A quick review of the recently born Swarovski subbrand: Lola & Grace. This is a site dedicated to all cosmopolitan girls who cares about their appeal and looks.

2. Who is competing against L&G?

3. Understanding the fashion e-commerce audience
• Cosmopolitan women aged 18-30 who regularly buy
costume and fashion jewellery as it’s fashion trend;
• Cost represents a major issue and it influences the
purchase pattern;
• It’s a consumer driven by desire;
• If a new range is launched, your audience is curious to
understand more and expects the site to offer plenty of
information and photographic galleries;
• Sales/special offers always help driving women to a
jewellery site rather than passing via third party sites;

4. Talullah Tu
An online stop shop for trend and costume jewellery by
ASOS, who also makes product available on their site.
Extensive range of Earrings, Bracelets, Cocktail
Rings, Necklaces and Hairbands, most of them made with
Swarovski crystal.
This is your most threatening and direct competitor.
SEO & SEM Visibility since February the 28th

5. Talullah Tu
• ~ 256 SEO long tail keywords presence;
• Top performing keywords focus on costume and fashion
jewellery with top-notch positions (between 3 to 7);
• No PPC presence during the last 6 months;
• Discrete image optimization with roughly 2850 images
indexed in Google Image;
• 8 page view / session, with ~19.23% bounce rate;
• Good activity on social media, particularly via YouTube
where users have engaged with the brand and publish
video regularly;

6. Strength & weakness comparison
Lola & Grace
Strength
• Supported by a world-wide
famous brand like Swarovski;
• A-D NRS prices range;
• 3 points of sale in London;
• Web site update regularly;
• Minimum PPC coverage, mainly
for brand + exact match;
Weakness
• Launched in 2012;
• Swarovski & L&G operate in silos;
• Limited range of products;
Talullah Tu
Strength
• Driven by ASOS, a UK online fashion
retailer operating since 2000;
• A-D NRS prices range;
• Products made with Swarovski crystal;
• Photo gallery with live models;
• ASOS cross-sell Talullah Tu products;
• Product on sale immediately visible;
• Web site updated regularly;
Weakness
• No PPC visibility;
• Online store only;

7. AJ Fashion Jewellery
An online only fashion jewellery with a huge catalogue including
over 1500 different pairs of clip on earrings, pearl earrings and
other fashion accessories.
Decent but declining organic exposure; paid search kept to the
minimum.
SEO & SEM Visibility since February the 28th

8. AJ Fashion Jewellery
• ~ 370 SEO long tail keywords presence;
• Top performing keywords focus on costume and fashion
jewellery with positions between 5 to 10;
• ~ 50 PPC long tail keywords presence, but a campaign
not well optimized (presence from positions 10 to 20);
• Roughly 20k images indexed in Google Image;
• Impossible to determine both page views and bounce rate
because of the level of traffic;
• Social media activity limited to Facebook only;

9. Strength & weakness comparison
Lola & Grace
Strength
• Supported by a world-wide
famous brand like Swarovski;
• Minimum PPC coverage, mainly
for brand + exact match;
• A-D NRS prices range;
• 3 points of sale in London;
• Web site updated regularly;
Weakness
• Brand launched in 2012;
• Limited range of products;
AJ Fashion Jewellery
Strength
• Operating since 2006;
• Over 1500 products on catalogue;
• Entirely based in UK;
• A-D NRS prices range;
• Amazon shopping channel;
Weakness
• Weak PPC visibility
• Weak web site design
• No call to action (Sales or promotions)
• Online shop only;

10. H.Samuel
A traditional jewellery with a capillary presence in the
territory, predominantly in the North.
Wide catalogue with personalized items. This is not a pure fashion
jewellery store; prices are in line with your audience budget.
Good organic exposure (92.84% SEO Visibility), paid search kept
to the minimum.
SEO & SEM Visibility since February the 28th

11. H.Samuel
• ~ 16200 SEO long tail keywords presence;
• Top performing keywords focus on “traditional jewellery”;
• ~ 800 PPC long tail keywords presence;
• Huge investments on PPC branded campaign PPC;
• Good images exposure with roughly 33k photos indexed
in Google Image (not all of them are relevant to the
fashion industry);
• 9 page view per session on average, with ~21.21%
bounce rate;
• Limited social media activity;

12. Strength & weakness comparison
Lola & Grace
Strength
• Supported by a world-wide
famous brand like Swarovski;
• Price in a suitable range for
classes A to D;
• Minimum PPC coverage, mainly
for brand + exact match;
Weakness
• It’s a new unknown brand (almost)
• Swarovski & L&G operate in silos;
• Limited range of products;
H.Samuel
Strength
• Some product made with Swarovski
crystal;
• Huge products catalogue & photo
gallery;
• It’s an historic brand in UK;
• Minimum PPC coverage for long tail
fashion related keywords;
Weakness
• Web sit design not in line with current
trends;
• Optimization issues;
• No fresh and relevant content;

13. Online fashion niche has loads of competitors
There are many other web sites operating in the same
niche. Some web sites are more generic, other belongs to
the most well known high-street retailers.
The choice has been limited to the three analysed because
they are – in my opinion - the only fashion sites whose are:
– Female oriented;
– In line with the audience requirements initially
introduced;

14. 3 brands to use as a benchmark

15. It’s a long process
Establishing a new brand in a competitive niche requires
time and resources.
Prior considering the implementation of tactics for engaging
with the audience it is important create a solid foundation.
For this reason the choice of web sites used as a
benchmark for your engaging and digital aspiration has been
limited only to those areas the web site is less performing.

