FashionSouk is an upcoming online global fashion portal offering women the designer clothes, bags, shoes, jewellery and accessories. This presentation points out the relevant and most appropriate SEO, Paid Search, and Social Media Marketing Strategies for FashionSouk.com

1. INTERNET MARKETING
STRATEGY FOR
FASHIONSOUK.COM
NABEEL FAROOQ
NABEELFAROOQ@GMAIL.COM

2. AGENDA
 Current Situation
 Search Engine Optimization (SEO) strategies for top search engines
 Objectives
 SEO Process
 Keywords
 On-Page SEO
 Google Analytics
 Google Webmaster
 Off-Page SEO
 Paid Search Strategies
 Campaign & Ad Groups
 Google Adwords
 Facebook Ads
 Social Media Marketing & Mobile App
 Reporting

3. CURRENT SITUATION
 Fashion Souk – a project of Urban Souk (Pvt.) Ltd.
 Online global boutique
 Launched in 2012
 Luxury fashion items for men and women
 Mainly includes: Pakistan’s designer apparel, shoes, handbags
collection and accessories

5. CURRENT SITUATION
 Fashion Souk – a project of Urban Souk (Pvt.) Ltd.
 Online global boutique
 Launched in 2012
 Luxury fashion items for men and women
 Mainly includes: Pakistan’s designer apparel, shoes, handbags
collection and accessories
 Alexa Traffic Global Rank (ATGR): 5,199,117
 Competitors
 Labels E-Store – www.labelsestore.com ATGR: 1,637,102

7. CURRENT SITUATION
 Fashion Souk – a project of Urban Souk (Pvt.) Ltd.
 Online global boutique
 Launched in 2012
 Luxury fashion items for men and women
 Mainly includes: Pakistan’s designer apparel, shoes, handbags
collection and accessories
 Alexa Traffic Global Rank (ATGR): 5,199,117
 Competitors
 Labels E-Store – www.labelsestore.com ATGR: 1,637,102
 Daraz.pk – www.daraz.pk ATGR: 16,423

9. CURRENT SITUATION
 Fashion Souk – a project of Urban Souk (Pvt.) Ltd.
 Online global boutique
 Launched in 2012
 Luxury fashion items for men and women
 Mainly includes: Pakistan’s designer apparel, shoes, handbags
collection and accessories
 Alexa Traffic Global Rank (ATGR): 5,199,117
 Competitors
 Labels E-Store – www.labelsestore.com ATGR: 1,637,102
 Daraz.pk – www.daraz.pk ATGR: 16,423
 PKGarments – www.pkgarments.com ATGR: 190,850

11. CURRENT SITUATION
 Fashion Souk – a project of Urban Souk (Pvt.) Ltd.
 Online global boutique
 Launched in 2012
 Luxury fashion items for men and women
 Mainly includes: Pakistan’s designer apparel, shoes, handbags
collection and accessories
 Alexa Traffic Global Rank (ATGR): 5,199,117
 Competitors
 Labels E-Store – www.labelsestore.com ATGR: 1,637,102
 Daraz.pk – www.daraz.pk ATGR: 16,423
 PKGarments – www.pkgarments.com ATGR: 190,850
 Fashion Central – www.fashioncentral.pk ATGR: 29,375

13. FASHIONSOUK.COM
 TITLE: Online Fashion Portal | Buy Pakistani Clothes Online, Best
Pakistani Designers, Pakistan Fashion Mall, Online Fashion Shop |
Fashion Souk
 DESCRIPTION: Default Description.
 KEYWORDS: Magento, Varien, E-commerce

14. LABELSESTORE.COM
 TITLE: Labels e-Store - Online Store for Women Clothing, Shoes,
Bags, Accessories, Jewelry and Dresses by Pakistani Designers
 DESCRIPTION: Buy fashionable women clothing and dresses
designed by famous Pakistani designers at a great price.
Labelsestore.com provides online shopping e-store for Pakistani &
Indian designer wears, bridal wears, custom-made, made-to-
measure clothing and apparel.
 KEYWORDS: Pakistani designers, indian designers, made-to-
measure clothing, pakistani designer ensemble, women fashion
dresses, designer wears, bridal dresses, designer clothes, online
clothing stores, women clothing, ladies fashion, bridal wear, clothing
and apparel, clothing online

