Analyzing Princess Polly’s Web Analytics and SEO Strategy
Princess Polly is a popular fashion e-commerce retailer “dedicated to on-trend, sustainable fashion accessible to everyone” (Princess Polly, 2022, para. 1). I’ve been purchasing clothing from this brand for a few years now; I first found the brand by browsing on Instagram. The online store started in Gold Coast, Australia, in 2010 and has since opened a second office in West Hollywood (Princess Polly, 2022). This company was a start-up that began out of a beachside apartment with the vision of giving girls around the world “the latest trends in fashion, street style, and pop culture” (Princess Polly, 2022, para. 2). The brand’s website has 2.8 million visits and 1.8 million unique visitors (SEMrush, 2022). The page has a bounce rate of 43.5%, while the average visit duration is 9 minutes and 26 seconds, with 4.09 pages per visit (SEMrush, 2022).
How Princess Polly Monitors Visitor Traffic and Customers Through Web Analytics
Princess Polly utilizes web analytics to monitor their website visitors and online customers through the usage of cookies. Princess Polly stores and retrieves information from the user’s browser in the form of cookies to give user’s a more personalized web experience. Princess Polly is upfront and honest with visitors to their site about the tracking of cookies. The brand is not storing any personally identifiable information. If you scroll to the page footer, at the bottom of the heading “More Polly,” you can click “Cookie Settings” to learn more information and manage what information the brand is allowed to track. The brand is currently tracking five different types of cookies that are always active: “Strictly Necessary Cookies, Performance Cookies, Functional Cookies, Targeting Cookies, and Social Media Cookies” (Princess Polly, 2022).
A drop-down menu on the site explains each type of cookie and what it is tracking for the average consumer to understand. Strictly necessary cookies are set to respond to actions made by the user that amount to a request for service—for example, making changes to privacy settings or logging in to your account (Princess Polly, 2022). Performance cookies allow the brand to count and measure visits and traffic sources. This information improves the site’s performance by tracking how each visitor moves around the website while identifying unpopular/popular pages amongst the visitors (Princess Polly, 2022). Princess Polly uses functional cookies to enhance personalization which may be set by third-party providers (Princess Polly, 2022). The targeting cookies within the website are placed through their advertising partners – and are used by them to build a profile and show tailored ads on additional sites (Princess Polly, 2022). The social media cookies are set to enable sharing content with other users and to other networks (Princess Polly, 2022). In addition, the cookies are utilized to track browsing across different sites and build a customer profile.
How Princess Polly Uses Search Engine Optimization
According to SEOptimer (2022), Princess Polly uses Google Analytics to monitor SEO, search traffic, and users’ visits. Princess Polly has 241.4K keywords generating 1.5 million in traffic – 1.3 million in branded traffic and 161.6 K in non-branded traffic (SEMrush, 2022). The brand currently spends roughly $212.8K on traffic costs alone (SEMrush, 2022). The brand uses a mixture of unbranded and branded keywords that they rank highly for. The brand ranks #1 for misspellings of the brand, like “princess poly” or “princess pollu” (SEMrush, 2022). The brand also ranks for keywords like “princess polly dresses” and “princess polly romper” (SEMrush, 2022). As for non-branded keywords, Princess Polly uses keywords like “graduation dresses” or “black mini dresses” (SEMrush, 2022). Using the brand’s keywords, Princess Polly runs many PPC and display adverts through Google. The brand even has PPC ads for non-branded keywords such as “pink mini dress” (Google, 2022). In addition, on their site, Princess Polly has a blog. Within each blog post, several keywords are included, backlinks to products, and more. For example, the most recent blog post was an article showcasing styled summer festival outfits to introduce the brand’s newest festival collection (Smith, 2022).
How Is the Brand Using Data?
Overall, Princess Polly uses the collected data in several different ways. Princess Polly is using the data obtained from cookies to give users a personalized web experience. The data is also used to build a customized individual consumer profile to provide marketers the ability to show users relevant information specific to their liking. The data is used to improve the website and functionality as well. Returning customers can create a profile on the site that allows the brand to save information about the user. These consumers can like products, create wish lists, and more. This helps the brand gain insight into the users’ clothing style, size, etc. The user’s data collected from their profile is used to help recommend products that might spark interest. This information is then used to help personalize efforts such as email marketing.
