E-shopping and SEO” is an analysis concerning the behavior of the main fashion e-commerce websites on search engines.

This White Paper evaluates a dozen of the best online retailers for clothing and accessories, from both a structural and a strategic point of view.

The websites we chose to analyze are: Amazon, Zalando, Yoox, Asos, Zara, Spartoo, OVS, H&M, Guess, Desigual and Pimkie.

We started from a simple question: how does fashion e-commerce behave from an SEO viewpoint?

We highlighted lots of interesting details for marketers: if you don’t take advantage of your online potential, focusing only on general brand awareness, you will experience reduced performance. A good SEO strategy can bring notable competitive advantages.

Some parameters we took into consideration:

  • Visibility index
  • Performance and speed, both Desktop and Mobile
  • General website configuration
  • Information architecture
  • On-site SEO
  • Off-site SEO
  • Ranking of the most relevant keywords

This study was realized in partnership with Elis Corporate School, business school in Rome.

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How the main fashion e-commerce websites behave on search engines