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What I Learnt About SEO & Fast Fashion Working at Missguided During a Takeover

What I Learnt About SEO & Fast Fashion Working at Missguided During a Takeover

What I Learnt About SEO & Fast Fashion Working at Missguided During a Takeover

A look at SEO governance, internal politics, the tech stack, SERP volatility, demand versus SEO visibility, out of stock, and menu management. Also, the impact that administration and the switching off of the website via a sitewide 500 status code had on visibility

All delivered at the inaugural Barbados SEO

Whitworth SEO

July 07, 2023
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  1. View Slide

  2. What I Learned Working in
    Fast Fashion SEO During a
    Takeover

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  3. Fast Fashion & SEO

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  4. Fast Fashion & SEO
    “Fast fashion is a term used to describe the clothing
    industry's business model of replicating recent
    catwalk trends and high-fashion designs, mass-
    producing them at a low cost, and bringing them to
    retail stores quickly, while demand is at its highest.”

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  5. Fast Fashion & SEO
    URL Type
    https://www.quizclothing.co.uk/clothes/dresses/ Fast Fashion
    https://www.next.co.uk/shop/gender-women-category-dresses-0 High Street
    https://www.riverisland.com/c/women/dresses High Street
    https://www.asos.com/women/dresses/cat/?cid=8799 Hybrid
    https://www.prettylittlething.com/clothing/dresses.html Fast Fashion
    https://www.boohoo.com/womens/dresses Fast Fashion
    https://femmeluxe.co.uk/dresses Fast Fashion
    https://www.silkfred.com/womens/clothing/dresses Fast Fashion
    https://www.johnlewis.com/browse/women/womens-dresses/_/N-flw High Street
    https://www2.hm.com/en_gb/ladies/shop-by-product/dresses.html Fast Fashion
    https://www.matalan.co.uk/womens/dresses Fast Fashion
    https://www.marksandspencer.com/l/women/dresses High Street
    https://www.nastygal.com/gb/womens/dresses Fast Fashion
    https://www.newlook.com/uk/womens/clothing/dresses/c/uk-womens-clothing-dresses Fast Fashion
    https://www.very.co.uk/women/dresses/e/b/1655.end Online Department
    https://direct.asda.com/george/women/dresses/D1M1G20C1,default,sc.html Supermarket
    https://www.neverfullydressed.co.uk/collections/dresses Boutique
    https://www.little-mistress.com/dresses-c101 Boutique
    https://www.houseoffraser.co.uk/women/dresses Online Department
    https://www.karenmillen.com/womens/dresses Fast Fashion

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  6. Fast Fashion & SEO
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    Sustainable Terms
    sustainable dresses - Search Volume (UK) organic dresses - Search Volume (UK) recycled dresses - Search Volume (UK)
    vintage dresses - Search Volume (UK) second hand dresses - Search Volume (UK)

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  7. Fast Fashion & SEO
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    Popular Organic Dress Terms
    dresses - Search Volume (UK) maxi dress - Search Volume (UK) party dress - Search Volume (UK) bodycon dress - Search Volume (UK)

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  8. Volatile SERPs - Dresses
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    https://www.quizclothing.co.uk/clothes/dresses/ https://www.next.co.uk/shop/gender-women-category-dresses-0
    https://www.riverisland.com/c/women/dresses https://www.asos.com/women/dresses/cat/?cid=8799
    https://www.prettylittlething.com/clothing/dresses.html https://www.boohoo.com/womens/dresses
    https://femmeluxe.co.uk/dresses https://www.silkfred.com/womens/clothing/dresses
    https://www.johnlewis.com/browse/women/womens-dresses/_/N-flw https://www2.hm.com/en_gb/ladies/shop-by-product/dresses.html

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  9. Volatile SERPs – Wedding Guest Dresses
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    https://www.asos.com/women/dresses/dresses-for-weddings/cat/?cid=13934 https://www.silkfred.com/collection/wedding-guest-dresses
    https://www.coastfashion.com/womens/dresses/wedding-guest-dresses https://www.chichiclothing.com/collections/wedding-guests
    https://www.johnlewis.com/browse/women/womens-dresses/wedding-guest/_/N-flwZ1z0ropu https://www.prettylittlething.com/clothing/dresses/wedding-guest-dresses.html
    https://www.boohoo.com/womens/dresses/wedding-guest-dresses https://www.quizclothing.co.uk/shop-by-occasion/wedding-guest/
    https://www.axparis.com/collections/wedding-guest-dresses https://www.next.co.uk/shop/gender-women-category-dresses/use-weddingguest

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  10. Authority Still > E-A-T

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  11. Missguided
    &
    Governance

