The U.S. fashion industry is expected to surpass $295 millions in revenue by 2025. Brands in this sector are working hard to expand their reach and keep ahead of the rest. Modern fashion brands recognize the importance of SEO as they move to digital stores. Keyword research is the heart of any SEO strategy. Keyword research is essential to any SEO strategy. They provide insight into your target audience and help you create content that meets their needs. This will increase your chances of being found in organic search results, as well as generating valuable revenue.
Although keyword research can take time, it is well worth the effort. It gives you a solid foundation on which to create more content, optimize your website for search engines and users, and ultimately, bring in more qualified and conversion-friendly traffic. These are the steps to help you find the best SEO keywords that will work for your fashion marketing campaigns.
Begin by creating a list of questions and topics that are relevant to your business.
Effective keyword research is complex. However, it’s easy to get started by creating a list with questions and topics that are relevant to your business. It is important to imagine yourself as a fashion customer. Then ask the following questions:
- What search terms could you use to locate your store’s products
- What are your customers like?
- What information gaps exist in your niche and what are the most common questions?
- What voice does your brand use?
- What social media hashtags might make you want more products from your store?
- What type of meta descriptions or alt text do your competitors use to attract clicks?
These are only a few of many questions, but their purpose is the same: To understand your target audience and to find out what interests them.
Make a List of Fashion Seed Keywords
A list of key words can help you identify your niche and your direct competitors. Start by writing down the best phrases to describe your products or services. This will allow you to break down your business into broad topics that will enable you to pick the most relevant and useful keywords. Once you have established a strategy, you can create strategies around the seed keywords and then spin your research into long-tail phrases and variations.
A great way to start this process for fashion brands is to go into your website’s navigation menus, and search for keywords in the catalog. These could include words such as “Swimsuits,” “Jackets,” “Dresses,” “Tops,” “Tops,” “Tops,” “Pants,” and “Footwear,” among others. Add a few modifiers to the mix and you have “Men’s Jackets,” or “Womens Footwear,” or “Womens Swimsuits,” among many other options. You can then explore subcategories of your website, filter product options, and company descriptions to find more variants for your list.
Concentrate on Searcher Intent
Google is committed to providing users with the best results for their queries. They base their ranking heavily on which websites can offer that information in their content. When conducting keyword research, it is important to ensure that your keyword strategy matches the intent of your target audience. Fashion marketers should focus on three of four types of searcher intent. These are:
Informational This person is looking for information and will likely answer a single question. Examples of common fashion include: “What color shoes should I wear with white sneakers?”, “What is the best print for spring?”, and “What are the most popular fashion trends for this year?” Keywords that have informational intent can be used to help establish your brand as an authority in fashion, particularly if you create landing pages or blog content that answers fashion questions.
Commercial Investigation: A person is searching for a product but isn’t sure if they should buy it. This means they are likely to first look for reviews and comparisons. These keywords could be used to describe fashion items such as “best cocktail dress”, “Gucci Vs. Prada” or “best heels for date nights.”
Transactional This person clearly wants to purchase something. The person likely knows what they want, so they only need to find the right place to purchase it. Examples of fashion keywords include “handbags for Sale”, “buy floral dresses”, and “sleeveless Romper.” These keywords are used to optimize your product pages as well as local SEO content.
Important Note: Don’t only focus on transactional intent, even if your fashion company is primarily eCommerce. If you make content that appeals to all types of intent, you will build a more comprehensive sales funnel and have a greater chance of reaching customers at each stage of the buyer’s journey.
Search Engine Optimization Keyword Research Tools
The right tool for your business is key to effective keyword research. There are many paid and free options, but we will focus on the most popular ones. These are:
Google Ads Keyword Planner
Google Ads Keyword Planner, one of the most popular keyword research tools, is easy to use. It allows you to create a large list of words and phrases that are based on your seed keywords. The data can be evaluated using metrics such as search volume, competition and bid ranges. You can then follow up with your evaluation by removing negative keywords (words that you want to remove from your campaign). You should have a list of keywords similar to your seed keywords at the end.
