MASTER_-_TASHA_ANTWI_-_Brighton_SEO___Spring_2026.pdf

www.renownedmediagroup.com All rights reserved © How to Build an Audience-First
Luxury Search Experience in the Age of AI Tasha Antwi RENOWNED MEDIA GROUP @Tasha.Antwi | https://speakerdeck.com/tashaantwi05

www.renownedmediagroup.com All rights reserved © Table of Contents 1. The
new rules of luxury search 2. How luxury buyers actually search 3. How to build a search luxury experience 2 4. The luxury search framework

www.renownedmediagroup.com All rights reserved © What do Cartier, Jacquemus, and
Amex Centurion have in common? 4

www.renownedmediagroup.com All rights reserved © www.renownedmediagroup.com All rights reserved They’re
not just found on Google… 5 • They’re discovered on TikTok. • Recommended by AI. • Talked about on Reddit. • Captured in content, shared by creators, and surfaced in conversations before their audience ever visits their website. www.renownedmediagroup.com All rights reserved ©

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The path to brand discovery is non-linear, visual, social, and AI-powered. Search has become all about storytelling, and your brand needs to live inside that story.

www.renownedmediagroup.com All rights reserved © This is a result of
3 major shifts in search behaviour… 7 Search is inﬂuenced by moments Discovery is the new intent Social platforms have become search engines Moods, cultural events, micro-decisions and trends shape what people search for. The trigger is rarely rational. People don't always know what they're searching for. They browse, get inspired, and search based on what they've seen. TikTok, Pinterest, Instagram and Reddit are where search now begins. Discovery, validation and peer reviews, all before Google.

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In luxury, the goal isn’t to be seen by everyone. The wrong visibility can dilute prestige. The real challenge is engineering selective discoverability. 8

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MEDIA GROUP How luxury buyers actually search www.renownedmediagroup.com All rights reserved © 9

In luxury, desire is the product... Mass market brands engineer demand through availability and price. Luxury brands engineer desire through scarcity, storytelling, and cultural positioning. The search experience has to reﬂect that. 10

www.renownedmediagroup.com All rights reserved © Traditional SEO wasn't built for
this… 11 Most SEO strategies are built around volume. Find the keywords with the most searches, rank for them, drive traﬃc. That model works for mass market. For luxury it is almost entirely wrong. HNW consumers search less frequently, with higher intent, across fewer but more authoritative platforms. They are not browsing. They are validating. The moment they search, the decision is already halfway made. The question is whether your brand is there when it matters.

You can see it in how they search...

www.renownedmediagroup.com All rights reserved © The higher the desire, the
more intentional the search. 13 Mass Market (Physiological Needs) Premium (Safety Needs) Accessible Luxury (Love & Belonging) Aspirational (Esteem) Supreme (Self Fulfilment) Chanel, Hermes, Dior, Patek Philippe, La Mer, Graff Diamonds Brands Search Type Gucci, Prada, Fendi, Balenciaga, Saint Laurent , Tata Harper, Sarah Chapman Ralph Lauren, Staud, Michael Kors, DKNY, Furla, Elemis Whistles, Massimo Dutti, Reiss, COS, &Other Stories ASOS, Olay, Garnier, New Look, Zara, boohoo, Pretty Little Thing, Public Desire Master Brand/ Brand + Product Graff Diamonds, Chanel Classic Flap, La Mer Crème de la Mer Brand + Product a/o Name Balenciaga Triple S Trainers, Gucci Sunglasses Brand + Product Ralph Lauren tracksuit, Furla bag, Elemis day cream SPF Generic Search Linen shirt, silk dress, hyaluronic acid Generic Search black dress, sequin top, high rise jeans Price & Quality Price Quality & Price Quality Quality & Collector The Outfit Formula. Expensive clothing is used to establish respect. Accessories such a jewellery, trends, uniforms, gifting. Clothing used for combat or body armour. Clothes being used for protection of elements. Category

AI Overviews appear on nearly half of Google searches. And when they do, organic CTR drops 61% AI is intercepting luxury search. 14 Source: Search Engine Land, November 2025

www.renownedmediagroup.com All rights reserved © So, your HNW client uses
AI search for… 15 Validation "Tell me about Graff Diamonds." "Is La Mer actually worth it." In Depth Research "How is a Patek Philippe made." "What makes Loro Piana cashmere different." Comparison "What's the difference between Chanel and Dior's approach to haute couture." The considered purchase "What's the best jewellery gift for someone who has everything."

