Sep 12

As your shop window to the world, your website has incredible potential to build your brand and introduce your products to a huge number of shoppers. But with increasing competition in the online fashion scene, the need to take advantage of every opportunity to direct shoppers to your site has never been greater.  In this guest post, The Fashion Network asked the experts at Manchester based online marketing agency I-COM for some tips.

The second lot of topics covered will be Title tags, Page descriptions, Product descriptions and  Images. See the previous post, that covered SEO, Keywords and Back-Links, here. Next time we’ll run through Videos, Blogs and Social Media!

Title Tags & Page Descriptions by Matt Davies

“Look at the current tab in your web browser; you should see “Using Search and Social To Build Your Brand”. That is the title of this page. The title of a web page is specified by the title tag, which should be included in the <head> section of any web page. As a succinct description of the page, Google and the other search engines put a lot of stock into the words included in this title, so it is essential that key words (such as category or product names) are included in titles on a page by page basis.

Similarly, the meta description tag (<meta name=”description” content=”” />) offers a chance to specify the short description of page that you’d want shown beneath links in search engine results.  While Google will often opt to ignore this, it’s still your best opportunity to assign a particular description, including keywords and calls to action, which could make the difference between users clicking through, or not.

While it can be tempting to use stock product descriptions, content on your site should be written with your visitors in mind and no one else. This means writing unique content that conveys your brand’s values and identity while describing your category or product, and encourages the user to purchase. Visitors to the site will notice the differentiation of your brand from the competition, while Google will value unique content over duplication every time, increasing the likelihood that your pages will rank well.

Most online fashion stores make heavy use of images to display their catalogue (often showing each product from various angles or worn by different models), and to help establish the tone of the site and brand.  All images can be assigned an “alt” (alternative text) tag and a “title” tag, which are primarily used to label and describe an image for partially sighted visitors, but are also used by search engines (which also cannot “see” the content of an image).

Use both tags to give succinct titles and descriptions to all images on your site, including design elements such as banners and image-links. Taking the time to include these elements will help both pages and images to rank for relevant search terms.

Images can also have a drastic effect on page load times which can affect bounce rate, and Google have recently confirmed that it also has an effect on a site’s rankings. While it is essential that the images on your site look fantastic to show off your brand in the best possible light, images should also be saved at the lowest resolution at which this can be achieved.”

Next time we’ll find out more about Videos, Blogs and Social Media. Find out about SEO, Keywords and Back-Links, here.

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