Monet BrightonSEO Slides 2022

Editor's Notes

• #2: Hello BrightonSEO. It’s so great to see you all! My name is Monet and I’m very excited to talk to you about the rise of sustainable fashion against fast fashion giants. But first, let me tell you a little bit about my agency.
• #3: We’re Tug, Performance Digital since 2006. We focus on an intelligent combination of media, technology, and creative to deliver fantastic results for our clients.
• #4: We have offices in London, Berlin, New York, Toronto, Sydney and Singapore with over 100 experts globally with local expertise in all these key regions. We manage over 200 million dollars in media for our clients and we’re continuing to grow!
• #5: Today i’ll be speaking about… For those of you who don’t know, In modern usage, the phrase "David and Goliath" has taken on a secular meaning, denoting an underdog situation, a contest where a smaller, weaker opponent faces a much bigger, stronger adversary; if successful, the underdog may win in an unusual or surprising way. Goliath challenges to single combat David volunteers with nothing more than a handful of stones And in the end David was victorious
• #6: Principle!!! In both, the sentiment is teaching courage, commitment, and resilience.
• #7: Fast fashion, for example, is heavily influenced by the styles and trends seen every season on catwalks and presentations from around the world. Recreating styles and designs by luxury designers, fast fashion brands create at an alarming rate, with some releasing new products every week.
• #8: Huge online presence driving nearly half a million est. monthly sessions alone. These are the big hitters But let’s not forget they’re at the top for a reason. They have the resources to build aggressive marketing strategies that David may not be able to fund as start-up/or smaller brands
• #10: And not in a good way . Some brands you may recognise, and these are some of the biggest contributors to global emissions and human rights law breaches in their unethical practices. But we want to focus on their impact within ecommerce Real problem for consumers is navigating retailers to understand who is and who really isn’t sustainable starting to think about social and environmental impact, how you package products https://www.insider.com/toxic-chemicals-in-shein-and-other-fast-fashion-clothing-2022-8 https://www.newsweek.com/woman-says-shein-product-urgent-care-chemical-poisoning-1740810 https://www.theguardian.com/law/2022/aug/27/revealed-uk-fast-fashion-staff-deprived-of-pay-and-benefits-by-jobs-agency
• #11: And not in a good way . Some brands you may recognise, and these are some of the biggest contributors to global emissions and human rights law breaches in their unethical practices. But we want to focus on their impact within ecommerce clothing is responsible for 10% of global carbon emissions. https://www.insider.com/toxic-chemicals-in-shein-and-other-fast-fashion-clothing-2022-8 https://www.newsweek.com/woman-says-shein-product-urgent-care-chemical-poisoning-1740810 https://www.theguardian.com/law/2022/aug/27/revealed-uk-fast-fashion-staff-deprived-of-pay-and-benefits-by-jobs-agency
• #12: And not in a good way . Some brands you may recognise, and these are some of the biggest contributors to global emissions and human rights law breaches in their unethical practices. But we want to focus on their impact within ecommerce https://www.insider.com/toxic-chemicals-in-shein-and-other-fast-fashion-clothing-2022-8 https://www.newsweek.com/woman-says-shein-product-urgent-care-chemical-poisoning-1740810 https://www.theguardian.com/law/2022/aug/27/revealed-uk-fast-fashion-staff-deprived-of-pay-and-benefits-by-jobs-agency
• #13: This incomparable churn is unsustainable socially, but also digitally too…
• #15: Although online sales are set to increase in 2022, people are wising up to the malpractices of fast fashion brands But you know, inflation
• #17: This incomparable churn is unsustainable socially, but also digitally too… which the company says will help empower users to reduce the impact of overconsumption, textile waste, and global carbon emissions created by the fashion industry.
• #18: This incomparable churn is unsustainable socially, but also digitally too… which the company says will help empower users to reduce the impact of overconsumption, textile waste, and global carbon emissions created by the fashion industry.
• #19: Since 2020 there have been 20 Google updates - This timeline captures Since April 22 update rankings have dropped for many ecomms - helpful content to weed out content created for search engines Publishing high quality product reviews on your ecommerce or product review site can help shoppers learn more about a product before purchase. For example, reviews can guide shoppers between competing products, helping shoppers pick the best make or model for their needs and budget.
• #20: We as as SEO’s need to be adaptable and remember the Google experience is ALWAYS user first and Google is going to do everything in its power to ensure we know this!
• #22: So, it finally looks like the algorithm updates could work in our favour IF we identify traditional Goliath Legacy websites that often paper over the cracks when trying to find solutions to problems they have with a growing site Big problems solved with temporary fixes that cause other issues down the line
• #23: 62K crawled 3.5% of all urls - orphan page little authority 3662 urls
• #25: A downside of fast fashion/large ecommerce sites is always chasing trends, which leads to endless product launches (urls) and pages falling between the cracks creating low click depth and risking the crawlability of
• #26: Conducting keyword research to understand what your audience is looking for Deindex unnecessary pages Remove discontinued pages - to avoid soft 404s Regularly review pages to avoid duplicates - especially to find duplicate product description pages Be transparent with customers on your sustainability journey
• #27: Maybe crawl sitemap Product review Helpful content update Google has been penalising large ecomms and publishing sites with its latest updates for trying to target too much and producing thin content as a result. Take advantage of this by finding your niche and embracing it. Create content specific to this, with the main intention of helping users. Knowing what you want to rank for - based on your product offering, will allow you to refine your keyword targeting while putting your consumer at the forefront.
• #28: Conducting keyword research to understand what your audience is looking for Deindex unnecessary pages Remove discontinued pages - to avoid soft 404s Regularly review pages to avoid duplicates - especially to find duplicate product description pages Be transparent with customers on your sustainability journey
• #29: Faster the site higher the conversion rate The most important would be to have a clean and simple website so that shoppers can navigate through easily. The next point would be to have clear CTAs (call to action) so that the shopper knows exactly what to do Revenue Users are likely to avoid shopping with you if your site is slow Google has proven this Less content weighing your site down
• #30: Legacy CMS’s Wordpress plugin for lazy loading - L&Y on wordpress
• #32: What we want to know now is…
• #33: What we want to know now is…