If you sell online using an ecommerce store, website traffic is key, but how do you improve this?
SEO is the number.1 factor for getting more visitors to your website. In this ecommerce SEO guide for fashion brands, we’ll introduce SEO and how it can improve your overall performance.
Whether you run an online clothes store, accessories or shoe brand, you’ll acquire some helpful tips on improving your search engine ranking and increase the volume of sales on your website.
What is SEO?
Google aims to deliver search results so accurately that people’s exact queries will be answered instantaneously. In order to provide these results, Google has developed an algorithm to decide which content is most relevant for particular terms.
Optimising your site using Search Engine Optimisation (SEO) helps you to rank higher for your target keywords and drive more traffic to your site.
There’s a science and art to optimising your website around the right keywords. It’s not just technical – you need to think creatively about design and user experience as well.
Why is SEO Relevant for your Fashion Ecommerce Brand?
To stand out from the competition, it’s not enough for your fashion ecommerce site to simply have an eye-catching website and a great product offering.
You need the coveted first-page rankings to drive more traffic to your store – in fact the first five search engine results receive over 65% of clicks.
SEO done properly can boost brand visibility and sales and in the long run provide a ‘free’ source of clicks to your website.
In the highly competitive world of online fashion, SEO could be the difference between success and failure.
Read on for our top 5 tips ecommerce SEO tips for fashion brands:
Top Ecommerce SEO Tips for Fashion Brands
1. Targeting the Right Keywords
Search engines work by ranking your ecommerce store according to the keywords they find. So the first thing you need to do is have a clear understanding of your target keywords. It’s critical if you want to be discoverable online.
Identify Primary Keywords
For example, if your ecommerce store specialises in women’s hats, you’ll need to consider all the keywords that people search for when looking for these.
If that sounds like a daunting task, there are specific tools like Google Keyword Planner and other free keyword research tools that can help you get it right.
Once you have identified these terms, you will want to include them in the meta title, header tags and on-page content to make it more relevant for these terms.
Ensuring that each page title and meta description includes target keywords gives potential clients a good idea of what to expect when they click on a link.
For example if your keyword research identifies ‘women’s sun hats’ as a relevant keyword, you can then include this on the page’s meta title and description, which will be displayed on search engine results pages:
- Meta Title: Women’s Sun Hats | The Online Hat Company
- Meta Description: Buy women’s sun hats from The Online Hat Company Today. Choose from a wide array of designs to suit your summer style. Free delivery over £20.
To edit your meta info and page titles, you’ll use your website’s ecommerce platform in-built editor – there are several platforms out there, but we recommend Shopify as the best ecommerce platform for SEO.
Identify Secondary Keywords
After adding these primary keywords in your meta title and description, use your secondary keyword research to identify ‘search intent’ and more qualified phrases around your brand to include in the site text.
Using the same example above, these could be terms such as:
- UK-made Sun Hats
- Sustainable Sun Hats
- Best Hat for Beach Holiday
- [Colour] + Sun Hats
- Floral Sun Hats
- Large/Small + Sun Hats
- Adventure/Sport + Sun Hats
Include these secondary terms on the page content – for example in the product description – to show Google that the page is a relevant result for that query.
2. Improve your Technical SEO
Technical SEO is all about how your fashion website is interpreted by Google’s crawlers.
Although it concerns largely invisible aspects of your website, it’s vital that your technical SEO is on point so your site can be indexed by search engines correctly.
Several factors influence your website ranking. For example, fast page loading speeds boost user engagement. That alone makes it a significant ranking factor.
An easy way to check the health of your current site and identify fixes for your web development team is to use Google’s Page Speed Insight tool.
But page loading speed isn’t the only factor. These factors can also impact your ranking:
- 404 broken link errors
- URL structure and internal linking
- Site localisation
- Structured data
- Image alt tags
3. Optimise your Fashion Brand’s Website Design
If you want to engage visitors and build sales, you will also need to consider your website’s design and functionality.
An engaging website UX (user experience) is becoming increasingly crucial for fashion brands – in fact, any website with a poorly designed site will struggle to rank at all.
The longer a visitor spends interacting with your site, the more positive signals Google receives.
So your site gets recognised for being helpful and relevant and moves up the rankings, which in turn drives the organic traffic every ecommerce fashion business craves.
If you’re serious about encouraging visitors to stay and browse your fashion store, these are the SEO components you need to optimise:
Product Page Optimisation
It’s simple. If your product pages are well-designed and contain useful information they’ll rank higher in Google.
