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SEO for Fashion Brands

Are you looking for a marketing agency that isn't afraid to take accountability for your revenue and profit?

We get it. Search Engine Optimisation (SEO) can seem complicated. Especially when you don’t have digital marketing experience. And when you try to leverage this strategy for your fashion brand? Things can feel even more overwhelming. 

The good news is our team of SEO specialists is here to do the hard work for you. From crafting keyword-rich content to adding internal and external links, we have the tricky stuff sorted. All you have to do is sit back and relax as we take your campaign from good to great.

Ready to boost your fashion brand with best-in-class marketing support? We’ve got a wealth of experience under our belts and the best tools in our hands. 

Get in touch today to book a free consultation.

Here’s why SEO is critical for the success of your fashion brand

The fashion industry brings in billions of dollars every year. And after crunching the numbers, it’s clear that things will only skyrocket from here. 

Want to grab a piece of the pie? SEO is your new best friend. 

When used effectively, you can create killer brand awareness and generate more clicks on your site than ever before. 

Which is where we come in. Not only do we have the best technical guns in the game, but we’re constantly looking for new ways to improve our campaign results for clients – just like you. 

The bottom line? We’re a step ahead of the pack. And we’re committed to staying there.

What are good keywords for fashion SEO?

Good keywords for fashion SEO? Great question. 

The most effective keywords for fashion brands are keywords that talk about what you’re selling. So don’t reinvent the wheel. Or get too fancy. If you sell high-quality denim, then focus on these terms. If you hand-make linen shirts, then voila – that’s what you should be targeting. 

Just put yourself in your customer’s shoes. Think about how they would be searching from home or at work. And include a variety of search terms in your content to ensure you’re casting a wide net. For instance, if you’re advertising “runners for men”, include keywords like “running shoes for men” and “trainers for men”, too. 

Keep in mind that your keywords should always be found in your headings and subheadings. This is crucial for ranking because Google uses headings to understand what a particular section of content talks about. By threading keywords throughout these prominent sections, you can make your signposting extra clear for shoppers and the algorithm.

Body copy is important as well. But don’t get too hung up on hitting specific density targets or over-spamming. As you describe your product in detail, you’ll find that your keywords naturally fall into place. 

At the end of the day, it’s about being strategic and clever – and writing with humans in mind. 

The proof is in the pudding: The benefits of Fashion SEO

SEO for fashion brands has been around for well over ten years. In fact, it’s one of the most effective ways to increase your visibility in search results. Having said that, many people remain unclear about how exactly this marketing technique can bring in new business. 

SEO is a game changer for fashion brands because you can: 

  • Create more organic web traffic
  • Increase your brand’s sales and leads
  • Improve your brand authority
  • Rank higher in Google search
  • Measure your results
  • Safeguard the longevity of your business


On-page and off-page SEO – what’s the difference?

Getting bogged down in the technical stuff? No biggie.

When it comes to SEO for fashion brands, there are two components to consider. On-page and off-page SEO. While on-page SEO describes what happens on the actual page itself. The latter refers to all the stuff that goes on behind the scenes. It’s critical that both work together to ensure the best results. 

On-page SEO includes: 

  • Writing engaging meta descriptions & title tags
  • Crafting informative headings and body content 
  • Adding internal and external links
  • Optimising for the mobile experience

Off-page SEO includes: 

  • Establishing page authority 
  • Sharing content on social media
  • Earning brand mentions
  • Securing backlinks 
  • Ensuring optimal website load speed

Is it helpful to hire an SEO agency for fashion websites?

Yep, it sure is. Hiring an SEO agency for your fashion brand is a great idea. By working with trained specialists you can rank for important keywords, build your brand authority and attract customers (in their droves). But the best part? When you choose well, you can enjoy the confidence that comes from partnering with an experienced and successful agency. Just like us.


Fashion SEO Case Studies: Impressive x KOOKAÏ

Search that Fits

Who are Kookai, and what were their challenges?

KOOKAÏ is an Australian-owned women’s fashion clothing brand with over 40 stores across Australia. KOOKAÏ also sells its branded clothing via its eCommerce store in Australia and across the globe. Our relationship with KOOKAÏ began in June 2021. KOOKAÏ had a great branded organic presence, but a major issue for the business was that its organic presence had been flat for around two years. 

