SEO for luxury brands!?
-
Hi all,
It is widely known fact that you will be a bit in trouble if you will need to do SEO for luxury brand that is not willing to sacrifice design, layout etc. for SEO purposes. So basically - there is no content to optimize and there is almost no keywords to rank!
Just wondering - how would be the best to approach such kind of terrible situation?
Regards,
Jungle
-
Thanks m8! Transcripts for videos is a great idea! Will definitely need to utilize that!
Regards,
Jungle
-
Cheers to the answer!
Can you share your experience with link building strategy for them? Did you boost the brand or you ranked unique product by their keywords. Or combination of both?
Keyword use bottom line:
- the problem is that standard approach regarding keywords is not working here as you can not choose keywords that have high and valuable traffic. As far you don't have a brand awareness for the site and credibility for the brand in general - you can not compete for high quality keywords. You will be outranked with easy by any blog that has 1,5 k words in it and that is optimized by this general keyword.(remember, I am able to use only Meta tags and Img Alt attributes in this battle. +Off-Site campaigns of course)
Thanks,
Jungle
-
Yeah
At least one positive sound D;) Thanks for that!
One question though - you mentioned link building - what do you think would be the best approach to that? Product keyword or boost a brand? In both situations anchors etc. will be unique - which is good. So we don't need to talk about highly competitive keyword rankings etc.
The problem that I will be facing is affiliates of the brand and affiliates of the product. They will be my most competitors and as far I aware - they are quite big.
For example - how would you fight with Amazon if you need to sell exactly what they are selling!?
Example situation - Just imagine that you have built new site for brand.......and that brand already sells on Amazon it's products.
Thanks,
Jungle
-
We have worked on a few high end fashion brands in the past, some times it is hard to make them step away from the flash sites and the image heavy sites but in the end of the day it is all about training, Even if you work with a site that has limited images you need to develop a strategy which will allow the site to incorporate some SEO elements, then you really need to push the off site elements in a big way, any thing is possible it just takes time and education.
-
If they have videos, they could add transcripts in a collapsible div. That also address accessibility and general user experience. After all, if someone is sneaking a peek at the site at work, they probably don't want to have the sound on for videos.
-
You need to find a new approach in discussing website usability for the user + search engines. Set realistic expectations (as stated above) and do the best you can. I would continue impressing the need for a better website design which includes more content and functionality. Give them some examples. Pull some competitor data, show them other sites. If these are publicly held companies you might be able to find some great information or press releases on how companies are fairing with internet marketing.
Regardless, you can get that website to rank well for specific keywords by building more high quality links than the competition. Ive seen it work numerous times. Without allot of content you simply are not going to be able to target long tail keywords or less competitive keywords.
You can also build a blog for them and drive traffic there.
-
Set realistic expectations for your client. It's fine if that's how they want the site to work, but explain to them that search engines primarily read text; without much text, the search engines will have a harder time figuring out what the page is about. Also explain their options: They can have more text on each page without compromising the design, by using tabs, collapsible divs, etc. Figure out whether or not visitors want more text on each page. If you can make that case, they might be persuaded.
Meanwhile, focus on the things you can control, like title tags and img alts. Then focus on linkbuilding. That should be relatively easy -- fashion is popular and has great potential for compelling content. At least you're not working for a plunger manufacturer.
-
Not really - they have all digital content in place - videos, pictures html5, sliders etc. Apart from that - Max 50 words per page:(
-
Matthew,
Thanks for insight but unfortunately this is not the case. Maybe in travel field everything is exactly as you say but in the big Fashion it's not
There are factories, teams and really a lot of money spent on just a homepage and whenever you want to justify any change it is just feels ridiculous.Try to understand, that people with who I dealing with will newer sacrifice anything. They will pay 10x more....but newer sacrifice. So, SEO standards, terms, explanations etc. are not discussable. They will not publish content in text format and everything regarding visual design is forbidden talk ;)..........................
Of course, all meta data and hidden things that could be corrected is corrected, but how to rank such kind of website without textual content, keywords, density etc, I do not have any clue.
Of course Social Media campaigns and blogging will help but I highly doubt that this will be enough in competitive niche because apart from referral traffic we will miss organic rankings and traffic from this part of the Google.
regards,
Jungle
-
Do you mean they have a flash website because they think it's prettier?
-
My company provides search & content marketing services for a number of high end / luxury travel brands. We don't really share your problem. We don't build sites ourselves, but the sites we work with have usually been well built by SEO standards. When we come across a site that does need some work, it's usually very easy to explain to a client why they need to take a second look at their architecture, and how they can do that without sacrificing their branding.
There's absolutely no reason that a luxury brand shouldn't have content on its site. In fact, I'd say the opposite: a luxury brand should be finding every opportunity to communicate its unique expertise and authority in its field, using a variety of content to do that.
When it comes to content creation and off-site SEO working with luxury brands can be trickier than most since the bar is often much higher in the level of quality that is expected. So our luxury clients usually end up spending more on content development, which means we have to be very careful how we deploy that content to ensure they get best value.
We also spend a lot of time on publisher & blogger outreach and building relationships with high end publications that we can partner with to help promote our client sites.
But in some respects, this is actually easier than doing SEO for a non-luxury brand, because the client already has an understanding of the need to invest in quality, and they don't expect results from cheap, spammy tricks.
