Zara failing to secure brand online

August 23, 2010

Paid search listings unprotected ahead of online store launch, according to digital strategist

Zara last week announced that it will be launching a UK online store in early September. However, the High Street fashion chain is failing to secure its brand name on paid search listings, leaving it exposed to keyword squatting from competitors such as Republic, according to digital strategy company, QuBit Digital.

Natural versus paid search

While Zara is performing well on its brand name in natural search listings, a search for ‘zara online store’ or ‘zara online shop’ on Google’s UK site often brings up sponsored links to competitors including Republic and Very.co.uk, with Zara nowhere to be seen in the paid search listings. This means that when its e-commerce store launches, Zara could be losing potential revenue and customers who have their heads turned by these other Google ads.

Graham Cooke, QuBit Digital managing director, commented: “With any successful High Street retailer coming online, it is imperative that they are just as focused about getting customers into their online store as they are with their traditional stores. Search is the front door to an online retailer’s store and, in order to successfully convert customers online, they need to ensure they have a strong presence on search engines like Google, especially on brand terms.”