SEO & PPC for top notch e-commerce marketing

If you’re in the fashion biz, or considering getting into it, you’re well aware that the competitive landscape of e-commerce and e-commerce marketing is heating up.

Online retailing is growing exponentially and not without reason. You have the potential to reach more consumers on the internet than on the street. And, as we already know,  the more people can see you, the more they can buy from you.

We could reminisce about how far e-commerce and e-commerce marketing has come for ages. But, at the end of the day, what you care about is where e-commerce is now, where it’s going and how you can win the clicks to grow your brand. Right? Right. 

Now we know a lot of people use the internet to buy and as an e-commerce shop you can make a lot of money because of that. But before that you need to catch the attention of the potential customers so they use your shop to fulfill their needs. We’ll dive into channels and tactics for growing your fashion e-commerce marketing and brand in the long and short term to stay ahead of the competition.

With Black Friday and the holiday season on the horizon, this is more pressing than ever. With these tips you can get your hands on a chunk of what was, by the end of 2019 (according to data from Statista) a global e-commerce market of $3.5 trillion representing 14% of the total share of global retail sales.

Read on to learn how e-commerce marketing can help you win customers at the end of 2020 and into 2021.

e-commerce marketing pays off

Organic Traffic & SEO in e-commerce marketing

A part of building brand awareness and from there brand loyalty is having a presence on search engine results pages (SERPS). As we know, gaining this is complex and requires hard work.

We’ll look at 2 areas to help us achieve this presence: on-page SEO and technical SEO. Ensuring that your content connects with search engines and your website is set up so that content has a fighting chance. You can learn more about the basics of SEO in general from this article.  

On-Page SEO for e-commerce marketing

On-page SEO is the practice of optimising individual web pages in order to rank higher and earn more relevant traffic in search engines. OnPage refers to both the content and HTML source code of a page that can be optimised. Opposed to off-page SEO which refers to links and other external signals. An important part of On-Page SEO is the Keywords that you set out to rank for (simply put: show up on Google/search engines when these keywords are included in a query).

Examples of high ranking fashion keywords

Why do we highlight this? Because in order for a keyword to be relevant, people need to be searching for that keyword in an e-commerce context. We know that your organic search ranking doesn’t go from 0 to 100 overnight so you should evaluate which e-commerce keywords you want to rank for are the most important asap!
Here are relevant keywords the fashion industry is ranking for recently

          Keywords                                                                    Search Volume

1. Womens clothes

2. 80’s fashion

3. Fashion designing

4. Fashion designer

5. Fashion Blog

6. Mens Fashion

7. Fashion Design Games

8. Fashion House

9. Fashion Show

10. Fashion Week

246000

201000

135000

110000

110000

110000

110000

90500

74000

74000

Finding keywords that work for your e-commerce marketing

Of course not all keywords apply to all businesses (in fact relevance is extremely important in keywords for e-commerce and any industry), but this is only the starting point. There are many tools that can help you determine which keywords are right for you. One of our favourites is Searchmetrics. Using this tool you can look at the big picture first and dig deeper and deeper until you reach the keywords that are really relevant to what your future customers are looking for. . 

semantic keywords for e-commerce

Don’t have access to paid tools like Searchmetrics (or the experts at Ogno ;))? Use free tools, like Google Keyword planner to find specific keywords that are exactly what you are offering. It will also provide recommendations based on semantic keyword research to help guide you on your e-commerce keyword journey.

For example, when looking for sustainable fashion keywords, keyword planner helps to find related keywords for your main topic. 

finding keywords for e-commerce

The upper three keywords are the most interesting for our topic “sustainable fashion” because they are semantically related. After discovering new relevant keywords for your website use them to look for other keyword ideas  and do this until you can’t find new relevant keywords for your marketing campaign. There are many things to consider when evaluating which keywords to use, including competition and volume, more on that here.

Technical SEO for your e-commerce website

Now that you’ve crafted valuable content on a foundation of solid keyword research, it’s important to make sure it’s not only readable by humans, but by the search engine robots too!

While you personally don’t need to have a deep technical understanding of these concepts, it is important to grasp what the technical aspects are so that you can speak intelligently about them with your developer(s). 

Knowing what to look for in technical SEO is important because you’ll probably need to ask. Developers, unless they’re trained in SEO, are unlikely to prioritise your technical SEO if they don’t know or see its importance. Technical SEO has many aspects to fulfill.

