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Who is Hot in Google Results for Valentine's Day Diamond Rings?

Jan 26, 2009 1:37 PM   By Jeff Miller
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RAPAPORT... It is that time of year again, with Valentine's Day, February 14, fast approaching, and with it many marriage proposals being planned. For those in the mood, especially the younger crowd, the Internet is the first stop in searching for that special diamond ring. Is your online store showing up on their search radar? 

Zales was, to our knowledge, the first jewelry brand to roll out a Valentine's Day campaign this past week -- though it was primarily to promote jewelry gifts for men. King of Jewelry, SunJewelry, Ross-Simons and H.Samuel in the U.K. followed with their own online Valentine's Day promotions in the past few days.

But for the average Joe -- who never caught these announcements -- it is more likely that he'll simply type "diamond ring" into Google to begin the shopping process. In a rather brief observation of the results of such a search, there turns out to be plenty of room for your brand to capture his attention.

Search engine experts advise all retailers, regardless of size, to take advantage of sponsored keywords -- even if your budget is capped at $20 a month. If you have not yet considered the idea, you can begin the process with Sign up and test the keywords that you consider important to your retail business with the popularity tool that Google provides.  Based on actual search-result and user-click data that Google collects, the tool will also suggest keywords available for purchase. Prices are based upon bids, and the majority of them range from 50 cents to $3.50 per click, depending upon how hot the term is at the time.

Natural search, which ranks pages for free based upon their content, is more complicated than Google's paid links. To optimize your homepage, for, say, diamond rings or engagement rings, Google (and others) offer free tools to test your page content for improving rank. You can search with the words "optimize tool  page search" and recieve the bulk of the free tools and information. 

Who will Joe click to buy a diamond ring?

Sponsored links on, which are open to everyone with a Google AdWords account, change often, as do natural search results, so outcomes will vary. At the time of our search -- noon on January 26, 2008 -- Google provided some interesting results for the term "diamond ring." The top three paid links on Google were, in order, Blue Nile, Bella True Rings and Aggregator shopping results, positioned just below the sponsored links, were for a $1,575 platinum engagement ring from Blue Nile, a $359.99 black onyx and diamond ring from Gemologica and a 3.95 total carat weight three-stone diamond ring (I,I1) from Sam's Club for $15,894.

The top 10 natural results were,,,,,,, and It was interesting to see which brands were missing from the list, although keep in mind that your results may be different. Neither Tiffany & Co. nor Harry Winston was listed in the page results, nor were any of the Big Box retailers that sell diamond jewelry.

Another surprise, given the upcoming Valentine's Day occasion: The only sponsored link with "Valentine's Day" in its tag line was Bella True Rings. Blue Nile's tag read "Forbes Favorite Online Jeweler," while wrote "Up to 75% off, We'll Beat Any Price!" Paid Google search links in the right-hand column of the results page included,,,,,, and

Our average Joe decided to try another term: "Engagement rings." With this difference, the results changed dramatically. held onto a top spot in the paid links, but instead of Blue Nile and Bella True, the results delivered Cartier and Shopping results displayed the same platinum ring from Blue Nile, but now showed up with a $2,799.99, 14k white-gold princess-cut diamond engagement ring, and Sears displayed a 0.50 total carat weight diamond engagement ring in 14k white gold for $599.99.

The right-hand side of the page gave sponsored links for Blue Nile, De Beers,,, Bella True,, Michael C. Fina and Note that in these results Zales and Jared were missing. Natural results gave us James Allen in the top spot, followed by, Robbins Bros.,, The Knot, Blue Nile,,, and Barsky Diamonds. Again, the luxury brands and the Big Box retailers (except for Sears) did not appear in the results.


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Tags: Amazon, De Beers, GIA, Harry Winston, Jewelry, Tiffany
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