Optimising your website for search engines is one of the important parts of the broader process of website positioning. It is no secret that Google regularly updates its algorithms and introduces new improvements to provide users with the best results. This means that your SEO strategy should change when needed, as what worked last year may not work this year.
An important aspect in the functioning of any business that strives to increase its visibility in organic search results, is to be up to date with the changes within the SEO industry, and to adapt your strategy.
In this article, we will delve into the trends in the SEO industry that should be considered when creating an SEO strategy for fashion companies in 2024. As an agency that specialises in creating SEO strategies for fashion brands, we will take a closer look at how to optimise fashion eCommerce stores.
While tailoring your SEO strategy for 2024, prioritise providing a seamless and positive user experience on your website. It’s important to optimise the page loading speed, enhance mobile responsiveness, and ensure intuitive navigation. This is because search engines increasingly prioritise websites that offer excellent UX.
Make sure your site offers a high-quality user experience which includes text readability, ease of navigation, visual appeal, and usability. Also consider good information architecture and intuitive navigation making it easier for users to navigate the site, increasing the chance of engagement and conversions. It also encourages users to spend more time on the site, helping search engines interpret your page as valuable content and can contribute to a higher ranking.
The menu design for eCommerce sites is not only a matter of SEO optimisation, it’s crucial to ensure that users can easily find the information they need and can make purchases without any obstacles. It is important for the users to view an intuitive and clear menu, allowing them to easily access the information they are looking for.
Users should be able to quickly reach the product or category they’re looking for whilst having easy access to subpages such as the basket page or contact customer services. The menu is also very important in terms of SEO, and adding the right keywords in your menu can help you rank higher in search results. Don’t forget to also adapt the menu to mobile devices such as smartphones and tablets, as mobile responsiveness is important.
An example with a great menu structure is Tiffany & Co. Their menu is simple and clean, but also contains many sub-categories that make it easy for the user to find the product they’re looking for. For instance, under the ‘Jewellery’ category, users can find base division of sub-categories as well as the ability to shop by metal or gemstones.
Another example is the ‘Gifts’ section which allows users to select products for different occasions, enhancing customer experience.
In the ‘Love & Engagement’ category, users can not only select wedding or engagement rings, but also choose to filter by ring shape, making it easy for users to browse desired styles.
The way the menu is structured and how categories are divided makes it very intuitive for users to find the desired product or gain inspiration through browsing other collections.
As part of your 2024 SEO strategy, it’s important to focus on creating high-quality, valuable content that addresses users’ needs and search intent. You’ll want to develop comprehensive, well-researched articles, blog posts, videos, and other forms of content. This is because long-form content tends to perform well and ensures it remains engaging and easy to read.
Of course, we cannot forget about mentioning artificial intelligence (AI), as this can be used for various SEO activities as a supporting tool for content creation. As an example, AI can be used to create product descriptions and categories, which can then be refined by an SEO specialist to maximise the potential. This can have an impact on the efficiency of work in the form of greater visibility.
Thanks to various tools, AI algorithms can help with data gathering and analysis to identify patterns and insights for strategic decision-making. Later, the historical data can be used to help predict future trends. Various AI tools can also help with content management such as data entry, customer service, and other day-to-day tasks that can be automated. Lastly, AI can assist with content personalisation and optimisation to help target potential customers.
Some tools that can assist in creating high-quality content include:
- Grammarly – Improves the quality of your content by flagging spelling and grammar mistakes. It also offers suggestions for better word choices, clarity, and concision.
- Paraphrase – Improves paraphrasing content in order to create an improved version of the text.
- GPT-3 – This tool can be used to generate many forms of content such as articles, product and category descriptions, and writing responses to emails. It can save time, however, it’s important to use it as guidance and inspiration.
- BuzzSumo – Helps identify areas and topics for content based on your industry.
- Adobe Analytics – Monitors users’ behaviour on your website and gathers necessary reports that you can analyse to help understand your customers’ needs.
Voice Search Optimisation
Voice search is gaining popularity with the rise of smart speakers and voice assistants. According to Google, 27% of the global population is already using voice search on their mobile devices, and there has been an increasing number of sales of smart speakers over the past couple of years.
