5 Website Optimization Techniques to Boost Your Fashion / Beauty Brand’s SEO

Ranking a website for your brand isn’t easy, so there are tools we must use to make the process as smooth as possible.

If you’re here, it means you’ve, at the very least, heard about search engine optimization.

That means you understand that SEO is an important part in the development of your website or online store.

But SEO is a bit complex topic, so in this article we´ll help you understand the technicalities of it, and I’ll give you 5 techniques to achieve it.

Definition of SEO

First, you and your brand need to understand what´s SEO.

Search engine optimization (SEO) is the process of improving a website’s visibility in search engine results.

It involves adjusting the content of a website, as well as its technical aspects related to user experience.

The goal of SEO is to structure a website in a way that it ranks higher on a search engine’s results page when users look for related keywords.

But keep in mind that SEO is an ongoing process. Google and other search engine Algorithms are changing all the time.

Which are the Benefits of SEO?

The benefits of a good SEO for your fashion / beauty brand are numerous.

Firstly, it increases your website traffic. Users tend to click on the top results of a search engine more than lower ranking ones.

Secondly, by optimizing webpages with SEO, you can gain traction from users who are already looking for something, making it easier to lead in customers.

Finally, it can improve the validity of your website in the eyes of search engines.

SEO is an economical way to market online since it doesn’t involve spending money on advertisements like traditional marketing methods do.

Some people say that it is free advertisement for your website.

What is a keyword and why is it important in SEO?

Without elaborating, I’ve already used the word “keyword” many times in this blog. A keyword is a word or a full phrase that describes a good or service.

For example, “beauty products” is a keyword that identifies what you do. “The greatest beauty products for going out” is also a keyword because it reveals something about the category you are in.

Because they are the way that customers find your company when they conduct an online search, keywords are crucial.

To describe something, there are both short and long-form keywords. The second one is the one we recommend most, as it will be more detailed about what you do.

How to research the best keywords for your products?

The first step in researching the best keywords is to create a plan.

It should include:

Brainstorming potential keywords and phrases related to your fashion / beauty business
Using tools to identify what is relevant and popular
Analyzing competitor’s websites to see what keywords they are using

For the step #1 you could think about words that people would use to find your product or service.

For example, if you have a beauty product targeted at women 25-35 years old, then good, related keywords could be:

“anti-aging skincare,”
“Makeup for young women,” or
“Cosmetics tailored for millennials.”

Utilize keyword research tools such as Google Ads Keyword Planner and Moz’s Keyword Explorer.

This will determine which of these terms are most searched, so you can prioritize them in your SEO strategy.

It’s also important to analyze what competitors are doing with their SEO efforts.

Like looking at titles and descriptions of their webpages, as well as the keywords they are using on their site.

Try to find any popular terms they may have missed out on and use those in addition to your own.

Now that we know what’s a keyword and how to find it, let’s dive in in the mechanics of SEO

How Does SEO Work?

SEO involves optimizing both on-page elements like, meta descriptions, and content, as well as off-page elements like link building.

By taking advantage of techniques and utilizing industry practices while monitoring results, you’ll ensure optimal performance.

The following are the 5 optimization techniques to boost your fashion / beauty brand SEO.

Technique #1 - On-page optimization

This optimization covers the changes you must do within your website’s content to improve its visibility and rankings in search engine result pages. It includes optimizing titles, meta descriptions, content, images and more.

For titles, your keywords should be included along with variations of the terms for relevance.

By including these keywords within your content, you will have better chances of ranking higher in search engines.

Example;

If one of the keywords you want to use is “Eyeshadow Tips”, your title should include phrases like:

“Eyeshadow application tips”

“How to get an amazing finish for your eyeshadow”.

And within your meta descriptions should appear something like this:

“Learn about the best tips for choosing eyeshades from our experts!”

Technique #2 - Off-page optimization

This optimization covers the work you should do outside the website itself (like social media marketing).

Your objective here is also improving the website’s rankings in search engine result pages (SERPs).

It is important to provide backlinks from external websites to yours to build credibility with search engines. This is called Link Building

But pay attention, those backlinks should be included in websites that are relevant to your beauty/fashion brand audience.

It doesn’t make sense for you to create backlinks in a motorcycle’s website.