www.renownedmediagroup.com All rights reserved © And, each LLM sits at
a different point in the journey. 16 Awareness and discovery, intercepting existing search behaviour Mid funnel, conversational research Research and validation, lower funnel. Deep research and analytical comparison, lower funnel

www.renownedmediagroup.com All rights reserved © By the time a HNWI
opens Google, they have a brand in mind. 17 They are searching for you speciﬁcally or they are not searching for you at all. Generic keyword rankings tell you very little about luxury intent. Brand search volume tells you everything. It is the signal that the consideration phase worked. www.renownedmediagroup.com All rights reserved ©

www.renownedmediagroup.com All rights reserved © AI is the only interruption
point in a closed loop. 18 The luxury buyer's decision forms in a closed system. Social seeds desire. Social circles validate it. Curated events reinforce it. By the time they research, they already have a brand in mind. AI is the one platform that can interrupt that loop. Because AI doesn't just answer what they asked. It suggests what they didn't. That's why being cited by AI matters more than being ranked by Google.

www.renownedmediagroup.com All rights reserved © Brand search volume is a
proxy for desire. If it's growing, your consideration phase is working. 19 165K 6K 22K Source: Keywordtool.io, April 2026 Watch Luxury Watch Patek Philippe Watch The generic category term has a fraction of the volume because luxury customers don't search generically. But 'Patek Philippe watch' has 22,000 average monthly searches and up 83% over the last 24 months.

The question isn't how to rank higher on Google. It's how to become the brand that shapes the decision before Google happens.

Desire is fragile. The wrong visibility, across the wrong platforms, with the wrong audience. Erodes it. Desire drives demand. Demand triggers search. Desire needs to be protected, or there's no search to win. 22

www.renownedmediagroup.com All rights reserved © www.renownedmediagroup.com All rights reserved Because
luxury has no rational justiﬁcation. 23 Nobody needs a £30,000 watch or a £5,000 handbag. The functional case doesn't exist. So the entire purchase decision rests on something irrational. The feeling the brand creates, the identity it confers, the desire it sustains. Which means for luxury brands, desirability isn't a marketing metric. It's the business model. If desire weakens, the price premium collapses.

www.renownedmediagroup.com All rights reserved © So, Desire is the bridge
between emotion and action. 24 Because people buy with emotion, and then justify it with logic. Luxury brands create the emotional conditions that make someone want something before they can rationally explain why. Storytelling, scarcity, cultural positioning, experience. These are the triggers. www.renownedmediagroup.com All rights reserved ©

A brand's world creates desire. Search protects it by controlling what the buyer encounters when they move from desiring the brand to researching it.

www.renownedmediagroup.com All rights reserved © You first need to build
a search strategy for the 3 key audience archetypes in luxury marketing… 26 Aspirational HNWI UHNW Discovering luxury. Social and editorial led. Brand and product search. Building desire from the outside in. They don't buy. They acquire. Research heavy, platform specific, validation driven. Desire already formed. Collector. Relationship led. AI and peer recommendation. Search confirms, it doesn't discover.

Desire is built through storytelling. People buy what they can see themselves in. The story has to be the same wherever they ﬁnd you. It has to give them the same feeling. 27

www.renownedmediagroup.com All rights reserved © Audience archetype x brand archetype
informs the search experience. 28 Audience Brand archetype Brand Example Brand World Search Implication Aspirational The Lover Penhaligon’s Romance, narrative, British heritage, sensory world-building Visual-led platforms, editorial storytelling, desire-building content HNWI The Ruler Rolex Legacy, mastery, earned status, recognised authority Authority signals, expert citations, validation content UHNWI The Creator Hermès Craft as the product, artisanal heritage, enduring value Craft storytelling, named artisans, AI-citable editorial

www.renownedmediagroup.com All rights reserved © For 25 years, Rolex has
spoken to the same high achiever. 29 "Reach for the Crown." Before it, "Every Rolex Tells a Story." Before that, "A Crown for Every Achievement." Diﬀerent words. Same messaging. For 25 years, Rolex has spoken to people who earned their position and want a watch that proves it. Ambassadors called Testimonees. Partnerships with Wimbledon and the Oscars. The current campaign ﬁlm is literally titled "The Height of Human Achievement." Every surface reinforces earned excellence. The Ruler

