Blog: Online fashion retailing and search engine traffic

People use search engines in different ways

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At the Drapers Maximising Revenue Through Online Fashion Retailing conference earlier this month, ASOS's Nick Robertson made an interesting comment about traffic from search engines.

According to Nick nobody uses Google to search for the type of fashion item they are looking for – a statement I disagree with.

It's been my experience, and that of many others in the industry, that search engine traffic to online stores comes in a many different forms. I've listed six of the most common types of key phrases used to reach online fashion stores:

• Product (Trousers, Dress, Shoes)

• Refined Product (Black Trousers, Green Mini Dress)

• Brand (Levis, Marc Jacobs)

• Store (Topshop, Lipsy)

• Celebrity (Dress Kate Moss Wore, Victoria Beckham's Jeans)

• Hybrid (Topshop Dress Peaches Geldof Wore)

I'll share some more thoughts from this conference throughout the week - keep a watch on my Drapers blog page for more of these.