Our Digital Insights Report 2015 explores the top 50 websites in the men’s clothing market, examining aspects such as seasonal trends, keyword competitiveness and visibility versus authority. Sales & Marketing Manager, Hatty Scaramanga outlines some of the top performers, and looks at where there may be room for improvement …
Our new report reveals interesting trends in the men’s clothing market, the approaches of the sector’s top performers, and the implications for the industry as a whole.
We can see that 2014 showed an increase in search volume compared to 2013. Men’s fashion and clothing retail is an ever evolving and growing sector, reflected by a steady year-on-year incline in search volume for men’s fashion search terms from 2013/2014. The current rise in 2015 is due to the growing number of online retailers, the increase of men’s fashion bloggers, influence of celebrity endorsement and the industry as a whole was subject to volatile growth post-recession.
Based on approximate search volumes taken from Google, desktop searches accounted for 52% of searches, and mobile for the remaining 48%.
“The website with the largest growth was www.forever21.com, which saw an increase of 198% in organic searches”
Retailer Next enjoyed more brand searches per month than any other by far, outperforming its runner-up, Debenhams.
www.mainlinemenswear.co.uk was the hardest-hit site in 2014-2015, seeing a decrease of 28% in organic searches.
www.very.co.uk showed short term potential, which over 200,000 unique keywords ranking on pages 2 or 3 of Google.
www.hm.com has emerged as one of the year’s true success stories, boasting the highest number of linking domains and the highest number of links pointing to its site.
www.asos.com led the way in social influence enjoying a highly successful SEO campaign, coupled with on-going optimisation, as reflected in its visibility and authority.
“Several sites were identified as underperforming organically, all sporting an obvious factor in common – they have a limited number of unique linking domains”
2014 saw fewer updates than in previous years from Google, yet the updates themselves were larger, incorporating more of the core algorithm. Penguin 3 in October and Panda 4.1 in September were the biggest, and are the most likely to have had an effect on a domain’s visibility. Other factors such as site changes – expanding or reducing a site’s size, for example – or making significant structure changes are other common reasons for big increases or decreases in organic visibility.
Several sites were identified as underperforming organically, all sporting an obvious factor in common – they have a limited number of unique linking domains. Each of these sites ranks reasonably well for one or two of the generic organic keywords, but rarely more than this. In a lot of these cases, organic visibility is limited by poor on-site optimisation and poor long-tail strategies.
Download the full Mens Clothing Report here
Sales & Marketing Manager
Tel: 01244 564518
Mob: 07885 502555