What strategy did Impressive and KOOKAÏ follow?

Objective: There were two main objectives of the SEO campaign for KOOKAÏ:

  • Grow non-brand organic presence
  • Improve overall organic revenue of the campaign to make up for the loss of sales traditionally expected from brick-and-mortar stores

Our strategy:

After an in-depth analysis of the website, we decided to implement four strategies to achieve desired results for the campaign.

  • Keyword research to create a deeper level of product categorisation

Impressive performed an in-depth keyword research to identify opportunities for creating 2nd and 3rd tier collection pages which targeted highly specific user queries.

  • Improve website navigation

At the beginning of the campaign, we saw that the website navigation of KOOKAÏ was not up to the standards expected from a proper eCommerce store.

We made the call to completely revamp the current navigation to make popular categories more accessible to target audiences, which, in turn, would help to improve organic conversion rates.

  • Implement on-page SEO best practices to prevent future issues

This included implementing updated and consistent meta titles, descriptions, image alt text. We also did a thorough audit to identify any internal content duplication and canonicalisation work. 

  • Improve page experience

Impressive decided to perform a detailed Core Web Vitals audit of the site to identify and fix any page experience-related issues.


Surpassing target KPI

A major KPI for this campaign was to improve non-brand clicks to the website by 20%. However, even before we hit our 12-month mark, we were able to smash this KPI and grow the non-brand clicks to 160% in a YoY comparison.

The below snapshot from GSC compares non-brand clicks from Jan – March 2021 period vs. Jan – March 2022. We can see that the non-brand clicks have rocketed from 45,700 clicks to 119,000 clicks including a massive jump in impressions from 3 million to 12.2 million.

(Snapshot Courtesy: GSC)

Major improvement in page #1 rankings

At the end of June 2021, the site had 1,916 keywords on page #1.

By the end of June 2022, this has grown to 3,821 – an incredible improvement of 99.43%.

(Snapshot Courtesy: SEMRush)

Growth in non-brand traffic share

Reducing dependency on branded traffic was another major goal of the campaign. In May 2021, only 12.2% of the site traffic was from non-brand queries. As of June 2022, this has reached 20.1%.

Brand vs Non-Branded Traffic Distribution in May 2021
(Snapshot Courtesy: Semrush)
Brand vs Non-Branded Traffic Distribution in June 2022
(Snapshot Courtesy: Semrush)

The Core Web Vitals fixes had a significant impact on the number of URLs with good page experience scores. As per GSC, 86.3% URLs have good page experience for Mobile and 87.1% for desktop.

(Snapshot Courtesy: GSC)
(Snapshot Courtesy: GSC)

In addition to increasing keyword and traffic growth, improving page experience has significantly impacted eCommerce revenue. The organic revenue of the website has grown YoY (Jan – March 2021 vs. Jan – March 2022) by 20%. That is, from approx 2.1 million to approx 2.6 million.

We’re Impressive, an innovative fashion SEO services company

Without tooting our own horn, we’re pretty darn good at what we do. And we love nothing more than working with clients to deliver standout results. 

That’s why we’re a multi-award-winning digital marketing agency. 

That’s why the top global fashion brands knock on our door. 

And that’s why we guarantee true bang for your buck. 

Ready to get started? Book your free consultation today

Excited to begin your SEO journey? Get in touch with our friendly team. We promise to demystify the mysterious – and make your time with us truly impressive.  

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Hit your Goals

Our clients achieve more because we become their business partner, not a service provider. With one digital marketing agency responsible for your entire strategy, everything gets simpler. Hit your goals faster with the elite of Australia’s marketing talent who use tools, not shortcuts. Here’s how we do it.

A comprehensive audit

We’ll review all of your digital marketing channels and outline what’s working, and what needs to be improved.

Unique growth strategy

We’ll share our approach, covering how we’d scale your marketing – and how they relate to your objectives.

ROI projections

We’ll forecast the results you can expect, as well as your investment and the KPIs involved to get you there.