Pandora takes top spot as most searched for jewellery brand

Pandora remains the most-searched-for jewellery brand, claiming more monthly searches than H Samuel, Accessorize, Warren James, Swarovski and Ernest Jones combined The 2019 Jewellery Market Report, the eighth annual report from search marketing experts Salience, ranks the leading 62 jewellery brands according to their online performance According to the report, jewellery brand Swarovski dropped by three places as did Thomas Sabo, whilst Warren James fell by nine places, which the report blames on changes to Google's algorithms in the market.

"The most noticeable update among these for the jewellery industry is a series of changes related to what Google calls EAT and YMYL To paraphrase, Google wants to ensure that consumers get a genuine, trustworthy experience when parting with their cash or researching health-based topics as a way to tackle fake news and general internet mistrust." "As the jewellery industry typically relies on high-ticket items to drive revenue, it's no wonder that we've seen such changes as search engines try to do their bit to improve online experiences The problem is that search engines are fallible beasts, and they don't always get it right" "Silver Earrings", "Earrings for Women" and "Earrings for Girls" form three of the top four competitive search terms online.

Another disadvantage for bricks and mortar stores - "Jewellery Stores" is not only the lowest competition but has a respectable 12,000 people per month searching for stores. . Source