Interview with Giulio Salvucci Digital Fashion expert and founder of Search Bridge.

The interview features a discussion between Enrico Fantaguzzi and Giulio Salvucci, an e-commerce expert and founder of the startup Search Bridge.

They discuss how Large Language Models (LLMs) like ChatGPT are fundamentally changing how consumers search for products and what fashion brands must do to adapt to this new landscape.

Key Topics

• The Shift from SEO to GEO (Generative Engine Optimization): While traditional SEO focuses on optimizing a single website for search algorithms, GEO requires building brand authority across the entire web. LLMs do not just look at a brand’s website; they synthesize answers by pulling “multi-signal” data from diverse touchpoints like journalistic articles, forums, communities, and review sites like Trustpilot.
• The Collapsing Marketing Funnel: The traditional user journey of researching and filtering products across multiple websites is condensing into a single step within AI chatbots. Users can now ask an LLM for specific items (e.g., “a spring sweater in my size and price range”), and the AI will filter catalogs and provide highly targeted recommendations directly in the chat, turning the brand’s website primarily into a final checkout destination.
• The Attribution Measurement Gap: Currently, traditional tracking systems rely on “last click” models, making it very difficult to measure how much traffic truly originates from AI searches. Traffic influenced by LLMs often shows up as “direct” or “organic” in analytics, creating a “black box” scenario where multiple customer interactions happen invisibly within the AI.
• The Social Media “Blind Spot”: Major social platforms like Meta (Instagram) and TikTok actively block LLMs from scraping their data to protect their own traffic. As a result, massive marketing budgets spent on these platforms do not contribute to a brand’s visibility or authority on generative AI engines.
• Content Optimization for Machines: To be cited by LLMs, brands need to adapt their copywriting. Content must be highly factual, clear, and simple—ideally matching the reading level of a 10-11 year old, which can be measured by metrics like the Flesch score. Formats like FAQs and comparative tables are highly favored by LLMs.

Key Takeaways for Brands

• Maintain Absolute Consistency: It is crucial that brand information (e.g., number of stores, technical details) is identical across every single online touchpoint; inconsistencies cause LLMs to view the information as unreliable.
• Prepare for Direct AI Feeds: In the near future, brands will be able to submit their product catalogs directly to LLMs (similar to Google Shopping feeds), bypassing the need for the AI to crawl their websites.
• Manage Online Reputation Proactively: Because LLMs read external sites to form answers, brands must actively engage in digital PR, moderate complaints on sites like Trustpilot, and participate in online community discussions.
• Do Not Discount Google: While OpenAI and ChatGPT are popular, Google remains incredibly powerful because it can combine its new AI models (Gemini) with its massive existing infrastructure, including Google Maps and Google Shopping.
• Invest in Continuous Learning: The AI landscape is evolving exponentially. Professionals must dedicate significant time to continuous education, as disruptive new technologies can emerge and change the rules in just a matter of months.

How can brands improve their authority to rank in GEO?

To improve authority and rank in Generative Engine Optimization (GEO), brands must shift their focus from purely optimizing their own websites to building a comprehensive, multi-channel digital presence. Large Language Models (LLMs) synthesize answers by drawing correlations from various sources across the web, meaning a brand’s authority is determined by its overall digital footprint rather than just its website.

Here are the key strategies brands should implement to improve their GEO authority:

• Generate “Multi-Signal” Traces Across the Web: Brands must establish semantic traces across diverse touchpoints, including journalistic articles, reference sites, forums, and online communities.
• Focus on Accessible Platforms: Because major social networks like Meta (Instagram/Facebook) and TikTok actively block LLMs from scraping their data, brands should invest in platforms that AI can actually read, with networks like LinkedIn and YouTube becoming increasingly important.
• Prioritize Content Clarity: Content must be highly factual, direct, and objective. To ensure LLMs can easily read and cite the information, texts should be written simply—ideally matching the reading level of a 10-11 year old, which can be evaluated using a Flesch score.
• Maintain Absolute Consistency: For LLMs to consider information reliable, it must be identical across every single touchpoint. For example, if a brand has 100 stores, that exact number must be reflected uniformly on its website, press releases, and external articles; any inconsistency will cause the AI to deprioritize the information.
• Adopt AI-Friendly Formats: LLMs strongly favor specific content structures. Brands should incorporate FAQs (Q&A mode) and comparative tables, as these formats are easily digested and perfectly read by generative systems.
• Proactively Manage Online Reputation: Because LLMs analyze external discussions to gauge sentiment, brands must actively participate in digital PR and online communities. Engaging with customers and resolving complaints on review platforms like Trustpilot significantly improves the brand’s sentiment perception and visibility to the AI.
• Prepare for Direct Catalog Feeds: Looking ahead, brands should prepare to submit their product catalogs directly to LLMs—similar to how Google Shopping feeds operate—allowing the AI to access product data locally without having to crawl the brand’s website

How does AI affect the traditional e-commerce marketing funnel?