For example functionality, crawlability, indexing, usability (UX) and page load speed, to name a few. Since your e-commerce website likely relies on visual content, we’ll dive into page load speed to get you started. 

Page Load Speed

Page Load Speed is one of many important  factors to consider when working towards a healthy website ranking. 

You can check your current speed against Google’s algorithm with their web.dev tool. Google’s Page Load Distributions, goes through each page to check if it is optimised to give out value (this time value is speed). 

page load speed importance in e-commerce

The Page Load Distribution uses two user-centric performance metrics: first contentful paint (FCP) and DOMContentLoaded (DCL). The contentful paint marks the first bit of content there is on the screen when the browser starts to render pixels. The DOMContentLoaded marks the moment when the DOM is ready and there are no stylesheets that are blocking JavaScript execution.

These two metrics show exactly which percentage of the content loads faster and the one that needs improvement by looking at those pages with average and slow speed (if you follow the chart).

If you’re experiencing a poor page load speed we recommend checking your image formats first. Perhaps your images are too big or have been uploaded in outdated formats. If that doesn’t seem to be the problem we’re happy to help you dig deeper to see what might be standing between you and a better score.

Paid advertising for fashion & e-commerce marketing

A good way to get more traffic quickly is paid advertising, primarily Pay Per Click (PPC) advertisement. PPC means that you  pay a specific amount for every click your website gets through this top of the page advertisement. Keep in mind that not every ad costs the same, the higher the competition, the higher the price.

PPC refers to many channels, but not all of them work for Fashion. I think we can all agree on the fact that fashion is a very taste based industry. So you want to reach out to your target audience with content they can see, or that they might be looking for, to give them an idea of what they’re buying and where they can buy it.

Because of this, the best channels for fashion advertising  are Google and social platforms like  Facebook, Pinterest and Instagram. 

Google shopping for e-commerce marketing

Google, the all-around-advertising-platform has inventory specific to shopping… it’s now called Google Shopping or formerly Google Product Search, Google Products and Froogle. It is a service which allows users to search for products on online shopping websites and compare prices between different vendors.

The biggest search engine has always tried to improve their advertising possibilities while satisfying their clients and clients’ clients.  Google Shopping visualizes what you want to sell on the very top of the google search. Google doesn’t own any of the shown products. In short, Google Shopping is a “catalog” of different products from different brands/companies showcasing goods from the same niche.

how to use google shopping in e-commerce marketing

Google Adwords

If you are selling something that people may be looking for new brands of, i.e. men’s sustainable jeans, paid search is also worth considering. You can use the keywords that you are focussing on with your On-Page SEO to focus these efforts and accelerate your SERP placement while organic traffic builds in the background.

While exploring different keywords keep an eye out for those that you don’t want to rank for. These are called negative keywords and should be added to your Google Ads account to avoid unwanted clicks (remember you pay for every click).

In our example one of these would be “fast fashion”. But there are a lot more negative keywords that you would want to exclude and with time you will find them. By doing so you keep your website clean from unwanted traffic.

Instagram Stories for e-commerce marketing

Use instagram stories! Reaching out to your target group is an easy task with the algorithm of instagram. You can retarget as well with the information Instagram provided you to have a second chance to convince the users who were not sure to buy.



Another powerful weapon for fashion marketers is the Facebook carousel, which allows you to showcase up to ten images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card.



Last but not least i want to talk about YouTube video ads. YouTube allows you to decide who sees your video ads based on location, age interests and many more. You are able to control your video campaigns in order to reach the right audience.

Targeting the right people is essential, because promoting designer clothing to healthy food enthusiasts is not going to increase your sales. You can reach niche audiences based on who they are, what they’re interested in and what content they’re viewing. This will bring more customers to your table. YouTube suggests several targeting methods for your video ads such as:

  • Demographic groups
  • Detailed demographics
  • Interests
  • Affinity audiences
  • Life events
  • In-market audiences
  • Keywords

Conclusion

SEO and PPC are both critical part of e-commerce marketing and the most impactful tactics you have to increase your online presence and achieve your growth goals when they work together. With that, and all the information we’ve provided above, we strongly recommend you start your preparations for the holiday season and big events (Halloween, Black Friday etc) now, in order to leverage these opportunities to make yourself known to your audience. With this your business will surely reach the next level of success – so get started!

If you need help with anything related to the topic just contact us over our website. For more information on ways to grow your fashion/e-commerce business and brand … stay tuned!