Every time I sit down to write a new blog post it seems I get really angry at Google, then frustrated and I just walk away to do something else that is more productive. For several years we, my husband and I, worked night and day on our website to get to the first page in Google for our keywords. We were proud of all our hard work and the high rankings. In 2012 it all came to naught because of algorithm changes. Our site rankings dropped dramatically and then disappeared in Google. Our good rankings still hold on Bing and Yahoo, unfortunately though no one seems to be looking there. Our traffic has decreased so much so that we are often too disappointed to work on the website anymore.
We instead have focused on creating new designs and techniques for our handmade jewelry. It has been very worthwhile and time well spent. Our new colorful jewelry has kept us working day and night to meet all the deadlines. Now that the wholesale shows are underway we can finally take a well deserved rest from the hectic pace of the last few months. We have been working with renowned artists like Lynn Bean and Nick Gustafson as well as creating our own designs including a new line of dog earrings.
We are one of the lucky businesses though as we do not rely solely on the internet. We have been in business for over 25 years and have a solid customer base throughout Canada and the United States. If anything the Google algorithm changes have given us the freedom to work on new techniques and designs. We have been focusing on the real world instead of the internet. Our business was built before Google took over the world economy but I cannot help but feel sorry for all the people who were wiped out by the changes Google made.
We are just one example of businesses hurt by the changes in Google’s algorithm, and it does not seem to be getting any better. Some people just started new websites instead of trying to fix the old ones. But thousands of small businesses depended on the organic traffic from Google to stay in business and without that traffic they are gone. Meanwhile Google is making more money than ever. So who did these algorithms changes benefit? Just Google and the big brands that have money to put into advertising, not small business owners that is for sure.
So have all these changes and penalties helped make the internet a better place? Are the search results more accurate? Was the damage to small businesses worldwide worth the changes in the search results? Go search for something, anything and see the results. Our keywords are full of Facebook pages, Pinterest accounts, definitions and how-to sites. When you are looking to buy handmade jewelry do you want a Facebook page or would you rather find companies that make unique handcrafted jewelry? Unfortunately, the most established companies have been penalized by Google algorithms and are forced to buy Adwords if they want to be on the first page. We are constantly bombarded through email and regular mail to buy Adwords. Was it all just a ploy to get everyone to pay for Adwords? Honestly speaking we do not have the budget to advertise as we keep our prices reasonable and do not have a huge profit margin.
Could the smart people at Google just not give any credit for bad links pointing at a website? If they wanted a level playing field now they have a non-existent playing field. Good luck with that. For over 6 years, I used to wake up and check the rankings. Now I save a lot of time to do actually useful work. We are not going to give up on the website but what Google does or does not do is no longer a major concern. Hopefully one day the algorithm will take a turn for the better and help the small businesses that it has damaged.
Probably you started making handcrafted jewelry just for fun as an outlet for your creative energy. At some point you realized you could make some extra money from your hobby and began selling your handmade art bracelets and earrings. After that point, you also need to think like a business person and create designs that fit into a niche market in order to have a successful handmade jewelry business.
The most important factor in running a successful handcrafted jewelry business is innovation. Creating your own niche market within the niche is going to be your key to success. Everyone can put beads on an ear wire and say they make handmade earrings, but without your own creative touches you will not be able to build a successful business.
Retail stores are filled with mass produced jewelry so you have to make your jewelry unique, something that appeals to everybody and at a reasonable price. You need to create a demand for your designs with different techniques that you will become known for and that will set you apart from the competition. Creating your own niche within the handmade jewelry market is that something special whether you incorporate historical motifs or brilliantly colored gemstones it is up to your creativity and individuality.
Even if you just go to local craft shows you have probably noticed several other people trying to sell handmade jewelry. It is a very competitive marketplace whether it is craft shows or on the internet. You need that extra something that sets you apart from the rest. Once you find your special something you have to constantly be updating and showing your personality in each piece. Making matching sets of handmade earrings, bracelets, rings and necklaces will increase sales dramatically.
We have been making handcrafted jewelry for almost 30 years and still find that we are constantly thinking of new designs, techniques and styles. Every business needs to evolve with the marketplace and fashion trends. Listen to your customers and get their ideas because it can lead you in new directions that you never thought of before. Do not think of it as criticism of your work but encouragement to try something different. You do not have to have just one style; you can have many unique jewelry styles incorporating your creativity that could open new marketing opportunities. If you are hesitating consider it a custom order just to see if it works or not. Experimenting has never been a bad idea and you can get some surprising results or it can lead you in another direction entirely.
The key to increasing your gift stores retail sales is to continually offer new unique gift lines that will encourage your customers to come back often to see what new items you have in your gift shop. One of the prominent niche markets is handmade gifts with a huge emphasis on gifts for animal lovers.
Near the top of the gift list for everyone is handmade jewelry. There are many types of handcrafted jewelry available from wholesale jewelry suppliers. One of the most popular styles is animal jewelry. Everyone has a favorite animal which makes gift giving easier for friends and relatives.
By offering your customers a wide assortment of animal themed jewelry you will make their selection of unique gifts quick and easy. When the stress of choosing the perfect gift is lessened then they will come back to your gift store every time they need to purchase gifts.
Animal jewelry has great variations that are sure to please every style and taste. From fun and whimsical to elegant and everything in between, animal themed jewelry is always the perfect unique gift for any occasion.
Displaying your selections of animal jewelry and handmade gifts for animal lovers all in one area of your gift shop will make it convenient for your customers to find matching designs of handmade earrings and handmade bracelets in the animal design of their choice.
Providing animal themed jewelry and gifts is one of the easiest ways to increase the sales of your gift store. This is what niche marketing is all about. Offering the products that your customers want in a large selection so they will be able to find the perfect gifts every time.
Keep in mind when placing your wholesale handmade jewelry orders that you should spread out the arrival dates of your purchases. This type of scheduling will also reduce the financial stress on your business. Your best selling animal jewelry lines and handmade gifts should be first to arrive with fill in orders several times during the year. New lines should be added frequently to keep your gift store full of great gift ideas.
You should try to arrange delivery for the week before major dates like Mothers Day and Fathers Day. Unique gifts for fathers could include western belt buckles, handmade bolo ties and unique money clips. Combine handmade gifts with his favorite animal theme for the perfect Fathers Day gifts.