SEO Case Study: Luxury Jewellery Brands Website Structure

It is only recently that a large proportion of luxury brands have begun investing in SEO strategies, having instead previously relied on brand awareness to drive sales. With the digital industry growing and becoming a busier platform they have begun to recognise SEO as a legitimate revenue source. Some jewellery brands, in particular, have bought into SEO and now have solid, successful strategies which have led to them dominating the search results.

SEO strategies are typically complex in nature, but here we analyse the structure of a website and how it grounds great technical SEO and content SEO strategies. First, we will concentrate on technical SEO, and keyword mapping to the correct pages, before moving on to analysing the content delivered on the sites. The examples are two very successful brands, Pandora and Tiffany’s. The structure of the site feeds the entire content strategy and affects how easily the site will be updated. The data shown from these two brands comes from Google UK.

 

TECHNICAL SEO STRATEGIES

Pandora

The first brand we will analyse is jewellery designer Pandora. Not the top end of the jewellery market Pandora sets itself apart from competitors by positioning themselves as affordable luxury. Their brand is known worldwide and this is reflected in their branded search positions.

Keyword Rank Ranking Page
pandora 1 /en-gb
pandora uk 1 /en-gb
pandora rings 1 /rings/
pandora bracelet 1 /en-gb/products/bracelets
pandora charms 1 /en-gb/products/charms
pandora necklace 1 /en-gb/products/necklaces-and-pendants


The Pandora brand is now so strong that they have little to worry about in terms of branded searches. However, their current non-branded digital strategy is dominating the jewellery industry.

Pandora achieves this through a wide range of different, uniquely named URLs so that customers can be led straight to the specific page they are searching for. This means that the customers click on the most useful page possible, providing them with the best possible user experience.

Keyword Rank Ranking Page
promise rings 1 /rings/promise-rings/
earrings 1 /en-gb/products/earrings
bracelets 1 /en-gb/products/bracelets
earring 1 /en-gb/products/earrings
charms bracelet 1 /en-gb/products/bracelets
pendant necklace 1 /en-gb/products/necklaces-and-pendants
charms 1 /en-gb/products/charms
studs 1 /earrings/studs/
disney charms 1 /en-gb/collections/disneycollection
bracelet charms 1 /en-gb/products/bracelets
necklace chain 1 /necklaces/necklace-chains/
pamdora 1 /en-gb
jewelry rings 1 /en-us/rings/
stack ring 1 /en-gb/products/rings
stacked ring 1 /en-us/rings/stackable/
stacking rings 1 /rings/stacking-rings/
stacked rings 1 /en-us/rings/stackable/
studded earrings 1 /en-gb/products/earrings/290559cz
birthstone rings 1 /rings/birthstone-rings/

Pandora’s keywords have been carefully interwoven into their content strategy. Each URL contains a relevant dedicated keyword, including both specific keywords which are easier to target, to more generalised keywords which take much longer to rank for and have much stronger competition.

For example, they have a specific page dedicated to “necklace chains”, and the URL states “necklace-chains” so there is no room for confusion for either customers or Google. Search engines know exactly which page should serve users the best. “Stacked rings” is another example of how they use key terms in the URL “/rings/stacking-rings/”. This increases the range of keywords they can rank for, thus appearing for the broader range of terms such as “necklaces” and “rings”.

Tiffany’s

Our other example is the well-known jewellery brand Tiffany’s. A high-end luxury brand, they communicate their brand value but highlighting the history of the brand.

Keyword Rank Ranking Page
tiffany 1 /
tiffany and co 1 /
tiffanys 1 /
tiffany engagement rings 1 /engagement/rings
tiffany engagement ring 1 /engagement
tiffanys engagement ring 1 /engagement
tiffany uk 1 /
tiffanys necklaces 1 /jewelry/necklaces-pendants
tiffany necklaces 1 /jewelry/necklaces-pendants
tiffanys necklace 1 /jewelry/necklaces-pendants
tiffany necklace 1 /jewelry/necklaces-pendants

Similar to Pandora, Tiffany’s appear strongly for branded keywords. They focus on necklace and engagement keywords, directly associated with their brand to drive traffic to their site. However, their URLs are not as tightly structured as Pandora.

The table above shows a range of URLs which, though not quite as exact as Pandora, do reflect the brand categories. They reserve pearl jewellery for its own page, and dedicate diamonds to the engagement page, working from their brand’s persona, which famously associates Tiffany’s with engagement rings.

Keyword Rank Ranking Page
yellow diamonds 1 /collections/tiffany-yellow-diamonds
women jewelry 1 /jewelry
shop jewelry 1 /jewelry
real pearl necklace 1 /jewelry/pearl-jewelry
jewelry for women 1 /jewelry
tiffanys and co uk 1 /
real pearl necklaces 1 /jewelry/pearl-jewelry
big diamond rings 1 /engagement
real pearls necklace 1 /jewelry/pearl-jewelry
jewellery collection 1 /collections


From an SEO perspective, this means that Google will read these categories, and give the site more credit for terms such as jewellery and engagement, particularly as the content reflects this, which you will soon see.

