This White Paper evaluates a dozen of the best online retailers for clothing and accessories, from both a structural and a strategic point of view.
The websites we chose to analyze are: Amazon, Zalando, Yoox, Asos, Zara, Spartoo, OVS, H&M, Guess, Desigual and Pimkie.
We started from a simple question: how does fashion e-commerce behave from an SEO viewpoint?
We highlighted lots of interesting details for marketers: if you don’t take advantage of your online potential, focusing only on general brand awareness, you will experience reduced performance. A good SEO strategy can bring notable competitive advantages.
Some parameters we took into consideration:
- Visibility index
- Performance and speed, both Desktop and Mobile
- General website configuration
- Information architecture
- On-site SEO
- Off-site SEO
- Ranking of the most relevant keywords
This study was realized in partnership with Elis Corporate School, business school in Rome.