I’m a firm believer in keeping things simple. Yes, working with more advanced strategies and implementing clever optimization gymnastics is great, but there’s a sweetness to simplicity and I always try to keep that intact when writing about digital marketing. So in this post, I’ll be keeping things painless and providing a simple guide to SEO for handmade jewelry and blogging for jewelry.

So I essentially adhere to three core foundations when implementing SEO, or search engine optimization, techniques:

  • Audience & Keyword Research
  • Topic & Content Ideation
  • Optimized Content Creation

Of course, there are various other advanced strategies that will further optimize your content and rankings – such as backlinking, or image optimization – but I believe starting simple, and walking before running is the best way to grow sustainably with SEO.

So thanks so much for stopping by today – now let’s get it!


  • It All Starts With Your Audience
  • Keyword Research: Finding Your Sweet spot
  • Creating Content That Google (& Your Audience) Will Love
  • How To SEO-ify Your Content (Simply)
  • Conclusion

*This post contains affiliate links, which I may receive compensation from. This is at no cost to you and lets me keep the lights on. Read more here

It All Starts With Your Audience

It goes without saying, but everything from content to the product itself is guided by a deep understanding of one’s audience, their wants and desires, pain points and values.

In other words, without understanding our audiences deeply, any content created will likely be aimless shots in the dark – at best.

So before we implement a good SEO strategy, we should ensure the content will resonate with our audience – and of course coincide with our brand too.

Of course, if you’ve already got a clear idea of who your audience is, you can simply skip to the next section!

But either way, regularly auditing our audience research is always beneficial. Markets shift. Consumer mindsets change. And buyer preferences evolve just like the platforms we use every day.

So one way to solidify our audience understanding is with a customer avatar sheet. Essentially, this will organize and lay out all core features of a target market, from their general interests and demographics to the platforms they use, the people they follow and their values.

This is extremely helpful and easily forgotten. I mean, having all the essential traits and insights about your customers organized and clearly laid out is fantastic, am I right?

But I admit, I frequently fail at this myself – both as a musician and a content creator. Simply believing that we already know our audience without actually taking the time to do the research and look at the data has always plagued business.

So let’s be sure we don’t miss anything before we spend our valuable time and energy with the actual content creation itself.

Here’s a quick 3-step method for building out a customer avatar:

Step 1: Who is your customer (age, gender, interests, location, etc.).

Step 2: Where does your customer spend time (which social media platforms do they use, where do they shop, etc.).

Step 3: What are your customer’s values and challenges or pain points? (are they family-oriented, do they value sustainability, etc.).

Alright, sweet! Now we’ve got an updated customer avatar sheet, which will be super helpful moving forward – but not just helpful for content creation.

This information can also guide our other digital marketing efforts, for example helping with audience targeting, messaging and copy and new audience testing.

$$ Tip Jar

Feeling stuck? Check out Facebook’s free Audience Insights tool to gain a deeper understanding of your audience and any potential markets you could be missing out on!

Keyword Research: Finding Your Sweet spot

Perhaps equally important to understanding your audience is finding the right keyword to focus and create content for. Keyword research can get pretty deep and nuanced, but at the crux of it all is identifying words and phrases that you can:

  1. Realistically Rank For
    1. i.e., low competition keywords
  2. Realistically Add Value
    1. i.e., topics you’re knowledgeable about or interested in and can help consumers with

So let’s tackle that first point, finding low competition keywords that we can realistically rank for. What does this mean exactly?

Well, let’s use my site as an example.

At the time of writing this post, my site is only a little over a year old and I really didn’t find my voice or niche until around 6 months later.

What’s more, I’ve been pretty hands off with my ranking efforts – relying heavily on passive growth. For example, I have not been actively building any backlinking strategies (i.e., trying to get sites with higher authority than mine to link back to my content, thus signaling to Google that my site is trustworthy).

This is something a lot of SEO experts will recommend. But for me, I opted for a more laissez-faire approach, which although results in slower growth, is also a completely viable and effective option.

