This is something that preys on my mind a lot, especially when I have to have some (often rather awkward) conversations with high end brands who operate in the “luxury” type of space. Simply put, when it comes to SEO, there’s one big question every high-end label should ask itself before investing time, money, and energy into it:
Do we actually have a unique selling point (USP) other than just being expensive?
If the answer is “not really,” then SEO may not be the right fit for your brand. And that’s okay! Not every channel is meant for every business. SEO works best when a brand has something distinctive to offer that can be searched for. That’s what attracts the right audience. Without it, all the page optimizations and keyword targeting in the world won’t bring traffic that actually converts.
The Case of John Smedley vs. ERDEM
To break this down, let’s compare two high-end brands and how they fit into this SEO discussion.
John Smedley has a clear USP. They’re all about premium materials like merino wool, cashmere, and high-quality knitwear. Their focus is razor-sharp, and their products appeal to people who know exactly what they’re looking for. Think of someone searching “luxury merino wool jumper” or “cashmere cardigan made in Britain.” These are niche queries but come from people who have intent and are ready to spend. It’s a smaller pool of searches, but one filled with the right audience.
Now, take ERDEM, another luxury label, but one that’s built more on its designer name. Sure, they make gorgeous clothes, and the price tag reflects that, but what makes their products stand out from a thousand other dresses online? A quick glance at their website doesn’t reveal much in terms of unique materials, signature techniques, or standout manufacturing methods. If ERDEM doesn’t offer something specific besides being “designer,” why would someone search for them over more accessible options like Matalan or Next? Statistically, people searching for generic terms like “women’s dresses” are far more likely to choose affordable, everyday brands.
This is where the SEO justification starts to crumble for brands like ERDEM. Without a clear angle or niche, what are they ranking for online, aside from their own name?
Why SEO Success Requires a Niche
The thing with SEO is it thrives on specificity. Ranking isn’t about convincing Google or users that you’re “fancy” or “exclusive.” It’s about matching with people actively searching for something specific to what you offer. To succeed, luxury brands need a clear answer to questions like:
- What materials, techniques, or styles set us apart?
- Are we known for a certain type of craftsmanship (e.g., jacquard, embroidery, or organic materials)?
- Do we offer something others don’t (e.g., ethical production, rare textiles)?
If the answer is more or less, “Well, we’re luxury, so of course we’re special,” then SEO likely won’t work for you beyond the basics. Why? Because luxury alone isn’t a commercially viable search intent.
Search intent for generic queries like “women’s silk dresses” or “designer bags” is saturated with multi-brand retailers like Selfridges or Farfetch. People searching there want choice, not one specific name. That’s where powerful USPs like John Smedley’s premium knitwear come into play; niche audiences know what they’re after and don’t need a wider selection.
Imagine a brand claiming, “You’ll know us when you see us.” That’s lovely for brand identity but makes it impossible for people to find you via search. Google can’t match “you’ll know it when you see it” with conventional user queries.
When It’s NOT Worth Bothering With SEO
For some luxury brands, SEO is simply not the right channel, and there’s no shame in that. Here are some clear signs that focusing on SEO might not be worth your while:
- No Distinctive Value Beyond Your Name
If your brand doesn’t offer unique materials, styles, or features, SEO efforts will likely only rank for your own name… which you rank for anyway without extra effort (at least unless you’ve somehow managed to really screw the pooch with your website)! - No Natural Search Demand
Think about your audience. Do they tend to search for what you sell, or do they come across your brand through magazines, influencers, and word-of-mouth? If search isn’t a core part of how customers discover you, there’s no need to force it. - You’re Competing with Giants for Generic Terms
Competing with multi-brand retailers for terms like “women’s dresses” or “designer scarves” is a losing game for single-brand stores unless you specialize in something truly niche. Otherwise, platforms that aggregate options will always win out. - Limited Use for Non-Brand-Based SEO
If your site is mainly a portfolio for your designs and sees little to no search intent beyond your brand name or designer tag, SEO efforts are unlikely to deliver high ROI.
What Could Work Instead of SEO?
For brands like ERDEM, the more realistic use of SEO is in housekeeping efforts. Things like optimizing high-quality images (the better to be discovered through non-conventional search channels like imagery and Lens), ensuring your site can be crawled by search engines properly, and maintaining a fast-loading, user-friendly platform are all building blocks of digital success, even without aggressive ranking goals.
But beyond that? Your time might be better spent elsewhere. Channels like organic social media, PR placements in high-end magazines, and collaborations with tastemakers might align better with your customers’ discovery habits.
The Limits of Luxury
SEO isn’t one-size-fits-all, especially for luxury brands. If you’ve got a clear USP and a niche that connects with searchers (à la JS), it can be a game-changer. But for brands like ERDEM, whose main selling point is the designer name, conventional SEO (heck, conventional search altogether) is often more trouble than it’s worth.
The key takeaway? Don’t waste time chasing rankings if there’s no intent or value behind what you’re targeting. Know your strengths, play to them, and remember that not every channel needs to work for every brand. Sometimes, SEO isn’t about what you can do, but what you don’t need to do.
I don’t blog very often, but when I do it’s because there’s something I very much want to say! If you’re in a high end (or not so high end) market and are wondering if SEO is actually the right channel to invest in for growth, let’s have a chat. Bullshit free.