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  12. 0
    5
    10
    15
    20
    25
    30
    35
    40
    13.07.2015
    31.08.2015
    12.10.2015
    23.11.2015
    04.01.2016
    15.02.2016
    28.03.2016
    09.05.2016
    20.06.2016
    01.08.2016
    12.09.2016
    31.10.2016
    12.12.2016
    23.01.2017
    06.03.2017
    17.04.2017
    29.05.2017
    17.07.2017
    28.08.2017
    09.10.2017
    20.11.2017
    01.01.2018
    12.02.2018
    26.03.2018
    07.05.2018
    25.06.2018
    06.08.2018
    17.09.2018
    29.10.2018
    10.12.2018
    21.01.2019
    04.03.2019
    15.04.2019
    27.05.2019
    08.07.2019
    19.08.2019
    07.10.2019
    18.11.2019
    30.12.2019
    10.02.2020
    30.03.2020
    11.05.2020
    22.06.2020
    10.08.2020
    21.09.2020
    02.11.2020
    14.12.2020
    25.01.2021
    08.03.2021
    19.04.2021
    31.05.2021
    12.07.2021
    23.08.2021
    04.10.2021
    15.11.2021
    27.12.2021
    07.02.2022
    21.03.2022
    02.05.2022
    13.06.2022
    25.07.2022
    05.09.2022
    17.10.2022
    Missguided – Organic Visibility
    A Decline of Epic Proportions
    Missguided’s fall from the one of fast fashion’s top organic players and the absolute authority in dresses, was
    largely due to the impact of Google’s Core updates, and a lack of SEO governance within the business.

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  13. Daily Analysis & Reporting
    Marketing
    Trade
    E-Comm
    Buying
    UX & CRO
    Investors
    CEO

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  14. Demand or Organic Visibility?
    • Year on year pretty much redundant due to COVID and the economy, but 2019 the best guide
    • Organic reporting day on day or or even week on week has serious flaws from an SEO perspective

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  15. Tech SEO Challenges
    SearchPilot
    ODN
    Tech Stack
    Other
    Channels
    Backlog
    Archaic
    Magento
    Resource/Ability

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  16. Keyword & Content Mapping
    • A process for identifying a peak in demand, in time for buying to find the stock and then populate a PLP likely to compete with the
    established sites, is hard
    • Again, year on year fairly useless as a barometer of demand
    • Content needs to be keyword rich then go through brand guidelines, trade team, UX and CRO
    • Then there is the battle with e-comm, UX and CRO around how much content can actually be exposed on mobile PDP/PLP
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    Festival Outfits – UK Trends (5 Yr)

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  17. Menu / Navigation

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  18. Impact of Menus on Visibility
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    Knitwear
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    Festival Shop
    Even with strong a strong internal linking strategy, the impact on visibility of a PLP when in the menu is huge
    Although these are clearly seasonal items, these fluctuations were directly impacted by the presence on the navigation

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  19. UX, CRO & Conversion Rate
    If traffic is struggling, attention inevitably turns to CvR, which almost always ends up badly for SEO
    • Aggressive promos
    • Whittled down menus
    • Sale pages cannibalising existing categories
    • Aggressive Pop Ups
    • Negative impact can be avoided with collaboration
    These strategies tend to intensify when there is
    investor pressure, potential sales being
    negotiated and the threat of administration
    looming

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  20. Factors such as stock impacted performance outside of Core Updates, which is still the case
    But as Core updates continued to hurt visibility, SEO teams had little ability to arrest the decline and external issues
    such as supply started to take its toll
    Their legacy and vanity ”dresses” ranking is perhaps the best example
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    Missguided - Dresses Ranking
    Crucial Ranking Decline - Dresses
    * Indicative of how sophisticated Google now is when it comes to ranking these terms in real time, and not just based on classic ranking factors

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  21. • Out of Stock process for any e-commerce website is crucial
    • Automatic NoIndexing of any OOS PDP meant that visibility was hard to regain
    • Product descriptions and SEO content also disappears when a PDP becomes OOS
    • This contributed to 30% of the organic traffic drop suffered by the brand since 2020 Core updates
    Out of Stock – Crucial Impact

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  22. Investors, Administration
    &
    Takeover

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  23. 0
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    Missguided Organic Visibility - 2022
    Tumultuous Year
    New investors, pre- Christmas
    Administrators
    Takeover

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  24. Collaboration Impossible
    • Despite all manner of migration checklists and roadmaps, with no collaboration possible with new development teams, it was
    pretty futile

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  25. Quick & Dirty Replatform
    Outlet for fresh content
    Advanced structured data
    Liaison between Heads of SEO and developers or staging site
    A year’s worth of colour PLP work
    6 legacy international territories auto redirected

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  26. Huge Loss of Equity & Authority

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  27. Thank you!
    @[email protected]
    @WhitworthSEO
    https://www.linkedin.com/in/seo-consultancy-manchester/
    https://www.whitworthseo.com/

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