One possibility that many websites overlook is the ability of searchers to misspell what they are searching for or search using a different spelling of a word (i.e. jewelry or jewelery). For instance many people that search for your site may search for the terms “jewerly” or "jewlry".
Create “did you mean” pages with these misspellings/alternate spellings intentionally placed on the pages, especially in the title. This will help your site appear higher in searches for these misspellings/alternate spellings.
Once you have these "did you mean" pages make sure that you have links to these pages on your site. The more links you have in your site to these pages, the more visible there will be to search engines trying to index them.
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