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Similaire à Monet BrightonSEO Slides 2022
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Monet BrightonSEO Slides 2022
- 1. Slideshare.Net/MonetBlake David vs Goliath: the rise of sustainable fashion against fast fashion giants Monet Blake Tug Agency
- 2. Focusing on smart combinations of data, media, content, and tech
- 3. 100+ digital experts globally, with local expertise 4 media managed internationally $200M+
- 4. The battle between David and Goliath !
- 5. ‘David and Goliath’ today denotes An underdog situation where a smaller opponent who faces a larger adversary has the potential to win.
- 6. This principle can be applied to online retail
- 7. Goliath has the largest online presence 391 Total ranking keywords - UK 247K 439K 0 450,000 325K 9.3K 9,000,000 Source: SEMrush
- 8. However, attitudes are changing towards fast fashion brands
- 9. Consumers wise up to ‘greenwashing’ Goliaths
- 10. And the wider environmental impact
- 11. But that’s a whole nother story…
- 12. Casting new light on the reality of fast fashion Source: The Business of Fashion https://www.instagram.com/p/CcAuMFysgOy/?igshid=YmMyMTA2M2Y=
- 13. So, are Goliath’s days of online dominance numbered?
- 14. Online retail sales down 3.5% YoY Source: https://www.statista.com/statistics/286384/internet-share-of-retail-sales-monthly-in-the-united-kingdom-uk/ Share of total retail sales 40% 30% 20% 25%
- 15. Sustainability in search is on the rise ‘Sustainable fashion’ +66% 2022
- 16. From consumers who want more answers Source: Answer the public +15% more fashion sustainability searches YoY
- 17. Google to level up sustainability in search Google search results will highlight pre-owned or used clothing options.
- 18. And ramp up its people-first approach 2022 2020 Core Update 2021 Core Update Product Reviews Helpful Content Key Google Algorithm Updates 2020-2022 Core Update Product Reviews Passage Ranking Page Experience Core Update Spam Update
- 19. What’s the goal? Google wants to weed out low quality results!
- 20. How can you be the next David?
- 21. Target Goliath’s weaknesses Speed 1 Large sites suffer from slow site speed Indexation More products than crawl budget 2 Content Too many pages to create unique content for 3 Maintenance Auditing sites is tricky without big teams & tools 4
- 22. #1 Goliath are subject to more errors Source: Screaming Frog 35% 36% 14% 15% Broken links in sitemap = = URLs not in sitemap = URLs in sitemap = 81% 11% 8%
- 23. Keep your sitemap updated Set a process to manage OOS products Don’t forget orphan pages
- 24. #2 Google can’t find Goliath’s content % of URLs 0% 40% 30% 10% 20% Greater click depth = lower crawlability Clicks from homepage to URL = = Source: Screaming Frog
- 25. Keep the main navigation simple Use category pages to link to products Review internal links
- 26. #3 Goliath doesn’t prioritise content creation Source: Screaming Frog 0% 71% thin content 100% 25% 50% 75% Total crawled URLs Low content pages 0.5% thin content
- 27. Add content to category pages Write unique product descriptions Consolidate duplicate URLs
- 28. #4 Goliath is slower than you think Source: PageSpeed Insights * Origin data - Mobile 2.1 s Largest Contentful Paint (LCP) 4.1 s First Input Delay (FID) 172 ms 25 ms Cumulative Layout Shift (CLS) 0.26 0 PASS FAIL
- 29. Prioritise mobile usability CTA’s improve user experience Use plugins!
- 30. Things to remember Google prioritises valuable content User experience is key to consumers Content needs to be easy to find
- 31. Will you take on Goliath?
- 32. If you need help defeating Goliath, let’s talk!
Notes de l'éditeur
- Hello BrightonSEO. It’s so great to see you all! My name is Monet and I’m very excited to talk to you about the rise of sustainable fashion against fast fashion giants. But first, let me tell you a little bit about my agency.
- We’re Tug, Performance Digital since 2006. We focus on an intelligent combination of media, technology, and creative to deliver fantastic results for our clients.
- We have offices in London, Berlin, New York, Toronto, Sydney and Singapore with over 100 experts globally with local expertise in all these key regions. We manage over 200 million dollars in media for our clients and we’re continuing to grow!
- Today i’ll be speaking about… For those of you who don’t know, In modern usage, the phrase "David and Goliath" has taken on a secular meaning, denoting an underdog situation, a contest where a smaller, weaker opponent faces a much bigger, stronger adversary; if successful, the underdog may win in an unusual or surprising way. Goliath challenges to single combat David volunteers with nothing more than a handful of stones And in the end David was victorious
- Principle!!! In both, the sentiment is teaching courage, commitment, and resilience.
- Fast fashion, for example, is heavily influenced by the styles and trends seen every season on catwalks and presentations from around the world. Recreating styles and designs by luxury designers, fast fashion brands create at an alarming rate, with some releasing new products every week.
