Google’s recent restructuring of search results amplified competition for Watch and Jewelry brands on both the SEO and SEM fronts. Jewelry brands specializing in engagement rings face the highest level of SEM competition. Relevant keywords, such as “diamond” and “engagement ring,” are considerably pricier than other keywords in the category such as “gold,” even though they generate roughly the same amount of traffic.
However, brands that prioritize engagement terms struggle to generate returns, according to L2’s Insight Report on Watches and Jewelry Search. For example, while Forevermark invests the most into engagement traffic, the brand can only match 5% of the engagement traffic it pays for organically.
Harry Winston is the exception, generating 14 times more engagement-related traffic organically than from paid search. In other cases, the study suggests that Jewelry brands could generate more long-term return on investment from optimizing organic visibility, as opposed to progressively bidding up these expensive terms.