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As online fashion spending increases in the UK, competition in the SERPs continues to rise and marketers need to be diligent with their search strategies to avoid simply paying more for clicks. 

how this report helps you.

This report looks at current search trends within the fashion vertical, covering topics from the continued rise of mobile, to the use of attribution and data to inform marketing campaigns.

Alongside this it analyses the visibility of 30 key retail fashion brands across Google’s paid and organic search results. The report also looks into various sub-sectors, comparing visibility across a wide range of grouped keywords. 

sector highlights.

  • Search queries across the board have risen within the fashion sector. There has been a 15% increase in overall queries in 2014-2015.
  • Mobile queries have been the driving force behind this, increasing by 48% year-on-year, while desktop queries have declined by 5% in the same period.
  • Many brands are yet to achieve on effective balance between paid and organic search visibility, and are missing out on the benefits of diversified traffic sources.
  • Unsurprisingly, ASOS dominates the organic visibility tables and is one of the leading brands for paid search visibility.
  • Several brands including Lipsy and Mr Porter are investing in PPC to work against their low relatively low visibility in the organic search results.
  • Many brands have the opportunity to improve their PPC bidding strategies across the keywords analysed. Our analysts found retailers running out of budget at midday as well as clear gaps in their keyword strategy.