If you want to improve functionality adding product filters lets your customers browse clothes, shoes and accessories by size, colour, price range and style they’re looking for, quickly and easily.
You should also invest in quality product photography to elevate your design and showcase the features of your fashion product.
Simplify the Checkout Process
Studies have shown that the cart abandonment rate for ecommerce website is almost 70% , meaning you have to do everything possible to get the user to check out quickly and easily.
Your online fashion store should offer customers a seamless checkout experience – we recommend you keep it to a single page, and only ask for relevant information.
Reviews & Social Proof
Research has found that user-generated reviews play a much greater role in decision making than marketer-generated content.
When it comes to fashion ecommerce SEO, reviews and social media mentions are vitally important information that can make all the difference between a completed sale and an abandoned cart.
If you can’t demonstrate your products are worth buying, in a way that your customer understands, then your users will find a site that can!
4. Set up a Fashion Blog
A fashion blog is one of your biggest assets. Get the strategy and content right and you’ll drive valuable, relevant traffic to your site, boosting your SEO ranking.
Fashion is driven by trends, so if you can provide your audience with the latest fashion news and tips you’ll instantly increase engagement. You’ll decrease bounce rate, influence viewers to keep browsing and get those all-important conversions.
You’ll need to keep your blog fresh, posting regularly to take advantage of the latest developments in the industry. Choose relevant topics and make the most of internal links to promote your products.
Here are some blog ideas for your fashion ecommerce site:
- What to wear on a first date
- Fresh beachwear styles for 2022
- How to style your gym wear
- Luxury fashion styles on a budget
- How to prolong the life of your trainers
If you’re not sure where to start with this, consider writing posts that answer the ‘pain points’ your product is solving for your customer.
Answering these will bring in traffic and likely lead to both more website traffic and sales!
5. Utilise Link-Building for your Fashion Ecommerce Site
Most fashion ecommerce businesses find themselves in a saturated market. And it can be hard to differentiate yourself from the competition.
So if you’re finding your rankings are remaining static, it could be time to take your SEO up a level by using link building.
Google rankings are based on several factors. One of the biggest is the number and quality of links pointing from other sites to yours.
Link building can be tricky, especially in fashion’s saturated markets.
But there are some simple strategies you can use, even if you don’t have your own blog or content:
- Guest posting: reach out to authoritative fashion sites or blogs and offer to write high-quality content about your specialism in exchange for a link to your site.
- Digital PR: Announcing an exciting product launch or company news can be a great way to create positive news coverage in the fashion media and those all-valuable links for your brand.
- Influencer outreach: Getting fashion industry influencers onside is critical to getting the word out about your brand. Getting one influencer onside can have a domino effect that sees your backlinks grow exponentially.
- Product reviews and giveaways: Encouraging blogs and media outlets to review your products and ecommerce store is a great way to earn those all-important trustworthy links. Fashion bloggers can both help you to increase your brand visibility and SEO rankings at the same time.
How About PPC for Ecommerce Fashion Brands?
Pay Per Click (PPC) is a tried and tested strategy in the fashion industry. With just a few well-chosen keywords you can generate instant traffic using Google’s advertising platform Adwords instead of waiting months for SEO to show results.
This means you can be highly targeted with your approach – only showing ads on the most-relevant search terms for your business, although it’s likely these terms will also be the most competitive (and have the highest cost-per-click).
Despite the benefits of PPC, many retailers find that their cost-per-click is always increasing, and if you’re margin isn’t also increasing the channel could become unprofitable.
Ultimately this is where utilising SEO as a strategy is better in the long term than PPC, as after optimising your site correctly for SEO – the clicks are technically ‘free’.
Whilst it is possible to set Google Adwords up by yourself, you could end up wasting money on irrelevant terms – if you’re not sure about this, consider hiring a PPC specialist to optimise your ads and Google for every click.
Confused by SEO for Fashion Ecommerce Brands? We Can Help!
Whether you’re running a high-end clothing brand or startup trainer company, gaining visibility for your fashion brand online isn’t easy, especially when business owners have a million other things to think about.
We hope this ecommerce SEO guide for fashion brands has helped, but if you need more help climbing the rankings, an ecommerce SEO specialist could help you get the traction you need.
If you would like any help with the SEO strategy for your ecommerce fashion brand, please get in touch with Search Hog today.