SEO. You know it. You love it (when it works). You hate it (when it doesn’t). The SEO topic can be so wide ranging that reading guides will often make people more confused and unsure of how to effectively use SEO to gain search visibility and increase traffic.

That’s why we are focusing this SEO guide and, hopefully, by narrowing the topic we will be able to give you some practical advice that doesn’t confuse and overwhelm.

At DiaTargeting, we do a lot of work in the diamond, gemstone and jewelry industries. When working within this space we are constantly asked, “How can I use SEO to improve my diamond business?” Well it is time to definitively answer that question and to do so we have developed this B2B SEO guide for diamond and gemstone wholesale companies.

Follow the SEO advice within this guide and you will be able to build targeted business leads, as well as business relationships, in order to increase sales and positively impact your brand.

Introduction to the diamond market

The diamond market is not what it was 30, 20, even 10 years ago. Diamond companies that were focused on local areas now have online competition from diamond companies across the globe. These businesses are realizing that they have to acknowledge the market change, or else they will be left behind.

Another element that has drastically changed is that of the supply chain. In the past this chain was long and included a number of different parties, some of which included:

  • Mining companies
  • Small miners
  • Rough diamond dealers
  • Manufacturers and dealers
  • Diamond cutting companies
  • Independent cutters
  • Polished diamond buyers (dealers)
  • Stores and jewelry manufacturers

A diamond could have switched more than 10 hands before landing in the store and each level would take their cut of the share. Nowadays, more diamond companies want that entire share, so you will find companies like Laurence Graff (Safdico), Rio-Tinto and Lev-Leviev (LLD) looking to mine, sort, cut and sell their own product to jewelry manufacturers and stores.

In years gone by, a company could rely on working relationships with one of the main cutting or trading centers (Belgium, New York, Ramat Gan and India), either cutting diamonds themselves or buying polished diamonds to, then sell off to national and international buyers. But even back then, innovation was an important part of the industry, seeing companies takes to the road and the phone in order to improve their businesses.

B2B SEO for Diamond Company 1 diamonds pipleine

The Diamond Pipeline. Image credit Bain&Company

The next step, in the evolution of diamond marketing, saw a sharper focus on industry trade shows, directly calling customers, magazine ads and the traveling sales person. This model has started to regress, in part due to the high costs associated with a lot of those strategies, but also because of the real game-changer: the internet.

The internet shuffled the deck in a profoundly impactful way. The Memo business model (diamonds are sent to be seen by buyers, with no payment until a deal is completed) was introduced and, with it, shops began to have less and less in-store inventory. If a customer wanted a specific stone, a consignment or memo was ordered from the supplier.

This empowered suppliers and they flooded the industry, nowhere more than in India, which has become the number one manufacturer of loose diamonds.

Due to all these changes, the chain is getting shorter and will continue to trend in this direction in the coming years. In the near future, small and even medium-sized diamond companies may not survive these changes, unless they can carve out a valuable position for themselves.

So what can these diamond and gemstones dealers and manufacturers do to counteract this industry shift?

They need to look to the benefits that the web brings and use online tools that will improve and extend their service.

What B2B SEO offers

SEO means “Search Engine Optimization”, which is essentially your website’s ability to be found by search engines like Google or Yahoo. This is done via search terms called “keywords”. You will focus your SEO strategy on the keywords that will bring you the right kind of customers.

When keywords like “diamonds” or “loose diamond’s, which are both very competitive but not targeted for B2B needs, are used in a search, they are typically used by the end buyer – the guy who wants to get engaged to his girlfriend.

When specifically talking about B2B diamond manufacturers and dealers, the keyword “diamond” is too broad to be relevant and too popular (i.e. expensive) to promote, at least if you’re looking for a good return on investment.

As a dealer your customers are jewelry manufacturers, jewelry stores and jewelry designers.

How are you going to find those groups? Through long tail keywords.

Long tail keywords are made up of 2 or more words that help bring specificity and relevance to your website. Here are a couple basic examples:

  • Wholesale diamonds in New York
  • Diamond pairs manufacturer

You can see immediately how the above options are so much more relevant than a simple keyword like “diamonds”. You can focus in on the type of diamond business and even the location.

