Strengthening search visibility for Longchamp’s official online store

Project Background#

Longchamp is a leading French fashion brand that emerged as one of the most prominent brands in the competitive luxury market in 2025. Its global e-commerce platform needed localisation for Korea. With 90% of customers researching the brand and its products using NAVER, improving NAVER search performance and product structured data became priorities.

Visit Longchamp’s official online store

Delivery#

• Improved site performance through a Technical SEO audit.
• Addressed barriers to NAVER crawling and indexing.
• Proposed a Dynamic Metadata Framework.
• Delivered a Schema Metadata Package and improved the sitemap.

Customer Understanding and Research#

Our analysis of Longchamp’s Google-oriented global e-commerce data found that more than 90% of customers researching brand and product keywords began their product search and completed purchases through NAVER. We proposed an optimisation strategy to address the official online store’s limited NAVER visibility.

Implementation and Improvement#

• Improved the efficiency of the official website’s exposure on NAVER and Google.
• Expanded organic search keyword coverage beyond brand and product terms to non-brand terms.

Lessons Learned#

Visibility for brand and product names is a brand asset, and an official website has a relative advantage under E-E-A-T criteria. However, if products are absent from searches for non-brand terms such as luxury handbags, women’s bags, scarves or mini bags, the brand can be excluded from the discovery stage. Extending optimisation beyond brand recognition into category keywords strengthens visibility and customer touchpoints.