Semantic Fashion Audit for CHANEL
Description
🧠 Context
As part of a strategic initiative to strengthen the organic visibility of CHANEL's Fashion, Sunglasses & Haute Couture (FSH) division, a global semantic audit was conducted. The goal was to better align site content offerings with user search demand while respecting luxury brand constraints.
🚧 Challenge
Despite strong brand awareness, CHANEL was losing ground on semi-generic queries or iconic product searches, often outranked by resellers, media, or second-hand platforms. Many product pages remained unindexed, some offering segments were underrepresented, and several high-potential queries were not targeted.
💡 Solution
I led a full semantic audit based on performance analysis, product offering structure, and user search behavior. As a result, we provided actionable recommendations:
- Identification of visibility opportunities on strategic queries
- Query mapping by offer segment, channel (SEO, SMO, SEA) and user intent
- Keyword prioritization by potential and relevance
- Alignment of target page types with demand (PLP, PDP, thematic landings)
- Content and internal linking recommendations aligned with brand standards
This work established a shared roadmap between SEO, content, product and branding teams, with pragmatic and realistic prioritization at FSH division level.
- CHANEL
- www.chanel.com
- 2022
- Semantic SEO
- Freelance SEO Consultant