LUTZ

LUTZ: luxury clothing online and in-store

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

LUTZ already had some experience with online marketing, but SEO and SEO content were still untapped areas. This presented plenty of opportunities for growth.

The start of the project: 2022

During our initial analysis of the LUTZ website, we immediately identified opportunities for improvement: the site had a strong visual appearance, but there was still plenty of room for optimisation in terms of SEO. For example, the URL structure was not set up for scalable growth. Main category pages did not have the ideal URLs for SEO, and many subcategories did not have their own URL, which would have been important for improved discoverability.

There was also plenty to gain in terms of content. Although the website ranked for several brands, its visibility for generic search terms was limited. A lack of SEO-optimised content on many pages played a major role in this, as did the absence of new, relevant subcategories. In addition, the content that was already present was often too overlapping and not aligned with the aim of generating greater organic visibility.

Our approach

Our initial focus was on positioning the brand pages more powerfully. To achieve this, we wrote and optimised the content so that each brand gained the right visibility. Pages without content were given relevant copy, while existing texts were refined. We also addressed internal links, as there were still plenty of opportunities for optimisation in this area.

Although SEO discoverability was central, we never lost sight of LUTZ’s brand experience. The texts combined organic objectives with the right tone of voice to convince both search engines and website visitors. In addition to the brand pages, we focused on new subcategory pages. These pages, targeting frequently searched terms, were intended to attract new visitors and customers and were given optimised content that strengthens the LUTZ brand.

We also implemented important technical improvements. We optimised the URL and menu structure and used link building to further strengthen the authority and discoverability of the pages.

The results

One of the most important results for LUTZ was that the positions of the focus brands improved significantly and became more stable as a result of our optimisations. We even managed to establish several brand pages consistently in the top 3 of the search results, where they had previously ranked lower in the top 10 or had even fallen out of view. LUTZ’s online market share also increased, with a greater number of relevant keywords in the top 20 and a clear improvement in the average position.

Below, you can see how two LUTZ brand pages rose in the search results for the most relevant keyword as a result of the changes made.

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

Graph 2: The rise of LUTZ’s brand page for the keyword ‘Isabel Marant trui’.

LUTZ also noticed this improved online visibility in other statistics. For example, the number of visitors to the site increased by around 50% in 2023 compared with 2022, while revenue increased by around 30%. The SEO and content optimisations therefore had a direct positive effect on business results.

When we combine the data from individual keywords in a Share of Voice change graph, we can see very clearly exactly what changed over a period. This is shown below for the period from 12-2022 to 12-2023.

Graph 3: Percentage change in the number of keywords in the top-20 between December 2022 and December 2023. The Y-axis shows the change in the total percentage of keywords for which the domain ranks in the top-20, while the X-axis shows the change in positions within the top-20. It can be seen that LUTZ has grown in both respects.

What’s next?

Now that LUTZ has achieved its first successes through our approach, we want to unlock even more potential. There are still opportunities for growth in the general categories, for example, and we also want to increase awareness of LUTZ. So there is still plenty to do!