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The Google Game: How Luxury Jeweler Brands Target the Affluent With Different Search Strategy

Published

8 years ago

April 19, 2016

INSTORE Staff

Branded keywords taking priority over more generic search terms.

According to a new report on the online search strategies of luxury watch and jewelry brands, the majority of those labels have turned to organic and paid search leads using branded terms to drive website traffic, writes Luxury Daily. The article says this strategy strengthens the search presence of luxury brands who previously used unbranded keywords like “timepiece” and “engagement ring,” which yielded more results for department stores and other retail outlets that cater to mass-market consumers.

“Luxury brands have taken a much more nuanced approach towards reaching their target customer,” said Elizabeth Elder, research associate at L2. “They don’t want the customers who are shopping for lower-priced items, so they are willing to sacrifice visibility on certain keywords in order to strategically align themselves with the right market.”

But, the article adds, unbranded terms shouldn’t be considered unsuitable for luxury brands. Elder offers an example: “A luxury consumer might have an idea for a type of ring she is looking for: a gold ring, maybe a Cartier Love ring. However, Piaget just released their newest Possessions collection. Piaget can bid on unbranded terms such as ‘gold’ and ‘ring’ to help promote its new collection and drive that shopper away from Cartier to Piaget.”

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”