SEO and Keyword Techniques for 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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