Ecommerce SEO Tactics for Luxury Brands

Luxury clients (regardless of the industry) tend to ask the same questions:
- How can we compete with (insert another brand that sells cheaper products)?
- How can we reach the right audience (who can afford our products)?

In this talk, Greta will teach you what ecommerce SEO tactics work best for (stubborn) luxury brands. She will discuss everything from targeting the right audience and aligning your content strategy to luxury page experience.

Transcript

1. Ecommerce SEO tactics
   for luxury brands
   Greta Koivikko
   NOVOS
   Speakerdeck.com/gkoivikko
   @hergretaness
   

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2. We’re the UK’s largest team of eCommerce SEO specialists.
   We help you to grow your non-brand SEO with a tailored strategy
   incorporating technical SEO, content marketing and digital PR.
   

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3. How the
   luxury
   market is
   changing
   How SEO
   can benefit
   luxury
   brands
   How to
   reach the
   right
   audience
   Why page
   experience
   matters
   What role
   content
   plays
   What you’ll learn today.
   

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4. What makes a brand
   luxury?
   

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6. The face of luxury is
   changing.
   

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7. Luxury consumers are getting younger.
   

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8. Traditional luxury brands
   have pivoted to capture their
   new audience.
   

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9. Brand collaborations blur the line between
   streetwear and luxury.
   

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10. Many new industry trends
    are born on TikTok.
    

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11. Quiet luxury = minimalism and muted tones
    over loud displays of wealth.
    

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12. Young audiences are
    challenging the values
    of the luxury market.
    

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13. Personal values influence purchase decisions
    more than ever.
    

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14. From pre-owned to pre-loved.
    

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15. Millennials and Gen Z
    prefer to shop online.
    Source: Kibo
    

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16. The new generation of
    luxury consumers have
    high digital expectations.
    

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17. Luxury retailers have
    traditionally been slow to
    embrace ecommerce.
    

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18. Many luxury brands choose not to sell products online.
    

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19. 75% of luxury consumers
    research online before
    making a purchase.
    Source: Google
    

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20. No luxury brand can avoid ecommerce forever.
    

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21. How can SEO help luxury
    brands adapt to this change?
    

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22. Acquisition Conversion Retention
    SEO can help you with
    

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23. Acquisition.
    Help new customers discover your brand.
    

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24. How to reach the right
    audience (who can afford
    your products)?
    

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25. We had a client that sold
    dressing gowns.
    Real-life example:
    

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26. We had a client that sold
    dressing gowns.
    £500
    £750
    £850
    £1,750
    Their cheapest dressing
    gown cost £295.
    When they came to us,
    they had their dressing
    gown PLP optimised for
    “womens dressing
    gowns”.
    What was the problem?
    Real-life example:
    

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27. We have Next ranking in
    position 1 followed by M&S,
    John Lewis and ASDA.
    This means that the average
    customer searching for
    “womens dressing gowns” is
    not willing to drop £500 for a
    dressing gown.
    Our client was trying to cast
    their net too wide by going
    after this generic keyword.
    Let’s look at the
    SERP.
    

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28. What was our solution?
    

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29. Optimise for “luxury” or “designer” keywords.
    

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30. BRAND
    GUIDELINES
    LEGAL
    REQUIREMENTS
    FORBIDDEN
    KEYWORDS
    …but you may face obstacles.
    

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31. Fendi Bottega Veneta
    Not every luxury brand wants to be called a luxury brand.
    vs
    

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32. There are ways to optimise for
    affluent audience without
    calling yourself “luxury” or
    “designer”.
    Look into the modifiers the
    customers within your niche use
    when they search.
    These long-tail keywords tend to
    have relatively low search
    volume but less competition
    and higher conversion rates.
    Material
    Method
    Occasion
    Country
    You may have to be
    more discreet.
    

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33. Material.
    

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34. Occasion.
    

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35. Country of origin.
    

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36. Manufacturing method.
    

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37. Conversion.
    Create a seamless shopping experience for all devices.
    

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38. Luxury consumers love
    brick-and-mortar stores.
    

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39. The customer experience
    is as important as the
    purchase.
    

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40. Your page experience should
    be as seamless as visiting your
    flagship store.
    

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41. It does look cool on the desktop.
    It takes nearly 10 seconds to
    load the homepage on
    mobile.
    First things first. Don’t sacrifice site speed for visuals.
    

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42. Most of your ecommerce
    purchases are made on
    mobile.
    Source: The Drum
    

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43. Build an intuitive information architecture.
    

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44. Leverage internal linking to help users navigate.
    

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45. Nice picture but to where am I
    supposed to navigate from here?
    Le Creuset nailing their 404 page with playful
    messaging and links to most popular products.
    Don’t let a 404 be the end of a customer journey.
    

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46. Would you drop nearly $2,000 dollars on a
    product with just image?
    vs
    Ensure product images show the size of the product.
    

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47. Harness exclusivity.
    

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48. Bridge the gap between online and offline shopping.
    

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49. And finally, remember what’s your most important page.
    

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50. Retention.
    Keep your audience engaged with your brand and
    build a loyal customer base.
    

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51. The conversion funnel is full
    of opportunities to educate
    and engage potential
    customers.
    

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52. And if you don’t do it, somebody else will.
    

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53. A visitor is aware of a
    general product, but does
    not know the specifics of
    what they want.
    Awareness
    A visitor has an intent to
    purchase a particular
    product and knows what
    they are in the market for.
    Conversion
    A customer has been
    purchased and a customer
    is looking for information
    about how they can be used
    or looked after.
    Post
    Conversion
    A visitor has decided on a
    product, and is looking for
    comparisons and options to
    find the perfect item.
    Consideration
    A visitor does not have a
    particular product in mind,
    but is searching for
    inspiration and general
    information.
    Research
    luxury anniversary gift
    ideas for her
    how to buy jewellery
    for girlfriend
    silver vs gold bracelets buy cartier love
    bracelet
    how to clean
    cartier love
    bracelet
    BUYING GUIDES /
    COMPARISON ARTICLES
    HOW TO / STYLE GUIDES PLPs & PDPs CARE / USE GUIDES
    INSPIRATIONAL /
    TANGENTIAL CONTENT
    Create content to target every stage of the funnel.
    

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54. RESEARCH
    Resonate with your audience through tangential
    content.
    

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55. AWARENESS
    Offer solutions to specific problems with
    how-to guides.
    

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56. CONSIDERATION
    Leverage buying guides and comparison articles.
    

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57. CONVERSION
    Show your expertise and authority in PDPs.
    

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58. POST-CONVERSION
    Give your customers additional value.
    

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59. 5 key takeaways
    1. Luxury consumers are getting younger and brands must adapt to avoid
    digital dissatisfaction and value conflict.
    2. With 1/3 of all luxury sales are expected to take place online by 2030, luxury
    brands must adopt an ecommerce strategy – whether they sell products
    online or not.
    3. To reach the right audience organically, luxury brands must differentiate
    their targeting from mass market brands.
    4. The ecommerce page experience should be as seamless as visiting your
    flagship store.
    5. Create content to target every stage of the conversion funnel to increase
    retention.
    

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60. Check out our blog for SEO
    and DPR tips and latest
    eCommerce news.
    thisisnovos.com/blog
    Want to learn more about
    eCommerce SEO?
    

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61. DO NOT DISTRIBUTE. FOR REFERENCE ONLY. COPYRIGHT © NOVOS, 2021.
    

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