The U.S. jewelry industry is somewhere around a $30 billion market. A big slice of that is rings, which is why I was shocked to see Glen Gabe tweet out this.
I bet every ecommerce retailer selling rings is in shock that a *Facebook Note* won this featured snippet 🙂 #seo pic.twitter.com/xKKyHCVrFB
— Glenn Gabe (@glenngabe) June 3, 2016
I can’t imagine how much money the big national jewelry retailers pour into marketing, but it must be substantial. So how does an Independent Avon Representative based in Trinidad and Tobago win that snippet?
How Does Zales, Kay Jewelers and Tiffany not own that snippet?
Certainly those giant retailers have that information on their site. I went and looked.
Zales
My first try was in Google using a trusty site: search.
So far so good, they have a page dedicated to helping their visitors properly size rings! Let’s click through…
Oh, I have to download a PDF file.
The ring sizing guide that Zales provides is well done and easy to understand. To follow the directions to figure out a ring size by following the directions for cutting out paper or using string is a little intimidating but the whole process is a bit of a stretch. I love their cheat sheet for finding an exsisting ring and comparing it to the circles on the PDF.
Kay Jewelers
I started in Google with a simple site: search.
Nothing jumped out at me, but maybe if I went to the actual website I would get quick answer.
Interesting! When I searched for “ring size” in the Kay’s search box, it 302 redirected me to this site. I’m no expert at user experience, but seeing the credit card makes me think they are going to charge me to figure out my ring size.
Tiffany & Co.
A site: search proves that someone at Tiffany’s is thinking about this query.
Clicking through to the PDF is a bit of a letdown. It has a bunch of circles. If I don’t have another ring to compare then I’m out of luck.
The reason I liked the circles on Kay’s is that it was in addition to the other methods.
From a bot’s perspective, this PDF will have a rough time ever ranking based on it’s content.
Backlinks
Is anyone linking to these pages?
| Ring Sizing Page | Referring Domains (via Majestic) to that Specific Page |
|---|---|
| Facebook Note | 3 (456 comments) |
| zales.com | 47 |
| kay.com | 10 |
| tiffany.com | 2 |
Keep It Simple Stupid
Yes, every kiss begins with K, but every good piece of content begins with KISS (keep it simple stupid).
The Facebook note is as drop dead simple as you can get. It’s straight forward HTML that is grouped using list items to signal that those steps go together.
Unsolicited advice
The PDF that Zales offered is very well done, and should be kept as a marketing piece. With that said, they could also use simple markup like the Facebook user did to rise up in the search results (although their page ranks pretty well), but more importantly win the snippet!
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