SEO and Keyword Techniques for Fashion Industry Blogging

This report discusses the importance of SEO and keyword techniques for fashion industry blogging. It also explains how data analytics can help in marketing plans for blogs. The report further uses Gibbs Reflective Cycle to demonstrate the challenges faced during blog promotion. Additionally, it provides insights on trends in fashion industry blogging.

Digital Project

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Discussion of SEO and Keyword Techniques........................................................................1
Data analysis and discussion in relation to the marketing plan for the blog..........................3
Gibb’s Reflective Cycle to demonstrate the challenges faced during blog promotion........13
Blogging related to trends in fashion industry:....................................................................15
Marketing plan:....................................................................................................................18
CONCLUSION..............................................................................................................................20
REFERENCES .............................................................................................................................22

INTRODUCTION
Blogging can be elaborated as written, photographic or other media providing discrete or
informal posts that are published by an individual on the World Wide Web or social media.
Blogging is considered as a source of attracting audience or prospects to convert them into
customers, friends, and partners etc. for mutual benefits with more concentration of benefits
towards the blogger. The following report will be demonstrating 4 blogs about trends in the
fashion industry and the marketing plan that could help to enhance those blogging activities.
Moreover, this report will describe search engine optimization in order to enhance the blogging
activity on the World Wide Web. Furthermore, it will demonstrate Data analytics off Google that
could help to enhance the marketing plans and activities for the blog. In the end the report has
been presenting a reflection on the challenges and benefits in this activity with the help of Gibbs
reflective cycle.
MAIN BODY
Discussion of SEO and Keyword Techniques
Search engine optimization or SEO can be explained as the process of improving the
performance of websites to increase the number of traffic for search of products and services of
the business in various search engines such as Google, Firefox, Bing, etc. The better visibility of
the website or web pages increases the chances to gain attention of the existing customers and
attract prospective buyers for higher sales of products and services (Rosokhata and et. al., 2021).
Search engine optimization is a very important part of digital marketing activities by the
organization because through this the people can easily find information about the products and
services of the company. The use of search engine optimization helps the organization to get
higher visibility and ratings in the search result of the people to increase their impact on them.
The most critical factor that affects search engine optimization is its fluidity because
Google updates its algorithm for a minimum of 500 times in a year, which means that it is
updating itself every day. It is not possible to constantly track these changes in Google algorithm,
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the use of SEO techniques can help to remain on the first page of search results (Ratri, 2020).
The most important search engine optimization techniques that can be used to be updated with
the changes are as follows: Understanding the Site's Core Web Vitals: It refers to the metrics that measure the
speed, visual stability and responsiveness of the web pages and sites. It contains certain
elements such as largest contently paint or LCP which measures page speed all the time
taken by the page's main content to load. Full input delay or FID of 2.5 sec or faster,
which measures the responsiveness of the page that is the time taken by a page to interact
with the surfer. Cumulative layout shift or CLS is the duration of unknown shift in layout
of visible page data. These elements are tools that provide details about the vital health
and responses of a web page so that it can be improved and page experience can be
updated. Optimizing for Google Passage Ranking: recently Google launched message ranking
that helps to rank the written content on web pages along with the whole web page to
enhance the user experience. It helps to identify a better solution for the return data or
passage in the given web page (Kadekova and Holienčinova, 2018). Highlighting on featured snippets: it is a new concept of the grail search that utilizes and
provides snippets in position zero or top of the week page to optimize the content off the
web pages. It will be done by identifying a small word for larger sentences, use of
questions, wise formatting etc. Using EAT principle: EAT stands for experts, authority and trust which helps to measure
the reputation of the web page of the company. Google ranks or rates the authentic sites
that are trustworthy, created by certain brands etc. with higher rating points as compared
to unknown sites. Using multiple long tail keyword phrases: With every change in Google's algorithm
there is a change in search engines. Therefore, the use of better keywords or phrases in
the topics and sub topics can provide better display of the webpages and improve the
results of the web page. Creating new content: The search engine optimization is one aspect of improving web
page traffic, but the creation of new content can improve the searches. The updated
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contents are more valuable for the customers in comparison to the old contents on the
searches. Updating old content: if the webpage is designing or publishing new content then the old
content may become irrelevant therefore it must be updated with the use of new content
so that maximum efficiency can be gained (Yetimoğlu and Uğurlu, 2020). Focus on enhancing the user experience: user experience should be enhanced in order
to bring better results on the webpages. That can be done by taking in consideration of
bounce rate, feel time and click through percentage that helps to improve user experience. Use off images: the use of high quality and relevant images that fits the keywords
enhances the content of the web page. The images should be clear, precise and
demonstrative of the published content so that relevant information can be obtained and
higher traffic on the webpage can be gained.
