10 minutesReading time
Updated July 2018
We produce market performance reports which highlight and analyse the top sites in the digital sector. This is our latest Women’s Clothing E-commerce report.
Brands in this sector can use the report to see where they rank against competitors, where they perform well and where they could improve. Each metric is analysed separately, so those on top in one area may not be doing so well across the board.
We look at technical aspects such as SEO visibility, link quality and average links gained as well as social performance. In this sector, using your social channels properly is one of the biggest aspects that could influence the success of your brand, so seeing who’s doing well and what they’re doing could give you a boost in next year’s performance.
If you can’t see your name in our list of featured brands, get in touch and we’ll send across the data that includes your company. Our data comes from the whole sector, but we can’t include everyone in our finished report. Speak to us today for more information about how we measure our data or download the report.
The data presented in our reports is packed full of insights, but we also delve deeper into the market to see where the best content, social campaigns and links are being shown. The following post highlights our findings alongside the report data, so it’s best to have the full report to hand while reading it.
New Look has taken the lead this year after a 16% increase in visibility.
Boohoo has slipped into 2nd place after stagnating year on year.
It’s been a fantastic year for Missguided who has increased their visibility by 50%, putting them in 3rd place.
Pretty Little Thing has also raced into the top five after a 79% improvement in visibility.
Despite a 26% increase, Topshop has moved down to fifth place in terms of visibility.
Elsewhere in the top ten, we’ve seen wins for:
Monsoon lost 8% of their visibility while Peacocks remained the same.
As we can see, it’s been a very successful year for the Women’s Clothing E-Commerce market for visibility success.
Flick to the high competition and opportunity keyword sections in the report to get a fuller understanding of this section.
A lot of the keywords are structured as ‘[item] for women’. This is something to consider when creating your title tags in particular.
Well done to Boohoo who is ranking within the top three for the highest competitive term which is, surprisingly, ‘womens winter coats’.
They are also ranking in position one for the highest opportunity keyword, ‘womens clothing’.
Congrats to I Saw It First who in ranking in 2nd position for the same term having only launched this year.
Their title tag and meta description are well optimised for the term and the listing lands on the most relevant page.
This is a big achievement, especially in such a competitive market. They have clearly done their keyword research.
We also must commend New Look who is ranking within the top three positions for a lot of the keywords including ‘womens dresses’, ‘womens jeans’ and ‘womens tops’.
PLA the way forward
According to a study by Merkle, shopping ads now account for 60% of clicks on Google and product listing ad impressions increased by 47% last year.
It’s especially useful in clothing E-Commerce markets as it’s an industry based on image.
PLAs appear on most of these search terms, however, it is mostly department stores and individual brands are making the most of the opportunities here.
Pretty Little Thing is appearing in a PLA for the term ‘jumpers for women’. They have made up for the fact that they aren’t appearing on page one by utilising this facility here.
Whether you rank highly or not for certain terms, using PLAs will get you noticed and put you at the top of page one.
Links are still one of Google’s biggest ranking factors which is why they’re so important. Content marketing along with a strong outreach strategy is one of the best ways to gain high-quality links.
Farfetch is topping the links chart with the highest average number of monthly referrals of the highest quality.
Their Editorial section is a magazine which features style guides, info on the latest trends and features on the designers they stock. The Editorial homepage is one of the site’s most linked to pages.
The articles are filled with shoppable content and are definitely more product and image heavy than copy based.
The section has a very clear brand aesthetic and provides the kind of information that Farfetch customers are interested in while gaining links.
Topshop also has a high number of links of high quality.
Most of their links are going to products. However, they do have a blog which also does well, links wise.
Their blog is updated regularly and includes everything from sale tips to celebrity interviews and insights.
Their articles gain links from the likes of Business Insider, Elle and Stylist as well as local and regional newspapers.
They also include shoppable content within their articles, something we believe every retailer in this sector should be doing in their content outlets!
After the top three retailers, the average number of links gained drops dramatically.
Though Nasty Gal is 6th place in terms of links, we think their blog, Nasty Galaxy, has a lot of potential to gain some fantastic, valuable links.
It is current, discusses topics that are on trend at the moment, includes shoppable links and has recurring themes such as playlists and ‘Nasty Gals Do It Better’ which celebrates customer style.
Their biggest issue in terms of links is that the blog exists on a subdomain rather than a subfolder. This means they will lose valuable link equity to their main site from links gained here.
What we will say is that in a sector so full of potential for tools, interactives and guides, there’s not a lot out there. Women’s clothing brands should always be looking for new ways to cash in on those links and go viral.
Topshop is topping the social charts with super impressive brand search numbers and owned social score.
Their Facebook feed features shoppable style inspiration posts and links to their blog articles. Their Twitter feed is very similar, but their Instagram tends to have different, outfit-focused posts.
Their Instagram also features customer photos with the hashtag #TopshopStyle.
This is an easy and engaging way to gain content for your social media feeds. By featuring customer images, you get to promote their page with your post (which they’ll likely repost to their followers) gaining exposure and engagement for both of you.
We love Boohoo’s social media feeds which are tailored really well for their demographic.
Here are some things that stood out to us:
They have also been praised in recent news for not photoshopping their models, embracing stretch marks and other ‘imperfections’.
This kind of press is ideal for women’s clothing e-commerce sites in the current political climate, with body image and mental health playing a huge part in women’s lives.
Instagram is arguably the biggest platform for this sector, with the ability to use hotspots on images to make them shoppable. The platform has an estimated 800 million users worldwide, so making the most of your Instagram account should be a priority this year.
Get in touch for further information about our data or download the report below.