As a luxury brand, you’re likely used to inbound marketing tactics that bring customers to you. Inbound marketing is beneficial because, when done right, you get a great payoff for your efforts. If this sounds appealing to you, there’s one thing you must capitalize on: SEO for luxury brands.
What Is SEO For Luxury Brands?
SEO for luxury brands is the process of luxury and high-end brands optimizing their websites and content to maximize their online search potential. When a luxury brand executes on its SEO strategy successfully, quality online leads who are looking for the goods or services the brand provides will find their way to the brand’s website. It’s a valuable inbound strategy that drives growth and increases conversions.
How Can Organic Traffic Help Your Luxury Brand?
First, let’s define organic traffic. Organic traffic is traffic that comes to your site naturally. If someone searches for something online and they go to your website to find what they’re looking for, that’s an organic lead. You didn’t have to pay to have them come to your website.
There are multiple ways organic traffic can help your luxury brand. Let’s walk through some of the key ways and how they can tie to your credibility and bottom line.
Organic Traffic Yields Long-Term Growth
Many businesses like pay-per-click (PPC) advertising because it tends to get quick results. While PPC is one part of your overall digital marketing strategy, you shouldn’t put all your eggs in that basket. PPC is great for short-term growth, but if you want sustainable, long-term natural growth, you’ll need organic traffic to come to your site.
Statistics show that organic search on Google is responsible for more than 59% of the world’s web traffic. The more your luxury brand gets a piece of that percentage, the better.
Organic Traffic Builds Credibility
One of the most important aspects of ranking well on Google is having a trustworthy website. The more people go to your website for the trustworthy and quality content you produce, the better your shot is at ranking on the first SERP (search engine results page).
One of the most effective ways to get organic traffic and build credibility is to create content on your luxury website, which we’ll discuss in just a bit.
Organic Traffic is Budget-Friendly
PPC advertising can get expensive, and if you aren’t sure how to run it, you risk losing money. Investing in organic traffic and growing your website via SEO is a more budget-friendly option. Granted, you’ll still have to factor in costs for aspects like content creation and promotion. It also takes time to create a content plan rooted in organic growth.
Organic Traffic Creates Brand Awareness
When your luxury brand invests in SEO and increases its organic traffic, your brand awareness also increases. Think about it: more organic traffic means more people are visiting your website. The more people are visiting your website, the more they’re seeing and experiencing your brand. That’s why it’s crucial to look at what’s on your website from the user experience perspective.
Now that you know a few key ways organic traffic can help your luxury brand, let’s discuss some pillars of your SEO strategy and how they’ll help you grow your brand.
Pillar 1: Onsite SEO
Onsite SEO is just as it sounds; it’s when you optimize your website for search engines to find and rank. Statistics show that 75% of people who search online never click past the first page of results, and if you want your website on the first SERP, you need to prioritize onsite SEO. There are numerous elements to onsite SEO, but the ones listed below are some of the most crucial to utilize.
Keyword optimization is the process of researching keywords that people type into search engines and using your research to optimize your website and content to rank for that keyword. One example of a keyword is “best luxury SUV”.
If you wanted to rank on the first Google SERP for that keyword, you should do an initial SERP analysis to see what kind of content is on the SERP. Pay attention to things like:
- The type of content—are they videos, articles, podcast episodes, or a mix?
- The websites on the first SERP—are they your competitors?
- The information within the content—what kind of information does the content include and how is it presented? Is it visual, interactive, include a lot of details, etc.? These are all things to note, as they helped that content get on the first SERP.
There are plenty of tools you can use to do keyword research, and some even provide free versions for you to use. Keep in mind, though, that the free versions tend to be limited and only provide a fraction of the information you need to fully take advantage of keyword optimization.
Utilizing Title Tags, Meta Descriptions, and Alt Tags
Don’t let things like title tags, meta descriptions, and alt tags slip through the cracks. These elements are vital parts of onsite SEO that, when filled in properly, can boost your ranking. First, let’s talk about what exactly these elements are.
- Title tag—This is an HTML element that allows you to tell search engines what the title of your page is. This is the title of the page that shows up on the SERP.
- Meta description—This is an HTML element that summarizes what your content is about. The meta description is the little blurb that shows up under the title tag on the first SERP.
- Alt tag—This is an HTML element that provides a description of an image.
Utilizing all these elements are important because it gives Google a better idea of what your website and content is about. These elements also help create a more user-friendly experience on your website. The title tag and meta description give people a clear and accurate idea of what your web page is about. The alt tag comes in handy if an image doesn’t render; instead of there just being a blank space, there will be a description of what the image is.
When these elements are properly optimized, they can make SEO for luxury brand strategy perform better and, therefore, give it a better shot at ranking higher.
Compressing Images and Video Files
While having images and videos on your website can help you online, images and videos that have large file sizes can hinder your ranking. This is because your website’s speed plays an important part in how Google chooses to rank you online.
People are used to getting instant gratification online, so if your website takes a long time to load, chances are they aren’t going to stick around. In fact, statistics show that website conversion rates drop by an average of 2.11% with each additional second of load time (between 0 and 9 seconds). If people are consistently leaving your website because something isn’t loading, your bounce rate increases, which could signal to Google to not rank your page on the first SERP.