16. Goldsmiths
- Clean interface and UX design; users know exactly where
to go without knowing anything of the hierarchy.
- Nice and consistent imagery with product pictures often
with 1:1 ratio;
- Navigation menu with contextual images and sales
opportunities that changes accordingly to the menu;
- Shopping cart journey clear with advanced features.
Minimal interaction at every step;

17. The Jewel hut
- Clean web site with product on sale available on home
page;
- Faceted search on the left side to help customers
immediately identifying the product they want;
- “Feefo” independent customer reviews to trigger
confidence in the brand with product reviews;
- Capillary presence on the three most importance Social
Media (Twitter, Facebook and Google+) & Amazon
shopping channel to help them leveraging sales.

18. Fossil
- High visual impact site with clear customer journey (Men or
Women) to be decided before the navigating goes deep;
- Optimal level of details of every product on catalogue;
- “Quick look” for a sneak peek into the product without
abandoning the main category;

19. What I like about Lola & Grace and
what I would like to change

20. The Lookbook
• Simple and effective to make a bold statement
about specific circumstances and what your
customers can wear.
• It’s a new unconventional way to propose items
within the same collection.
What I would change:
– Product details to open in the same page;
– Add more live-models to show how products looks
like once wear;

21. The World of Lola and Grace
• Keep stimulating the audience is a must for a
new brand;
• Offering ideas and suggestions is important to
inspire people;
What I would change:
– Layout is more often than not neglected;
– No visible caption for product doesn’t help customer
in recognizing the product;

22. The online shop
• “Why Pick Me” a smart way to stimulate and
inspire.
What I would change:
– Faceted search;
– Initial split customer journey by “event”;
– Uniform photo size;
– Live models to show how wear product looks like;
– Simplify the check-out process;
– Show the basket once an item is add to the cart;
– Optimize the assets;

23. Lola & Grace 6 months roadmap

24. It shouldn’t be just SEO & SEM…
Channels can play either an “assist” or a “last interaction”
role. In the retail area there is tiny gap, almost an overlap
between all of them, thus meaning they all need to be
considered while planning the strategy.
Awareness Consideration Intent Decision
Display
media
Social
media
Email
Assist Interaction Last Interaction
Direct
Referral Organic
search
Paid
Search

25. Achieving your objective
Become a global fashion jewellery & accessory brand

26. Take SEO & SEM in account seriously
Define priorities
and goals
Run micro PPC
campaign to collect
data for informing
the strategy
Code improvement
for site efficiency
Analyse & refine PPC Campaign.
Activate PPC advanced features
(e.g. Enhanced campaigns,
product listing)
Setup A/B testing to help reducing
churns and increase conversions
SEO factor optimisation
Content copy improvement
Consider improving site
interface (UX)
Expand the PPC campaign
On-going topical
research to start creating
content to reach the
critical mass
Content seeding and
distribution
On-going PPC
testing and
bidding strategies
Create a robust network
of contacts to be used for
promoting site initiatives
and content distribution
Social media integration
with SEO
Activate advanced
tracking options for better
ROI measurement
(e.g. call tracking)
Month 1
Month 6
Review of the site
Review of the
online web
analytics packages

27. PPC Daily & weekly activities details
• Refresh any dynamic data that would render ads
inaccurate if not updated (e.g. price, promotions);
• Check the status of any ad tests currently running;
• Activate tests to collect statistical data to refine ads
across groups;
• Introduce new ad concepts into rotation (e.g.
Selection, Low Price, Competitive, etc.);
• Review promotional calendar to activate offers;
• Review best sellers to improve ads;

28. PPC Monthly activities details
• Check the competitive landscape to inform new ad
strategies;
• Review reports to determine any changes in consumer
intent that would drive structural changes to account;
• Create a set of hypotheses about ads that can be
implemented over the next month;
• Introduce seasonal promotions where possible;
• Test new core brand messaging in ad copy;

29. SEO one-off strategies
• Page speed and efficiency;
• Fixing duplicate content due to URL
malformation;
• Review the site structure and taxonomy;
• Improve content and reduce thin (useless)
pages;
• Implements rich snippets
• Activate Google Local (Business Pages)

30. SEO on-going strategies
• Publish quality content that’s creative;
• Integrate and manage mobile in the strategy;
• Make digital friends (PR) and expand the
network of peers to be used for boosting web
site presence;
• Reviewing online mentions and link
opportunities;
• Use social media to understand people desire
and create a diversified traffic patterns;

31. I’m a leading practitioner in SEO with
over 10 years experience with a
minimal but significant exposure to
the PPC world.
I’ve been recognised by Google as
one of their Top Contributors on the
webmaster / SEO forum.
I worked on many international clients
like Exxon Mobil, SunPower, Microsoft
and Burberry.
Thank You