 Improving backlinks: backlinks are a very important way to build the brand authority
because it enhances the trustworthiness and repetition of the site. This can be done by
focusing on quality of the content instead of the quantity and using the opportunities of
guest blogging and online forms to share the content and reach maximum number of
people who are prospects by the use of social media and other options.
Data analysis and discussion in relation to the marketing plan for the blog
Google analytics is a cost-free web page which provides an analysis about the overall traffic
on the website as well as the traffic through social media. It is helpful to track the overall
performance of the site, individual page traffic, count of perspectives that moved to our site and
other sources such as digital ads and social networks. It also helps to identify whether the users
are using mobile phones or other devices while reaching the website (Makhubele, 2019). With
the help of Google analytics it is easy to evaluate the overall social media activity and website
activity to understand their working performance. It helps to discover the best websites and
social media platforms which provide maximum traffic in order to understand which content is
successful and which is successful.
1. Creating a Google analytics account: Google analytics account can be opened by
signing up on the Google analytics page where account information and data sharing
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settings are provided. The settings help to understand the personal differences and prefer
how data must be shown on the Google social media reports.
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2. The Google tag manager allows users to send data to Google analytics without the use of
coding language. Tag name language allows sharing data with Google to enable the
understanding and benchmarking of the performance of the webpage. It helps to manage
the content and closely access the activities of web pages and its traffic (Kaur, 2019).
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3. Creation of an analytics tag or adding a new tag helps to customize and configure the
data that would be collected by the tag and where it goes, and helps to understand what
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type of data should be collected. The demonstration of methods for creating analytical
tags is elaborated with the help of screen grabs (Sharma and et. al., 2020).
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4. Binding Google analytics goals with social media can help to track the websites key
performance indicators and what kind of data can bring maximum social media coverage
(Aggarwal, 2018). For this purpose a smart goal setting framework is helpful because it
can help to track both the Google tag manager and Google analytics to align the social
media with organizational goals.
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1. Extracting the Google analytics social media reports can showcase the impact and
return on investment of the social media campaigns done with the help of Google
analytics. The screen grabs of acquisition of social media analytics is given to understand
things clearly.
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Gibb’s Reflective Cycle to demonstrate the challenges faced during blog promotion
Gibbs model is an effective reflective cycle that was developed by gram gives in the year
1998 to provide a structural reflection of learning from the experiences of an individual. It offers
structure for evaluating the experiences of an individual in a cyclic form which keeps on
repeating and enhancing the experience in order to understand and evaluate the advantages and
disadvantages gained from the experience. It includes 6 phases consisting of description, feeling,
evaluation, analysis, and conclusion and action plan. In order to evaluate the experience of
undertaking the activities of writing the blog and promoting it, a description through grapes
model is provided (Kennedy and Kapitan, 2022). Description: With the activity of blog writing about the trends in the fashion industry I
understood about how to write the blog and demonstrate the use of various methods to
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make it effective. I also understood about various marketing ways all the digital
marketing managers could be helpful to promote the blog and enhance its performance to
bring better results by attracting maximum number of customers. With the discussion I
understood that the marketing activities have taken a long journey from door to door
selling to social media and online selling. I understood b that today's world has developed
significantly which has given birth to the search engine optimization and Data analytics
techniques to enhance the overall marketing pen and activities of a business. Feelings: I was quite nervous about how the work will be carried by me and what would
be required to do. I felt that making the blogs was not easy because the content that was
required to create the blog and make it effective needed to be highly researched to make
it perfect and enhance its effectiveness and efficiency. I had little motivation to
understand the overall marketing for the blog and how it can enhance or influence the
business. It was unclear to me how the content marketing, Data analytics and search
engine optimization could help in enhancing the overall blog and web page activity for
creating more customers or prospects. Evaluation: I worked very hard to achieve the timely results and produce higher quality
work for the project. I delayed my other plans or cancelled the plans to complete the work
before time so that any errors can be resolved. This helps to develop my work ethics and
sense of higher contribution towards my work. I thought of completing the work on time
but due to the unclear understanding and lack of knowledge about the blogging, search
engine optimization and Google analytics the efficiency of data that I gained may not
fulfill the overall criteria of the work. Analysis: I found that the making of a blog can help to create better awareness campaigns
for enhancing the brand image and selling the products and services easily. With the help
of effective time management and research and analytical skills I was able to get data and
materials for the activity. I understand that better time management and decision making
can enhance the blog writing activity and bring better results by using search engine
optimization and Google analytics. Conclusion: I understand that the blog writing activity requires a lot of research and has
to look for many aspects to make it complete and effective to attract more customers and
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prospects to certain products or services. I came to know that the use of search engine
optimization and digital tools can help to enhance the marketing activities of a blog.
