Every new web search starts with a question. Someone wants to know something and they type in a few choice keywords into Google and *poof* there's an answer.
It is very easy to search, but not so easy to find the exact answer to what is being asked. Microsoft is trying to capitalize on this idea by promoting their search engine as a "decision engine" that helps you find answers faster.
Google, on the other hand, has exploded their Universal Search results to include content from all forms of media. They also track what people clicked on in the past when searching similar keywords. They use the previous search history to help guesstimate answers for new searches.
All that said, sometimes someone does not know their next question until they are in the middle of reading about something else.
A young adult looking for an engagement ring does not know that in a few short mouse clicks, they will be smothered with diamond statistics and certifications. Within a few more mouse clicks, they will be searching for something stupid like "RB SI1 HI" which will lead them to pricescope.com, which from there, an ad might lead them to BlueNile.com.
Absolutely horrible course of action!
Search engines will always try to return local results. If someone searches for "engagement ring" a website will geo-target the results before giving nationwide answers. When a customer lands on your site, you need to make sure your site provides all the answers to any question they might have while reading.
If you tout great qualities of the jewelry you sell, then you better provide the educational information to prove it. Also, make sure you link to outside reputable resources like Wikipedia to satisfy the "Doubting Thomas" nature of some of your visitors.
Once you have a customer on your site, you need to convince them that you are the only game in town. People give trust to whomever they learn from first, which is why so many of us vividly remember our high school teachers and college professors.
You could be that educator for local young adults and they will trust you forever. All it takes is adding some educational content to your site.
