SECTOR · LUXURY
In luxury, visibility can't look like aggressive selling. You have to show up without shouting.
The luxury customer researches extensively before buying, values exclusivity and distrusts anything that feels mass-market. We work so visibility reinforces the brand's positioning instead of eroding it.
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Brands that have trusted Laika
The luxury brands who call us want visibility without sounding like a sale or chasing volume.
The customer researches for weeks before deciding
The luxury buying journey is long and passes through several searches, comparisons and enquiries before the final decision. Every point along that journey has to sustain the brand.
Mass-market SEO content doesn't fit the brand's tone
Many tactics that work at volume come across as discounting or mass-market when applied to a luxury brand, and that hurts more than it helps.
Resale and the second-hand market compete for the same search
Resale platforms show up in the same searches as the original brand, sometimes ranking higher, which creates confusion about price and authenticity.
Counterfeits and unauthorised sellers occupy search results
Sites selling replicas or products of dubious origin appear alongside the official brand, and that undermines the trust of someone researching before buying.
The in-store experience matters as much as the online one
A large part of the customer searches for the boutique, personal advice or an appointment before buying, and that search needs an answer worthy of the brand.
The scope
Doing SEO in luxury means building visibility that reinforces exclusivity instead of contradicting it. We work with the same editorial criteria the brand demands, not with the volume tactics of the rest of retail.
We work on pre-purchase research content, protection against resale and counterfeits in search results, and the connection between the boutique and the digital presence.
Which capabilities matter here
In luxury not every capability carries the same weight. These are the ones that sustain brand positioning without sounding like volume.
High weight
Search enginesThe base: making sure the official brand occupies the relevant results before resale or unauthorised sellers do.
High weight
AI searchMore and more people ask an AI assistant for luxury brand recommendations and comparisons before ever approaching a boutique.
Medium weight
ConsultingDeciding which tactics fit the brand's tone and which ones, even if they work at volume, need to be discarded.
Social search matters differently depending on category and market, so we don't force it: if it adds to brand positioning, we'll tell you with data.
The areas of work
Four areas of work built for a brand whose exclusivity is at stake in every search result: first the brand, then protection, then pre-purchase research and finally the connection with the boutique.
Brand positioning in relevant results
Make the official brand occupy top results for the searches that truly matter, without resorting to volume tactics.
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- Editorial content aligned with the brand's tone and criteria, not the usual SEO template
- Prioritising the searches with the highest brand value over the highest volume
- Managing presence in searches comparing luxury houses
- Consistency between what's communicated in search and in the rest of the brand's channels
Protection against resale and counterfeits
Make sure the official brand doesn't compete at a disadvantage against resale platforms or unauthorised sellers in the results.
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- Identifying resale and counterfeit sites that appear alongside the brand in key searches
- Strengthening official product pages so they compete better against that content
- Content that helps distinguish the official channel from the unauthorised one
- Ongoing tracking of how that competition evolves in the results
Content for the research journey
Support the weeks of research before the purchase with content that reinforces the decision, not one that pushes to buy.
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- Content about materials, craftsmanship and product origin, aimed at someone who already values the brand
- Comparison and guide pages that resolve doubts without sounding like a sales pitch
- Brand history and heritage worked as search content, not just as image
- Consistency between the research content and the in-store experience that follows
Connection with the boutique and personal appointments
Make sure searches for the boutique, an appointment or personal advice always get an answer worthy of the brand.
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- Complete, consistent boutique listings in every market where the brand has a presence
- Content that guides from product search to an appointment or personal advice
- Coordination between what's communicated online and what each boutique offers
- Tracking which searches end in a store visit and which in an online purchase
Who does it?
The project is run by a senior profile used to working with brands where tone matters as much as results. MJ leads the strategy and the specialist team works content, brand protection and local presence.
Why Laika?
We know the fine line between visibility and sounding like volume, because we've worked it with brands that can't afford to cross it.
Applying the same tactics as any ecommerce doesn't work here. Every decision is also judged by how it sounds, not only by what it brings in.
You always talk to whoever decides
There's no management layer between you and the judgement. MJ leads the strategy and the specialist team executes.
If we're not the right fit, we say so
Even if that means there's no project for us, we'd rather say so before signing.
We discard tactics that work at volume if they damage the brand's tone
We'd rather have less volume and brand consistency than more traffic at the cost of sounding mass-market.
We know how to identify where resale and counterfeits compete
Before working on the brand's visibility, we look at what's occupying that space and why.
Frequently asked questions
How do you work on visibility without it sounding like a sale or mass-market?
We rule out from the start the tactics that prioritise volume over tone, and build editorial content that reinforces the brand's exclusivity instead of contradicting it.
Can you do something about resale platforms that show up in search?
We work to make the official brand compete better in those results, with more complete and relevant pages. We can't remove resale, but we can stop it from taking ground that belongs to the brand.
Do you work on AI assistant search for luxury brands?
Yes, it matters more and more when someone asks for a recommendation or comparison of houses before deciding. We make sure that recommendation describes the brand accurately and in the right tone.
How do you connect the online presence with the physical boutique?
We make sure each boutique's listing is complete and that the pre-purchase research content naturally leads to an appointment or personal advice, without losing the brand's tone along the way.
Tell us what concerns you about your visibility
With your brand, your markets and your boutiques we can tell you where to start without stepping outside your tone.
Visibility is part of the brand too.
Tell us where you are and we'll tell you what's worth working on, and what isn't.
We look at your project before proposing anything. Reply within two working days at most.
Let's talk about your project