So I want to find keywords I can confidently write about (such as SEO for handmade jewelry) but also keywords that – when typed into the search engine – yield website results that I can realistically compete with (i.e., not a waterfall of large, well-established sites that have high domain authorities).

So let’s explore how to do this as a jewelry artisan.

How To Find Your Keyword Sweet spot

The easiest place to start your keyword research is at the heart of it all: Google. Ah yes, Google-sensei knows all!

But in all seriousness, Google provides incredibly insightful information for keyword research – both within the main search bar and results pages as well as through its more intentional Keyword Planner tool.

So let’s look at how to use these to our advantage.

Let’s start with Google search, which tells us a lot of information. To learn from it, we simply start with a seed keyword. You know, that very first thing you type into Google.

This represents the main idea or focus of our yet-to-be-written content. For example, before this post was created, I started by exploring keywords like seo for jewelry and jewelry seo.

I landed on SEO for handmade jewelry after analyzing the competition of different keyword combinations and considering which would best suit my target audience and existing posts I could interlink to.

So using Google search for keyword research is essentially like going down the rabbit hole, moving from a seed keyword to clicking on one of the related searches at the bottom of the page or using the people also ask/search for sections.

Clicking around, trying different keyword combinations and drawing from Google’s suggestions (which are based on actual data and indicate people are actively searching for these terms) is one of the easiest and quickest ways to start your SEO keyword research.

In fact, it’s still one of my go-to strategies to come up with new ideas and identify competitive keyword opportunities.

But if you want to take it up a notch, you can use an actual keyword research tool, such as Google keyword planner. Google does require that you have an account and for it be in expert mode.

So if you want to try out a simple and free keyword tool (that requires no setting up or account changes), definitely check out Ubersuggest by Neil Patel. It’s a powerful, incredibly insightful tool – which is surprising considering it’s completely free (although there are upgrade options available also).

But that’s pretty much it as far as introductory keyword research goes. So as long as you’re focusing on finding and creating something that your audience will find valuable, you’ll be set.

Creating Content That Google (& Your Audience) Will Love

So once you find a collection of keywords that are in your sweet spot, it’s time to start crafting that content – woo! This is the fun part and is kind of an ongoing thing. I mean, I’m always revising, changing and updating old content.

But it’s a process and keeps things fresh, which is the perfect segue to my first point: content freshness.

Let’s be honest, when searching for answers and solutions, preference is definitely given to more recent posts. When it comes to deciding between an article from say, 2015 versus one that’s only a couple months old, the choice is obvious.

And while some niche can get away with older posts more easily (such as how to grow tomatoes), fresh content is especially important for fashion-related topics, which go through frequent trends and seasonal changes.

So for that reason, new, fresh content can be a competitive edge. In fact, I often use this detail when researching competitive keywords. For example, if a lot of the current results for a potential keyword yield posts that are 5+ years old, I see this as an opportunity.

So continuing to not only pump out new content but keeping old content frequently updated is key.

Next, let’s talk about content length. So how much should you write? Is there an optimum page length when it comes to SEO and blogging?

Well, when it comes to blogging and content marketing, a lot of research suggests that longer is posts outperform shorter ones in ranking.

According to Wealthy Affiliate, writing content over 1,000 words is ideal while research conducted by Backlinko found that the average word length for pages found on the first page of Google was 1,447 words.

So personally, I try to aim for at least 1,000 words. Although I tend to write content between 1,500 and 2,000 words – but sometimes more, especially if it’s a long-form pillar post!

And what’s more, word length can also be part of your keyword planning strategy. In this way, you basically look at the currently ranking content for your chosen keyword and see how long the posts are. You can easily add a word counter extension (such as this one) to your browser to make it easier to know exactly how long a post is.

Then, you look at the length (and quality) of currently ranking articles for your keyword and simply write a better, longer article.

It’s call the skyscraper technique and can really give you an edge – especially for new sites or sites with low domain authority.

