Fashion Online Retail – SEO Industry Report 2020

Dec 11, 2020 | Industry Reports, Search Engine Optimisation (SEO)


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FIRST has investigated the organic search engine rankings for NZ women’s fashion brands. Using our bespoke metric called RBR (Ranking Based Reach), we estimated how well the top 3 companies are ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.

Additionally, we conducted a quick audit of the sites looking at the top 5 factors that impact ranking and attract clicks to websites. The brands analysed at for this industry report are: 

What you’ll learn: 

  • Discover what factors affect ranking and click through rate from organic search. 
  • Understand how three of New Zealand’s women’s fashion online retail websites fare against each other in their search engine optimisation techniques.
  • Gain actionable insights that you can use when optimising your pages for search engine rankings.

Key findings from the report: 

  • According to NZ Post’s 2019 New Zealand eCommerce Review, over 53% of online purchases in New Zealand are fashion-related. This sector had the highest online growth rate with sales of $851 million. 
  • Of the three brands included in this report, Cotton On is currently the most visible site in the digital fashion landscape compared to other women’s fashion websites, achieving a dominant share of voice thanks to strong positions in organic results. 
  • All 3 women’s fashion eCommerce sites have problems with page speed, particularly mobile page speed. According to Pew Research, 51% of people who shop online use a mobile device. 
  • Search strategy, integrating both organic and paid search, will be key to customer acquisition, increasing revenues and growing online business in the coming years

For other relevant reports on women’s fashion online industry, please check the links below: 

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