Compressing your images and video files can help increase your website’s site speed without sacrificing visual quality. The key is to find the right format and compression ratio that still leaves you with a good quality visual element.
Fix Broken Links and Build High Quality Ones
Linking is another important part of your overall SEO strategy. Think of links as highly valuable roads on your website that lead to other relevant and useful content. The more valuable roads you have that lead to good content, the more it signals to Google that your website is worth ranking on the first SERP.
If you have a broken link on your site, it’s like having a broken road on your online map. The user was on a great journey until it was suddenly disrupted, which is not good at all. Broken links are bad for user experience, and they’re also bad in the eyes of Google. When Google crawls your web pages, they use links to go to each web page and evaluate its data. If a link is broken, it essentially stops the linking equity in its tracks – decreasing the SEO for luxury brands.
Fix any broken internal links and external links you find to avoid this issue and keep your links in good shape. It’s also important to build high quality links, meaning you create valuable content that other websites want to link to. Google looks at your backlink portfolio and factors it in when ranking your content, so the better links you build that other websites link to, the higher your chances are of ranking well on Google.
Create EAT Content
As a luxury brand, you have some expertise in your space. Use that expertise to your advantage by creating EAT content. EAT stands for Expertise, Authority, and Trust. Google uses different indicators to determine how trustworthy and valuable your content is, which greatly factors how it ranks online.
Here are some tips for writing EAT content:
- Produce content you have expertise in. You’ve made a name for yourself as a luxury brand for a reason; use some of that expertise and share it with the world to gain trust and authority within your space.
- Make sure the content matches the intent of the keyword you’re targeting. People are searching for that keyword for a reason, so help them find what they’re looking for.
- Create high-quality content. Every single piece of content your luxury brand produces has your brand name on it. Make it the best it can be so it benefits your brand and your online audience.
- Use statistics, facts, studies, and other types of research in your content where it’s relevant. You can even do your own research and cite it.
The more trustworthy and useful your content is, the better chance it has for ranking well online.
Pillar 2: Offsite SEO
Offsite SEO, in addition to onsite SEO, is important for your overall SEO strategy. Offsite SEO is the process of having external sites link to your site. As a luxury brand, you have multiple options for maximizing your offsite SEO strategy.
Set Up Google My Business
Google My Business is a free tool businesses can use to organize their information online. It serves as a central place where people can go to find things like your website, phone number, and hours of operation. Having a Google My Business account can help more people find you faster and drive traffic back to your website.
Create a Business Listing
Similar to a Google My Business account, creating a business listing online can help people find your business information in one set place. List your luxury brand on a website that makes the most sense for your industry and watch the traffic come in.
Reviews also play a factor in how Google ranks your luxury brand’s website. The more reviews and positive remarks you have online, the better your website’s chances are of ranking well online. Encourage customers to leave reviews online as part of the sales or follow-up process to boost your online review numbers.
Pillar 3: Technical SEO
When talking about SEO for luxury brands, we can’t forget to touch on technical SEO. Technical SEO is the part of your SEO strategy that focuses on optimizing the technical aspects of your website. Here are some key technical SEO aspects you need to optimize.
Think of a sitemap as a master plan for your website that Google uses to determine which pages are important. It lays out the structure and organization of your website and details how the pages are related to one another.
Properly Developed Website
Good website design is arguably the most essential part of technical SEO. A properly developed website should be user friendly, engaging, and a good reflection of your luxury brand. Without a properly developed and designed website, your SEO efforts may be wasted.
how the User Experience impacts seo for luxury brands
Another crucial aspect of technical SEO is focusing on user experience (UX). User experience is the process of looking at your website and evaluating how users interact with it. The goal is to have the best user experience possible, meaning you make it easy for users to navigate your website. The easier it is to navigate your website, the longer users will stay on your website. This will show Google that your website is worth visiting and, as such, should rank higher on SERPs.
Content Marketing For Luxury SEO
Content marketing is the process of creating and promoting content through various channels, including social media and paid advertising. Content marketing is essential for any brand, but it’s especially important for luxury brands. Connecting with high-end audiences is a top goal for any luxury marketing plan, and content marketing can help you connect with those audiences and make them come to you organically.
Make sure you address these key pillars in your content marketing strategy:
- Content creation: Who is going to create this content? What kind of content will you create?
- Content distribution: What channels will you use to distribute this content? Social media, newsletter, paid advertising?
- Type of Content: Will you be writing blog posts, creating videos, infographics, or all of the above?
Discussing these key pillars is a great first step in planning a comprehensive content marketing strategy that increases your luxury brand’s awareness while drawing in organic traffic. The better your content marketing strategy is, the better SEO results you’ll see.
SEO for luxury brands is a must if a brand wishes to flourish in the digital world. Combining onsite, offsite, and technical SEO strategies will help you gain more organic traffic and increase your rankings online, meaning more people will find your website faster. Take the time to plan a comprehensive SEO strategy that benefits both your brand and your audience, and you’ll be on the fast track to tremendous online growth.