Fresh Egg’s Attractive Content Test Part Two: Match or Make-over? - Fresh Egg Blog

Fresh Egg’s Attractive Content Test Part Two: Match or Make-over?

Inbound marketing manager

In this post, the second in our six week spot check series, I take a look at three fashion brands’ content to see if it is love at first sight or time to carry on swiping.

Using the Fresh Egg search intent spot check process, we will be judging how well the content meets my needs as a user and of those search engines.

Search intent content spot check 1: New Look

New Look

Identifying a trigger event for the audience

First up, I decided to check out New Look and see how attractive their content was to someone planning a city break.

Using search intent to find related searches

The search phrase I chose in response to this trigger event was “clothes for a city break”. I entered this into searchintent.co.uk to try to get an understanding of the intentions behind this search, and this is what I got:

Clothes for a city break

Searching the site for content that matches search intentions

Then, I used a site search command in Google to search the New Look site for content that sufficiently matched the search intention behind each of the related searches from the graph.

So, how well did New Look content match search intentions?

Although New Look has a holiday shop page and a festival clothing page, there isn’t any content that is specific to city breaks so as a user, I may not click through on either of these results:

Site search for city break clothing

I was curious, so I did click through to the holiday shop and what I found wasn’t quite what I was after as it had a heavy beach holiday bias, so didn’t help me research or buy anything for my city break look.

Beach holiday clothing

The verdict

Whilst New Look caters to people going on summer holidays or to festivals, there are clear opportunities for New Look to better match users search intentions around city breaks.

Tailored guide content or specially collated product pages that are optimised with written content and meta data relevant to city breaks would be a good way to do this.

Fresh Egg’s content rating: 2-stars

A content spruce-up is needed to persuade me to arrange a second date with New Look.

Search intent content spot check 2: UNIQLO

Uniqlo

Identifying a trigger event for the audience

Next up, I took a look at UNIQLO to see how appealing their content would be to someone who’d started feeling a chill in the air and needed a bit of style guidance on jacket trends.

Using search intent to find related searches

The search phrase I entered to our tool was “women’s winter jacket trends” and this was the graph of related searches I got to shed light on the search intentions around this topic:

Winter jackets search phrase in search intent

So, how would UNIQLO’s content measure up?

Searching the site for content that matches search intentions

As before, I used a search command in Google to search the UNIQLO site for content that sufficiently matched the search intention behind each of the related searches from the graph.

When I searched for “women’s winter jacket trends” a number of product pages were returned, but the most didn’t clearly signal from the page title or meta description the content would discuss or compare trends.

Site search for winter jackets

The result with “lookbook” in the page title is probably the closest thing to something that looks like it would show me a collection of trends.

Clicking through on this, I saw a number of trends explored but found myself on the US site. The prices were all shown in dollars so this wasn’t a great user experience.

Product results from site search

From this site search it appears they don’t have anything on the UK site that fits with the intention of researching trends.

However, when I searched the site for “trendy coats 2016” relevant product page results were returned.

Site search for trendy coats

The verdict

Whilst UNIQLO’s product pages are well optimised for product based searches when the intention is around understanding trends more broadly, the site’s content falls down.

A guide to or blog article on “Top women’s coat trends for winter 2016” would allow UNIQLO to engage the audience interested in getting a feel for the trends before they look at specific products.

Fresh Egg’s content rating: 2-stars

UNIQLO’s content is in need of a makeover to persuade me (and its audience) to give it another go.

Search intent content spot check 3: White Stuff

White Stuff

Identifying a trigger event for the audience

My third fashion brand date this week was with White Stuff and the trigger event I chose to focus on was the much anticipated office Christmas party.

Using search intent to find related searches

The search phrased I entered into searchintent.co.uk in relation to this trigger was “Christmas party outfit”. This is the graph of related searches that I got to help me understand the search intentions around this topic:

Office Christmas party outfit search phrase

Searching the site for content that matches search intentions

When I search the site for content to match my intentions, I was attracted to what I saw in the results.

Whether I entered “office Christmas party outfit” or “Christmas dress” there was plenty of super relevant page titles and meta descriptions that met my intentions as a user.

Office Christmas party outfit site search

And it gets better – when I then clicked through, I was instantly charmed. I was presented with relevant written content and imagery that met my intentions and helped me start my search for a Christmas party outfit.

White Stuff Christmas party outfits landing page

However, when I came to search for something a bit more niche but still related (“office party dress code”), White Stuff didn’t impress as much. The content revealed in a site search was off topic and not the sort of thing I was looking for.

Site search for office party dress code

The verdict

White Stuff knows and caters to its audience’s main intentions around office Christmas parties well, with optimised landing pages and super relevant meta content.

However, there is an opportunity to create useful guide content or blog content around more nuanced intentions such as “office party dress code” to attract and engage a wider audience.

Fresh Egg’s content rating: 4-stars

I’m crushing hard on White Stuff and I imagine their audience are too – so I might have a bit of competition for a second date.

Conclusion

These fashion brands could be doing more to meet their audience’s search intentions with substantive guide content that attracts and educates people.

This is a way to engage and impress a wider audience, ultimately helping to drive more conversions and increase revenue.

Check back next week to see how our third round of brands measure up. If you are a marketing manager or business owner and want us to feature your brand next week, do let us know in the comments below.

If you'd like us to conduct a free search intent spot check on your site or guide your content strategy to bring you better results - get in touch today.


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