SEO Team

SEO for Fashion

The fashion industry is all about standing out in a crowd and SEO for fashion is no different. To get noticed, your fashion website is going to have to stand out in a competitive market. 

This is going to require a quality SEO strategy. We’ll share with you the strategies our SEO agency uses to get results for clients just like you. 

SEO for Fashion

Whether you’re a fashion blog or fashion ecommerce store, you need SEO to make sure your fashion business stands out in search engine results. This means when someone’s looking for the latest trends or where to buy, your site’s right there. High search rankings bring more organic traffic, which is essential for growing your brand and keeping up with the fashion world.

Keyword Research

First, you want to conduct keyword research to find a list of the search terms fashion-forward users type into search engines. This will help you to become the fashion bible for your audience. This way, not only do you speak to your customers but also to search engines that like sites that are considered topical authorities.  

Start with what sets your fashion site apart. These unique angles will be the pillar pages that are pulling in readers and helping you rank for important search terms. Use keyword research tools like Ahrefs or Answer the Public to build a list of keywords related to each service. 

For example, if you’re all about “Sustainable Fashion,” you could cover:

  • The Best Sustainable Fashion Brands of [Year]
  • How to Build a Sustainable Wardrobe
  • The Future of Fashion: Sustainability Trends

Now it’s time to create quality content with a targeted internal linking strategy. 

Internal Linking

Linking pages on your fashion website correctly can mean a higher retention rate for your visitors. It also clarifies your site’s layout and topical authority to search engines which can rank your content better. 

Use this structure as a guide to building topic clusters with pillar pages and supporting articles:

Homepage > Pillar Page > Articles

Homepage > Summer Collections > The Latest in Summer Fashion

This approach lays the groundwork for a comprehensive set of topic clusters. Start generating articles for each pillar page, with a linking strategy that:

  • Connects each article to its pillar page
  • Articles within the same cluster link to at least one other article
  • Links each pillar page back to the homepage

Avoid repetitive exact match anchor text as it can over-optimise your site. For example, if the page title is “Summer Fashion Trends,” vary your anchor text. Linking strategies like this distribute the success of your pillar pages and improve the ranking of your entire site.

Content Strategy

Building out the rest of your travel SEO strategy is the next step. Think about the types of fashion insights, trends, and style tips you’ll share. Also, establish the frequency of your posts and where you’ll start.

Your strategy should zero in on your fashion site’s strong points. Determine what can bring in the highest return and this can be what you start to build first. 

Design your content to flaunt what sets your style apart and remember that Google likes original and unique content. Refresh your fashion blog often with the latest fashion trends, styling advice and fashion news to try and rank on what’s trending as this can often be an easier way to get visitors. 

When creating your content remember to include the following where appropriate: 

  • Structured data
  • Keyword rich headings
  • Meta descriptions
  • FAQs

Effective SEO is about more than relevant keywords. It’s about writing content that engages, informs, and turns visitors into loyal followers of your fashion brand. 

Local SEO

If you have physical locations then making the best of local searches can really help your brand grow. Regularly update your Google Business Profile fresh with trendy keywords and photos that reflect your brand’s style. 

Doing this grows your presence on Google Maps and encourages customers to review their purchases. Positive online talk about your brand can do wonders. Motivate your customers to post about their purchases. Great reviews can draw in more shoppers and push you up the search rankings.

Even if you have an online fashion store that doesn’t have physical locations, then you can still use local SEO techniques to get search traffic and showcase your products. If it fits your style, create pages targeting local fashion searches like “Streetwear in Melbourne.” Ensure each location you feature has unique content to avoid any duplication problems.

Link Building

Earning quality backlinks from websites that are all about fashion and lifestyle tells search engines your content is trustworthy and likable.

Strategies we use for effective link-building include:

  • Digital PR
  • Guest posts
  • Infographics
  • Collaborations

Remember to change up your backlink sources and focus on those with a strong connection to fashion to increase your site’s reputation. Effective link-building improves SEO for fashion ecommerce and can enhance your brand’s visibility by ranking your content higher. 

Technical SEO

It’s common for fashion companies to have a large of amount of pages. There’s a constant conveyor belt of fashion topics and seasons to write about. Plus if you’re selling your own products then you have product pages and size variations which can add up quickly. 

Perform a yearly site audit using tools like Screaming Frog or Google’s Page Insights to make sure everything is running smoothly. Key areas to look for in your SEO audit include:

  1. Optimising for fast load times.
  2. Make sure your site looks good on phones.
  3. Securing your site with HTTPS.
  4. Using URLs that are short, snappy, and full of keywords.
  5. Simplifying site navigation for search engines.
  6. Applying structured data for clearer content.
  7. Updating duplicate content.
  8. Ensuring your site is secure.
  9. Setting up hreflang tags for multiple languages.

Understanding the Market Dynamics

Styles evolve rapidly, often changing faster than the seasons themselves. To remain relevant you want to recognise that fashion consumers frequently seek out specific items. This means your strategy can change and you should be ready to change with it. 

Also, keep an eye on your competitors to see what they’re doing. Keeping up to date with competitors means you’re never going to get left behind. 

SEO Challenges

When working on fashion SEO, it’s important to note that this industry is driven by high-quality images. Image optimisation for search engines often requires optimisation at scale which can be time-consuming. There also appears to be an unlitimless list of keywords to target so you’ll need to know the lingo and what to target for your fashion brand. 

The intense nature of fashion ecommerce sites means you have to persistently track and refine your SEO strategies. There’s no room for complacency; you have to constantly evolve your approaches to maintain an edge.

What are the Benefits of SEO?

Achieving higher search engine rankings means that when shoppers look for the products you offer, your fashion ecommerce website has a better chance of appearing in their search results.

It’s also about improving the experience for your visitors. With content and navigation tailored for ease of use, you can lead consumers towards purchase. Plus, a higher ranking on search engines can make your brand seem more trustworthy. Users often believe that the first few results are the most reliable, so appearing at the top can significantly strengthen your brand’s perceived trustworthiness.

How Long Does SEO Take?

Expect to invest a few months into SEO before noticing a marked improvement in your fashion site’s search engine visibility. Results can be seen for some websites after a month or two but how quickly you see results will depend on several factors. 

Factors such as 

  • The current position of your site
  • The intensity of competition 
  • What your end goals are

What needs to be remembered is that SEO is an ongoing process. It will require maintenance so that you can keep the results you earn. This is why it can help to have a team dedicated to SEO. 

Looking for a Professional SEO Team?

We’ve been in the SEO industry for over a decade and have established ourselves as one of the best in Australia. We host Australia’s largest SEO conference thanks to our industry standing which is something that no other agencies in Australia can say. 

If you want to find out what you can do for your fashion brand, then reach out to our team. We can share some case studies and discuss what’s needed for you. We like to work directly with clients. We never place an account manager between you and the SEO. 

Frequently Asked Questions

What Is SEO in Fashion?

SEO in fashion is about optimising your content so that it appears higher in search engine results. This makes it simpler for your potential customers to discover and buy your fashion products.

Does Zara Use SEO?

Yes, Zara uses SEO, ensuring their site is quick to load, contains content focused on relevant search terms and is designed to be user-friendly.

What Are the Best Keywords for SEO?

The best keywords for SEO are those that align with your target audience’s search queries and your products.


Matthew Barby, Senior Director of Acquisition at HubSpot

"Whenever I have companies ask me if there are any great agencies in Australia, I always point them to Prosperity Media. James and team are always pushing out incredibly impactful work, and their depth of knowledge around SEO and content marketing is up there with the best in the world."


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