B2B SEO for Diamond Company 2 longtail keywords

Long-tail Keywords. Image credit: Neil Patel

The diamond industry has seen a number of companies focus on specialization, in order to not compete with the large companies that sell all types of diamonds. We believe this is a sound practice and, when used in conjunction with B2B SEO, it can have a really positive impact on businesses.

In SEO terms, these specializations are called “niches”, and they add an extra layer of relevance for potential buyers to find your diamond business online.

In terms of B2B SEO, niches are divided into three main categories:

  1. Type of merchandise niche:
    • Fancy color diamonds – Very strong niche currently
    • Diamond pairs and matching diamonds – for specific jewelry needs
    • Fancy shaped diamonds – Heart, Pear, Cushion, etc.
    • Precision cut diamonds – mainly for jewelry manufacturers
    • Unique diamond shapes – like trapezoids, bullets, triangles, tapered baguettes
    • Melees/small diamonds for jewelry – ideal keywords for small local jewelers
  2. Local SEO – keywords that cover the Wholesale side (B2B) for local markets:
    • Diamond wholesaler in New York
    • Wholesale diamonds in New York
    • New York wholesale diamonds
    • Diamond dealers in New York
  3. A combination of both merchandise niche and local SEO coverage:
    • Fancy color diamonds wholesale in New York
    • Diamond pairs for jewelers in New York
    • Melee diamonds for jewelry in New York

* Note – We have used “New York” as example of the type of major city that will garner strong SEO results. But it can be Paris, Geneva, Sydney or another big city.

How to use merchandise niche

Using this B2B SEO approach for your diamond business is not intended to replace the entire marketing efforts of your company. Rather, view SEO as a way to boost your marketing efforts by using SEO diamond keywords to expand your reach and obtain highly targeted leads.

Let’s look at a specific example to help illustrate how using an SEO merchandising niche can work.

Say a business wants to specialize in diamond pairs as a niche in specific shapes. The main audience for these goods would primarily consist of jewelry manufacturers and designers that create their own jewelry, or jewelry manufacturers.

Many jewelers have regular suppliers for these goods, but the ones that don’t are going to look in Rapnet or IDEX, assuming they have access. However, from time to time jewelers, with and without suppliers, will do a Google search to learn about their supplier options.

This scenario is where SEO for diamond dealers becomes an incredibly effective tool. It ensures that when a specific search is made, such as a keyword search for “diamond pairs manufacturer”, that your business will be found. People who use these long tail keyword searches are very often targeted buyers, meaning they know what they want and are ready to buy.

What can be better than to be the first link to show up when your specific keyword is searched for? Leading a niche can be incredibly profitable.


B2B SEO for Diamond Company 3 diamond pairs manufacturer

An example of search engine results to the term “Diamond Pairs Manufacturer

How to use local SEO

The second approach is that of local SEO. The advantage of using local keywords is to add more specificity. As we mentioned above, jewelers with regular suppliers may not be likely to search for the new suppliers, but other jewelers and nearby designers will definitely look for a local supplier that they can work with.

Another way to use local SEO to your advantage would be to find local private buyers. If your operation sells to the public then you need to be aware that the public will use search engines to find what they need. If someone is searching for an engagement ring in L.A. and you have optimized your SEO for the keywords “wholesale diamond engagement rings in L.A.” then there’s a chance that people will organically find your business and become a new customer.

How to use a combined SEO approach

The third approach is a combination of both general SEO keywords and local emphasis.

This approach to keywords is mainly a good fit for metropolitan cities that have large populations and many jewelers. To reduce costs on supply chain, these jewelers are more focused on needs and will be thrilled to have a local supplier with the shortest supply chain.

Another advantage of this approach is the ability to create new niches of supply and clientele by changing your long tail keywords. For example, start with “Fancy color diamonds wholesale in New-York”. Then you can add a new niche by creating this long tail keyword, “Wholesale fancy color diamonds jewelry in New-York”. You can also expand into new areas by changing the location in the keyword, “Fancy color diamonds wholesale in Philadelphia”.

Expanding the coverage of keywords will increase the reach of your business and assist you in getting more potential leads. The idea is that once you have covered some local specific keywords, you can go ahead and cover other locations and expand your offerings and services to more areas.


B2B SEO for diamonds and gemstones wholesalers will expand your visibility, create more leads and open new market niches for your diamond and gemstone business.

We hope that this guide has helped. If you want to learn more about your SEO opportunities, simply get in touch and we will help you figure out a profitable solution.

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