We have been working with BRAUN Hamburg in the area of SEO since 2014. Until 2023, the focus was primarily on the content and technical optimisation of transactional and therefore sales-relevant landing pages. In order to reach other relevant touchpoints along the customer journey, the decision was made to expand an informative guide section as part of the SEO strategy for 2023.
Goals
A targeted SEO strategy was developed for the niche area in order to drive the expansion of an information-orientated advice section for BRAUN Hamburg.
Thanks to the SEO optimisations, around 9,500 new rankings and therefore also the domain visibility of the information-oriented guide were increased enormously.
Since the start of the project in mid-2023, a continuous increase in clicks on the story directory has been observed. By September 2024, a total of around 88,000 clicks had already been achieved.
Launched in mid-2023, the story directory is performing increasingly well. An impressive 4.22 million impressions were achieved by September 2024, which clearly emphasises the increasing reach of the project.
At the beginning of the project, an inventory of old stories that had been created independently by the customer in the past was carried out. As part of this, the stories were checked for topicality and relevance. Following the inventory and optimisation of old articles, new story topics were identified, taking into account seasonality, fashion trends, SERPs and the competition.
Old articles without relevance were redirected to suitable counterparts using a 301 redirect. A concept for the internal linking of new articles was created to ensure crawling and indexing. In addition, the indexing status and ranking of the articles was continuously monitored after they went live. Non-indexed articles were submitted manually for indexing via the GSC.
Detailed SEO briefings were drawn up for content creation, which were implemented by both the client and the eology editorial team. As part of these briefings, a focus keyword was identified for each story. The relevant secondary keywords, relevance-enhancing TF*IDF keywords and user-centred W questions were then defined.
Internal links were also defined to promote transactional bounces on sales-relevant landing pages.
Our collaboration with eology is characterised by the highest level of professionalism and excellent results. The team impresses with its in-depth expertise, strategic approach and proactive communication. Thanks to the customised solutions and constant optimisations, we have been able to achieve a significant increase in our visibility and reach. eology understands our needs and implements them effectively.
BRAUN Hamburg is a luxury fashion retailer specialising in exclusive menswear. Founded in 1933, the company is still family-owned today and is now run by Lars Braun, the third generation of the family. The flagship store is located in Mönckebergstraße in Hamburg and has been one of the city’s most exclusive shopping addresses since it opened in 1937.
The company offers a carefully curated selection of designer clothing, shoes and accessories from well-known brands. BRAUN Hamburg attaches great importance to quality, craftsmanship and excellent customer service, which is reflected in the personal shopping advice and in-house tailoring. In addition to its bricks-and-mortar stores, the company also operates a successful online shop that gives fashion enthusiasts worldwide access to its exclusive collections.
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