The traditional e-commerce marketing funnel is essentially collapsing into a single step within AI search engines. Rather than following the conventional journey where a consumer visits multiple websites and manually uses search filters, the AI is now condensing the research and filtering processes into one concentrated channel.

Consumers can simply ask an AI chatbot for highly specific items—such as a spring shirt with a particular pattern, style, or weight. The AI then acts as the filter, navigating various catalogs to present a narrow, curated selection of products from different brands that perfectly match the request.

This transformation affects the funnel in a few key ways:

• Accelerated Journey to Checkout: Traditional funnel stages like product discovery, research, and side-by-side comparison are now handled entirely within the AI’s chat interface. This allows the user to get almost to the final checkout stage without ever leaving the AI platform.
• Loss of Visibility (The “Black Box”): Because all of this research and consideration happens internally within the Large Language Model (LLM), brands lose the ability to track the early stages of the customer journey. A customer might have several interactions with the AI to narrow down their choice, but the brand only sees the final result when the customer suddenly arrives on their website to make a purchase, turning the top and middle of the funnel into an invisible “black box”

What is a Flesch score and how is it calculated?

The Flesch score is a metric that evaluates the complexity and readability of a text, determining how easily it can be read by both humans and Large Language Models (LLMs). For content to be highly optimized for AI systems, it should achieve a score that reflects a very simple and direct writing style, ideally matching the reading comprehension level of a 10 to 11-year-old child.

The score is calculated by analyzing two main structural elements of the text:

• Word length: It measures the number of letters within each single word.
• Sentence and paragraph length: It counts the number of words used to form paragraphs.

By keeping words short and paragraphs concise, brands can improve their Flesch score and ensure their content is more easily processed and cited by generative AI engines

How can I learn more about AI in Fashion?

You can learn more about AI in fashion through the Digital Fashion Academy, which offers several live online courses and certifications tailored to different career levels, goals, and time commitments.

Here are the primary learning paths they offer:

1. AI for Fashion Executive Master This is a comprehensive, 14-week part-time online program requiring about 3.5 hours of study per week. It is designed for managers, marketing professionals, and consultants who want to master end-to-end AI applications across the fashion value chain.

• What you will learn: How to implement AI in design and trend forecasting, supply chain and operations, merchandising, ecommerce, marketing, and customer service.
• Format: It features hands-on labs, real-world case studies, digital portfolio building, and one-to-one mentoring.
• Outcome: Upon completion, you earn an internationally recognized AI for Fashion Professional Certificate. The course fee is €2,150.

2. AI for Fashion Executives If you are a senior leader, CXO, or entrepreneur looking for a fast-track option, this is a 6-hour intensive program delivered over two 3-hour live sessions.

• What you will learn: It focuses heavily on executive strategy, teaching you how to identify high-ROI use cases, define an AI roadmap, and secure quick wins across design, marketing, and operations.
• Format: Interactive live sessions focused on frameworks and actionable strategy. The program costs €350.

3. Short Courses for Specific Skills If you are looking for highly targeted, practical knowledge, there are shorter courses available for €75 each:

• Essential AI Training for Fashion Professionals: Teaches you the principles of EU Artificial Intelligence compliance, how to safely use tools like ChatGPT at work, and how to craft effective, reliable prompts specifically tailored for fashion workflows.
• Personal Branding in the Age of AI: Focuses on using AI tools to build content libraries and boost your personal brand with a tone of voice that sounds like you.

Across these programs, you will learn directly from senior industry experts and digital strategists who have worked at top global luxury brands, including Gucci, Valentino, LVMH, Dolce & Gabbana, and Burberry. Both the Master and the Executive programs emphasize moving beyond the hype of AI to focus on practical implementation and real business results

What challenges fashion brands need to face?

Here is an analysis of the challenges facing fashion companies, structured using the categories of a Fishbone (Ishikawa) diagram to identify the root causes of the core problem.