Google Ads is designed to forecast advertising trends. If keyword A receives 3,000 queries per month, and keyword B receives 1,000, then we don’t know the exact accuracy of these numbers. However, it is reasonable to assume that keyword A will bring in more traffic than keyword 2. Google Ads will show the total number Google forecasts for the keyword across the internet, while Google Search Console only shows queries that resulted in your pages in Google Search Results. It’s important to note that Google Ads can be used to pull search statistics directly from Google. However, its stats are very basic. It is not intended to be used in advertising campaigns. To help you search for other types keywords, you will need to use supplementary tools.
Google Search Console
Google Search Console, or GSC, is a different tool than Keyword Planner. It allows you to search keywords that you rank for and gives insight into what keywords and phrases people use to reach your site. GSC is used to determine a baseline for keyword performance. You can then use the data you have gathered about your keywords to identify which keywords are performing well and which ones are not. While Google Search console has many other ways to optimize and measure your fashion website’s performance it is best known for its ability to perform keyword research.
Take a look at the search volume of your keywords
Once you have compiled a list with seed keywords and data from your preferred keyword research tool, it’s time to examine the search volume for each keyword. This is often measured in monthly average searches. You should aim to find keywords with high search volumes. This will ensure that your business has more traffic and conversions.
However, keywords with higher search volumes are more difficult to rank for than those of larger fashion brands. You don’t want to search for keywords with low volume as it could lead to content that doesn’t convert and a waste of time. It is important to balance volume and difficulty scores.
Learn to Love Long-Tail Keywords
Remember our advice about putting yourself in the shoes of your customers? This is a great tip for eCommerce and fashion marketers. Long-tail keywords. What are long-tail keyword? These are highly targeted search phrases that serve the searcher’s intent. They are often composed of multiple words and have low search volume and competition, but higher clickthrough and conversion rates.
Because they communicate a clear customer problem that you are able to solve. You can create content that addresses specific search terms if you know what the searcher intent is. These keywords have a higher level of commercial intent, which means you are more likely to convert these opportunities. These keywords are a sign that a person will take action, whether it’s to inquire about a product or get more information.
Let’s take, for example, a user searching for dresses. If someone searches “short-sleeve dresses for parties”, it is clear that they are looking for a dress to wear to an event. It is not as clear to search for “dresses” and “short sleeves dresses”, however. The searcher may simply be looking for general information or checking out the available options.
VELOX Media is always on the lookout to find new clients, particularly in fashion and other industries that we specialize. We are always on the lookout for new clients, especially in fashion-related industries. Fashion companies are looking to boost their advertising. We want to appear at the top of Google searches for keywords like “fashion marketing agency” and “fashion digital marketing.” This is achieved by doing thorough keyword research. These companies may find our website immediately, if they’re lucky, and are impressed with our industry case studies. Although the conversion process can be more complex, Google and other search engines recognize that our services match that user intent and allow us to convert these customers before our competitors.
Check the Ranking and Competitive Difficulty of Your Chosen Keywords
When it comes to competitors, you need to keep in mind that search volume is an important factor to consider when keyword research is done. However, ranking difficulty is just as important, if perhaps more so, in the long-term. It’s difficult to rank for competitive keywords in a fashion industry that is so competitive. This means you will want to concentrate on keywords that have high search volumes but low competition. These keywords will be difficult to find and will require patience, persistence, and maybe a little luck. However, the rewards will be well worth the effort. VELOX Media is able to help you rank for higher-difficulty transactions keywords. This fashion digital marketing case report shows how we outranked our competitors in keywords related to wedding dresses and gowns.
Investigate the Competition
Every business should check out the competition. This includes SEO keyword research. It’s likely that you will compile many keywords throughout the process. Therefore, it makes sense to explore all avenues to help determine which keyword to prioritize first. You might consider going after high-volume keywords that your competitors don’t rank for. You could also look at which keywords your competitors are ranking for and prioritise those. This strategy works well when you are looking to capitalize on missed opportunities by your competitors. The latter strategy, however, is more aggressive and can help you to compete with keywords that your competition is doing well with.
Get in touch with the Fashion Digital Marketing Experts at VELOX Media
Effective keyword research is complex. If done correctly, it can lift your brand above the ranks of organic SERPs. You can identify your core audience and set achievable SEO goals that can be built upon over time. We are available to assist you if you do not have the time or resources to handle it all yourself. Partnering with the digital marketers at VELOX Media will give you an experienced team that can target your consumers and create a customized strategy that engages and compels them to take action.