Get in contact with the other website owners and don’t forget to mention that this link building is also useful for them.

You should propose them to also include their links in your website, so the SEO increases for both audiences.

These are some of the websites we recommend to start looking for backlinks:

Beauty

Fashion

Technique #3 Technical optimization

This technique involves the code, speed, and other performance aspects of your beauty/fashion brand website.

Please ensure that the technical aspects of your website are optimized to make it easier for search engines to index the site.

In terms of user experience, we recommend to optimize the page speed because it affects sales and rankings on SERPs.

An optimized store turns in lower bounce rates and more page views. At the end this also will increase your conversions.

Some quick tips to improve the speed are compressing images and minify code, as well as caching systems or content delivery networks (CDNs).

Also keep in mind the structured data.

It’s important since it helps search engines understand your content on a website by providing additional information.

Finally, a robots.txt file should be created for your beauty / fashion brand website.

This file is used to tell search engine crawlers which pages they should or shouldn’t index from your website.

I know this technique is the most complicated one, that’s why we recommend hiring an expert to execute it.

Technique #4 - Local SEO optimization

The first potential buyers we have for our products are our own local audiences.

That’s why we should design a well-executed plan for SEO. It must include creating content that specifically targets potential customers in your business’ geographic region.

We recommend you to include relevant local keywords like the city and state names where your business is located.

For example, your website should have the address of your offices or stores and your business should be created in Google my Business.

Additionally, it’s important to make sure that local citations are accurate to help the search engines to properly identify and index a website’s location.

For instance, if you have a clothing shop in Miami, you should create content with titles like:

“Where to find quality casual wear in Miami” and “Sportswear shops in Miami”

Technique #5 - Mobile optimization

This last technique seems obvious, but trust me, a lot of brands haven’t implemented yet.

Make sure that your beauty / fashion website is designed for mobile, to provide them with the best user experience.

This includes optimizing the website for faster loading times and ensuring its content can be easily viewed and interacted with on smaller screens.

Ensure that all necessary elements like images and videos are optimized, so they don’t hinder performance.

Another important advice is to make sure your website follows the principles of responsive web design (RWD).

These principles talk about having a flexible layout where your webpage adapts according to its viewing environment.

The idea is that all your users could receive the same information no matter what device they’re using (ipad, iphone, android phone, etc)

It’s important that all clickable elements such as buttons and links are easy to use and navigate on smaller screens.

Make them big and with colors that are different than the background.

How to evaluate if your SEO efforts are working?

By closely checking the data, you can evaluate whether your strategy is working or identify areas that need improvement.

We recommend Google Analytics as one of the best tools for monitoring SEO performance.

It provides you an overview of website traffic, including source and location information, as well as keyword performance metrics.

You can use this data to assess which keywords are driving visitors to your site and how effectively they are converting into customers.

Additionally, Google Analytics offers insights into user behavior on the site that will help you optimize the user experience.

The second useful tool to evaluate your SEO is Search Console.

Search console offers detailed reports about your website visibility in Google searches, including:

Impressions,
Click-through rate (CTR), and
Average position for target keywords.

You can use this to check which phrases are performing well and determine how long it takes for each keyword to rank higher in search results.

Also, Search Console provides alerts when issues appear with content or technical aspects of a website. These issues could be broken links or duplicate content tags.

Finally, you should also track your competitors’ analytics data along with your own in order to stay ahead of their SEO strategies.

Use tools like SimilarWeb or SpyFu to analyze their keyword performance metrics.

Identify any opportunities they have missed out on and adjust your own strategy accordingly.

Our Final Thoughts

Your fashion / beauty brand must prioritize search engine optimization for your online store.

It will help your brand to enhance conversion rates, traffic, search performance, and user experience.

For example, improving your website’s search engine optimization can help you rank higher in search engine results pages (SERPs) and boost traffic to your site.

This may result in greater brand recognition, more prospects, and ultimately, greater revenue.

Make the work easier by using the resources I’ve listed in this article, and don’t be afraid to get in touch with us if you need assistance with your writing.

Let’s create together!

NICOLAS A .

Online and Physical Sales Specialist. Creator of the online sales method “Marketing Hackers”.

Writing about online sales techniques, video marketing and e-commerce