Core Problem (The “Head” of the Fish): Navigating AI Disruption and Digital Transformation The fashion industry is facing a massive paradigm shift in how consumers discover products, how operations are managed, and how brands must present themselves online due to the rapid integration of Artificial Intelligence.

1. Measurement & Technology Challenges

• Obsolete Attribution Models: Traditional analytics rely on “last-click” models, which are incapable of accurately tracking traffic and influence originating from Large Language Models (LLMs).
• The “Black Box” Customer Journey: The traditional e-commerce marketing funnel is collapsing into a single step within AI chatbots. Because users research, filter, and compare products entirely within the LLM, brands lose visibility into the customer journey, often only seeing the final interaction when the user arrives to purchase.
• Data Flow and Management: Companies struggle with turning raw data into competitive advantages, requiring new workflows for smart data collection, analytics, and business intelligence.

2. Marketing & Visibility Challenges

• The Shift from SEO to GEO: Traditional Search Engine Optimization (optimizing a single website) is no longer enough. Brands must now focus on Generative Engine Optimization (GEO), which requires building semantic traces and authority across multiple external touchpoints, such as journalistic articles, forums, and reference sites.
• The Social Media Blind Spot: Fashion companies heavily invest their marketing budgets in platforms like Meta (Instagram) and TikTok. However, these platforms actively block LLMs from scraping their data, meaning this massive investment does not contribute to a brand’s visibility on generative AI engines.
• Proactive Reputation Management: Because LLMs source answers from across the web, brands can no longer rely just on their owned channels. They must actively monitor and manage their reputation on third-party community sites and review platforms like Trustpilot.

3. Content & Process Challenges

• The Copywriting Conflict: There is a clash between the emotional, highly creative copywriting traditionally favored by luxury brands and the direct, simple, and highly factual writing style required by LLMs. To be effectively cited by AI, content needs to match the reading level of a 10-11 year old (measured by the Flesch score) and utilize structural formats like FAQs and comparative tables.
• Absolute Information Consistency: AI engines penalize inconsistencies. If a brand states it has 100 stores on a press release but 98 on its website, the LLM will view the data as unreliable. Ensuring exact consistency across every digital touchpoint is a major operational challenge.

4. Operations & Supply Chain Challenges

• Efficiency and Optimization: Brands are challenged to optimize their inventory management, demand forecasting, pricing, and returns management in an increasingly complex retail environment.
• Sustainability: Companies face increasing pressure to adopt ethical AI, reduce waste, improve supply chain transparency, and implement circular business models.

5. People & Strategy Challenges

• The Exponential Pace of Change: The technology landscape is evolving so fast that disruptive new tools emerge every few months. This creates a severe risk of falling behind, making continuous professional upskilling and training an absolute necessity for fashion professionals.
• Governance and Risk Management: Leaders must figure out how to navigate complex legal, ethical, and governance frameworks, including the EU AI Act, data privacy, IP protection, and mitigating AI biases and “hallucinations”.
• Moving Beyond the Hype: Executives face the challenge of distinguishing real ROI-generating AI opportunities from industry hype, requiring them to define clear roadmaps, select the right vendors, and secure quick wins across design, merchandising, and operations without disrupting existing workflows

Video interview with Giulio Salvucci

Key takeaways from the Lesson by Oliwia Urban, Senior SEO Specialist at GA Agency.

7+ years of experience in international SEO strategy, on-page optimization, and content development. Known for delivering actionable, measurable results for fashion and lifestyle brands across markets such as the UK, US, Poland, and the Middle East. Leads a team of SEO professionals with a people-first, strategy-driven approach.

Evolving SEO with Google Algorithm Updates

Google’s algorithms have come a long way—from early PageRank and the 2003 Florida update aimed at reducing spam, through Panda, Penguin, Hummingbird, and RankBrain, to the recent AI-powered Helpful Content Update and SpamBrain. The focus has consistently shifted toward rewarding quality, relevance, and trust. In 2025, Google’s core updates and ongoing refinements emphasize high-quality, user-centric content paired with deeper AI understanding of user intent.

Adapting to the Age of “MSEO” and Zero-Click Trends
Today’s SEO isn’t just about Google—it’s about reaching audiences across multiple platforms (“MSEO”): Google, Bing, LinkedIn, AI-powered engines (e.g., ChatGPT, Perplexity), and more. Search Engine Results Pages (SERPs) have evolved to include AI overviews, rich snippets, shopping panels, “People Also Ask,” video and image carousels—often resulting in zero-click scenarios. To thrive, we optimize for these features: using schema markup, concise Q&A content, FAQs, bullet-point formatting, and localized SEO. This allows us to “answer in place” and capture valuable visibility directly in the SERP.