 

CONTENT STRATEGIES

The content from these luxury brands reflects a strong structure with each brand presenting a strong online presence through their blogs.

In terms of SEO, every time they publish a blog post results into one more indexed page on their website, which means another opportunity for their brand to show up in search engines and drive traffic to their website in organic search.

Pandora

Pandora’s blog ‘Universe’ is the most active blog we’ve come across from a luxury jewellery designer, publishing multiple blog posts every week.

1 .Landing Pages

Pandora Landing Page top

Pandora’s landing pages contain a strong amount of copy, especially for an image-based site. They not only have category copy situated at the top of the page but also have an expanded version at the bottom of the page. While this is slightly unnatural for a page structure, the extra copy is obviously working well, as they are ranking on the first page for a wide number of keywords. The design of the bottom of the page means that the copy doesn’t look too out of place. We assume that this technique will be used in the fashion and jewellery industries, as brands try to get more copy on their pages without damaging the user experience.

Pandora Landing page bottom

2. Blog

The “Universe” has six main categories:

  • Newest stories (all blog posts)
  • Sneak peek
  • Styling
  • Craftmanship
  • Seasonal trends
  • On Our Wishlist

There is also the option of adding more filters to your search in the blog archive to find all the posts about the specific topic the reader is looking for. This ensures the reader can access the content they need quickly and don’t need to click on pages of blog posts to find information.

Pandora’s URLs are very simple and clear, but they also have some categories which cleverly highlight their products. For example, the ‘Sneak peek’ category gives a first look at the next collection launch. With colour schemes and styles identified, the reader is teased until the full collection is revealed. They can also add the new jewellery to their Pandora wish list before the collection is even released, solidifying potential purchases.

Users will also link to the new collection, which will help the site gain more links and keep their rankings strong.

The final category on the Universe blog is called ‘On our Wishlist’ and includes posts mainly focusing on products the blog writers are wishing for at the moment, which perhaps the readers also wants. It also jumps on current events such as Valentine’s Day and Mother’s Day to show gift ideas from Pandora. This allows Pandora to rank for key calendar events, and grab those gift searches. This will also pick up a range of links during those seasons which will contribute to a lift in rankings.

This simple URL structure clearly tells Google what URLs should rank for each keyword, and splits the blog into easy categories.

Tiffany’s

Tiffany was actually one of the first luxury brands who took online marketing and online sales seriously, and this has paid off as they are still one of the leading jewellery brands doing sales online.

1 . Landing Pages

Rather than adding copy to the category product page itself, as Pandora does, Tiffany’s has split the categories into subheadings and included guides and information about their products on separate pages. Tiffany’s also manages to include the word “gifts” in many of their subheadings, something which will help them target “gift” search terms.

Tiffany Landing Pagge

While this isn’t a perfect strategy, it means that the site includes more keywords, ranks more pages, and adds context to search engines. It is also a good alternative for those brands who don’t want to add copy to their main landing pages, something many luxury brands are not ready to do.

2. Blog

Tiffany’s blog is named ‘The world of Tiffany’ and gives the reader an opportunity to explore the brand heritage, product styling suggestions, romantic inspiration and the latest news from Tiffany.

Tiffany’s blog differs from Pandora’s first and foremost in terms of layout. Where Pandora’s blog has a traditional blog layout with blog posts stacked underneath each other sorted by date with the latest blog post featuring at the top, the Tiffany blog is more fluid. It does not mean it is any less easy to navigate through. The blog has three main categories:

  • The latest
  • The Tiffany story
  • The future is beautiful

While these are not the most searched for keywords, Tiffany’s has made up for it by their content.

For example, the second category, ‘The Tiffany story’, gives the reader insights into the story behind the Tiffany brand. In this category the reader can explore four further categories:

  • Legacy
  • Design
  • Diamonds
  • Timeline

Tiffany Blue BoxAll the content in the category is evergreen and does not have a date it’s published. It contains information that will always be relevant and does not need any further updates unless the there is a redesign of the site.

The final blog category is called ‘The future is beautiful’. The blog content in this category gives the reader insights into Tiffany’s commitment to maintaining the highest standards of social and environmental responsibility.

However, despite the title, the URL strategically uses the word sustainability, which is probably what the reader was searching for in their preferred search engine. While Pandora clearly creates and structure their URLs, Tiffany’s affords a little creativity by balancing brand tone, keywords and content expertly.

 

CONCLUSION

When creating content for a site it is important to choose a URL structure that is both flexible and easily understood by Google. If you need to be creative ensure you base your content around a particular keyword, as Tiffany’s does.

Analysing these two major jewellery brands which both have successful blogs, it is easy to see how you can build and run a blog for similar brands. Pandora’s blog is always on brand and focuses on the latest products. However, Tiffany focuses not only on their products but more on their brand heritage, as well as their social and environmental responsibility.

Both blogs work well for the purpose of building a brand persona, giving the consumers better access to information and increasing the number of indexed pages on their website, which makes them more dynamic and a higher rank in Google. But the reason they work so well is due to their simple, yet effective URL structure.

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