 Action plan: When I was working on identifying the methods to enhance the blog writing
and marketing, I found that research must be the first step for creating a blog. Further, the
use of various search engine optimization methods could help to enhance the
performance of the blog and its marketing (Wang and et. al., 2021).
Blogging related to trends in fashion industry:
The blogging is the dynamic field as there are several individuals as well as companies
involved in blogging in order to share the current trendy information related to various areas of
industry. The business professionals undertakes blogging activity with the motive of promoting
their business products as well as services to the larger base of customers in the market. The
following explanation will include the four blog posts related to the specific topic discussed
below:
Topic : Trends in Fashion Industry
Blog 1:
https://www.forbes.com/sites/blakemorgan/2020/12/03/the-fashion-industry-is-ready-for-a-
makeover-4-changes-well-see-in-the-future/?sh=4282795914a8
In today's fashion industry the concept related to outfit as well as fashionable items is changing
at the rapid rate. The famous fashion brand such as Marks and Spencer now undertakes the use
of data in order to gain an insight about the demands and preferences of customers in the most
effective manner (Silva and Campos, 2019). The future of fashion industry now depends upon
the usage of data from which the fashion business firms can get an idea about what designs of
clothes is most preferred by customers. The understanding of market trends by analysing large
pieces of customer information the fashionable clothes giant Marks and Spencer can designs
clothes as per the wants of the customer. The data regarding customers can be collected from
variety of sources such as social media platforms like Facebook, Instagram as well as Snap-
chat. The data about customers support the fashion industry in designing innovative fashionable
clothes with eye catchy designs. In addition to this, the data driven decision making assists the
cloth trading company to make relevant decisions regarding the design of new fashionable
clothes in the market. The biggest trend in the fashion market can also be seen the way fashion
industry enables eco-friendly mode of productions. The fashionable brands such as Marks and
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Spencer is moving towards adopting environmental friendly operations by moving towards
opting more sustainable fabrics as well as less waste producing manufacturing methods.
Moreover, the customers are also shifting to the companies who adopt eco-friendly mode of
manufacturing as the the sustainable clothes are long lasting as well as built with following
well quality standards(Al-Masri and Yani-de-Soriano, 2018).
Blog-2:
https://blog.marketresearch.com/4-top-apparel-industry-trends-to-watch-in-2020
The role of digitisation has hugely impacted the way business proceeds their operations as well
as marketing activities. The boost in digitisation in the fashion industry is top trend which is
prevailing in the fashion market. The future of fashion is taking a step towards online mode.
Due to the onset of pandemic, the rise of using social media platforms as well as websites for
selling clothes and other fashionable products by large companies is increasing at the higher
speed. The customers also starts preferring more to shop clothes through online platforms rather
than visiting offline store. In addition to this, the rise in social medial platforms has also
established a new opportunities for the customers as well as fashionable products businesses.
Moreover, the fashionable brand giant such as Zara provides an immersive digital shopping
experience for their customers by taking the use of digital technologies such as Virtual
fit,virtual showrooms as well as virtual stylists (Wall and Spinuzzi, 2018). The practice of these
Artificial Intelligence technologies supports the business firms such as Adidas in enhancing
their sale of designer clothes as well as other item in the most effective manner. Moreover, the
large fashion brands are also moving their marketing activities in online mode as well as
nowadays also performing the virtual fashion shows by which the large number of customers
can easily make choices about purchasing their favourite designer clothes. Furthermore, the use
of 3D prototypes while digitising their designs supports the firm such as Zara to showcase their
most attractive designs effectively. In relation to this, the practice of 3D prototypes also assist
the company to test their products as well as manufacture the right product according to the
current needs of customers.
