Fashion Ecommerce & SERP

For brands selling their goods online, Google’s Search Engine Results Page (SERP) can be seen as a shop window: the space where products are shown to users who expressed interest in those products or the brand itself.

It is essential for fashion brands in particular to give a great importance to this area, as they are not the only ones aiming to show their products to users: retailers and other players usually compete for the same space.

This study aims to investigate the SERP issue and to offer suggestions to fashion brands about the best ways to take care of the search engine results page.

In this report you will find:

• An analysis on the value of Google SERP for fashion brands, based on real data.
• Specific strategies and best practice for each area of the SERP, with focus on both ecommerce and omnichannel activities.
• The reasons why to invest in the SERP coverage and potential missed opportunities.

Here is a preview of some data from the report:

• Almost 60% of the total turnover of fashion ecommerce comes from the SERP and about 35% from branded search advertising.
• Most fashion brands spend between 6% and 8% of their total turnover on paid activities on Google.
• Brand’s official ecommerce gain from 40% to 60% of the total revenue passing through the SERP.