Lhe fashion is one of the most important sectors of the Italian economy, a sector made up of many SMEs that represent the beating heart of “Made in Italy”.

But fashion is also one of the sectors most affected by the upheavals of the pandemic, a sector that must inevitably adopt digital technology to recover from the crisis it is inevitably experiencing.

The third episode of “Small Digital Medium”, the cycle of web talks organized by Registro.it on the “new digital normality” is dedicated to fashion.

Did you miss the other episodes of “Small Digital Averages”? You will find everything in the articles “Tourism and the web: perspectives and practices to restart” and “Food and web: new digital perspectives for catering”

Food and fashion, the video of the online course
In this webinar entitled “Fashion: digital challenges and new buying behaviors” Gianluca Diegoli, digital marketing consultant and IULM teacher, interview:

Paolo Manfredi : Head of digital strategies of Confartigianato, author of “The Economy of Made to Measure”
Gaia Segattini: Designer, consultant and digital entrepreneur
Andrea Carpineti : Co-founder and CEO of Design Italian Shoes
We followed the web talk carefully and summarized the tips and digital strategies that emerged during the various interviews but we still recommend that you watch the entire video of the course so as not to miss all the steps. Good vision!

Did you know that 91% of web content does not receive traffic from Google? (Source: ahrefs)

While marketing techniques such as paid advertising campaigns, blogging, email marketing and more, can help raise awareness and establish authority, if not properly optimized, they create the risk of losing a large chunk of SEO traffic.

Numbers don’t lie! , then just having well written and engaging content isn’t enough. 

Read also “How to write on the web (for users and for SEO)”

Tips for creating a “Seo Friendly” site

Search engine optimized sites are 13 times more likely to see positive ROI. (Source Hubspot) Today, many companies understand the importance of SEO for their website but do not always manage to rank well on search engine results. 

1. Identify appropriate keywords

Before you start writing, do a simple keyword research on the topic you intend to write about. To overcome the unbridled competition in this industry, choose specific keywords and phrases that your customers are looking for.

50% of searches consist of four or more words. Here are some tips for identifying keywords for your articles:

Access the social network platforms that your target audience frequents and discover the trends.

Check out Google Trends to get an idea of ​​which keywords are most popular at any given time. If searches for a specific keyword show deterioration, then it would probably be best to avoid it.

Follow your competitors for inspiration when you have few keyword ideas. Tools like SEMrush allow you to see the keywords your competitors are proposing for.

As you try to optimize your blog with long tail keywords that work, don’t let all the others or short tail keywords slip away from you. For consistent, long-term success, having a balance of both categories can help your busines.

2. Incorporate keywords into your texts

Once you have the list of required keywords, it’s time to integrate them into the texts of your website or blog. You will need to brainstorm for topics that engage, educate and (perhaps) entertain your audience. When writing, make sure that the relevant keyword is well distributed throughout the post.

It should ideally appear in these key points:

• Title
• Headings
• URL, if possible
• In the alt-text for images (search engines do not read images)
• Metadescriptions
• In actual content

This will not only sacrifice the quality of the article, but it could also lead to temporarily or permanently penalizing or banning your website from search engine results pages.

3. Add links to relevant websites

When writing, include links to external content in your article. The link not only offers blog readers additional reading material to broaden their knowledge, but also shows Google that you have conducted your research correctly.

A blog post that can be described as well done is one that contains hard data from influential websites. There is nothing better than a well-researched blog article based on truthful data. Compelling stats help bolster the blog with concrete arguments and build a compelling post for readers.