Blog-3:
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https://blog.marketresearch.com/4-top-apparel-industry-trends-to-watch-in-2020
The growth in the Athleisure as the customers are increasingly shifting their needs from the
business casual and professional attire to comfortable T-shirts. This trend is further boosted
with onset of pandemic due to this large number of people are shifting their needs to
comfortable clothing options such as yoga pants or T-shirts. The company who deals in
Athleisure cloth items boosted a higher revenue than the organisation that don't sell this kind of
apparels. In addition to this, the popularity of yoga inspired clothing style is also taking speed to
the higher level as due to the COVID the desire of customers towards playing sports to keep
themselves fit has risen exponentially in the recent times (Williamson, Jesson and Shepherd,
2020). Hence, it can be a golden opportunity for the companies to sell the athletic T-shirts in
order to rise their sales to next level. It has also been analysed that the global Athleisure market
is expected to attain growth about 153 billion dollars in the time period of 2021 to 2025 that
states that the market will grow at the compound annual market growth of about more than 7
percent. This is the big growth fashionable cloths market. The famous brands such as Tommy
Hilfiger as well as Calvin Klein have hundreds of designer patterns related to the athletic T-
shirts as well as trousers. The increase in trend will allow the company to enhance their market
position by selling more units of yoga clothes at the flash speed. Moreover, this trend also
allowed famous clothing brand to consider the manufacturing of Athleisure clothing in order to
achieve better position in the market as well as can also help them to increase profitability index
in the coming years. Therefore, this change in clothing fashion style is massive from this the
business can make higher sales possible b trading in comfortable athletic clothes.
Blog-4:
https://www.bazaarvoice.com/blog/global-fashion-industry-trends-2018/
The increase in technology has lead the transformational change in the fashion industry. The
way the customers shop, the way the business sells their fashionable products has changed in
the significant way thanks to the huge in technological aspects (Kreutzer, 2022). The use of
Omni-channel by large number of industries diversified the customer experience to the
signifiant level. The Omni-channel delivers a seamless experience to the customers by
integrating all customer touchpoints from the areas such as social media platforms,mobile,
online or through customer. This channel allows the fashion industry to get a deep knowledge
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about customer demands as well as preferences by taking a close look about the buying pattern
of customers. This knowledge about customers will support the fashion industry players to
make the most appropriate size as well as quality clothes. The firms such as Gucci has also
adopted the Omni-channel technology allows the customers to gain deep information about
their products as well as also help the company to analyse the needs and demands of their
customers in the most effective manner(Siskind, 2018).The technology has also accelerated the
online business activity that has motivated the business enterprises to take their promotional
activities in online mode in order to attract attention of large number of customers. This
technological trend is changing the way business deals with customers as well as the customer
deals with the business by purchasing products from social media platforms or directly from the
company website.
Marketing plan:
MARKETING PLAN TEMPLATE
Name:
Banner No:
The Marketing Plan – which explains your motivation for the blog, who the target
audience are and why, what makes your blog unique, who/what are the competitors to
this blog
Please use this template as the basis for your marketing plan. You should expand upon each area
and provide industry or academic evidence where possible. The completed marketing plan must
be included in your final submission as per assessment guidelines.
Marketing Plan Ideas for completion
The title of my blog is Trends in fashion industry.
My inspiration for the
blog was…
To inform the business that runs under fashion industry about the
current market trends as well as change in technology. The blog
is especially formulated in order to deliver information about
how the change in technology has completely transformed the
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business activities related to promotional as well as marketing
activities of the business (Mainolfi and Vergura, 2021). My goal
regarding the formation of these blogs is to provide the
knowledge of technological trends regarding using data
analytical tools in order to effectively gain information about the
purchasing behavior of customers. In addition to this, my motto
is also to provide necessary information to the research students
who can get an information regarding changing market trends in
order to perform their research projects.
My target audience
is…
The target audience for the blog is the people who loves gaining
knowledge about changing fashion trends irrespective of age. In
addition to this, the companies whether small or large that trades
in fashionable clothes also falls in the category of target
audience. This blog will a provide a deep information about the
forces which are supporting the fashionable industry to change so
that the people can make right decisions regarding purchasing
clothes in the most effective manner. Moreover, the blog will
also provide a support to the cloth manufacturing companies to
use technologies in order to better understand the customer
purchasing trends in the market(Dadwal ed., 2019).
My USP (unique
selling point) is…
The blog systematically explained about the current market
trends in the most proper manner. The blog covered each
fashion industry in the precise manner but in the logical manner.
This makes a Unique selling point of this blog. In addition to
this, the blog has also included the impact of adopting
technologies such as AI as well as social media marketing by
business enterprises related to fashionable industries. Moreover,
the blog also delivers about the measures that can be taken by
companies in order to increase their amount of sell in coming
future.
My target audience  The social media platforms which will include the blog
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will find it via… will be Instagram, Twitter, Linked-In as well as face
book. The blog will also be presented in back-linked
using articles and answers that will be give on Quora.