15. DARAZ.PK
 TITLE: Online shopping Pakistan, Designer clothing and fashion
shoes
 DESCRIPTION: Daraz.pk offers Online shopping in Pakistan. Buy
latest Designer Clothing & Fashion Shoes with an option of
Free Shipping, 7 Day Return & Cash on Delivery, countrywide.
 KEYWORDS: Nil

16. PKGARMENTS.COM
 TITLE: Pakistani Fashion Clothing. Ladies Salwar Kameez | Latest
Pakistani Fashion Garment & Clothing. Ladies Shalwar
Kameez, Mens Sherwani, Party Wear, Bridal Wear, Casuals &
Formals.
 DESCRIPTION: Nil
 KEYWORDS: Nil

17. FASHIONCENTRAL.PK
 TITLE: Fashion Central - Pakistani Designer Dresses, Buy Designer
 DESCRIPTION: Fashion Central Pakistani Designer Dresses, Buy
Designer Clothes, Online Shopping - Pakistani Fashion Designers'
Clothes, Bridal Dresses, Accessories, Jewelery, Bags, Watches
amp; Scarves
 KEYWORDS: pakistani dresses, buy pakistani dresses, bridal
dresses, party dresses, latest fashion clothes, buy latest dresses,
buy shalwar kameez, buy latest shoes, buy designer clothes

18. SEARCH ENGINE
OPTIMIZATION (SEO)

19. OBJECTIVES
 Making it a top ranked website on major search engines: Google,
Yahoo, and Bing
 Fully optimize the website for multiple keywords that are most
relevant to the products/services provided
 To generate and increase the number of queries on
fashionsouk.com
 CPC to keep at lowest possible levels by using best optimization
tactics
 To generate more than 1000 clicks per month on website through
SEO and PPC campaigns
 To maintain CTR at minimum of 2% for various PPC ads
 The ultimate goal is to generate transactional queries to maximize
revenue

20. SEARCH ENGINE MARKET SHARE
NOVEMBER 2012
SOURCE: NETMARKETSHARE.COM

21. SEO
 SEO: main element of search strategy
 OBJECTIVE: to improve its ranking
 Use of White Hat Techniques
 Ignore Black Hat Techniques
 Hidden Text
 Keyword Stuffing
 Duplicate Content
 Cloaking
 Doorway Pages
 Shadow Domains

22. SEO PROCESS
ANALYSIS
- Determine Objectives
- Select Keywords ON-PAGE OPT
- Google Analytics
- Google Webmaster OFF-PAGE OPT
MONITORING
REPORTING
IMPROVEMENTS

23. KEYWORDS
 UK  Lehnga – 40500/mo £0.17
 Dress – 55,600,000/mo £0.44  Pakistan fashion – 33100/mo £0.22
 Dresses – 30,400,000/mo £0.43  Pakistani Bridal – 33100/mo £0.23
 Bridal – 9,140,000/mo £0.46  Pakistan fashion – 33100/mo £0.22
 Women clothing – 4,090,000/mo £0.65  Pakistani Bridal – 33100/mo £0.23
 Wedding dresses – 4,090,000/mo £0.46  Lenga – 27100/mo £0.17
 Womens clothes – 2,740,000/mo £0.73
 Lenghas – 22200/mo £0.20
 Wedding clothes – 1,500,000/mo £0.48
 Salwar suit – 22200/mo £0.31
 Womens dresses – 1,220,000/mo £0.55
 India dress – 22200/mo £0.25
 Formal dresses – 1,000,000/mo £0.39
 Punjabi suits – 14800/mo £0.30
 Salwar – 450,000/mo £0.22
 Kameez – 368,000/mo £0.22  Kurtis – 673,000/mo $0.42
 Kurtis – 301,000/mo £0.15  Kameez salwar – 368,000/mo $0.33
 Kameez salwar – 301,000/mo £0.19  Lehnga – 110,000/mo $0.25
 Shalwar – 90500/mo £0.20  Pakistani clothing – 110,000/mo $0.43
 Shalwar kameez – 60500/mo £0.21  Fashion in pakistan – 110,000/mo $0.47
 Bollywood fashion – 33100/mo £0.19  Punjabi suits – 49500/mo $0.40
 Lengha – 74000/mo £0.17  Bollywood fashion – 22200/mo $0.38
 Pakistani designer – 40500/mo $0.55

