Why Luxury Brands Need an SEO Strategy in India!
As online shopping becomes a widely accepted norm and the consumer shift to the digital completely changed the face of our high street, even the luxury brands recognised they must sell online or fall into obscurity. The generation of Millennial shoppers who will determine the future of the retail simply cannot imagine the world without Internet, 24/7 mobile connectivity and social media. High street retail had to adopt the digital first, of course not without causalities. And now between Christie’s online auction and Tiffany’s diamond tennis bracelets there is simply no product category or maximum price limit for things bought or sold online.
However there is still certain lack of understanding and trust of ecommerce and digital marketing among luxury sector. There are still high-end fashion brands that put all their marketing budgets into traditional offline media to drive traffic to their brick and mortars using their websites as online catalogues. Of course branding is important for luxury brands, but for an ecommerce site to perform to its full potential it needs to be properly managed an promoted through combination of online marketing channels.
The search engines Google, Yahoo and Bing are often the very first starting points in the customer’s shopping journey. According to Google on average 9 out of 10 sales have been search referred. New customers who have never heard about your brand before wouldn’t be putting brand terms into the search box. Instead they will be using generic product terms. To tap into this audience you need to make sure that your site is optimised and ranks for a wide range of generic product terms.
Even in the top luxury sector, where 82% of purchases still happen in- store, 78% of shoppers research online before buying. When researching online only 7% of shoppers start their search with the manufacturer’s or the retailer’s brand name. Majority of shoppers start with the generic product category keywords e.g. “black evening dress”. They then narrow their search by adding manufacturer or retailer’s name based on whom they find in their first search. If your site doesn’t come up on the first page of search results for these generic terms it is very unlikely you would be found by majority of customers looking for your products. So it is absolutely crucial to have a good exposure in search engines.
On the way SEO is even more important for brand awareness than print or TV advertising, because of the declining consumption of the traditional media and increasing trust towards online information sources. In order to be visible for the relevant for your brand terms your SEO strategy needs to be based on a thorough keywords research and correct implementation of on-page technical optimisation of your site.
The third equally important element of SEO is off page optimisation or backlink building, which nowadays takes increasingly the form of blogger outreach, content marketing and social media marketing.
Incidentally both blogger outreach and content marketing (when done properly) are very effective at driving referral traffic and sales to you’re your site. They also help spread the word about your brand in a more personal interactive way than traditional print and TV advertising. So they can be considered as part of branding exercise. In the modern world of social media and virtual friendships social media platforms are really your customer care channel. Whether you want it or not online community will judge your brand’s customer service by your social media footprint or lack of it.
Keywords research, on-page optimisation and off-page optimisation are each topics in their own right and merit several dedicated articles if not a book. We will add regular articles on the topic in the future. So watch this space and subscribe to our newsletter to be notified.
The global luxury brand market is worth more than $1 trillion a year. If you are looking to build a luxury brand, you must be wanting a piece of this pie. So, what are your most coveted luxury brands? If you are a lover of cars, maybe Lamborghini, Bentley, or Rolls Royce; if you love fashion, probably Gucci, Prada, or Versace. Looking at these brands, you will quickly notice that there is a pattern to their success. Today, there is a lot of competition in the luxury market, and it’s vital that you stand out if you are looking to succeed.
There has never been a better time to build a luxury brand than this.
To get started, follow these steps on how to build a luxury brand.
- Identify a Niche Segment
- Brand Positioning with High levels of Differentiation
- Emphasize the Symbolic Value
- Create Exclusivity Perceptions
- Intransigent Delivery on a Superior Brand Promise
1. IDENTIFY A NICHE SEGMENT
As you look to start a luxury brand, it is fundamental that you find a niche segment to explore. This niche segment should be lucrative enough and have enough opportunities for the brand to grow. The niche segment that you choose to settle for should have a big enough market that can afford what you are looking to sell. Despite luxury brands now being more accessible today than ever before, affluent customers are the foundation of their success. You should make sure that there are enough affluent customers in the niche that you are settling for.
The Value of Affluent Customers
It is affluent customers who are bound to give your brand the status value that it needs to thrive. You should keep in mind that in the luxury segment of the market, perceptions are vital. If you can access the affluent customers, the rest of the market will definitely see your product as a luxury.
High-status associations of your brand’s offerings will help it build a name for itself on the market.
Provide Distinguishable Quality and Craftsmanship
One of the easily noticeable characteristics of luxury brands is the quality and craftsmanship of their offerings. As you work on identifying your niche, you should remember that you need items that are of top quality and craftsmanship to identify with the affluent customers.
Make sure that you can supply distinguishable and quality crafted items in the niche that you want to settle for.
The niche that you choose might be very lucrative, but you cannot provide outstanding offerings. If you are unable to match the expected standard of the extravagant clients, it will spell disaster to your brand.
The success of your luxury brand heavily depends on the sustainability of the niche that you settle for. As you look to find a niche for your luxury brand, you should make sure that it can sustain your business.
Don’t pick a tightly closed niche that can easily lead your brand to stagnation.
The global ultra-luxury designer clothing line for men, Giorgio Armani chose a tightly closed niche of mobile professionals as its target when it began. This tightly closed niche severely limited the brand’s growth over the years despite its success.
Thankfully, the luxury brand has realized this and is working on expanding its customer segment slightly.
2. BRAND POSITIONING WITH HIGH LEVELS OF DIFFERENTIATION
The Brand Experience
One of the most reliable ways through which you can differentiate your luxury brand in this highly competitive market is through customer experience. As you seek to build your brand, you should keep in mind that businesses in the luxury market rely on customer loyalty to prosper. Your brand experience should be curated towards upholding and solidifying the commitment of the customer to your brand.
