British online fashion and cosmetic retailer ASOS has paid the price for poor search engine performance, recording an 87% drop in their 6-month sails to February 28 from the same period a year prior. While a number of factors contributed to the dramatic decline in ASOS’ profits, a digital marketing strategy that damaged the company’s search engine performance certainly played a major part. Could bad SEO really have caused such a massive drop in sales? Fortunately, ASOS’ sales numbers have stabilised in the past few months, rising 14% from their low point at the end of February. However, they’ve got more yet to climb. If your business is within the e-commerce sphere, the problems faced by ASOS provide a perfect learning opportunity on e-commerce SEO. Let’s take a look at what caused ASOS to stumble in the SERPs and how other e-commerce sites can effectively optimise. What caused ASOS search rankings to plummet? It’s no secret: versatility allows … [Read more...] about Online Fashion Retailer ASOS Hit With Poor Search Results
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Home > Blog > How can Search address the challenges facing retail in 2019? 20th March 2019 - 15 minutes read Search dora moldovan - Director of Data Science and AnalyticsIn this post our Director of Data Science and Analytics, Dora Moldovan takes a look at the use of Search in the retail sector and examines what role it should play in addressing the challenges faced in 2019 and beyond. CHALLENGES IN THE RETAIL ENVIRONMENT. Consumer confidence has slumped to a five-year low due to external pressures impacting purchase decisions. This is creating a less buoyant retail market, particularly online, with retailers having to work harder and invest heavily to retain market share. Extreme discounting and promotions are ubiquitous, encouraging the race to the bottom pricing. Although the clothing market is in a period of growth, the challenges are significant due to the tactics of pure play retailers, aggressive with both spend and … [Read more...] about How can Search address the challenges facing retail in 2019?
Social media marketing and search engine marketing (SEM) are two distinct but very important methods used to connect with your target audience. Search allows you to put your brand in front of users who are actively looking for you at all stages of the digital sales funnel, while social media lets you build relationships with those customers. They are separate, but most cases benefit from using both. Now, it is clear that while search and social are two very distinct specialties, they work most effectively when they are integrated together. If this sounds completely foreign to you, you are not alone — it is a strategy that isn’t commonly used, despite the fact that it can be so effective. To help walk us through the process, expert and head of social analytics at Adobe Joe Martin joined us to explain how exactly you can set up search-social campaigns for best success. Q1. In your opinion, what is the future of local search and social discovery? While there is no telling … [Read more...] about How To Win Integrated Search-Social Campaigns #SEMrushchat Recap
Who hasn’t heard the proverb “keep your friends close, and your enemies closer”? This phrase alludes well to a key aspect of good SEO strategies: knowing who your search competitors are. Your search competition is made up of sites competing for the same search visibility as your own domain. Search visibility refers to how visible your website is in search engine results. You need to who you are fighting against in the search results battlefield (and understand what their strategies are) because that's how you can suss out where your SEO efforts will be best spent. Even if you know who your traditional business competitors are, you need to bear in mind that if they are not competing for the same keywords as your sites, then they are not a “search” competitor. So, how can you easily find your real online competitors? There are many ways to do this manually (using search engines), as well as free and paid tools to help automate this process. Here are six … [Read more...] about 6 Easy Ways to Discover Your Search Competitors
And the winner of this year’s European Search Personality award is… Kristjan Mar Hauksson! With Kristjan being from Iceland, it seems the time is due for a focus on the Nordics. Those who know the region may be thinking fjords, mountains, forests, lakes, volcanoes, kings and castles. Or perhaps you’re thinking about small search volumes, higher than average CPCs (compared to other European markets), and high conversion rates? Ever since I expatriated to France, I have been observing with interest the search marketing landscape in my home country of Denmark and its Nordic neighbours. And I had great opportunities to further my understanding recently, both as Chair of SMX Stockholm last year and while attending the RIMC conferences in Iceland earlier this year. The Nordic market primarily consists of 5 countries in Northern Europe: Sweden, Denmark, Norway, Finland and Iceland. Sweden is the largest, with approximately 9 million inhabitants; Denmark, Norway and Finland … [Read more...] about Search Marketing In The Nordics