L2 Think Tank Talks About Digital Marketing For Luxury Brands

Here is a very interesting section from their report on search and SEO

In Search of Search

For an industry in which brand names are unique and heritage is fiercely protected, the average brand in our study owns just 25 percent of search results for brand terms on the first page of Google results and only 16 percent on the first page of YouTube (the web’s second-largest search engine).

Real estate is often ceded to undesirable sites such as discounters, who alone own 19 percent of organic first-page search results on Google for Watches & Jewelry brand terms.

Paid search real estate is worse: brands own only five percent on average. Discounters own 28 percent, and price- comparison sites own 12 percent.