SEO For Luxury Brands: How to Dominate In Search

Do you want to attract new customers to your luxury brand organically?

One of the best ways to attract new customers is to optimize your website for SEO or search engine optimization.

By approaching SEO strategically. SEO is a term that gets thrown around a lot in the business space. 

So I want to share with you more details about how you can dominate the search engines and position your products for more profitability.

As a luxury brand strategist and eCommerce expert, one of my core focuses is to help luxury brand owners and employees increase their brand awareness. So they can build more brand loyalty and increase product sales.

In this guide, I’ll cover the essentials you need to know so you can naturally attract more amazing customers.

Let’s get started!

What Is SEO for Luxury Brands?

SEO stands for search engine optimization. In other words, it’s optimizing your content to be discovered within search engines.

This occurs when people type words or phrases into a search engine, like Google, to find information about their questions. 

You may have found this article via search. 

My article most likely appeared in search because I’ve optimized it with keywords you naturally use in your questions. 

Thank you for clicking here, by the way. 

As a luxury brand owner, you can do the same thing. You would need to research what people are typing into search engines. 

Then position your products in your content as the ideal buy that they need in their life. 

For example, if you sell luxury pet products, you would want to target specific keywords that your ideal customers are typing into a search engine like Google.

If you’re unsure where to start, consider any recent searches you may have performed.

What was the natural question you typed to discover new information?

Your ideal audience is doing the same thing. In this article, I’ll give you some additional resources for finding keywords for your luxury brand.

When it comes to search engines, there are a few that exist, but Google is the most popular. It uses technology to help users (like your target customers) find more information about what they are searching for. 

Once you have your website optimized for specific keywords people are searching for. You can get Google to send you organic search traffic. 

Unlike ads, organic search traffic is free traffic you don’t have to pay for. Suppose you do a great job at ranking for your keywords. You can continue to rank for your keywords for years. You are potentially saving a lot of marketing money you can allocate to other areas of your business.

Google’s job is to display the best answer to your target audience’s question.

Here is what the Google SEO Starter Guide has to say about creating content for your readers:

“Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic. For example, a long-time football fan might search for [fifa], an acronym for the Fédération Internationale de Football Association, while a new fan might use a more general query like [football playoffs].”

Pages or articles appearing on the first page are considered “well-optimized.” They will get the most traffic naturally because they are on the first page.

Now that you better understand SEO let’s discuss keywords.

Luxury eCommerce Guide

What Are SEO Keywords?

Keywords are words or phrases a person searching types into Google to find an answer. 

In my example above, my phrase was:

“Luxury pet products”

This specific keyword is what we would consider a long-tail keyword because it has more than one word. 

Long-tail keywords are usually easier to rank because the more prominent brands or those with excellent SEO practices have already built authority for common keywords like “pet products.”

Going after long-tail keywords gives you a better chance of ranking higher in search results for those terms. That will naturally lead to more traffic to your website, where you can convert people into buyers.

Also, people are now using more words when they perform searches, so you’ll have a chance to rank something genuinely relevant to your brand.

So how can you use keywords as a luxury brand to help your target customers find you?

How to Research Keywords For Luxury Products

The first step is to research keywords you want to rank for regarding your luxury products. Start with your industry and then narrow it down to specific words that reflect your product line. 

For example, if you sell home goods such as furniture, home decor, etc. You can use a free keyword search tool for the Chrome browser called Keyword Surfer to discover new keywords. 

In the example below, I searched for the words “luxury home goods” you can see that Keyword Surfer recommends some additional keyword ideas based on search volume and similarities. 

SEO For Luxury Brands: How to Dominate In Search

Other SEO keyword tools such as; Google Keyword Planner, Ubersuggest, and more are premium paid SEO tools. If you are doing your keyword research, start with the free tools first.

Other ways to find what people are naturally searching for are to use tools such as:

  • Answer The Public will give you a list of related questions people search for based on the words you type into the search box.
  • Google Trends – you can see what is trending around the web.

After you have researched the keywords you’d like to rank for, it’s time to include them in the content on your website, such as your homepage, about page, product information, etc.

Tips for Writing SEO-Optimized Product Titles & Descriptions

Think of the natural way your target audience would type in information to find online. Let’s say you sell high-end pet products. A question to ask is, what would someone looking for a high-quality pet bed be searching for?

Some things they may type in search are:

  • Luxury pet bed
  • High-end dog bed
  • Modern dog furniture

If you want to rank in search for the phrase “luxury pet bed.” In this case, your product title would include those keyword phrases in many places.

Inside your content, you would include the keyword phrases in the following places:

  • Your title
  • Your description
  • Your URL
  • Any media you are using, such as product photos, etc.

That way, when someone is looking for a luxury pet bed, your product can appear in the search results.

Leading to an increased chance that people will click on your content link.

You could also do this for each of the products you want to rank for and if you have a lot of products. Start with your top seller or the products you want to sell the most of first.

Also, read How to Write Captivating Product Descriptions For Your Luxury Brand.

What Should You Do For SEO For eCommerce Brand Right Now?

Make sure that your site is showing up on Google. You’ll need to grab your sitemap URL and head to Google Search Console to submit your website.

You’ll want to submit your site and content to Google, so Google knows you exist. The way you can do that is via the Search Console once you have your site submitted. Google will know to examine your site and start to pull out relevant keywords and phrases to rank your content.

SEO For Luxury Brands: How to Dominate In Search

Generate Your Website Sitemap URL

If you have a Shopify website, your sitemap is generated automatically. You can check by going to your Shopify stores settings > domains, where you will find something like 

Next, you’ll head to the Google Search Console to verify your domain

Setup Google Search Console

You’ll want to set up your Google Search Console account before submitting your important details. 

Sign up for your free account, and you should be asked to fill in some domain details.

Google Search Console Verification

Add in the details, and you’ll have to wait until Google verifies your account. Once that is complete, you can move on to the next step. 

Adding your sitemap to Google

On the left side, you’ll see a link to Sitemaps. Click on that, and you’ll be able to add the URL of your website’s sitemap. 

Google Search Console

This is important for Google because your sitemap tells Google which content to index from your site. If it’s on your Sitemap, Google will index it or make it available to search engines. 

Inspect your URL 

After you have submitted your sitemap to Google and you see a success status. Inspect your URL; this will tell Google to index your site faster instead of waiting for it to happen naturally. 

With the right strategies, you can create more opportunities for your business to get found organically. While there are many methods to market your online store. SEO is a long-term strategy that produces long-term results. It’s just one of the more sustainable marketing methods that pay off over time. 

Regardless if you are early in your SEO efforts or have been working on it for a while, it can make a big difference in how your eCommerce brand gets discovered online.

SEO is just one effective method that I believe all luxury brands online should be putting into practice. As your website is an owned business asset, you should be optimized to get as many eyes on your business as possible. Allowing you to reach your goals faster. 

If you want to dive into more resources that can help you brand more brand loyalty and increase your product sales. Check out the additional resources below.

Luxury eCommerce Guide

Building a remarkable luxury brand takes more than a beautiful brand or website. Explore the other eCommerce articles and eCommerce Cultivated episodes to learn strategic insights to grow and scale your brand.

The May Creative is a strategy-first luxury branding and Shopify design studio for modern luxury brands that want to attract high-end customers, build brand loyalty, and increase conversions. Learn more about how we can work together via The Luxury eCommerce Experience™.


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