Here you are some of the key points about SERP evolution and AI impact:

Google’s Search Engine Results Pages (SERPs) are undergoing a significant transformation. Gone are the days of a simple layout with sponsored ads at the top and classic “blue links” below; today’s SERPs are rich with AI-driven features like AI Overviews, featured snippets, People Also Ask panels, image and video carousels, and shopping grids. These elements occupy more screen space and answer user queries directly—often without the user clicking through to a website. The goal of these changes is to enhance user experience: faster, easier answers tailored to intent, seasonality, and personal search history 

This shift has profound implications for SEO. With zero-click searches—where users don’t leave the SERP—increasing dramatically (up to 80% when AI Overviews are present), traditional click-through metrics are declining. To adapt, brands must optimize content for SERP features: structuring Q&A and FAQ sections, implementing schema markup, writing concise answers, and targeting keywords that trigger AI-driven elements. Visibility in AI Overviews and featured snippets—not just rankings—matters more than ever, as they build brand authority and influence even without clicks.

Google Shopping is evolving beyond bids to value-based ranking. 

With AI-infused shopping results, Google now evaluates product relevance and feed quality—alongside traditional bidding—to determine visibility. Well-structured, information-rich product feeds (complete with attributes like size, material, GTIN, pricing, and availability) are increasingly decisive. As a result, even without high bids, merchants with optimized feeds can outperform competitors simply by offering deeper, more accurate product data.

In-house vs. agency-managed shopping feed optimization? Partnering with an agency like ours offers immediate access to specialists who understand the latest tools, AI-driven feed generators, schema/structured-data implementation, and performance monitoring best practices. While in-house efforts require hiring and training multiple experts, agencies streamline processes and provide consistent optimization. For clients with extensive catalogues, this approach reduces workload—no need to juggle Google Merchant Center setup, AI-assisted structured data tools, or frequent feed audits—and avoids relying solely on ad spend to capture traffic and conversions.

Google Shopping is now driven by AI-powered ranking that values relevance and feed quality—not just bids—so merchants with well-structured, comprehensive product feeds (complete with accurate titles, images, pricing, stock, and review data) can outperform competitors regardless of budget. Partnering with an agency ensures your feeds are continuously optimized: specialists handle feed audits, structured-data implementation, attribution of reviews, and AI-driven feed improvements, while freeing you from managing Merchant Center complexities. This approach minimizes manual workload and maximizes performance—making ad spend more effective and improving visibility across Google Shopping and AI-driven shopping surfaces.

Link building for SEO

Link building remains a crucial aspect of SEO, but the emphasis has shifted firmly from quantity to quality. Search engines now prioritize backlinks from authoritative, relevant, and trustworthy sources, which means fashion brands should focus on building genuine relationships and earning links through valuable, niche-specific content. Effective strategies include personalized outreach tailored to a recipient’s audience, using AI to identify relevant linking opportunities at scale, and securing mentions through expert contributions or PR efforts. A strong, trusted backlink profile ultimately enhances domain authority and supports long-term SEO visibility and growth.

To summarize, SEO in 2025 requires a multidisciplinary approach: strong technical foundations, rich semantic content, and optimization for the AI-driven world. It’s no longer just about ranking—it’s about being the trusted source that AI systems cite and serving user intent in real time. 

The key takeaways:

🚀 1. AI-Driven Optimization based on AI-SEO, AEO & GEO:

– AEO (Answer Engine Optimization) focuses on structuring content—Q&A, structured data, concise conversational tone—to appear in AI responses like Google’s SGE, ChatGPT, or Perplexity
– GEO (Generative Engine Optimization) ensures your content gets cited or integrated in generative AI outputs, using metadata, llms.txt, and topical authority
A combined hybrid strategy—SEO + AEO + GEO—is essential to maintain visibility across both traditional search and AI‐powered platforms

🧠 2. AI-Enhanced Content Tools & Human Oversight

Tools like Surfer SEO, Clearscope, MarketMuse, and Alli AI enhance relevance and semantics—but human creativity must polish them to avoid generic, machine-like output
Efficiency is key: AI helps with metadata, ideation, summarization, and coding, but content needs authentic voices to stand out.