 The blog will also use a Search Engine Platforms in order
to make the blog visible to the customers in the first
search only.
 The blog will also be visible to the customers in online
groups such as Quora where the online members can visit
and see the blog in these platform.
My readers will share
it because…
The readers will share the posts as the information provided in
this bog is relevant as well as caters the new fashion industry
changes that can support anyone interested parties to gain an
insight about the current market trends in the fashion industry.
How will I test my
blog before I publish
it (and before I finish
this assessment
By making sure that links generated for this post is well
referenced. Taking use of correct grammar tools in order to
identity as well as rectify the mistake if any. By making sure that
the links are opening in proper manner(Kapitan and et. al., 2021).
An example of
successful content
targeting the same
target audience is…
Some relevant blogs that targets the same segment of audience
are:
 Instapage
 Neilpatel.com
 Market-splash
CONCLUSION
From the above report it has been identified that blogging is the activity of publishing
written, photographic, verbal or combination of them to create awareness among the people and
attract them in order to make them as the customers, friends, partners etc. on the world wide web.
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The report has been discussing the marketing practices that could be helpful to enhance the
blogging activities and the attraction of target audience by making that blog unique. Moreover, it
has been providing search engine optimization techniques such as understanding the sites core
web vitals, optimizing Google passage ranking, highlighting snippets etc. to enhance the
blogging activity. Moreover, it has been providing a discussion of Google Data analytics, which
is a cost free web page which provides analysis about the overall traffic on the website as well as
social media to enhance and provide description of the performance of the blog. Along with this,
it has been demonstrating the self-reflection for this activity of preparing blog and marketing the
blog by me with the help of Gibbs model.
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REFERENCES
Books and Journals
Aggarwal, A. K., 2018. Integrated marketing communication and perception of small scale
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Al-Masri, L. and Yani-de-Soriano, M., 2018, June. Why do I follow fashion bloggers? Insights
from Jordanian consumers: an abstract. In Academy of Marketing Science World
Marketing Congress (pp. 145-146). Springer, Cham.
Dadwal, S. S. ed., 2019. Handbook of Research on Innovations in Technology and Marketing for
the Connected Consumer. IGI Global.
Kadekova, Z. and Holienčinova, M., 2018. Influencer marketing as a modern phenomenon
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Kaur, G., 2019. Is obsession with data and analytics making future marketers analytical
researchers? A conceptual customer relationship marketing model for customized
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Kennedy, A. M. and Kapitan, S., 2022. Marketing ethics, ethical consumers, and ethical lapses.
Kreutzer, R. T., 2022. Instruments, Success Factors and Goals of Online Marketing. In Online
Marketing (pp. 1-40). Springer, Wiesbaden.
Mainolfi, G. and Vergura, D. T., 2021. The influence of fashion blogger credibility, engagement
and homophily on intentions to buy and e-WOM. Results of a binational study. Journal
of Fashion Marketing and Management: An International Journal.
Makhubele, K.C., 2019. The new word of mouth-social media in dentistry. South African Dental
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Ratri, C., 2020. Blogging Have Fun and Get The Money. Stiletto Book.
Rosokhata, A. and et. al., 2021. Research of classification approaches of digital marketing tools
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Silva, N. D. and Campos, R. D., 2019. The 2.0 critic: Blended discourses in blogging. Latin
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Siskind, G., 2018. Creating an Associate Marketing Program. Law Prac., 44, p.68.
Wall, A. and Spinuzzi, C., 2018. The art of selling-without-selling: Understanding the genre
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Wang, Y. and et. al., 2021. A thematic exploration of social media analytics in marketing
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491.
Williamson, R., Jesson, R. and Shepherd, D., 2020. The Summer Learning Journey:
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Yetimoğlu, S. and Uğurlu, K., 2020. Influencer marketing for tourism and hospitality. In The
emerald handbook of ICT in tourism and hospitality. Emerald Publishing Limited.
Online referencing:
The Fashion Industry Is Ready For A Makeover: 4 Changes We’ll See In The Future,2020.
(online).Available through:<https://www.forbes.com/sites/blakemorgan/2020/12/03/the-fashion-
industry-is-ready-for-a-makeover-4-changes-well-see-in-the-future/?sh=4282795914a8>
Apparels industry trends to watch in 2021 and 2022, 2021.(online). Available
through:<https://blog.marketresearch.com/4-top-apparel-industry-trends-to-watch-in-2020>
The four trends impacting the global fashion industry in 2018, 2018.(online). Available
through :<https://www.bazaarvoice.com/blog/global-fashion-industry-trends-2018/>
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