Luxury Retail Fashion Publishing Strategy: Worth the Effort? Kirsty Hulse
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An in-depth exploration of how retailers are becoming publishers and publishers are becoming retailers and how successful a publishing strategy can be for a brand’s onine performance (particular with regard to organic search).
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Luxury Retail Fashion Publishing Strategy: Worth the Effort? Kirsty Hulse
- 1. Luxury Retail Fashion Publisher Strategy Worth the effort? October 2015
- 2. Retailers are becoming publishers and publishers are becoming retailers
- 3. And it seems to be working
- 4. 27% brand growth 2012 vs 2014 Jan 2011 Jan 2012 Jan 2013 Jan 2014 Google Trends data, UK, Jan 2010 - 2015
- 5. Our question: Is a publisher approach good for organic performance?
- 6. First, some distinctions A publisher approach is where; a brand leads with content, links to editorial content from main homepage banners and publishes content not directly related to product
- 7. Mr Porter publishes lifestyle content & The Edit take primary homepage position
- 8. Flannels & The Outnet link to product pages
- 9. Farfetch has strong editorial, but always with a fashion focus
- 10. Does a publisher approach improve SEO performance?
- 11. Farfetch has the most ranking content and ranking keywords.
- 12. Flannels has nearly 8% of all it’s content ranking on the 2nd page or higher Ranking content vs indexed pages
- 13. Is this driven by a publisher approach improving engagement?
- 14. 98% of net-a-porter’s social shares are to product/category pages 44 magazine editions vs sum social interaction for the top 44 performing product pages
- 15. These are some of the favourites
- 16. Net-a-Porter don’t make it easy to share product or magazine Email?!
- 17. 4% of Net-a-Porter’s referring domains point to /magazine and 2% specifically reference The Edit or Magazine in the anchor text
- 19. Mr Porter’s product pages generate 49% more social shares than journal content 270 indexed jourmal pages vs 270 top product pages
- 20. An average article on GQ will get 127 Facebook shares, Mr Porter gets 90. That’s really good. September content
- 21. 6% of Mr Porter’s top 10,000 referring domains point to journal content
- 22. Our question: Does a publisher approach improve SEO and social performance?
- 23. ? Perhaps.
- 24. I did find something else interesting...
- 25. 14% of Mr Porter’s ranking pages are journal pages Ranking Pages
- 26. ChinosDinner Jackets Tom Ford Those journal pages are ranking for transactional queries
- 27. 6,702 estimated monthly traffic with commercial intent sent to non commercial content
- 28. There is some transactional opportunity, but is this really what users want?
- 29. Product Page Users have to either search or navigate through to product page Conversion £££ Keywords A consumer searches a keyword with commercial intent
- 30. Keywords A consumer searches a keyword with commercial intent Content Page A Mr Porter long form content page is ranking Product Page Users have to either search or navigate through to product page Conversion £££
- 31. Things to Consider ○ Could Mr Porter be losing sales through editorial? Or is the traditional Ecom journey dead? ○ Do Net-a-Porter need more digitally focused editorial? ○ Is building a brand enough for SEO performance?