🎯 3. E-E-A-T & Originality
Google’s Experience-Expertise-Authority-Trustworthiness guidelines remain crucial. Featuring real authors, bios, and original research or data improves credibility
An “OriginalContentScore” rewards unique, experience-based insights over recycled content

⚡ 4. Core Web Vitals & UX
Technical metrics—LCP, FID, CLS—are now fundamentals for both SEO and AI indexing. Fast, stable pages enhance user engagement and bots’ crawling efficiency

🎙️ 5. Voice & Conversational Search
As voice assistants grow, use natural speech patterns and long-tail conversational keywords. Structuring content in FAQ or Q&A formats can capture voice search results

📹 6. Visual & Video SEO
Images and videos are critical: include rich metadata, alt-text, transcripts, and schema markup to surface in image/video carousels and AI answers

💬 7. Semantic Search & User Intent
SEO is shifting from keyword focus to intent: build topic clusters that cover related queries and contextually align with user needs

🌍 8. Zero-Click Answers & SERP Real Estate
With AI providing direct answers, optimize for featured snippets, People Also Ask, and knowledge panels. Even without clicks, you gain visibility

📍 9. Local & Mobile-First Optimization
Local businesses should leverage Google Business Profiles, hyper-local content, and voice search. Mobile-first design is essential as Google prioritizes mobile indexing

🛠️ 10. Emerging Tools & Metrics
New platforms (AI EngineBoost, Alli AI, RankIQ) support hybrid SEO, AEO, and GEO strategies
SEO metrics are evolving: monitor AI‐driven visibility (appearances in AI responses) not just rankings and CTR.

✅ 2025 SEO Checklist: discover the 5 key priorities:
1. Hybrid Optimization Combine SEO, AEO, GEO strategies
2. UX & Performance Core Web Vitals, mobile-first design
3. Authority Boost E-E-A-T with real authorship & data
4. AI Formatting FAQs, structured data, conversational tone
5. Visibility Metrics Track AI mentions and zero-click placements

About GA – Your Truly Omnichannel Digital Agency
GA is an omnichannel digital agency specializing in international markets. With local experts across 25+ countries speaking 18 languages, we ensure a truly local approach to SEO and paid media. This means strategies are tailored to each client’s specific market—aligned with local audience behaviours and cultural nuances—giving us a unique edge in delivering relevant, impactful campaigns.
At GA London headquarters, a team of 60+ specialists offer two core pillars of service: SEO and Paid Media. But their capabilities extend further, covering strategy planning, tools management, analytics, content writing, digital PR, CMS management, and comprehensive audits. We collaborate closely with clients to define and agree on tailored solutions upfront—solutions that drive measurable results and align with their business goals.

Decoding the Future of Marketing: SEO AI Solutions and SEO Automation

The fashion industry is a challenging market moment, fashion brands and retailers need to evolve rapidly and adapt to changes quickly. In the digital realm, this translates to a relentless pursuit of online visibility. With customer expectations soaring and search engine algorithms becoming increasingly sophisticated, fashion marketers and entrepreneurs need to turn to AI and SEO Automation to keep up with the changes.

Today, we’re diving deep into the future of fashion SEO, exploring how artificial intelligence (AI) is enabling SEO automation providing powerful tools for fashion brands to succeed in a competitive digital market.

The Evolving E-commerce Landscape: Challenges and Opportunities

The e-commerce sector has reached maturity, presenting both exciting opportunities and significant challenges, such as the compression of profit margins due to rising manufacturing costs, marketplaces commission and high competition in performance marketing. Customers now expect a seamless and enriching customer experience, demanding high-quality visuals, detailed product information, engaging videos, and personalized recommendations. They want to feel connected to the brand and understand the story behind each garment.

Simultaneously, search engines like Google impose stringent requirements for website performance. Speed, mobile-friendliness, and structured data are no longer optional extras; they are critical ranking factors. Meeting these technical demands while delivering a captivating user experience requires a delicate balance.

Adding another layer of complexity is the increasing adoption of AI in marketing. While AI offers immense potential for SEO automation and optimization, it also introduces a “black box” element. Digital marketers now have less granular control over campaign performance, relying on AI-driven insights and algorithms. This shift necessitates a new understanding of how to leverage AI effectively while maintaining a strategic approach.

