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Asos pulls rank on its rivals

Research shows which pages were most popular over the festive period and how good SEO helps etailers’ traffic.

A  number of Webwatch features last year detailed retailers implementing new search engine optimisation (SEO) strategies. A recent review by digital agency I Spy Marketing shows the impact good SEO can have on retailers’ traffic and who came out top over the Christmas period.

The research used Google AdWords to find the 50 most popular terms consumers were searching for within the fashion sector from December 24–26.

I Spy Marketing then used a search analytics tool developed by SEO consultancy E2 to see which domain names held top positions on Google through natural search – rather than pay per click – for these keywords over the time period specified (graphs 1 and 2). The results show that Asos appeared top as both the highest domain name in the number of keywords for which it holds a top 10 position, as well as the number of first positions the domain name held. As I Spy Marketing account director - natural search Gavin Taylor explains: “Asos will always hold superior coverage as long as the site is built in an infrastructure that allows the search engines to easily spider its content.

“Asos ranks well for all category and product key terms because the site was developed to cater to search engines as well as the user. Its great use of innovative social/community content has also contributed to a large growth in the generic rankings achieved.” The graphs show that as well as fashion retailers, Wikipedia also appears highly in the search results for fashion terms.

Taylor explains: “Wikipedia ranks well across any sector because Google puts a lot of emphasis on content, of which Wikipedia has an abundance.”

The third graph shown looks at Google Index to see how many pages a retailer is indexed for and the key terms that feature on those pages. The calculation is then made to find out how many key terms they rank for in total on Google. Again, Asos and Wikipedia appear top but it is interesting to see a few more niche retailers such as Sock Shop and A Suit That Fits also appearing on the list.

The final graph then estimates the number of click-throughs each domain name will get from these keywords, showing the exact impact a successful SEO strategy can have on getting customers to your site. 

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