The customer experience, whether online or in-store, should reflect the symbolic value of your brand.
Personalization is also a unique feature in the customer experience that can help your luxury brand prosper. As you will be mostly dealing with affluent customers, you can take some time and curate their experience to match their personal preferences. This will go a long way in building brand loyalty, and it is possible both for an online or brick and mortar store.
The luxury car brand, Rolls Royce, has succeeded widely by taking advantage of personalization. All of their motor vehicles are ultra-luxurious, but as a client, you can go the extra mile of getting your personalized car. This customized car is made to primary fit your tastes and preferences. You can either request for this personalization online or visit their headquarters to get to do this with the help of an expert.
Through personalization, this brand has set itself apart from the other brands in the luxury car market.
Another luxury brand that has well taken advantage of differentiation through customer experience to bring success to itself is Bang & Olufsen. This iconic Danish electronics and design brand is today regarded as one of the leaders in its market.
This differentiation has uplifted the brand’s symbolic value and resulted in more customers wanting to associate themselves with it to boost their social hierarchy.
3. EMPHASIZING THE SYMBOLIC VALUE
Luxury brands thrive on what people think about the brand. In most cases, apart from quality and craftsmanship, luxury items usually have no additional functional value from the other regular items. What stands out for most luxury brands is their symbolic value. Therefore, it’s vital for a luxury brand to emphasize the symbolic value it is looking to succeed in the market.
The symbolic value of a luxury brand emanates from its social standing.
It is this symbolic value that is responsible for creating a market for the brand. In this era of social media, some luxury brands have embraced such platforms and especially Instagram to emphasize on their symbolic value.
Building a luxury brand on Instagram
What makes Instagram stand out from the other social media platforms is its visual focus. When it comes to emphasizing the symbolic value of a brand, nothing is better than visual perception. Leveraging the power of Instagram to build your luxury brand can easily take you to the next level.
Here’s how to do it:
- Create content and post it consistently: It’s essential that you create content that is loyal to your niche and post it consistently. Original content is usually more enticing on this social media platform. Remember to match the details of your posts, such as color patterns, angles, and aspect ratios.
- Utilize a content calendar: For you to create a massive following for your luxury brand on Instagram, you need to utilize a content calendar. Plan strategically and post when you’re your content will have more visibility.
- Partner with influencers: Influencers play an essential role in building a brand on Instagram. As a luxury brand, you should reach out to influencers that will add value to your brand. They should be in line with the symbolic value of your brand. While on this, try to avoid individuals with huge numbers of followers but no engagements.
- Take advantage of hashtags: Hashtags are an Instagram feature that most brands on the platform fail to take advantage of despite its high potential. As a luxury brand, make sure that you use the relevant hashtags for your content whenever you post any. Two or three hashtags should be enough, don’t overdo it.
- Be consistent in your brand message: As a luxury brand, you should focus on your brand message. Only make quotes that go in line with what your brand stands for.
- Be engaging: People love following an engaging brand on Instagram. Take some time to like or reply to some of the comments on your posts. They may not be your clients yet, but someday they may be.
4. CREATE AND REINFORCE EXCLUSIVITY PERCEPTIONS
As mentioned earlier, the symbolic value of your brand is what makes it desirable. To push the market desire for your brand even further, it’s crucial that you create and reinforce its exclusivity perceptions. Everybody wants to stand out from the crowd, and if the market perceives your brand as exclusive, it’s what they will go for to achieve this.
Embracing Brand Heritage
Every luxury brand has a unique story to tell. As a luxury brand, you can take advantage of your story and heritage to create and reinforce the exclusivity perceptions. Embracing this heritage will help your brand stand out from the competition as the elite. This will also help the market connect to your brand.
Do not shy away from telling your rags to riches story.
Ralph Lauren is one brand that tells this story and epitomizes the American Dream. The brand has found a lot of success in the market by exclusively targeting the high achievers who relate with its heritage.
Sustaining the Brand’s Position
The perception of exclusivity for a brand can also enable it to persevere tough times, such as increased competition. It’s human nature to go for the most exclusive offering even in times of hardship like a recession. To effectively achieve this, you should take tactical actions that create a sense of exclusivity for the brand and also reinforces it.
5. INTRANSIGENT DELIVERY ON SUPERIOR BRAND PROMISE
Among the biggest challenges that luxury brands face is delivering on the brand promises consistently. Your brand can only be successful if it can be able to deliver on its superior brand promise intransigently. By doing this, your luxury brand will be able to earn the loyalty of your affluent customers.
You should know that delivering on the brand promise involves taking on multiple dimensions for a luxury brand.
Upholding Brand Identity
For a luxury brand, the temptation of satisfying the excess demand can be so huge.
Despite this, you should stick to upholding your brand identity as luxurious. No matter how huge the demand is, remember that trying to cash in by meeting that demand may irreversibly damage your brand identity. Luxury brands like Louis Vuitton have managed to be as successful as they are by destroying any surplus merchandise that may dilute their brand equity.
SUCCESS IS A JOURNEY
As you embark on building your luxury brand, you should keep in mind that success is a journey. In this journey, just like any other, you are bound to come across challenges. You should not let these challenges bring you down. Practice the tips mentioned above, and all will be well for your luxury brand.
Keep in mind that quality and craftsmanship are at the heart of every luxury brand. Your affluent clientele is willing to pay for this and so why not give them the best? Additionally, in this age, digital media and technology play a vital role in the success of any business.
Embracing digital media and technology can make a huge difference for your brand.
SEO for Luxury Brands in India – How to Grow Traffic Organically in India | Digital Marketing for luxury brands in Mumbai – India
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.