It was once challenging to optimize SEO for fashion brands. Now, it's easier than ever. This is due to a significant shift in SEO, particularly in how search engines prioritize and rank content. This post outlines the changes made over the last year and guides how to grow a fashion brand using SEO, with a focus on the shift towards collection pages and away from traditional blog content.

How Fashion SEO Used to Work

In the past, fashion SEO looked like this:

1. Check your website for problems.

2. Fix the main issues.

3. Make your current product collections better.

4. Write four to six blog posts each month. These posts typically covered general topics.

5. Add internal links from the blog posts to the product pages.

6. Get backlinks to your website.

Some SEO experts recommend conducting a comprehensive technical review of your website. They suggest doing this before creating content or building links. But that's not true. The steps outlined above are the most crucial components of the strategy.

How Fashion SEO Works Now

Today, fashion SEO is more straightforward:

1. Check your website for problems.

2. Fix the main issues.

3. Make your current product collections better.

4. Create more collections and refine them.

5. Add internal links between collections.

6. Get backlinks to your homepage and collection pages.

Despite the reduction in steps, this new method is remarkably more straightforward and more manageable, offering a sense of relief and confidence in its implementation.

Why the Change?

Before, writing blog content for fashion brands felt pointless. Many agencies wrote blogs with titles like "What is a hoodie?" or "How to style a hoodie?" These articles were a waste of time and money. Everyone knows what a hoodie is. No one is searching for these things.

About a year ago, SEO underwent a significant change. Blog content became less critical. Collection pages have always been important for e-commerce SEO, but they became even more so. Now, instead of writing blog posts that no one reads, you can create and rank new collection pages. This helps fashion brands sell more products.

For example, one brand created a new Pilates collection. They added product descriptions and put the products in the collection. Almost overnight, the collection was on the first page of Google. The brand already had a good website reputation. But they were missing a Pilates collection. Now, this collection is one of their top landing pages. It generates tens of thousands of dollars each month that they weren't receiving before.

How to Find New Collection Ideas

The brand in the example above already had collections for items such as leggings, sports bras, and hoodies. To find new ideas, ask yourself: How else could these products be worn?

Do not write blog posts to define leggings or sports bras. Everyone already knows what these are. Instead, think about how you can reframe your collections.

Tools like ChatGPT can help you generate ideas. ChatGPT is an AI-powered tool that generates human-like text in response to the prompts you provide. In the example above, ChatGPT suggested Pilates, hiking, and running as potential new collection ideas. Then, the brand created collections for Pilates clothing, hiking clothes, and running clothes, based on these suggestions. They also created subcategories, such as Pilates tops, Pilates bottoms, and Pilates sets, to further refine their collections.

Since starting this strategy, the brand has seen significant growth:

• Organic search revenue is up 25% to $126,000.

• New users are up 54%.

• Clicks are up 70%.

• Sessions are up 22%.

• Impressions are up 49%.

These results are partly from the new collections. The brand also made improvements to its current collections. However, the latest collections enabled them to target new searches. This resulted in increased clicks and impressions.

Building a Strategy for a New Fashion Brand

Let's use the same method to build a strategy for a new fashion brand.

Imagine a brand called PlayState. This brand sells clothes with a retro gaming theme. To build an SEO strategy, you need to find as many category pages as possible. This will help you target different customers who are searching for the same products.

For example, someone searching for a red windbreaker and someone searching for a lightweight windbreaker both want a windbreaker. You can target every color of windbreaker, as well as every feature.

ChatGPT can help you find these keywords. Here are some examples it provided:

• Colors: Red, blue, green, yellow, etc.

• Features: Lightweight, packable, waterproof, breathable, etc.

• Styles: Cropped, oversized, retro, vintage, color block, 90s, fitted, etc.

• Target Audience: Men's, women's, unisex, and other demographics.

• Activities: Running, hiking, traveling, cycling, festivals, etc.

• Materials: Nylon, recycled fabric, polyester, fleece, etc.

If you sell windbreakers in many colors and materials, you can create collection pages for each one.

If you only have one fabric for the windbreaker, you would not need to include it. If you had 30 windbreakers, each of a different material, then you could.

By targeting all of these keywords, you can double your search volume. You can also rank more easily because the competition is often weak.

You can also expand beyond windbreakers. If PlayState sells hoodies and shirts, you can include gaming, anime, and comic themes.

Here are some category keywords that ChatGPT suggested:

• Anime

• Nostalgic

• PlayStation

• Xbox

• Mario Brothers

• Nintendo

• Famous movies

• Famous franchises

• Series

These keywords have a lot of search volume. The competition is also weak for many of them. You can create a brand and build categories for each of these pages. Add product descriptions and the products themselves. Then, start building links to your site and internal links between the collections.

Ready to take your fashion brand to the next level? Contact our agency to learn more about our services.

Conclusion

In conclusion, fashion SEO has evolved, making it easier than ever to rank your brand on Google. By focusing on building collection pages instead of writing blog posts and using tools like ChatGPT to find new keyword ideas, you can confidently drive more organic traffic and sales to your fashion brand.