On-page SEO
Princess Polly’s on-page SEO needs to work on its efforts to facilitate better data collection. The site audit revealed several issues affecting the brand’s on-page SEO efforts. The brand needs to address some dire errors and warnings: 24 pages do not have meta descriptions, 2 with the same meta description, 73 pages do not have H1 heading tags, 12 pages have duplicate H1 and title tags, and 88 pages have a low text-HTML ratio. According to SEOptimer (2022), 60 images are missing the ALT attributes, and its homepage is missing an H1 tag. The homepage meta description is at an optimal length of 154 characters; “Princess Polly is Australia's best online fashion boutique. Shop women's clothing today & receive express worldwide shipping with easy 30-day returns” (SEOptimer, 2022). SEMrush’s On-Page SEO Checker had 227 optimization ideas for 43 pages to increase organic traffic (SEMrush, 2022). This included strategy ideas, 43 backlink ideas, 36 semantic ideas, and 146 content ideas (SEMrush, 2022).
Areas to Improve Web Analytics Efforts
First, Princess Polly must mix the issues within their site and its on-page SEO. The brand must work to improve the number of keywords used across the meta descriptions, HTML tags, and image ALT attributes. The brand must continue to rank for unbranded keywords. The usage of unbranded keywords can help reach users who are unfamiliar with the brand. Fixing the issues within the website and the on-page SEO can increase organic traffic and the website's functionality and usability. In turn, this ultimately improves the user’s experience. The brand should also work to include more organic keywords since the brand is currently using a lot of branded keywords. The On-page SEO Checker recommended improving ranking for keywords like “khaki pants,” which has a search volume of 90.5K (SEMrush, 2022). The brand can work to rank high for more organic keywords by adding ALT attributes to images or using the keywords in their blog.
Summary of the Tools/Techniques Princess Polly is Using
Princess Polly uses cookies to monitor visits and customers to enhance their site’s functionality and performance and personalize the user’s web experience. One of the critical techniques helping Princess Polly’s SEO strategy is using a mixture of branded and unbranded keywords. Mixing and matching branded and non-branded keywords allows returning visitors interested in the brand’s products to find Princess Polly and new users. It utilizes PPC and display adverts to rank at the top for several branded and nonbranded keywords. The brand has heavily implemented on-page SEO on its site’s copy and needs to work on optimizing the copy. The brand also has a blog within its site that includes keywords and backlinks to products.
Princess Polly’s marketing team also uses additional tools such as Google Analytics to receive data (SEOptimer, 2022). The brand runs various PPC adverts and displays ads through Google, obtaining insightful data on each ad campaign. The brand also has several popular social media accounts, such as Facebook, Instagram, and Tik Tok. The brand uses the platforms to post sponsored content that links to the brand’s website. The brand also utilizes the social media analytics provided by each platform where they run adverts. Princess Polly uses the brand's collected data to improve its site, personalize each user’s experience, and create consumer profiles.
Image #4: Princess Polly PPC Ad for "Pink Mini Dress" adapted from Google, 2022
Resources:
Google. (2022). pink mini dress. Google. Retrieved June 20, 2022, from https://www.google.com/
Princess Polly. (2022). About Us. Princess Polly USA. Retrieved June 20, 2022, from https://us.princesspolly.com/pages/about-us
Princess Polly. (2022). Our mission. Princess Polly USA. Retrieved June 20, 2022, from https://us.princesspolly.com/pages/our-mission
Princess Polly. (2022). Shop Women's Clothing & Fashion Online. Princess Polly USA. Retrieved June 20, 2022, from https://us.princesspolly.com/
SEMrush. (2022). On page seo checker. Semrush. Retrieved June 20, 2022, from https://www.semrush.com/on-page-seo-checker/8368987/overview
SEMrush. (2022). Organic research. Semrush. Retrieved June 20, 2022, from https://www.semrush.com/analytics/organic/changes/?sortField=&sortDirection=desc&db=us&q=us.princesspolly.com&searchType=domain&date=20220619
SEMrush. (2022). Site audit: Improve the seo of your website. Semrush. Retrieved June 20, 2022, from https://www.semrush.com/siteaudit/
SEMrush. (2022). Traffic analytics. Semrush. Retrieved June 20, 2022, from https://www.semrush.com/analytics/traffic/overview/us.princesspolly.com
SEOptimer. (2022, June 20). SEO audit for us.princesspolly.com. SEOptimer. Retrieved June 20, 2022, from https://www.seoptimer.com/us.princesspolly.com
Smith, K. (2022, June 20). Get the goss on all things fashion & beauty. Princess Polly Blog. Retrieved June 20, 2022, from https://blog.princesspolly.com/blog/the-festival-looks-youll-be-obsessing-over-this-szn
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