How to create an effective SEO strategy for luxury brands

It’s no secret that when Search Engine Optimisation (SEO) is done well, it can improve the online visibility of your website, increase awareness and ultimately catapult your business to the top of Google’s Search Engine Results Page (SERP).

But the question isn’t necessarily how valuable SEO can be for your business, but rather how to create an advanced, future-proof, effective SEO strategy tailored specifically towards the UHNW market to promote a luxury brand. When integrated with other luxury marketing services and strategically executed, an effective luxury brand SEO strategy can create a substantial range of benefits for your business.

The Relevance Process: SEO Phase 1 

Whether we are looking to optimise an existing website or start from scratch with a brand-new website, Relevance approaches SEO as a two-phase process. 

Phase 1: Onboarding, research, strategies, and implementation

During this initial onboarding stage, we get to know our client and their SEO objectives. It is during the Phase 1 SEO process that we jump head-first into keyword research, design a tailored SEO strategy suited to your business goals and implement that strategy across all relevant aspects of your website.

Phase 1 SEO

With our top-tier SEO Strategists and years of experience in digital marketing and SEO, Relevance has created a completely unique Phase 1 SEO approach. This approach has been tried and tested. As SEO and our company have evolved over time, so too has our SEO process. This in-house approach provides our clients with a comprehensive, detailed and objective SEO strategy that considers the latest research and breakthroughs in the digital world. 

Step 1 – Onboarding

During our first Phase 1 SEO onboarding process, we will start with a brainstorming session with key members of your team. Some of the insights that will help us create a bespoke SEO strategy include:

  • General information about your business – who you are, your vision, and your mission and values
  • Details about your products/services and your Unique Selling Points (USPs)
  • Your short-term and long-term business marketing goals
  • Your current clients and target market(s) as this will help us build relevant audience personas
  • Information about trusted team members that will help implement the SEO strategy
  • A brief background of your marketing and SEO efforts to date 
  • Your known competitors in your industry
  • Your KPIs (Key Performance Indicators) 

Step 2 – SEO Keyword research

Based on the insights gained from the onboarding process, we will research and select keywords targeted towards your audience and matching your product/service. 

During our extensive keyword research phase, there are several factors that we need to keep in mind and that will ultimately determine the direction of the target terms.

Factors that influence keyword choice: 

  • Historical average monthly search volume 
  • Suitability of long-tail keywords
  • Geographic area
  • Seasonal peaks and dips of noticeable keywords
  • Keyword search intent (commercial/informative)
  • The relevancy of the search term to your business

By utilising these factors, we can collate an extensive list of categorised keywords to help us understand which areas or revenue streams the assigned keyword is relevant.

SEO Keyword Strategy

The SEO keyword strategy outlines our recommendations for which key topics and keyword segments should be targeted through the content on your site. The SEO Keyword Strategy aims to achieve targeted and relevant traffic for your specific sector and niche. This document also informs our plan for your website content on an ongoing basis.

Step 3 – SEO Competitor research

The SEO keyword research for your website is an ongoing process, but after our initial keyword findings, we look at your competitors’ SEO and rankings. An SEO Competitor Analysis will look into your commercial competitors – those you know well and will have shared with us in our initial meeting, as well as competitors you may not have considered. These unexplored competitors will include websites and businesses online that are ranking well for the main keywords in your niche or industry. 

Our SEO specialists will research these competitors and the existing keywords that have worked well for them in the past. This, in turn, will inspire a list of keywords and key phrases relevant to your business and goals and serve as a baseline for our keyword research. 

Step 4 – SEO Strategy and Recommendations

Once the keyword research phase is completed, we will interpret the data we’ve gathered and create a bespoke SEO strategy. The SEO strategy we craft will include actionable recommendations, and your assigned account manager or Relevance’s SEO specialist will discuss these recommendations with you and answer any questions you may have. 