www.renownedmediagroup.com All rights reserved © 30 Search Journey Discovery Phrases:
Sustainable luxury handbags Bottega Veneta bags Research & Validate: Loewe a heritage brand? Do Gucci bags have good resale value? Consideration & Desire: Stella McCartney Falabella styles Bottega Jodie Bag Conversion: YSL GUERMANTES slingback pumps in patent leather Priority Platforms TikTok, Instagram Reels, Pinterest, Press coverage Google Search, ChatGPT, YouTube Google Search, Retargeting, Google Shopping, Editorial content website, PPC, Email, YouTube, TikTok, Retargeting Discover the Brand Research and Explore Develop Desire Consider & Compare Purchase & Advocate Purchase & Refer Broad Share Frequency Low Aﬃnity High Aﬃnity Every archetype has a different search journey. Using audience insights, build for the one that matters.

www.renownedmediagroup.com All rights reserved © Understand the role of each
platform, from when they get inspired, research and make decisions… 31 Source: Keywordtool, UK April 2026 Brand is the biggest search category in luxury. Everything else is a multiplier…

www.renownedmediagroup.com All rights reserved © Then build content clusters around
what luxury clients care about on site & distribute across relevant platforms. 32 The Luxury Fashion Customer The Aspirational Customer Luxury / Designer Handbags Luxury Sunglasses Provenance & Cultural Relevance Sustainability Credentials Cultural Moments Craft & materials storytelling Status Signalling Brand heritage content Conscious consumption guides Celebrity and cultural moments Styling and occasion content Community and cause content What they care about Related Products Audience Groups Lifestyle & Interests (Primary Content Pillars) (Secondary Content Pillar) (EXAMPLE)

www.renownedmediagroup.com All rights reserved © 34 RMG Methodology Map the
consumer search journey Audience Insights & Content Pillars Keyword universe Content Optimisations Recommendations Platform optimisations Paid Activation & Digital PR Campaigns 2 3 4 5 6 7 Reporting & Analysis / Attribution Modelling 8 1 Technical SEO Audit Technical SEO, AEO & Content SEO & Content AEO, SEO & Content AEO, SEO, Social & Content AEO, SEO & Content AEO, SEO, Content, CRO & Social Social & Paid, Digital PR Data. AEO & SEO This is underpinned by the cycle of optimisation to drive organic growth & desire holistically. This cycle connects audience intelligence, content architecture and platform optimisation across websites, LLMs and search environments, building scalable visibility and commercial growth.

The goal is not simply ranking… The goal is becoming the brand that AI, culture, and affluent audiences naturally surface when desire is forming. 35

www.renownedmediagroup.com All rights reserved © Most brands chase traffic. Luxury
brands shape demand. 37 Be Found Be Trusted Own the Narrative Selectivity over reach Brand over category Content that protects prestige 1. Map the three platforms your audience actually uses. Build presence there, not everywhere. 2. Show up on social, AI, and editorial. This is where luxury discovery now happens. 3. Track brand search volume as your signal. Growth means desire is building. 1. Invest in E-E-A-T. Named experts, credentials, veriﬁable sources. 2. Earn institutional citations through digital PR. Editorial placements, awards, expert features. 3. Build third-party validation. Reddit, communities, independent reviews. 1. Publish deep, citable content AI surfaces at high-intent moments. 2. Extend into culture, not just category. Think Rolex across sport, arts, and exploration. 3. Bridge online to oﬄine. Events and physical experiences convert desire into demand. The Framework

AI and social democratised luxury. Events and boutiques protect it. 38 Anyone can see Hermès on TikTok. Anyone can ask Perplexity about Rolex. Digital platforms have opened luxury to everyone. Events, boutiques, and private appointments are where exclusivity lives. They are where desire is engineered and where decisions close. 82% of luxury purchases still happen oﬄine (Market.us, 2026). Your SEO and GEO drive discovery. The oﬄine experience drives demand.

And this is how you do SEO and GEO for luxury brands. Telling a seamless story across all search platforms and LLMs.

40 Thank You! Contact [email protected] Founder

MASTER_-_TASHA_ANTWI_-_Brighton_SEO___Spring_20...

MASTER_-_TASHA_ANTWI_-_Brighton_SEO___Spring_2026.pdf

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