LH Watch Trade Sees Double-Digit Growth in Search Clicks with Suki Marketing
[Case Study]

From this solid foundation of research, we then crafted a bespoke SEO content strategy.

This comprehensive plan was designed to do two key things: first, to strategically raise LH Watch Trade’s online profile by targeting those high-value, relevant search terms.

And second, to ensure their website would become a rich, authoritative resource – a genuine ‘knowledge base’ for everything Rolex, pulling in both local customers in Portsmouth and beyond, and positioning them as trusted experts in the field. This meant identifying content gaps, pinpointing key topics, and devising a roadmap for creating compelling, informative pieces that would resonate with their audience and stand out in search results.

The digital landscape is constantly evolving, and nowhere is that more apparent than with the integration of Artificial Intelligence (AI) into search. For us at Suki Marketing, keeping ahead of these changes is paramount to our clients’ success, and LH Watch Trade’s strategy is a perfect example of this.

The AI Overview and a new way to search:

You might have noticed Google’s “AI Overviews” popping up at the top of search results. These are AI-generated summaries that aim to answer a user’s query directly on the search results page, often pulling information from various websites. For luxury brands like LH Watch Trade, this presents both a challenge and an opportunity. Users are increasingly expecting instant answers, and while these AI Overviews might reduce clicks to websites for some basic queries, they also highlight the importance of being recognised as a highly authoritative and trustworthy source.

The rise of AI means that people are searching in more conversational and nuanced ways. They’re asking full questions, looking for in-depth comparisons, and seeking out expert opinions – a far cry from just a few keywords. For LH Watch Trade, this means we’re constantly refining our understanding of how people search for ‘Rolex’ or ‘luxury watch brands’. Are they asking “What’s the best Rolex for investment?” or “How to authenticate a vintage Rolex Submariner?” Understanding these specific, often longer and more complex, queries is crucial.

Our SEO content strategy for LH Watch Trade has been developed with the impact of AI in mind. We’re not just aiming for broad keywords; we’re focusing on creating content that directly answers these detailed questions, provides genuine value, and establishes LH Watch Trade as the definitive expert. This includes:

• Anticipating user intent: We use AI-powered tools ourselves to analyse search trends and predict the specific questions and needs of luxury watch buyers. This allows us to create content that perfectly aligns with what users are looking for.

• Building comprehensive knowledge: Our content isn’t just surface-level. We delve into the intricacies of Rolex models, their history, investment value, and care, ensuring that LH Watch Trade’s website becomes a rich, trusted resource that AI models are likely to reference.

• Optimising for rich results and citations: We structure content to make it easily digestible for AI, using clear headings, structured data, and an authoritative tone. This increases the chances of LH Watch Trade’s content appearing in AI Overviews or other ‘rich results’ that stand out on the search page.

• Focusing on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness): With AI’s growing influence, Google places an even greater emphasis on content that demonstrates genuine expertise. We ensure LH Watch Trade’s content showcases their deep knowledge and experience in the luxury watch market, building trust with both users and search engines.