24. KEYWORDS
 USA
 Dress – 68,000,000/mo £0.10
 Dresses – 30,400,000/mo £0.43
 Bridal – 9,140,000/mo £0.46
 Women clothing – 4,090,000/mo £0.65
 Wedding dresses – 4,090,000/mo
£0.46
 Kurtis – 673,000/mo $0.42
 Kameez salwar – 368,000/mo $0.33
 Lehnga – 110,000/mo $0.25
 Pakistani clothing – 110,000/mo $0.43
 Fashion in pakistan – 110,000/mo
$0.47
 Pakistan fashion – 110,000/mo $0.48
 India sari – 74000/mo $0.32
 Punjabi suits – 49500/mo $0.40
 Bollywood fashion – 22200/mo $0.38
 Pakistani designer – 40500/mo $0.55

26. ON-PAGE SEO
 URL Structure
 Title Tag Optimization – IMPORTANT
 Meta Description
 Body Text (Content) &
Keywords Placement
 Long tail queries
 Headings
 Link anchor texts
 Image Alt Tags
 Internal Linking
 Site Map: enable crawling

27. ON-PAGE SEO
 URL Structure
 Title Tag Optimization – IMPORTANT
 Meta Description
- Simple, direct and closest to the
 Body Text (Content) & target phrase
Keywords Placement - www.cosmeticsurgerypakistan.co
m
 Long tail queries
 Headings
 Link anchor texts
www.fashionsouk.com/?catid=‘wome
 Image Alt Tags n’&type=‘bridals’
 Internal Linking
 Site Map: enable crawling
www.fashionsouk.com/women/bridals

28. ON-PAGE SEO
 URL Structure
 Title Tag Optimization – IMPORTANT
 Meta Description - No more than 60 characters
 Body Text (Content) & - Keywords in title: no more than 3 times
- Placement of target phrase at the start
Keywords Placement of the title tag
 Long tail queries
 Headings CURRENT TITLE: Online Fashion Portal | Buy
 Link anchor texts Pakistani Clothes Online, Best Pakistani
Designers, Pakistan Fashion Mall, Online
 Image Alt Tags Fashion Shop | Fashion Souk
 Internal Linking
 Site Map: enable crawling PROPOSED TITLE: Pakistani Dresses, Bridal,
Women Clothing, Salwar, Kameez | Online
Fashion Souk

29. ON-PAGE SEO
 URL Structure
 Title Tag Optimization – IMPORTANT
 Meta Description
 Body Text (Content) & - 160 to 180 characters
Keywords Placement
 Long tail queries
PROPOSED DESCRIPTION: Fashion Souk is
 Headings an online global fashion portal selling dresses,
 Link anchor texts bridal, women clothing, wedding dresses,
salwar, kameez, lehnga, kurtis, formal dresses,
 Image Alt Tags kameez salwar, pakistani clothing
 Internal Linking
 Site Map: enable crawling

30. ON-PAGE SEO
 URL Structure
 Title Tag Optimization – IMPORTANT
 Meta Description
 Body Text (Content) &
Keywords Placement
 Long tail queries - Keywords not more than 3% to 5% in
 Headings the body text
 Link anchor texts - Use synonyms and acronyms
 Image Alt Tags
 Internal Linking
 Site Map: enable crawling

31. ON-PAGE SEO
 URL Structure
 Title Tag Optimization – IMPORTANT
 Meta Description
 Body Text (Content) &
Keywords Placement Since the targeted market is
geographically diverse, we will use long
 Long tail queries
tail queries, for example:
 Headings - Pakistani fashion designer clothes in
 Link anchor texts UK
- Pakistani fashion designer clothes in
 Image Alt Tags Canada
 Internal Linking
 Site Map: enable crawling

