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
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.
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.
4. What makes a brand luxury?
6. The face of luxury is changing.
7. Luxury consumers are getting younger.
8. Traditional luxury brands have pivoted to capture their new audience.
9. Brand collaborations blur the line between streetwear and luxury.
10. Many new industry trends are born on TikTok.
11. Quiet luxury = minimalism and muted tones over loud displays of wealth.
12. Young audiences are challenging the values of the luxury market.
13. Personal values influence purchase decisions more than ever.
14. From pre-owned to pre-loved.
15. Millennials and Gen Z prefer to shop online. Source: Kibo
16. The new generation of luxury consumers have high digital expectations.
17. Luxury retailers have traditionally been slow to embrace ecommerce.
18. Many luxury brands choose not to sell products online.
19. 75% of luxury consumers research online before making a purchase. Source: Google
20. No luxury brand can avoid ecommerce forever.
21. How can SEO help luxury brands adapt to this change?
22. Acquisition Conversion Retention SEO can help you with
23. Acquisition. Help new customers discover your brand.
24. How to reach the right audience (who can afford your products)?
25. We had a client that sold dressing gowns. Real-life example:
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:
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.
28. What was our solution?
29. Optimise for “luxury” or “designer” keywords.
30. BRAND GUIDELINES LEGAL REQUIREMENTS FORBIDDEN KEYWORDS …but you may face obstacles.
31. Fendi Bottega Veneta Not every luxury brand wants to be called a luxury brand. vs
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.
33. Material.
34. Occasion.
35. Country of origin.
36. Manufacturing method.
37. Conversion. Create a seamless shopping experience for all devices.
38. Luxury consumers love brick-and-mortar stores.
39. The customer experience is as important as the purchase.
40. Your page experience should be as seamless as visiting your flagship store.
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.
42. Most of your ecommerce purchases are made on mobile. Source: The Drum
43. Build an intuitive information architecture.
44. Leverage internal linking to help users navigate.
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.
46. Would you drop nearly $2,000 dollars on a product with just image? vs Ensure product images show the size of the product.
47. Harness exclusivity.
48. Bridge the gap between online and offline shopping.
49. And finally, remember what’s your most important page.
50. Retention. Keep your audience engaged with your brand and build a loyal customer base.
51. The conversion funnel is full of opportunities to educate and engage potential customers.
52. And if you don’t do it, somebody else will.
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.
54. RESEARCH Resonate with your audience through tangential content.
55. AWARENESS Offer solutions to specific problems with how-to guides.
56. CONSIDERATION Leverage buying guides and comparison articles.
57. CONVERSION Show your expertise and authority in PDPs.
58. POST-CONVERSION Give your customers additional value.
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.
60. Check out our blog for SEO and DPR tips and latest eCommerce news. thisisnovos.com/blog Want to learn more about eCommerce SEO?
61. DO NOT DISTRIBUTE. FOR REFERENCE ONLY. COPYRIGHT © NOVOS, 2021.