How a Solid Content Strategy Can Help Luxury Brands Succeed in The Digital World

While offline shopping is almost a key requirement for luxury establishments, almost no luxury brand in the world today can afford to ignore the world of online sales.  

Even though luxury brands may already enjoy a significant degree of brand recognition, it is highly dangerous for them to assume that this will be enough to bring them the maximum possible level of website traffic.  Content will help improve your brand’s visibility and boost SEO.

Understand the intent behind the search

There are three main types of user intent when it comes to organic search:

• Navigational – The user is browsing based on generic terms
• Informational – The user is searching for information around a particular product
• Transactional – The user is intending to make a purchase, using terms like ‘buy’ and ‘purchase’

Interestingly, these terms mirror offline behaviour. For example, navigational behaviour could be a customer simply browsing in a shopping centre. Informational would be similar to picking out numerous items and trying on, whereas transactional would be visiting a specific store and buying a specific product that the consumer already had in mind.

When making a transactional search, providing a brand is using its best SEO practice, the user should generally be directed to the right landing page where they can buy the product they wish. By refining SEO content, brands can have a better chance of ranking in the top group of results which would increase the likelihood of ranking for informational and navigational searches.

By identifying which keywords are bringing people to which pages, we are able to have a better understanding of the user intent and therefore create an effective content strategy which targets each type of user intent.

Aligning content and social media to enhance SEO

Some luxury brands have made excellent use of content marketing and social media outreach, which certainly helps to increase brand recognition and to build relationships between brands and their potential customer base.  

Gucci is a great example of a brand who have perfected their content strategy.  As discussed at the latest TREND event by CEO at Walpole, Helen Brocklebank, Gucci is one of the few luxury brands who are able to resonate with a wide audience whilst still producing cutting-edge content. “Many luxury brands are afraid to do the digital equivalent of Dad dancing’”, is how Helen described the main concerns of premium brands when strategising their content. We see on Gucci’s website and social channels incredibly engaging and original content from all over the world. From the first glance at their Instagram feed, we are immediately aware that it belongs to Gucci due to the use of bold, primary colours, their signature Asian influence and the occasional lion and snake print. The brand then uses this striking imagery on their website to create Gucci Stories, short snippets of content around a person, place or object.

Even if a brand doesn’t have an SEO strategy in place, there is a good chance that the page rankings will benefit from the engagement generated from social presence.

The three tactics working together (SEO, content marketing and social media outreach) is the best combination to improve conversion and to help improve your business’s rankings.

A solid content strategy will enhance PPC campaigns

We recently discussed the importance of aligning your SEO and PPC strategies and talked about how being able to rank in both paid ads and organically will significantly increase the likelihood of a conversion.

Being able to generate engaging and original content which is truly relevant to your a will give overall much higher visibility across both paid and organic search.

PPC advertising can still, most certainly, be a very useful and valid part of an overall online marketing strategy, but it is dangerous to rely on it alone.  That could mean being forced to participate in an overly-expensive bidding war just to be able to implement your planned marketing campaign.

SEO is not free but it cannot simply be bought and sold as PPC keywords can.  When you have developed it, it is yours and as long as you maintain it, you will continue to see results on a continuous basis Your SEO content will not be for the search engines exclusively – you must create it so that it is of benefit to your readers and site visitors – and it will provide you with things to share socially and answers to questions your customers may have as well as helping your search engine optimisation efforts.
If you’d like to discuss how to enhance your SEO through a brilliant content strategy, get in touch.

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