- Huge online presence driving nearly half a million est. monthly sessions alone. These are the big hitters But let’s not forget they’re at the top for a reason. They have the resources to build aggressive marketing strategies that David may not be able to fund as start-up/or smaller brands
- And not in a good way . Some brands you may recognise, and these are some of the biggest contributors to global emissions and human rights law breaches in their unethical practices. But we want to focus on their impact within ecommerce Real problem for consumers is navigating retailers to understand who is and who really isn’t sustainable starting to think about social and environmental impact, how you package products https://www.insider.com/toxic-chemicals-in-shein-and-other-fast-fashion-clothing-2022-8 https://www.newsweek.com/woman-says-shein-product-urgent-care-chemical-poisoning-1740810 https://www.theguardian.com/law/2022/aug/27/revealed-uk-fast-fashion-staff-deprived-of-pay-and-benefits-by-jobs-agency
- And not in a good way . Some brands you may recognise, and these are some of the biggest contributors to global emissions and human rights law breaches in their unethical practices. But we want to focus on their impact within ecommerce clothing is responsible for 10% of global carbon emissions. https://www.insider.com/toxic-chemicals-in-shein-and-other-fast-fashion-clothing-2022-8 https://www.newsweek.com/woman-says-shein-product-urgent-care-chemical-poisoning-1740810 https://www.theguardian.com/law/2022/aug/27/revealed-uk-fast-fashion-staff-deprived-of-pay-and-benefits-by-jobs-agency
- And not in a good way . Some brands you may recognise, and these are some of the biggest contributors to global emissions and human rights law breaches in their unethical practices. But we want to focus on their impact within ecommerce https://www.insider.com/toxic-chemicals-in-shein-and-other-fast-fashion-clothing-2022-8 https://www.newsweek.com/woman-says-shein-product-urgent-care-chemical-poisoning-1740810 https://www.theguardian.com/law/2022/aug/27/revealed-uk-fast-fashion-staff-deprived-of-pay-and-benefits-by-jobs-agency
- This incomparable churn is unsustainable socially, but also digitally too…
- Although online sales are set to increase in 2022, people are wising up to the malpractices of fast fashion brands But you know, inflation
- This incomparable churn is unsustainable socially, but also digitally too… which the company says will help empower users to reduce the impact of overconsumption, textile waste, and global carbon emissions created by the fashion industry.
- This incomparable churn is unsustainable socially, but also digitally too… which the company says will help empower users to reduce the impact of overconsumption, textile waste, and global carbon emissions created by the fashion industry.
- Since 2020 there have been 20 Google updates - This timeline captures Since April 22 update rankings have dropped for many ecomms - helpful content to weed out content created for search engines Publishing high quality product reviews on your ecommerce or product review site can help shoppers learn more about a product before purchase. For example, reviews can guide shoppers between competing products, helping shoppers pick the best make or model for their needs and budget.
- We as as SEO’s need to be adaptable and remember the Google experience is ALWAYS user first and Google is going to do everything in its power to ensure we know this!
- So, it finally looks like the algorithm updates could work in our favour IF we identify traditional Goliath Legacy websites that often paper over the cracks when trying to find solutions to problems they have with a growing site Big problems solved with temporary fixes that cause other issues down the line
- 62K crawled 3.5% of all urls - orphan page little authority 3662 urls
- A downside of fast fashion/large ecommerce sites is always chasing trends, which leads to endless product launches (urls) and pages falling between the cracks creating low click depth and risking the crawlability of
- Conducting keyword research to understand what your audience is looking for Deindex unnecessary pages Remove discontinued pages - to avoid soft 404s Regularly review pages to avoid duplicates - especially to find duplicate product description pages Be transparent with customers on your sustainability journey
- Maybe crawl sitemap Product review Helpful content update Google has been penalising large ecomms and publishing sites with its latest updates for trying to target too much and producing thin content as a result. Take advantage of this by finding your niche and embracing it. Create content specific to this, with the main intention of helping users. Knowing what you want to rank for - based on your product offering, will allow you to refine your keyword targeting while putting your consumer at the forefront.
- Conducting keyword research to understand what your audience is looking for Deindex unnecessary pages Remove discontinued pages - to avoid soft 404s Regularly review pages to avoid duplicates - especially to find duplicate product description pages Be transparent with customers on your sustainability journey
- Faster the site higher the conversion rate The most important would be to have a clean and simple website so that shoppers can navigate through easily. The next point would be to have clear CTAs (call to action) so that the shopper knows exactly what to do Revenue Users are likely to avoid shopping with you if your site is slow Google has proven this Less content weighing your site down
- Legacy CMS’s Wordpress plugin for lazy loading - L&Y on wordpress
- What we want to know now is…
- What we want to know now is…