Ever since ASOS exploded on to the scene as a multi-brand retailer, they have been seen as a frenemy by most retailers. Most of our retail client’s first instruction would be, “we have to beat ASOS on Google”, which we have successfully done for a number of clients including French Connection – Dresses, black dresses… So it was a surprise to see ASOS suddenly dragged online by all and sundry talking about the fact that bad SEO had let them down and was the source of all their woes.
There are myriad opinions out there at the moment as to why this has happened ranging from:
Our team looked into the problem in a bit more detail and using the interim finance report as a guide, this is what we found:
“Traffic was further impacted by some instability in SEO performance, which led to a decline in Search Engine Ranking Positions (“SERPs”). This was caused by multiple customer navigation changes to our websites and our release of 200 local web experiences, which whilst strategically the right thing to do, had an impact on SEO rankings in the short term. We have been working hard to rectify this and are now seeing early signs of recovery in our key SERPs.”
These issues could be due to implementations such as:
In most cases a combination of all the factors above lead to a perfect storm – however it’s always a good idea to check basic web hygiene in the first instance before conspiracy theories.
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