High street fashion retailers are being outperformed by their pure play counterparts when it comes to SEO reach.
Perhaps not surprisingly, high street giant H&M which spends significant resources on maintaining and improving its vast estate of over 3,300 stores across 54 countries, could not match the likes of rivals Missguided and Shopstyle.co.uk who dominated SEO visibility.
Analysis of keywords that included the key world ‘Bikini’ founded H&M lost 65 per cent in SEO reach between 2013 – 2014 while Misguided had increased reach by 1159 per cent. Shopstyle rose reach by 186 per cent.
An increasing amount of traffic to retailer’s websites is being driven by organic search results and companies are understood to be investing more in their digital marketing. SEO experts One Hydra said: “The only way to succeed in this digital age is to adapt. Adjusting SEO keywords depending to suit the trends and seasons as they happen – rather than weeks or even months after is crucial for brand success.”
Hugo Boss’s former head of retail previously told this publication that the brand had been slow to adapt to online marketing such as SEO and admitted that it has had to play catch up with pure plays.
Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements.