Build a site and they will come.
Well… not exactly.
A company could have the most glamorous site in the world but no one will ever find it if it has no strategy in place. With 7.3 million new pages being added to the internet every day, a company needs to be competitive. One (almost) free method is SEO. SEO is short for Search Engine Optimization and will essentially help a site’s ranking for specific search queries. There is no exact formula to ranking number one but there are certainly ways to improve a site’s ranking to potentially reach the coveted number one spot. Search engines constantly change the algorithm of how they rank pages to avoid anyone manipulating the system, which means a company needs to constantly be in the know. There are several ways you can help your ranking:
- Keywords in your URL
- Page Titles
- Meta Tags
- Keyword rich content
Search engines have robots which are known as “spiders” that “crawl” the text of a site to determine what each page on the site is about. A company’s goal should be to have its site rank under relevant search terms. If your company’s site is about “fashionable sunglasses,” you want your site to appear when people type in “where can I find fashionable sunglasses” or “cheap fashionable sunglasses” etc. Keyword rich content is the best way to help a company’s ranking and this could be achieved with blog posts, reviews, articles, and backlinks. A company must also keep its content ‘fresh,’ as the spiders crawl sites daily and want to know that a site isn’t static.
It may be difficult to convince everyone within the company to get on board as they may ask “Why does SEO matter?” Think of it like this: during your own personal searches, do you ever check the second page of results? Only 6% of people do. Getting your site to rank on the first page of results gives it credibility, as well as increases traffic to your site. The websites that rank number one can attract hundreds, if not thousands, of unique visitors daily. Let’s do some math. Let’s say you average 500 unique visitors a day and your product sells for $25. If 5% of that traffic converts into a sale, that means you gained 25 customers each day, which will give you $625 a day, $17,500 a month, and just over $200,000 a year. That’s a significant amount of traffic and money generated for free.
SEO is a powerful tool and it would be a missed opportunity for a company not to invest some resources into an SEO strategy. SEO is constantly changing and if a company wants a long-term strategy, it must stay on top of new trends and rules. There are tons of resources online but here are just a few to help get you started:
May the SEO force be with you!
Kimberlee Van Der Wall is a TWF contributor, focusing on SEO strategy. You can check her out over on her blog, I Have A Degree In This. Third Wave Fashion has been your fashion tech think tank since 2011. We publish the first ever printed fashion tech magazine, Third Wave. Follow us on Twitter or subscribe to our newsletter to stay on top of the latest in fashion tech + wearables.
Image via eMarket Elite.