What good is an amazing fashion brand that’s sustainable through and through if nobody can find it online? We live in a digital world, and if you want to attract the kind of customers that share your brand’s values and stand up for the same causes as you do, then you need to invest in your online presence. Concretely, you need to invest in search engine optimization.
SEO is a foundational part of any marketing strategy, and it’s an organic way to improve your brand’s visibility in the saturated online realm, get more people to your website, and most importantly, get likeminded people to your digital doorstep. Your goal should be to attract qualified leads, but also inspire those who don’t share your values to adopt sustainable and eco-friendly practices in their everyday lives.
You can only do this with quality SEO, so here are the five ways your sustainable fashion brand can improve its SEO in 2021.
Boost user experience with amazing website design
User experience is at the forefront of Google’s efforts to provide the best possible results when people search for brands, products, and services online. Google’s mission is to give its users complete and factual information, and to make the top search results as relevant as possible to the individual – one of the factors that influence this decision is your website design.
If your website takes too long to load, you can’t hope to keep people from clicking that back button. You also can’t hope to keep people from leaving your site if navigation is a chore and if the site doesn’t load properly. Great website design goes a long way when it comes to SEO, so make sure to improve your page loading times, optimize your website for mobile devices, and focus on providing a seamless customer journey.
Provide relevant and optimized content to visitors
When people land on your site, they expect to find what they’re looking for almost immediately. Your job is to provide as much relevant information as possible to your visitors, but without overwhelming them with chunks of text.
It’s important to find a balance between visual and written content, and you need to keep the user’s intent in mind. Some users are just looking for reputable, sustainable fashion brands, others are looking to learn something, and yet some of them are ready to buy. Be sure to craft content for all groups to help Google rank you higher.
Invest heavily in local online visibility
Sustainable fashion brands that have a sustainable supply chain and support local businesses need to focus on building a community, and a devoted following in the local market. After all, you want to rank high in the local search results to make it easier for people to find your store, and to build brand trust in a competitive market. For example, this is standard practice in oversaturated markets like Australia.
The Land Down Under is nowadays crazy for sustainable companies and especially sustainable fashion, which has prompted business leaders to work closely with local SEO specialists like AdVisible to create localized SEO strategies. These strategies include using localized keywords in your content, publishing content relevant to the local audience, but also managing local reviews and ensuring that all your business information is accurate on all local platforms.
Weave sustainability into your website copy
A big part of your local and global SEO strategy should be to weave sustainability into everything you do. Your audience is searching the online world for sustainable fashion brands, and you have to make sure that your content has all the information needed to appear at the top of the search results.
The more informative the content, the better the user experience and bigger the incentive for Google to rank you higher. And remember, people don’t just want to know if you’re sustainable, they want to know that your entire supply chain (suppliers, carriers, distributors and retailers) is sustainable as well. Make sure they can see all of that on your site.
Earn backlinks on other sustainable websites
And lastly, be sure to tend to some organic link-building. Building a decent backlink portfolio is a great way to rank higher as a sustainable fashion brand, and you can do it by getting in touch with other websites, editors, and business leaders in your industry or the business sector in general.
See how you can collaborate with these companies and what you can do earn yourself a link that leads back to your site. Perhaps you can write a post for their blog, do an interview, give them a shout-out on your site, or do a collaboration – the choices here are endless.
Over to you
Building a sustainable fashion brand is a big challenge, but your work doesn’t stop there. To build long-term success for your business in 2021 and beyond, you need to invest in SEO, so be sure to follow these tips to boost your online visibility and inspire your audience to become your loyal brand advocates.