luxury retail fashion publishing strategy: worth the effort? kirsty hulse
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Luxury RetailFashion Publisher Strategy
Worth the effort?October 2015
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Retailers are becoming publishers and publishers are becoming retailers
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And it seems to be working
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27% brand growth 2012 vs 2014
Jan 2011 Jan 2012 Jan 2013 Jan 2014
Google Trends data, UK, Jan 2010 - 2015
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Our question:Is a publisher approach good for organic performance?
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First, some distinctions
A publisher approach is where; a brand leads with content, links to editorial content from main homepage banners and publishes content not directly related to product
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Mr Porter publishes lifestyle content & The Edit take primary homepage position
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Flannels & The Outnet link to product pages
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Farfetch has strong editorial, but always with a fashion focus
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Does a publisher approach improve SEO performance?
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Farfetch has the most ranking content and
ranking keywords.
Linkdex Visibility Data
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Linkdex Visibility Data
Flannels has nearly 8% of all it’s content ranking on the 2nd
page or higher
Ranking content vs indexed pages
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Is this driven by a publisher approach improving engagement?
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98% of net-a-porter’s social shares are to product/category pages
Linkdex Visibility Data44 magazine editions vs sum social interaction for the top 44 performing product pages
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These are some of the favourites
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Net-a-Porter don’t make it easy to share product or magazine
Email?!
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4% of Net-a-Porter’s referring domains point to /magazine and 2% specifically reference The Edit or Magazine in the anchor text
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Mr Porter’s product pages generate 49% more social shares
than journal content
Linkdex Visibility Data270 indexed jourmal pages vs 270 top product pages
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An average article on GQ will get 127 Facebook shares, Mr Porter gets 90.
That’s really good.
September content
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6% of Mr Porter’s top 10,000 referring domains point to journal content
Linkdex Visibility Data
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Our question:Does a publisher approach improve SEO and social performance?
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? Perhaps.
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I did find something else interesting...
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14% of Mr Porter’s ranking pages are journal pages
Linkdex Visibility Data
Ranking Pages
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ChinosDinner Jackets Tom Ford
Those journal pages are ranking for transactional queries
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6,702 estimated monthly traffic with commercial intent sent to non commercial content
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There is some transactional opportunity, but is this really what users want?
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Product Page
Users have to either search or navigate
through to product page
Conversion
£££
Keywords
A consumer searches a keyword with commercial
intent
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Keywords
A consumer searches a keyword with commercial
intent
Content Page
A Mr Porter long form content page is ranking
Product Page
Users have to either search or navigate
through to product page
Conversion
£££
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Things to Consider
○ Could Mr Porter be losing sales through editorial? Or is the traditional Ecom journey dead?
○ Do Net-a-Porter need more digitally focused editorial?
○ Is building a brand enough for SEO performance?