LN-CC SEO/SEM Review by Craig Griffiths

1. SEO/SEM REVIEW
NOV 14
CRAIG GRIFFITHS

2. 001
INITAIL OBSERVATIONS

3. DOMAIN AUTHORITY
Current DA is 47/100
so for organic
search the goal is
Oki-ni’s 55.
Compared to
‘competitors’
LN-CC.com has the
lowest amount of
external links.

4. SITEMAP
Siteliner and Chrome SEO Toolbar could not find the
sitemap.xml but one is available at this long link:
http://www.ln-cc.com/en/restofworld/help-and-information/site-map/page/sitemap

5. FEED
Attention as search
engines may notice
users bouncing off
this page a lot
within a few
seconds so the
website’s authority
could suffer.
Presented with a
message “pageok”.
What is this?

6. NEWSLETTER
There seems
a real push
to increase
the email
base. How
is it going?

7. RESTOFWORLD
What is “http://www.ln-cc.
com/en/restofworld/”?
FAQFox reports that many
interesting articles seem to be
archived or hidden.

8. 002
SENTIMENT ANALYSIS

9. GENDER
MENTIONS
70% male
30% female
MEDIA TYPES
Half of LN-CC mentions come from
Forums.
Is forum interaction included in the
strategy?
Date range 4-10 November
GEOGRAPHIC
MENTIONS
Mentions are mainly from US.

10. 003
SOCIAL MEDIA

11. FACEBOOK
40,000+ likes but low interaction (average 6 likes per
post).
No events since 2013 – Did this not work?
What type of traffic comes from Facebook and where
does it go?
TWITTER
Good fan base but again there is not much interaction
(average of 1 favourite per post).
Big gaps between posts and an overload of call-to-actions
(explore, listen, shop) – Only product/web
update posts.
For the hashtags #yourLNCC there are posts but they
seem to go unappreciated.
A blog would be useful but not traditional – something
like Mr Porter to really boost the interaction and
gain a following.

12. INSTAGRAM
Active with comments but no interaction. I cannot see a reply or conversation
starter from @ln-cc.
@marchelcreative in store only or online as well? (£500
posts from 4th November)
Great opportunity to interact. Marchel works in Display at Topman so no doubt he
would mention LN-CC in future or even share.

13. YOUTUBE
Last post was 11 months ago.
TUMBLR
Last post was 3 months ago.

14. SOCIAL
CONCLUSION
All channels have
reduced their
activity and some
are completely
neglected.
This type of market is tight knit so if a following is created it tends
to generate effortless interaction and by having that following LN-CC
could boost organic search release some pressure from PPC.

15. 004
SEO REVIEW

16. ORGANIC COMPETITION
Domain
Common
keywords
SE
Keywords
SE Traffic
Ads
Keywords
rickowens.eu 85 254 22.3k 178
antonioli.eu 98 410 3.5k 11
driesvannoten.be 25 58 4.2k 0
totokaelo.com 61 686 11.6k 469
darklandsberlin.com 21 54 508 0
thecorner.com 119 1.9k 10.7k 953
oki-ni.com 64 890 6.6k 857
lindelepalais.com 25 214 394 74
hervia.com 28 304 1.3k 0
anndemeulemeester.be 12 29 3.5k 0
A snippet from
SEMRush.
Totokaelo.com,
antonioli.eu,
thecorner.com, and
oki-ni.com are
biggest keyword
competitors for
both organic and
paid search.

17. KEYWORD
POSITIONING
LN-CC top 25 keywords in the UK based
on current page titles and URLs.
The website ranks for more keywords in
the UK than US.
19 keywords rank on the first page of
Google.
See the full report for which keywords rank
and which do not.
Keyword Position
ln-cc 1
ln cc 1
sidian ersatz and vanes 1
e.tautz emiliano rinaldi 1
renee bedell 2
achilles ion gabriel 2
yang li 2
levi's red 2
sun buddies 3
eytys 3
damir doma 4
haerfest 4
rick owens 5
tsatsas 5
nicomede talavera 5
rick owens drkshdw 7
bamin 8
harry stedman 10
marcomonde 10
reinhard plank 11
damir doma silent 12
larke 14
raf simons 15
comme des garcons fragrance 17
comme des garcons wallet 20

18. VS. OKI-NI
Here’s an example of how a search
engine competitor compares to LN-CC
for the keywords that LN-CC rank
for.
See the full report.
Keyword ln-cc.com oki-ni.com
bamin 8 + -
rick owens drkshdw 7 + 4 +
nicomede talavera 5 + 3 +
tsatsas 5 + -
rick owens 5 (1) 13 (-)
acne studios 42 + -
copula 40 + -
haerfest 4 + -
damir doma 4 (-) 10 (-)
thierry lasry 39 + -
oliver peoples 38 + -
kuboraum 33 + -
alan paine 30 + -
eytys 3 + -
sun buddies 3 + -
lanvin 28 + 34 +
lgr 27 + 8 +
comme des garcons wallet 20 + 5 +
achilles ion gabriel 2 + -
levi's red 2 + -
renee bedell 2 + -
yang li 2 + -
comme des garcons fragrance 17 + 19 +
raf simons 15 + 9 +
larke 14 + -
damir doma silent 12 + 3 +
reinhard plank 11 + -
harry stedman 10 + -
marcomonde 10 + -
e.tautz emiliano rinaldi 1 + -
sidian ersatz and vanes 1 + -

19. META DESCRIPTION
272 html text pages scanned by SEO Frog and only 67 of
them contain a meta description.
Of those 67 pages, only 7 of them are adequate.

