Moschino is an Italian luxury fashion house, specialising in leather accessories, shoes, luggage and fragrances. Founded in 1983, the brand is known for its quirky, original style and a different approach to the classic haute couture.
Business Challenge: absence of non-branded keywords and competitor analysis
Back in 2018, Moschino
was lacking online visibility. The well-known fashion brand only ranked for their branded keywords. The company was about to start working on general keywords and needed a strategy.
“Competing in high fashion is very hard, competitors are everywhere. Moschino alone has 24 marketplaces,” says Gionata Galdenzi, Ecommerce Project Manager at Aeffe Group, Moschino brand owner. A detailed competitor analysis was essential for understanding Moschino’s position on the market.
Content was another major focus for Gionata: “Our goal was to create strong product detail pages - it’s the only product content Moschino creates,” he explains. “So most of our success depends on technical SEO and PDP SEO.”
In October 2018, Moschino partnered with Triboo Group to tackle these goals in the primary markets: the US, UK, Italy, Germany and France. Emanuele Arosio, Head of Global SEO at Triboo Group, started by collecting initial data and doing pre-analysis, with a focus on content audit for future reference.
“When working on this project in SEMrush, we started with a panoramic overview of Moschino’s domain inside a single market using Domain Analytics, followed by Keyword Analytics, and finished with the Market Explorer tool to find the perfect benchmark. We also created a project within SEMrush and did a site and content audit
, then used the Backlink Analyzer to understand which problems the domain had with the backlinks,” says Emanuele.
Together with Gionata, they identified Moschino’s strong categories and brand leaders for each category.
“It’s very hard to reach the first position on SERP for every keyword,” shares Gionata. “For example, Dolce&Gabbana is strong in accessories, so I tell Emanuele: ‘we have to push them in accessories, we have to push Valentino in dresses, Adidas by Stella McCartney’, and so on.”
For Moschino, site competitors and brand competitors aren’t always the same. For example, Amazon sells both Moschino and its competitors’ products. The Triboo Group team used the SEMrush Keyword Gap tool and Organic Research to identify and sort the main competitors, and Traffic Analytics to learn more about each domain’s performance in the five priority countries.
“We look for their most successful organic keywords and review their paid keywords in the last year, month by month. We need to know if competitors are bidding on our branded keywords or specific generic keywords, and SEMrush gives us all this info. I don’t know another tool that compares a domain with Google ads month by month. We also like to review competitors’ ad copy,” says Emanuele.
Moschino’s traffic trend
Next, keyword research began. Here’s how Triboo Group’s Head of Global SEO describes their keyword strategy for the Moschino brand:
“To find the right keyword, we first identify the search intent. After that, we go to the Keyword Magic Tool
to review the suggested keywords, apply filters and check their trends, difficulty and search volume. We then split the chosen keywords for use on the product pages and for link-building
The most lucrative keywords get passed on to the Content Manager, and Triboo Group tracks their performance in the SEMrush Position Tracking tool
. At the moment, the agency is tracking a total of 500 keywords for the Moschino brand - 100 keywords for every country.
Moschino’s SEO Copywriter Federica Valentini, in collaboration with Triboo’s SEO Team, merges the brand’s vision and SEMrush data to create content with a Moschino mood:
“I mainly use Keyword Analytics, especially the Keyword Magic Tool,” she says. “I base my product descriptions on keyword analytics, but also take the brand's requests into account. We’ve had some great insights. For instance, Moschino had chosen the keyword ‘outerwear’ to merge all the coats and jackets; later, we changed it to coats & jackets’ based on the SEMrush research.”
Here’s Federica’s workflow for content creation:
- Start with Domain Analytics to get a general overview of the website.
- Compare it with the main competitors for the organic keywords using the Keyword Gap tool.
- Explore the volume of keywords consistent with the content/brand, the keyword trend and related keywords.
- Compare up to 100 keywords in the Keyword Difficulty tool.
- After the keywords are chosen and the text is completed, test it with the SEO Writing Assistant tool.
“I especially love the Keyword Magic Tool for the exhaustive results, the Keyword Manager for merging a list of keywords that belong to the same subject, and the SEO Writing Assistant for the useful SEO feedback and recommendations,” concludes Federica.
The agency’s Head of Global SEO names the SEMrush Market Explorer tool as one of his favorites: “It makes communication outside of the SEO community easy. When you are at the table with a general manager, they don’t understand bounce rate or new sessions. They just want to know your market share. Market Explorer is the perfect tool to quickly show what our brand’s role and classification inside the market are. It shows the right set of data in a second, and we can focus on a single domain and analyze its traffic channels: search, paid, direct, referral,” says Emanuele.
The work on the Moschino project is still underway and the brand’s 2020 goal is to connect SEO with the potential of a product or category and convert their SEO success into sales.
- Quality competitive analysis for an effective keyword strategy
- Using the Keyword Gap and Organic Research tools, Triboo Group explored the most successful keywords used by Moschino’s competitors in both paid and organic channels. It helped them define the exact categories and brands they needed to compete against.
- Increased flow of users with high search intent thanks to data-driven website content creation
- The agency creates product detail pages that drive quality traffic with the help of SEMrush keyword research and content tools.
- +38% increase in visibility for non-branded keywords
- After just a year of collaboration, Moschino has seen a +38% increase in visibility for non-branded keywords, especially in the highly competitive Italian market.