Regards, Matthew
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Product Descriptions (SEO)
Hello, I sell products relating to wood. Although the products vary, I like to give description of the wood type for the customers who might not be familiar with it. Will it hurt my rankings to give the same descriptions for the same wood type as long as the majority of the description is different? Here is an example of the layout: 1. Different description for different products 2. The same short description for the same wood types (seen throughout multiple pages) Hopefully my question makes sense.
On-Page Optimization | | mattl992 -
Do Blog Tags affect SEO at all anymore?
We're trying to standardize the use of tags on our site amongst writers/editors, and I'm trying to come up a list of tags they can choose from to tag posts with - and telling them to use no more than 10 (absolute maximum) per post. We are also in the process of migrating to a new CMS, and have 8 defined categories that will all have their own landing page within our "News" section. TLDR: Do blog tags have any impact on SEO anymore? Are they solely meant to help users find articles related on popular topics, or does creating a tag for a popular topic help to improve organic visibility? Full Question: With the tag standardization, I want to make sure we're creating the most useful and effective tags; and the UX/SEO sides of my brain are conflicted. To my understanding, creating a tag about a high volume topic in an industry helps establish the website's relevance to Google/other search engines about that topic and improves overall relevance; but the tag feed page (ex: http://freshome.com/tag/home-protection/) isn't really meant for organic search visibility. So my other question is, is it worth it to noindex the tag pages in the robots.txt? Will that affect any benefit to increased relevance for Google (if there is any)? I'm interested to hear others' thoughts and suggestions. Thanks in advance!
On-Page Optimization | | davidkaralisjr0 -
Is moving text out of the main body field a bad idea for SEO?
Hi, I manage this WordPress website http://www.the-fireplace-company.co.uk I've been looking for ways to improve the product template and have come up with the following http://www.the-fireplace-company.co.uk/product/the-alhambra-fireplace/ - you can see how this compares to the old template http://www.the-fireplace-company.co.uk/product/the-burlington-fireplace/ Basically I've moved the description copy for the product from the main body to an alternative field and disabled the reviews tab below the product images to give a more compact feel and better use of the space available in my humble opinion! The client approves too. However I was just about the change all the other products to match this one - but suddenly thought is is wise to move all text out of the main body just to improve the look? I wondered what impact this might have on search. Any pointers would be welcomed. One course of action might be to find a new theme that's just a little more accommodating! Or to develop this theme further to ensure the main body copy is displayed where I want it to be? Regards to the Moz community - thanks for reading. Nathan
On-Page Optimization | | nathangdavidson0 -
301 Redirect and SEO Rankings
I recently restructured my webpage URL's (about 300 ~ 75% of my total website) to make the URL paths more SEO friendly. Within a few hours of restructuring the pages, I did a 301 redirect to my old URL's and pointed them to the new pages. I have seen ~ 50% drop in organic traffic. I started the restructuring exercise 14 days ago and finished it a few hours back. I have 3 questions: How long will it take for me to recover my old traffic. Will I recover most of it or some of it? Due to a glitch in the specified path, some old URL's were wrongly redirected (this happened with 9 pages to be exact). I will explain exactly what happened: www.redirct.com/superseonow1 ---- redirected to ---- www.redirectnow.com/seonow1 **/superseonow was 301 redirected to /seonow. After 3 days I realize that /superseonow1 was actually /supernow1. The same thing happened to 9 pages - /superseonow2, /superseonow3 ..... ** I have removed all the wrong redirects. When I tried to enter the correct (old) paths now and 301 redirect them to the new paths, the page was not found using the old paths. Should I redirect the old paths to the New ones even now? 3. Finally, in how much time after you change the page structure should you use the 301 redirect. Since I had two different teams working on this job, there could have been up to a 24 hour gap between the redirection.
On-Page Optimization | | rajatsharma0 -
SEO for a site in development
We've recently taken on a new client for an initial 6 months for SEO (until their new site is going live) to help build traffic to the site. They are currently getting a new website built so don't want work done on their current site... but due to the current structure it is making it difficult for us to improve rankings for a number of keywords. They are essentially a booking engine for services across the UK so it is just a home page with a search filtering through their services, locations and dates which leads to a results page. It is a combination of services and locations we need to target keywords for but there are no appropriate landing pages due to the site layout. The one thing they are happy for us to work on is the blog, so my question is would it be best to create landing pages on the blog targeting keywords such as 'sports massages in London' and build links to these pages? Then when it is time for the new site, with new appropriate landing pages, simply 301 redirect these pages? If anyone has any input on this idea or suggestions for other ways about it we'd be delighted to hear from you Thanks
On-Page Optimization | | Will_Craig0 -
How to separate your - keywords - and | Brand name in the Title Tag
I have traditionally used hyphens (-) and vertical bars (|) to separate out keywords/brands in title tags. A client has asked if other characters will work such as tilde (~), apersat (@), forward slash (/) etc. Are there any special characters we should steer clear of?
On-Page Optimization | | Switch_Digital0 -
SSL Seals, Good, Bad or Neutral for SEO?
Does anyone know if there are any advantages or disadvantages to going with the extended vs normal SSL seals in terms of SEO work?
On-Page Optimization | | absoauto0 -
Developer comments in code & SEO
A client of mine has provided an SEO report that states:- "The inclusion of comments by developers in the coe is common practice..... ....its is not positive to leave large blocks of code in the site as makes crawling difficult to crawl" Im thinking that this has no SEO import at all, any one come across this? Thanks z z1eEy
On-Page Optimization | | zabba0