Competition within organic search results is fierce, especially in the luxury industry. As part of Relevance’s unique Phase 1 SEO strategy, we will walk you through the following:

  • How likely is it that your content/preferred websites will rank well for target keywords over time?
  • What kind of timeframe can we expect to achieve worthwhile results? 
  • What is the perceived search intent and convertibility of the user?
  • At what stage in the sales funnel are the users who are entering these target terms in a search engine? (awareness, consideration, action)

SEO Roadmap

When you and your team are happy with the SEO strategy, we can start configuring an SEO roadmap for your luxury brand. An SEO roadmap is a strategic course of action that validates your SEO strategy. This roadmap also serves as a tracker for actioning key SEO tasks and will include target objectives, keyword and competitor research, actionable tasks and estimated time-frames. This is a “living document”, and as your SEO strategy evolves and adapts over time, amends and updates will be added.

It’s important to note that SEO takes time to generate tangible results, especially if your business is new and needs to build backlinks and increase domain authority.

SEO Content Strategy

During our in-depth competitor research, we might uncover terms and combinations that have not been considered for your website before and could potentially help us identify any content gaps on your website. Many established websites can benefit from a content audit, too. This analysis takes stock of the existing content on your website to see what content can be kept, removed or updated.

An SEO Content strategy based on thorough and recent research is important because it helps you stay on track when creating content. Instead of spending time creating content based on what you think UHNWIs are searching for, your strategy will ensure that you create content that your affluent target audience is searching for.

SEO Content Creation

With the help of our specialised content team, we create optimised SEO content with the primary objective of improving your site’s visibility. We consider the keyword research and strategy and competitor research we’ve completed before putting together a topical map of new content ideas. Additionally, the new SEO content helps your brand become an authoritative figure in your luxury sector and proves that your brand has both expertise and experience around topics related to your business and target keywords. 

On-Page Optimisation 

Our Phase 1 SEO Strategy will focus largely on on-page SEO and content optimisation. We will focus on pages with high traffic or that could serve as commercial/sales pages. Our SEO Content Specialist will leverage the keyword research and competitor analysis with on-page elements like metadata, webpage copy, user experience (UX), internal linking recommendations and topical maps. Depending on the project’s scope, we may also look to add or update the website code with things like schema for improved performance.

Step 5 – Implementation

SEO Sitemap 

One of the most significant parts of an SEO strategy is the SEO Sitemap. The sitemap includes all the web pages on your site and the allocated keywords according to our agreed SEO strategy and recommendations. 

The SEO Sitemap is a document that lists:

  • All of the pages on your existing website (if applicable)
  • New pages that should be created to take advantage of keyword opportunities
  • The website structure and page hierarchy
  • The keywords allocated to each page, along with the average monthly search volume
  • The optimised URL structure and metadata 

Technical SEO Audit

A technical site audit for SEO aims to ensure search engines like Google can crawl, index, and rank pages on your site. A technical SEO audit is a detailed analysis of the technical aspects of a website related to search engine optimisation. Sites with technical issues might receive Google (and other search engine) algorithmic penalties, which could potentially cause a drop in rankings on results pages. By regularly auditing websites that we intend to keep and optimise, we can find and fix technical issues. Over time, that will improve your site’s performance in search engines.

Core Web Vitals Audit

Throughout the entire SEO process, we must keep the user in mind. Search engines are continually evolving to replicate the research tendencies of actual people. By keeping the UX (user experience) and web accessibility in mind, we can ensure that all aspects of your website are user-friendly and, therefore, agreeable to search engines. 

One way of monitoring UX on your site is through a Core Web Vitals Audit. This is a set of metrics that measure real-world user experience for loading performance, interactivity, and visual stability of the page. Google, for instance, places high emphasis on good Core Web Vitals results to achieve success with Search and to ensure a great user experience generally. 

Phase 2: Monitoring, maintenance, optimisation and modification

After implementing the SEO strategy, we monitor performance and relay results to you. This stage typically consists of monthly SEO consultancy, recommendations and continued content optimisation to safeguard your increased ranking position, stay ahead of your competitors, and research new changes in the search engine algorithm that might affect you. During this phase, we can change tactics and focus on long-term, sustainable SEO benefits. 

Relevance is a luxury digital marketing agency specialising in helping luxury brands target the world’s richest audiences. If you’d like to discuss your website’s digital marketing needs or require an effective SEO strategy to solidify your luxury brand as a frontrunner in the industry, contact Relevance today.

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