Finally, here are a few more important tips to ensure you’re making content that both Google and your audience will absolutely love:

  • Create content that is value-adding
    • Don’t always push for selling first, build a relationship with trust and authority
  • Make content that is simple, clear and user-friendly
    • People that click on a page but quickly bounce is a negative signal for the Google algorithm
  • Aim for content that is engaging
    • For example, using video or interactive features and inviting the reader to comment
  • Match content to the user’s mindset and expectations
    • This is based on their particular search query
  • Link to other relevant posts when relevant
    • This is called internal linking and is very helps Google establish a site map for your site
  • Try to use images, graphs and even video if possible
  • Be aware of how and where people are searching for solutions
    • For example, voice search and creating content for this type of language
  • Write organically, be honest and add value

$$ Tip Jar

Outgrow is an innovative platform that lets you create engaging quizzes, surveys, polls and more.

Research shows that this type of interactive content creates more memorable experiences for people while also boosting on-site time, which can lead to better ranking and a more engaged audience.

How To SEO-ify Your Content (Simply)

OK, now to the mechanics of content creation and content marketing: actually optimizing it for Google ranking! I’ll admit, this concept seemed intimidating for me personally. But it’s actually not too bad!

So let’s look at how to optimize content for the search engines in the simplest ways possible.

The Title

First things first, it’s recommended (for apparent reasons) to include your keyword in the title itself. Although some research has even showed no correlation between ranking and putting a keyword in the title, my personal experience, ongoing research and success still says it’s an important part of SEO.

Besides, users are specifically searching for your keyword, doesn’t it make sense to at least include it in your title?

So, in addition to using the actual target keyword in a title tag, is there anything else we can do to optimize it? Maybe it’s no surprise, but yes!

Notably, one major thing we can do – which has a more indirect impact on SEO – deals with copy writing and crafting a title that is click-worthy (not click-baity).

It’s related to SEO for the simple reason that the more people that click on your post (because of an enticing title), the more your post will be recognized by Google as being high quality and offering something of value for readers and Google users.

This, combined with creating content that’s user-friendly, engaging and actually helpful, all ensure that your ranking position grows and remains stable.

The Intro

After the title, should we be adding the keyword anywhere else? This is an important topic and it’s crucial that we don’t end up keyword-stuffing, but we also include our keyword and related phrases when and where appropriate.

For this post, let’s keep it simple.

As recommended by Optinmonster, in addition to your title tag, including your keyword within the first couple sentences of your post will help boost your SEO rankings.

I always spend time writing an organic and clear intro for my posts, ensuring that I use my keyword somewhere in the first paragraph.

Aside from this, I generally pay no attention to anywhere else my target keyword is or should be.

The Body Content

Many SEO experts say that as long as you include your keyword in the title and first paragraph (or couple sentences), then you should be good to go – or at the very least, off to a good start.

But I’ve also read others who recommend using keywords in subheadings and throughout your writing – as long as it’s organic and not keyword stuffing, that is (i.e., including the keyword unnaturally, such as using it in every other sentence).

I tend to be in the middle on this.

So while I don’t stress about getting my keyword into every single subheading (obviously), I do sometimes add them to my subheadings (semi-frequently), as long as it flows naturally and sits nicely in my content.

Other than that, having your keyword in the body of your content is something that will just happen organically. I mean, the whole post is already about that specific keyword, so it’s only natural that the phrase and its related combinations will pop up here and there.

Other SEO Tips

  • Optimize your images using ALT tags
  • Optimize your URL, ensuring your target keyword is in it
  • Include your keyword in the meta description
  • Explore advanced ranking strategies, like backlinking


This post has covered some critical SEO points for ranking new content. Although SEO can quickly become advanced and technical, the focus on this post was on simplicity.

We highlighted audience insights, keyword research, and how to optimize a post for ranking. Specifically, we talked about where to put a keyword within the content itself to optimize it fully while discussing other topics for ranking, such as word length, creating engaging posts and the importance of adding value.

Overall, it’s most important to focus on the end reader and solving their problems or pain points. Providing value will always be a winning strategy.

Add in a few SEO strategies and you’ll be setting yourself up for some steady, organic success.

Thanks so much for reading today! Let me know in the comments, what’s something that still confuses you about SEO and content marketing or blogging?

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