?

Important advice for e-commerce clients is to show as many E-A-T signals as possible. Being proactive instead of reactive, so your website is less likely to suffer due to future Google updates.

One trust factor, for example, is to include clear contact details and complaints policies on a website. Prices and any delivery charges should be obvious. Always make it as easy as possible for customers to trust, and therefore buy.

There is also a distinction between informational and transaction-based content. Google judges the intent of a page as part of its search algorithm. If informational content (such as blog posts) includes sales content, for example, the distinction should be obvious.

In summary;

Keep the target market front of mind.

Write content that both helps & advises the user. While also exemplifying your authority on the subject.

Make it easy for the user to buy products through the content using links and snazzy product images.