For jewellers · 7-min read
SEO for jewellers
Customers searching 'jeweller [town]', 'bespoke rings [area]', 'jewelry repair [location]' want craftsmanship proof, transparent pricing, and custom design options. Rank on base page; city-specific ads handle local market variations.
Run a free auditPortfolio
Trust driver
bespoke work essential
Transparent pricing
Reduces hesitation
show price ranges
Certification visible
Trust signal
hallmark marks
Repair service
Recurring revenue
keeps customers coming back
The 5 things that move the needle for jewellers
If you only had a fortnight to invest in your online presence, do these in this order.
Bespoke design portfolio
Engagement rings, custom pendants, heritage repairs. Show your design range.
Custom design process explained
Consultation → sketch → approval → fabrication → delivery. Removes uncertainty.
Hallmark/certification visible
Assay office marks, precious metal certifications. Links to official registers.
Repair + restoration service
Sizing, prong replacement, stone cleaning. Keep customers for life.
Transparent material + labor pricing
Show gold purity options, labor costs per hour, stone pricing. Builds trust.
What we see in the wild
Common jeweller-site SEO failures we find in real audits.
Bespoke portfolio missing. Design process not explained. Hallmark certification absent. Repair service not mentioned. Pricing vague or missing.
What happens when you run a Flatline audit on a jeweller site
We score your homepage
Performance, on-page SEO, mobile, security, social, crawlability and structured data graded into a single Visibility Score 0-100.
You re-run on a service / specific page
Audit a service-specific page (treatment, menu, area). Service pages usually score 10-15 points lower than homepage — that's where the work is.
We surface the jeweller-specific gaps
Missing schema, no service-specific landing pages, NAP inconsistency, weak structured data — every finding is mapped to what a jeweller loses by ignoring it.
Track monthly
Re-audit on the 1st of every month. Watch the score climb as you ship fixes. Show the trend in budget conversations.
"By showcasing bespoke portfolio work and adding transparent pricing for common repairs, we shifted from impulse gift buyers to high-value custom design clients."
A London jeweller (real client, anonymised)
Common questions
How much does a custom engagement ring cost?+
Range by materials. '18k gold with 1ct diamond: £2,000-4,000 depending on design complexity.'
Can you repair my family heirloom?+
Detail your capabilities. 'We restore Victorian, Edwardian, Georgian pieces. Assessment is free.'
How do I know the gold/diamonds are real?+
Explain hallmarking and certification. 'All our gold is hallmarked; diamonds include GIA certification.'
Is the score the same nationwide?+
Visibility Score itself is universal. What it predicts (rankings) varies by competition. A 70+ in a smaller town often means top of local pack. The same 70 in central London might still be page 2 — competition is the multiplier.
Audit your jeweller site
15 seconds, no card, plain-English findings tailored to your trade. We'll show you exactly what's costing you customers.