32. ON-PAGE SEO
 URL Structure
 Title Tag Optimization – IMPORTANT
 Meta Description
 Body Text (Content) &
Keywords Placement
 Long tail queries
 Headings
 Link anchor texts
 Image Alt Tags
 Internal Linking
 Site Map: enable crawling

33. GOOGLE ANALYTICS

34. GOOGLE ANALYTICS

35. GOOGLE ANALYTICS

36. GOOGLE ANALYTICS

37. GOOGLE ANALYTICS

38. GOOGLE WEBMASTER
 Submit and check a sitemap for indexing
 Set the crawl rate
 See which parts of the website Googlebot had problems crawling
 To diagnose site issues
 Analyze and generate robots.txt files
 Specify the preferred domain

39. WHY INDEXING IS IMPORTANT

40. OFF-PAGE SEO
 Search Engine/Directory Submissions
 Social Bookmarking Submissions
 Article Submissions
 Press Release Submissions
 Blog Creation and Posting
 Forums and Content Posting
 Classifieds
 RSS Feeds

41. SEARCH ENGINE/DIRECTORY SUBMISSIONS
 tools.seobook.com
 Webconfs.com
 Or simply find through Google

45. SOCIAL BOOKMARKING SUBMISSIONS
 Bookmarkcape.com
 Socialmarker.com
 Socialmysite.appspot.com

46. SOCIAL BOOKMARKING SUBMISSIONS

47. OFF-PAGE SEO
 Search Engine/Directory Submissions
 Social Bookmarking Submissions
 Article Submissions
 Press Release Submissions
 Blog Creation and Posting
 Forums and Content Posting
 Classifieds
 RSS Feeds

48. RSS FEEDS

49. PAID SEARCH STRATEGY

50. PAID SEARCH STRATEGY
 Use of paid search auction model of PPC services of Google
 Geographic Location
 Pakistan
 USA
 UK
 Canada
 Australia
 Germany
 UAE
 Kuwait
 Budget: $400 per month for the first two months
 Google Adwords
 Facebook
 Paid Backlinks

51. PAID SEARCH STRATEGY
CUSTOMER FASHIONSOUK
ACCOUNT FashionSouk.com WOMEN MEN
CAMPAIGN Accessorie
Bags Jewellery Clothing Shoes
s
Shalwar
AD GROUPS Lawn Casuals Bridal
Kameez
ADS & KEYWORDS Ads & Ads & Ads & Ads &
Keywords Keywords Keywords Keywords

52. GOOGLE ADWORDS
YOU CREATE YOUR ADS
HOW IT WORKS YOUR ADS AAPEAR ON GOOGLE
YOU ATTRACT CUSTOMERS

53. GOOGLE ADWORDS
TARGETED REACH
WHY IT WORKS GREATER CONTROL
MEASURABLE VALUE

54. GOOGLE ADWORDS
SET YOUR BUDGET
COSTS AND PAYMENTS AVOID GUESSWORK
PAY ONLY FOR RESULTS

55. GOOGLE ADWORDS

56. GOOGLE ADWORDS
 FashionSouk’s Google Ad for Designer Bridal Wear
 Display URL
 Destination URL

57. GOOGLE ADWORDS

58. FACEBOOK ADS
 FashionSouk’s Facebook Ad for Fashionsouk.com

59. SOCIAL MEDIA MARKETING
& MOBILE APP

60. SOCIAL MEDIA MARKETING & MOBILE APP
 Facebook company page
 Daily Updates
 Photographs
 Videos
 Links to blogs
 Pinterest
 Daily photograph updates
 Follow and increase followers
 Twitter
 Youtube
 Metacafe
 Mobile App/Mobile Version of the Website

61. REPORTING

62. REPORTING
 Account Performance
 Campaigns’ Performance
 Ads’ Performance
 Keywords’ Performance
 Demographic Reports

63. THANK YOU!