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projects
Louis Vuitton
Strategy
Marketing
SEO
Design and Development of SEO Positioning Strategy.
the customer
Fashion with prestige. Exceptional luxury.
Louis Vuitton, a French luxury brand founded in 1854, epitomizes excellence and prestige in the world of fashion. Its iconic monogram and handcrafted design have become status symbols, establishing itself as the undisputed leader in the global luxury industry.
the challenge
In 2019, Louis Vuitton faced the challenge of improving its online presence and optimizing the SEO performance of its online store in Spain.
To achieve this, we collaborated in the implementation of a comprehensive SEO strategy design and development project, focused on a deep understanding of the audience and improving search engine visibility.
The goal was clear: increase the volume and quality of organic traffic, and captivate their select audience with an exceptional digital experience.
The 3 pillars on which the project was based:
To achieve this, we collaborated in the implementation of a comprehensive SEO strategy design and development project, focused on a deep understanding of the audience and improving search engine visibility.
The goal was clear: increase the volume and quality of organic traffic, and captivate their select audience with an exceptional digital experience.
The 3 pillars on which the project was based:
Definition of Buyer Persona and Customer Journey.
Technical and SEO audit of the online store.
Implementation of a 12-month SEO strategy.
"We’ve felt completely at ease working with you from day one. Huge thanks for your professionalism and commitment! :)"
Carla Cotelo
LOUIS VUITTON - Project Manager Omnichannel Services
Buyer Persona and Customer Journey
From all the documentation and the new UI/UX, our work included mainly:
We conducted an exhaustive analysis to get to know 100% of LV Spain's customers.
We identified who they were, where they were, and how they interacted with the brand's products.
We evaluate purchase flows and touch points across all your channels (web/app, RRSS, emailing and physical stores) to create a consistent and engaging experience.
Technical and SEO Audit
We started with an in-depth On-page SEO Audit that allowed us to identify internal factors that affect search engine rankings and conversions.
Indexing and crawling diagnostics.
Architecture of sections/contents of the store.
We checked if the URLs were neat, clear and descriptive.
Performance and loading speed analysis (WPO) on all devices (PC/Tablet/Mobile).
Optimization of HTML tags, including title tags, descriptions and headings.
We identified duplicate content that was affecting search engine visibility.
We analyzed the structure of internal and external links to ensure that there was adequate organization and consistency between sections and content.
Analysis and correction of sitemaps and robots.txt.
semantic strategy
We defined and executed a solid semantic strategy to enrich the content and enhance the positioning of LV's online store.
Keyword analysis: We identified those relevant words and phrases that users/customers used most frequently in search engines. Keywords related to fashion, luxury and trends.
Establishment of "Core Keywords": We selected the most important keywords that would act as pillars of our positioning strategy. These were keywords with a high search volume, relevant in the luxury fashion sector, and aligned with the project's objectives.
We analyzed how these keywords were being used throughout the platform. Titles, descriptions, headings and in the body of the content.
We verified that they were not being overused, which could be considered as "keyword stuffing" and penalized by search engines.
12-month SEO Strategy Development
Once the audit is completed, we begin the implementation and optimization phase, as well as the development of a long-term content creation strategy.
Implementation and Optimization: Based on the findings of the technical SEO audit, we make the necessary improvements and corrections.
Content Development: A solid content strategy, based on semantic strategy, is fundamental for LV's long-term SEO success.
Monitoring and Analysis: Constant monitoring of the results obtained through analytical tools (Google Analytics and Adobe Analytics) and positioning monitoring (SEO Monitor, Google Search Console).
Debugging: Based on this data, we adjusted our strategy. If a piece of content was not generating the expected traffic, we reviewed and optimized to make it more relevant. In this way, our SEO strategy proved to be flexible, continuously adapting to the changing needs of the market and users' search behavior.
RESULTS
Thanks to the comprehensive and long-term approach of this project, Louis Vuitton Spain's online store managed to increase its visibility in search engines, attracting a wider and more relevant audience.
Finally, the deep understanding of its ideal customer profile (buyer persona) and the improvement of the online customer experience, strengthened Louis Vuitton's position as a benchmark in the luxury industry in Spain.
Finally, the deep understanding of its ideal customer profile (buyer persona) and the improvement of the online customer experience, strengthened Louis Vuitton's position as a benchmark in the luxury industry in Spain.
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