Ashleigh Moore
DIGITAL STRATEGY
An SEO-driven, Creative-led Approach
Having spent over 10 years working with esteemed global brands across luxury fashion and travel, editorial and eCommerce businesses, I create innovative digital strategy approaches that grow organic traffic and awareness while aligning with a brand’s priorities, as opposed to compromising them.
My approach is multifaceted, encompassing a range of services that are tailored to balance the users' needs and the brand's values, in order to add commercial value. Arguably, the nature of commerce is to sell, yet it is the emotional connection with a user that gives them a reason to invest in a brand. This element of luxury marketing is crucial to success, which is why I embed both creativity and data into my planning processes.
Creating projects that are fundamentally based on consumer demand data but brought to life with creative art direction, expert help and brand tone of voice are far more effective ways to rank in search and connect with your desired audience.
Embedded In Data
At the beginning of any project, I employ extensive research, data analysis and comprehensive consideration of past performance to fully understand a brand, its position and its identity.
This can involve undertaking full website audit, review of social channels and backlink profile, as well as speaking with key stakeholders, to get the fullest picture of a brand's priorities and purpose. By reviewing this data in the context of the industry a brand is in, I uncover hidden opportunities, identify potential challenges, and lay the groundwork for strategies that are impactful and enduring.
From there, however, the brand itself must lead the strategy. Relying on performance data allows me to make informed decisions on how to achieve the objectives of the business most effectively. However, it is through marrying this performance-based evidence with a brand’s vision that I cultivate strategies and generate campaign ideas that resonate with the target audience and, therefore, drive tangible results.
With this in mind, I find that it is important not to react to every data finding or emerging trend. Instead, I spend time carefully integrating and curating relevant opportunities that are in line with how a brand works and its values. Noting how different trends, or even elements of trends, can be woven into a brand’s identity over time, as opposed to pushed blindly hoping for traction.
Identifying Opportunities
Through such a meticulous review of the existing site performance and competitor landscape at the audit stage, I can easily pinpoint valuable gaps and opportunities to generate an effective growth strategy and identify areas worth investing in.
Here, my experience and dedication to observing emerging trends and behaviours across luxury retail, fashion and travel allows me to cultivate niche and innovative ways to reach an audience. I can spot potential challenges and lay the groundwork for strategies that balance meeting user demand and providing an audience value, without taking away from a brand’s integrity.
While I place precedence on keyword research to map out how users navigate topics, I also consider a brand’s objectives, its past performance data, external trend engagement and ever-evolving industry developments to better understand where and how a brand could best execute these ideas.
Data analysis and research become far more effective when built into existing and wider-reaching workflows. I make sure to collaborate closely with wider teams to ensure a holistic approach to supporting wider business goals.
This encourages teams to create plans around data-led opportunities, while also giving them opportunities to spot where new ones can fit in. Thus creating opportunities to collaborate cross-functionally, which is essential for SEO strategies to thrive.
Creatively Led
My methodology deliberately places an emphasis on brand integrity and creative excellence, both of which are essential for digital performance. The quality of content is non-negotiable when it comes to cultivating a connection with an audience, and therefore this is non-negotiable when it comes to SEO.
By seamlessly integrating SEO best practices with creative storytelling at the research and briefing stages, I am able to ensure performance elements are considered at every step of campaign planning, while still leaving room for creativity throughout. This empowers teams to create campaigns designed to widen a brand’s reach in search and drive organic growth, without dimming their values or isolating their creativity.
Through years of experience monitoring fashion month seasons, evolving trends, designer news and industry changes, I have an in-depth understanding of what connects users to luxury fashion and travel brands. This, fused with a steadfast knowledge of SEO best practices and appropriate performance levers, allows me to prioritise growth opportunities while still protecting the emotional connection with a luxury audience.
Ultimately, there is no avoiding the weight that search engines have over online performance and adhering to best practices is now essential for any successful digital strategy. But this does not mean dampening your approach. It is precisely through the crafting of compelling narratives in new and original ways that brands’ can continue to captivate audiences and forge lasting impressions that are so integral to growth.
This unique methodology is driven by SEO but is ultimately shaped by empowering the brand.
Let’s Work Together
If you're interested in this approach, or feel you could use some input on your strategy, please feel free to get in touch in touch via the form here or email: ashleighmoore@hotmail.co.uk