LUTZ: Big growth in the fashion industry

LUTZ: luxury clothing online and in shop

LUTZ is a client of Aspen Digital since 2022. LUTZ sells clothing, focusing mainly on the luxury fashion segment. You can find these clothes in LUTZ’s webshop, but the full collection is also available in its spacious shop in Vinkeveen, the Netherlands.

LUTZ had already done some online marketing, but it had not yet dealt with SEO and SEO content. So there were still many opportunities there.

The start of the partnership: 2022

What struck us when we first looked at LUTZ’s website was that the site looked slick, but many areas for improvement SEO-wise were hiding below the surface. For instance, the URL structure was not suitable for further growth. The URLs of main category pages were not optimally set up for SEO. In addition, many subcategories did not have their own URL, while this would have been desirable.

There were also many opportunities to grow in terms of content. For instance, although some brands were already ranked, LUTZ’s website was hardly indexed on the existing generic terms. The lack of SEO content on many pages was a major factor in this. There was also a lot of room for improvement with new subcategories. It was also noticeable that the content on the pages that already had content was generally very overlapping and not suitable for SEO purposes.

Our approach

Our work initially focused mainly on putting the brand pages on the map better. For this, writing or optimising the content for those pages was a key strategy. We wrote SEO content for the brand pages that did not yet have any content and optimised the content on pages that already had text. These optimisations also included the internal links, as there was still a lot of room for optimisation in that area too.

Although making these pages more findable in search engines was the main objective of our work, the new or optimised texts were not just focused on SEO. In fact, for LUTZ, the brand experience is also very important. We therefore also included this point of content in the texts, naturally alongside any other information that might be useful to website visitors.

Besides focusing on the brand pages, we also started creating new pages for subcategories. After all, there was quite a lot of search volume on these and thus potential new visitors and customers. Here, too, the main focus was on writing SEO-optimised content, which also highlighted the LUTZ brand experience.

Besides focusing on content, we also made technical adjustments. We improved the aforementioned URL structure, as well as the menu structure. Finally, we also used link building to provide pages with more authority to ensure improved findability.

The results

One of the most important results for LUTZ was that the positions of focus brands improved and became more stable as a result of our optimisations. We got some of the brand pages stable in the top 3 search results, whereas previously they were lower in the top 10 or even outside them. LUTZ’s online market share also improved. LUTZ ranked in the top 20 search results with a greater number of relevant keywords and its average position improved significantly.

Below you can see how two brand page of LUTZ rose in the search results for the most relevant keyword thanks to the adjustments made.

Chart 1: The rise of LUTZ’s brand page on the keyword ‘Anine Bing’.

Chart 2: The rise of LUTZ’s brand page on the keyword ‘Isabel Marant trui’ (Isabel Marant jumper in Dutch).

LUTZ also noticed this better online visibility in other statistics. For instance, the number of visitors to the site increased by about 50% in 2023 compared to 2022 and revenue by about 30%. SEO and content optimisations thus had a direct positive effect on the company’s bottom line.

When we combine the data of individual keywords in a Share of Voice change graph, we can see very clearly exactly what changed over a period of time. Below you can see this from the period 12-2022 to 12-2023.

Chart 3: percentual change in number of keywords in the top-20 between December 2022 and December 2023. The Y-axis is the change in the overall percentage of keywords for which the domain ranks in the top-20, and the X-axis is the change in positions within the top-20. It can be seen that LUTZ has made a growth in both.

And now?

Now that LUTZ has achieved initial successes through our approach, we want to exploit even more potential. For instance, there are still growth opportunities when it comes to the general categories and we also want to increase LUTZ’s brand awareness. In conclusion,plenty of work to do!