20. TITLE TAGS
More than half of the page titles are
duplicating against others.
For example, the same page title
exists for both Damir Doma mens
and womens categories.

21. SEO CONCLUSION
SEO Frog cannot grab all of the pages of the site
but of the 500 pages scanned, SEO
fundamentals are not present.
As mentioned in previous slides, the site ranks
well for organic search so it would rank much
more if the site were optimised.
For example, for the keyword “Rick owens” LN-CC ranks better
in UK (position 6) than in the US (position 13) but
geophraphics aside, the keyword has an average monthly
search of 27,100 making it a keyword worth strengthening.

22. 005
ON-SITE CONTENT

23. CONTENT DUPLICATION
No danger of duplication but it could be more unique.
The duplicate content comes from “restofworld” pages.

24. CATEGORY PAGES
Category pages (brands and product types) are usually used
to optimise for brand or specific keywords.
There is no content on these pages making it difficult for a
search engine to truly understand the page in order to
determine it’s worth and relevancy to the searcher.

25. 006
PAID SEARCH

26. PPC KEYWORD POSITION
Big drop in number of keywords (from 146 to 52)
over the 30 days.
Little time is spent on keywords in position 9+.
Over half of the keywords are outside of the top
3 positions.

27. SCREENSHOT ANALYSIS
Damir Doma CTR% to be increased.
Assess Search Lost IS (Rank) starting from highest percentage first
and work the way down the list.
Brand - Rick Owens average position to be improved (<3).
Givenchy has a fantastic CTR% but perhaps the searchers are not
finding what they want on the page. If the products are there and
the ads are relevant, give the campaign a bigger share of budget
and focus on some specific product keywords.
Brand – LN-CC campaign is clearly performing well with high ROI.
Analyse what impressions Google says the campaign is missing
out on (Search Lost IS (Rank)).
Raf Simons campaign has received a big investment and it is just
about profitable. Drill down into the best performing keywords/ads
and aim to increase that gap between cost and conversion value.
Case study: Lanvin (overleaf)

28. LANVIN CAMPAIGN
• Lanvin is the clear campaign that requires improvement with £2,003.91 spent without a conversion.
• The ads have received a lot of impressions at an expensive CPC.
• The CTR% is healthy and so too is the average position.
• The high amount of impressions suggests that the campaign is yet to find the appropriate keywords. Perhaps
the keywords are too generic or broad causing a lot of impressions that aren’t quite relevant enough.
• I assume the budget has been reduced to £50/day recently as a knee jerk reaction to not converting but now
the campaign may suffer from budget limitations.
ACTIONS
Pull a search query report from the last 30 days and previous period(s) to see what searchers have been looking. It
looks like they do not seem to be finding what the want on the page OR the Ads are saying something that
does not represent the landing page content. Match keywords in the campaign as close as possible to the
exact searches to solidify the campaign and then begin to trial new keywords.
Double check the conversion value is actually setup.
Re-evaluate ads.
Complete these short actions as quickly as possible to avoid missing opportunities or any quality that has been
accumulated by the ads before the budget was limited.
Run through Google Analytics to see which exit pages (or bounce rate) have the biggest problems for paid search.
Run page analysis for landing page quality and relevance.

29. 007
OPPRTUNITIES

30. OPPORTUNITIES
Invest in SEO. Implement SEO fundamentals across a site that does not have any.
Give the “category” pages some love and add some relevant and unique content.
Enter unique content for each of the products (keyword optimised of course) in the “LN-CC” style.
Product content is one that is often neglected by fashion retailers online, but the most
successful have completely unique text written in their chosen style of communication
(Topman and AllSaints for example).
Get busy on social. Dedicate a social media manager to the task and let them drive traffic to the site
to compliment the SEO efforts and interact to give the channels a sign of human life behind the
brand.
Refer back to the interviews and great footage previously captured. Online brands do this all of the
time. People love being reminded of interesting content even if it is in a quick 150 character
tweet.
Consider the keywords that are strongly linked to the LN-CC brand such as Rick Owens, Kanye
West, Damir Doma, etc and factor them into the marketing strategy.
Create a strategy that includes a lot of social and content as this is likely to have been what built
the brand following originally and what makes the LN-CC brand campaign so profitable in
Google Adwords now.

31. AND FINALLY...
The online retail market is enormous and unlike many others
this type of clothing has a particular following who can
become very attached to brands.
LN-CC.com can be as big as the time invested into it. The
foundations already exist.