In the first article of my luxury search marketing series[1], I discussed the consumer mindset in the luxury vertical. I provided insight into what motivates luxury shoppers and what drives them to purchase.
In the second article, I’ll build upon that foundation and explore how to craft SEO strategies that enable luxury marketers to maximize results in this highly competitive space.
This article’s SEO recommendations address “on-page” ranking factors. Moz defines[2] “on-page SEO” as optimizing both the content and HTML source code of the webpage. Prioritizing on-page SEO will help luxury marketers increase their organic search visibility by (1) Improving search engine rankings, and (2) By driving traffic to their website.
Read also: 10 on-page SEO essentials: Crafting the perfect piece of content[3]
Unfortunately, the work doesn’t stop once you have great on-page SEO. As I explained in my first article, consumers often purchase luxury goods to satisfy an emotional need. So, to truly maximize conversions, luxury marketers should deliver an emotionally fulfilling shopping experience. I’ll share some ideas on how to do this with high-quality content.
1. Understand keyword intent and get your brand in front of the right buyers
It is critical to understand the intent behind customers’ search behavior. You need to understand what they want in order to effectively optimize your website and create a solid foundation for a content strategy. Keyword research, which involves strategically analyzing intent, will enable you to understand consumers’ specific needs and how you should be targeting those searchers.
There are three basic types of search intent:
- Navigational – These searchers are looking for a website or location. For example, “Gucci,” or “Gucci.com”. Search results