The reason why voice search popularity is growing is primarily because of convenience. Thanks to voice search, users can search for information whilst driving, cooking, or other activities. In addition, voice search results load faster than a traditional SERP page.
How to Adapt to Voice Search?
Optimise your content by including natural language and conversational keywords. For example, users will most likely use full sentences to ask questions. The key is to understand the difference between text search and voice. While looking for information about different types of jeans on the computer, the user might search for “types of jeans,” whereas while using voice search they might ask “What are the different types of jeans.”
Target long-tail keywords by including natural phrases and questions in the content that potential customers will probably use. For this purpose, consider creating a blog section, FAQ section, and structured data to provide concise answers to common questions.
Fashion brands and retailers can use voice search for various purposes. Here are some examples:
- Virtual Styling and Personal Shopping: Allows customers to use voice search as an assistant to offer personalised styling recommendations based on their preferences.
- Product Search and Recommendations: Customers can find specific products they are looking for using voice search.
- Voice-Activated Shopping: Enables customers to complete the purchase process using voice search commands.
- Voice Commerce on Smart Devices: Browse through websites thanks to fashion brands’ cooperation with smart device manufacturers.
- Virtual Fashion Assistants: Provides customers with information on new products, latest trends, news collections, campaigns, and promotions through voice search assistants.
- Voice-Enabled Customer Service: Virtual assistants that enhance the customer service experience.
With the majority of internet users accessing content on mobile devices, mobile indexing has been a Google initiative for several years but recently has become a crucial factor. For this reason, it’s necessary to have a mobile-friendly website which is fully refined and adapted to the current guidelines of search engines and the intentions of the user.
In 2023, mobile indexing has become even more important as the number of internet users using smartphones has been regularly increasing. Make sure that the mobile version of your website is clear, technically refined, and visually attractive. Pay close attention to factors such as responsiveness, fast loading speed, and easy navigation.
Video content has quickly become the highest engaging type of content. Just look at the recent development of platforms such as TikTok and Instagram. It’s a quick way to convey information and interest on a specific topic in a way that is convenient for the user because the recipient is not forced to read large amounts of text and focus their attention. The popularity of video content is very visible, even within the Google search engine.
Video content holds immense potential, and by optimising it for SEO, you can unlock a world of visibility on search engines and social media channels. Boost the visibility and accessibility of your videos, and you’ll witness an exponential surge in people discovering your brand, fostering stronger brand awareness, and expanding your reach. Ultimately, this is a powerful asset that paves the path to long-term brand loyalty.
Within the fashion industry, the importance of SEO-optimised videos cannot be overstated, especially for online product sales. By strategically optimising your videos with specific keywords, you significantly increase the likelihood of people finding and engaging with your content, eventually leading to a rise in conversions and purchases.
Furthermore, well-optimised video content can revolutionise your online marketing efforts, yielding a higher return on investment (ROI). The captivating nature of videos keeps audiences enthralled, enticing them to stay on your site for longer periods, subsequently increasing the chances of them taking desired actions such as making a purchase or subscribing to your channel.
In a digital landscape where competition is fierce, SEO optimisation of your videos is key to gaining an edge over your competitors. You can elevate your brand’s online presence, drive meaningful engagement, and create lasting connections with your target audience through expertly optimised video content.
Below you can find a quick checklist for SEO optimisation of your video content:
Video Content Checklist
☐ Video published on a public website
☐ Published on a separate landing page
☐ Includes appropriate HTML tag
☐ Separate video sitemap that includes each video content
☐ Landing page includes descriptive meta title and description
☐ Structured data for video content
☐ Eye-catching thumbnail with the correct format and size
☐ Video is available at a stable URL
☐ Video is not blocked through no index or robots.txt file
☐ Title and description include important keywords matching the search intent
☐ Optimised for different platforms
Featured Snippets and Rich Results
Set your sights on featured snippets and rich results, the gateway to heightened visibility and amplified organic traffic. Optimise your content to offer succinct answers to frequently asked questions, ensuring your brand stands out as an authoritative source of information. Additionally, leverage structured data markup to bolster the odds of securing a spot in rich results, further elevating your online presence.
In 2023, the Omnibus Directive will be launched which states that if we display opinions, they must be both positive and negative. Moreover, opinions should contain information on whether they are verified or not. The era of creating artificial opinions that idealised stores and products, misleading customers, is coming to an end.
