For most Watches & Jewelry brands, 
more than 90% of search traffic comes from organic results on branded terms. However, L2’s Insight Report on Watches and Jewelry Search reveals several distinct SEO and SEM strategies.

Lay of the land
  1. Brand-Oriented SEM (bottom left): These brands are struggling to increase visibility through paid support for branded terms. Brands in this quadrant defensively bid on brand name due to category competition. Most of these are Watch brands, which are trying to compete with gray market sellers for consumers in the latter stages of the purchase funnel.
  2. Category-Oriented SEM (top left): These brands focus on category keywords and have boosted spend on paid, unbranded terms, but are struggling to gain market share in their categories. In contrast to the previous category, this includes a mix of Jewelry brands, which pay a premium to cultivate unbranded visibility with consumers in the early stages of the purchase funnel.
  3. Category-Optimized SEO (top right): These brands can drive traffic with a number of unbranded keywords. As a result of their success in driving category traffic, brands in this quadrant make proportionally smaller investments in SEM. Only six brands fall into this quadrant; one example is Index leader Tiffany & Co., which generates 95% of traffic organically.
  4. Brand-Optimized SEO (bottom right): These brands depend on their brand names to boost traffic numbers and engage in scant SEM.



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