According to a report from digital marketing agency Greenlight, ASOS just got knocked off the top spot for retail-related searches in the UK by department store House of Fraser.
The agency’s quarterly report ‘Fashion – Issue 14’ (register to read), profiles UK consumer online behaviour and the most popular search terms used to look for products. It includes league tables for the most visible brands, retailers and review sites in natural search (listings in search engines that appear organically due to their relevance to the search terms) and paid media (where advertisers pay for space on websites when their ad is clicked).
The report says that there were 3.2 million searches via Google UK for womenswear, menswear and fashion accessories in July. ASOS maintained its position in the natural search space with 57% – a slight increase on April’s 55%.
House of Fraser moved up two places on Greenlight’s Integrated Search league table with 62% as the most visible fashion advertiser online for the UK. Integrated Search uses SEO and pay-per-click together to accelerate advertising campaigns.
If you were wondering, ASOS fell to third place, Debenhams has second place and Marks and Spencer is fourth. Greenlight says that Marks and Spencer’s investment in paid media has seen its share grow from 16% in April to 42% in July.
Other nuggets from the report include the note that searches for womenswear related items proved to be most popular with more than 1.7 million queries being made. Prom dresses and dresses were the most popular search terms with a 12% share of all searches and eBay was the most visible brand by Greenlight’s social media analysis with a Klout score of 79.
Founded in 2001 with its HQ in London and offices in New York, Greenlight provides search and social media services. The company has over 100 blue-chip clients including Santander, New Look, Sky and GHD.
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