Google optimization reduces the visibility of fashion brands

In a worrying development for the UK fashion sector, he said: “Fashion businesses seem to have experienced one of the biggest drops seen on Google following the last two algorithm updates.

That’s according to digital PR agency Think Tank, which analyzed the impact of Google updates on the visibility of the biggest business websites in 15 sectors and the websites of 50 of the biggest UK brands in each industry. And chances are it’s reduced visibility for brands around the world as well.

And the impact is worse for the fashion business, which -0.31% fewer keywords after Google released an important content update and spam link update. That may seem like a relatively small number, but in the long run, it can have a big impact in terms of driving sales.

Tank noted how many keywords appeared in the top 10 results (page one of Google search results) for each company before the changes went into effect, then compared that to how they did after the updates were implemented.

While industries such as construction, furniture, food and beverage, architecture and automobiles all saw gains, fashion was among the biggest losers.

Google’s two December changes are intended both to focus on prioritizing helpful content and to further penalize sites the search engine thinks are trying to cheat its system by including content created to rank higher in search results. .

But the situation for fashion is not unsalvageable. Tank’s head of digital, Martin Harris, said: “The face of Google is on a natural path of change, because all it wants to do is provide useful and accurate answers to people’s questions. For losing brands, it’s important not to panic and not do anything rash. Instead, remember that the most important thing remains the same: your website must provide better quality, in-depth and informative information than your competitors.

“Each update allows Google to identify content created to easily increase a site’s rankings. To better position a brand, businesses need to ensure that their employees’ expertise is visible on their website, that they can explain and discuss issues – and that people can find it.