Online Diamond Jewelers: Traffic and Keyword Comparison
This post summarizes a recent attempt of mine to compare the traffic patterns of five major online jewelers, namely: BlueNile, Zales, Diamonds.com, Ice.com and JamesAllen. For this purpose, I’ve used the website Compete.com.
For those readers that are not familiar with Compete, I’ll briefly summarize that Compete.com is an American web traffic analysis website that publishes the approximate number of visitors to websites. This number is extrapolated based on various sources such as ISPs, application providers, users of the Compete toolbar, etc. Compete’s most prominent competitor is Alexa.com.
This is the graph that Compete produced for this comparison:This post summarizes a recent attempt of mine to compare the traffic patterns of five major online jewelers, namely: BlueNile, Zales, Diamonds.com, Ice.com and JamesAllen. For this purpose, I’ve used the website Compete.com.
For those readers that are not familiar with Compete, I’ll briefly summarize that Compete.com is an American web traffic analysis website that publishes the approximate number of visitors to websites. This number is extrapolated based on various sources such as ISPs, application providers, users of the Compete toolbar, etc. Compete’s most prominent competitor is Alexa.com.
This is the graph that Compete produced for this comparison:
Traffic and Keyword Comparison
I was most surprised to have learned that Zales.com has significantly more traffic than BlueNile.com (~700K monthly unique visitors and ~200K monthly unique visitors respectively). I expected that BlueNile would be the traffic leader as the #1 online jeweler.
Another interesting finding was the five top search terms that drove traffic to each and every one of these five websites. Take a look:
- BlueNile: blue nile, engagement rings, bluenile, diamonds, ring size
- JamesAllen: engagement rings, diamond rings, engagement ring, diamond engagement rings, tension engagement ring
- Ice: ice.com, jewelry stores, ice, ice jewelry, jewelry
- Zales: zales, jewelry stores, zales.com, zales engagement rings, engagement rings
- Diamonds: diamonds, diamonds.com, how to find out ring size, diamond search, only diamonds
The following is what I’ve learned from aforementioned list of top search terms:
- JamesAllen, BlueNile and Zales are all doing a great SEO job, successfully targeting competitive keywords such as engagement rings, diamonds, etc.
- Diamonds.com has a clear advantage on all diamond-related keywords because of their advantageous domain name.
- JamesAllen is the only website of these five that doesn’t have its own name in the top-five search terms that drive traffic to its website. This could mean either that (i) JamesAllen is doing a very good job in terms of SEO, successfully targeting strategic keywords; or that (ii) JamesAllen is the least recognized brand out of these five websites and therefore people perform less direct searches for the name JamesAllen than they do for BlueNile, Ice, Zales or Diamonds.com.
No Comments | Posted By MARIAU