A similar situation will also happen with promotions. If the store organises a sale, it must also provide the prices of the promotional products in the last 30 days. It will no longer be possible to increase the price just before the announcement of a promotion.
E-A-T (Expertise, Authoritativeness, Trustworthiness) is a critical factor in Google’s ranking algorithm. You can demonstrate your expertise in your niche by creating authoritative content, obtaining backlinks from reputable sources, and showcasing author credentials.
Over the next few months, we can expect increased onsite activities and the creation of expert content that responds to the specific needs of users. The focus will be on shorter content that will contain a solid dose of specific information. However, we must remember not to create content for SEO and Google bots but “for the user.” This is a continuation of the strategy from previous years with an emphasis on content based on interesting information and unique data. It must be content that will distinguish us from the flood of less valuable information.
You can elevate your E-A-T simply through a blog section. As an example, Net-a-Porter does a very good job of showcasing extensive content and knowledge within the fashion industry. Their blog section is rich in a variety of topics from new collections, style advice, news, and current trends.
Pay attention to technical aspects including crawlability, indexability, XML sitemaps, and robots.txt files. Optimise your website’s architecture, fix broken links, and ensure proper URL structure. Implement SSL certificates for secure browsing and ensure your site is accessible to search engine crawlers.
It is also worth learning about AMP (Accelerated Mobile Pages) technology. These are pages created using special coding which allows the pages to load faster, making them highly rated by users and search engines. Additionally, websites created in this standard meet all of Google’s requirements for mobile versions.
You can’t forget about Core Web Vitals either. Responsiveness and page loading speed is a developing trend that impacts page ranking. This is due to the growing popularity of mobile devices on which we browse websites.
If you have a local business, you’ll want to optimise your online presence for local searches. Claim and optimise your profile on Google My Business and other relevant directories. Include location-specific keywords in your content, meta tags, and headings.
User Engagement and Social Signals
User engagement such as click-through rates, time on site, and social media shares, can indirectly impact your SEO rankings. If you want your content to be ranked high in Google, you should try to stand out on the web in general – not only using your website. Appearing on social media can be a factor that will indirectly increase the visibility of your website.
Thanks to social media, we can obtain so-called social signals, i.e. all possible interactions that occur between all users and the company’s profile. These are likes, comments, followers, shares, etc. A company that publishes original and interesting content on social media gets a chance that the content will be shared among internet users. The campaign can be in particular successful if the shared content is interesting enough to be shared by users.
Therefore if not done yet, it is time to encourage social sharing, provide easy sharing buttons on your content, and engage with your audience through social media.
Monitoring and Adapting
Consistent monitoring of your website’s performance through robust analytics tools is essential for staying ahead. Dive deep into your data to analyse organic search traffic, track bounce rates, scrutinise keyword rankings, and understand user behavior. These invaluable insights will empower you to fine-tune your SEO strategy continuously and maximise your online presence.
Embrace the new reality with Google Analytics 4. As the digital landscape evolves, so do the tools that drive success. Google Analytics 4 emerges as the new reality, offering a wealth of data and advanced features to fuel your SEO strategy. Harnessing its power for proper data monitoring is crucial, enabling you to make data-driven decisions, optimise your content, and cater to your audience’s evolving preferences.
In the dynamic world of fashion e-commerce, staying ahead in search engine rankings is paramount to success. As we step into 2024, the landscape of SEO strategies will continue to evolve, presenting both challenges and opportunities for fashion brands. This comprehensive guide delves into the latest and most effective SEO techniques tailored specifically for the fashion industry.
From optimising for voice search and AI-driven algorithms to leveraging user-generated content and social signals, fashion brands are redefining their SEO approach to captivate modern audiences. Some of the SEO techniques are already well known, and for some, we expect to come into trend soon. As the competition intensifies, embracing these cutting-edge strategies will pave the way for sustained growth, increased brand visibility, and a strong digital presence in the fashion industry.
Remember, SEO is an ongoing process, and it’s crucial to stay up to date with industry trends, algorithm updates, and user behaviour changes. If you’re looking for help to shape your SEO strategy, we are an international digital marketing agency ready to assist you with all your digital marketing needs. Get in touch for a free consultation and learn how we can help take your business to the next level.