The State of Search: Key Statistics and Trends

Google dominates the search landscape in the Western world, accounting for approximately 90% of searches. Understanding Google’s behavior and algorithm updates is paramount for any online business. Here are some key statistics that highlight the current state of search:

• High Search Volume: Millions of Google searches are conducted every minute, demonstrating the massive potential for reaching a wide audience.
• Local Search Dominance: A significant portion of searches are local, indicating the importance of optimizing for local SEO and targeting customers in specific geographic areas.
• Click-Through Rate Disparity: Top-ranking pages capture the majority of clicks, while a vast majority of web pages receive little to no organic traffic. This underscores the importance of achieving high search rankings.
• Indexing Challenges: Many web pages submitted to Google are not even indexed, meaning they are not considered relevant enough to be included in Google’s search index.
• Limited Organic Visibility: Only a small percentage of indexed pages receive a significant number of organic visits per month, highlighting the difficulty of attracting organic traffic.

These statistics paint a clear picture: achieving online visibility requires a strategic and data-driven approach. Simply having a website is not enough; businesses must actively optimize their online presence to attract and engage their target audience.

SEO AI and Google’s SERP Evolution

Google’s continuous evolution, driven by advancements in AI, is reshaping the SERP and impacting how users interact with search results. Key changes include:

• Continuous Scrolling: The shift from paginated search results to infinite scrolling emphasizes the importance of ranking at the very top of the page. Users are less likely to scroll endlessly, making top positions even more valuable.
• Shopping Graph: This feature provides rich product information directly within the SERP, allowing users to make informed decisions without clicking through to individual product pages. This necessitates highly optimized product data to capture visibility within the Shopping Graph.
• Refined Searches: Advanced filters allow users to narrow down their search queries, highlighting the importance of providing detailed product attributes and categorizations.

AI SEO brings changes that have significant implications for fashion brands:

• Focus on User Intent: While overall clicks might decrease, the clicks that do occur are likely to come from users with a higher purchase intent. This means focusing on attracting qualified leads who are ready to buy.
• Product Data Optimization: Providing comprehensive and accurate product information is more critical than ever. SEO AI tools helps marketing teams and ecommerce teams to create detailed descriptions, high-quality images, and relevant attributes are essential for capturing visibility in the Shopping Graph and refined searches.
• Content is Still King: Creating high-quality, user-centric content remains crucial. SEO AI tools can be employed to help writing and optimising blog posts, articles, and other forms of content that address user queries and provide valuable information.

The Power of AI SEO tools in Product Data Enrichment

One of the biggest challenges for fashion brands is managing and enriching product data. Manually tagging products with relevant attributes is a time-consuming and error-prone process. This is where AI-powered solutions come into play.

AI can analyze both visual and textual information to automatically generate accurate and comprehensive product attributes. This offers several key benefits:

• Increased Efficiency: Automating product tagging significantly reduces the time and effort required to manage product data.
• Improved Accuracy: AI-powered solutions minimize human error, ensuring consistent and accurate product information.
• Faster Time to Market: By streamlining the product tagging process, brands can launch new products more quickly, capturing market share and maximizing revenue potential.
• Enhanced Customer Experience: Rich product data provides customers with the information they need to make informed purchase decisions, leading to increased satisfaction and conversions.
• Consistency Across Channels: AI ensures consistency in product data across all online channels, creating a unified brand experience.

Automating Website Performance with SEO AI

Beyond product data enrichment, AI can also be used to automate website performance optimization. This involves analyzing website code, identifying areas for improvement, and implementing changes to enhance page speed, SEO, and user experience.

AI SEO Automation for website optimization offer several key advantages:

• Continuous Monitoring and Optimization: AI constantly monitors website performance, identifying and addressing issues in real-time.
• Automated Code Optimization: AI can rewrite and optimize website code to improve page speed and SEO.
• Reduced Development Costs: By automating many technical tasks, AI can significantly reduce development costs and free up resources for other initiatives.
• Improved SEO Performance: Optimizing website code for speed and SEO can lead to higher search rankings and increased organic traffic.
• Enhanced User Experience: Faster loading times and improved website performance create a better user experience, leading to increased engagement and conversions.

Combining AI SEO Solutions for Synergistic Results

The true power of AI SEO in fashion is unlocked when different AI-powered solutions are combined. For example, integrating an AI-powered product data enrichment solution with an AI-driven website optimization platform can create a powerful synergy.

By combining these solutions, brands can achieve:

• Comprehensive Optimization: Optimize both product data and website performance for maximum impact on SEO and user experience.
• Increased Conversions: Drive higher conversion rates by providing rich product information and a seamless website experience.
• Improved Brand Visibility: Enhance brand visibility in search results and attract more qualified leads.
• Data-Driven Insights: Gain valuable insights into customer behavior and website performance to inform future marketing strategies.

AI SEO Tools:

In this webinar we have hosted some experts who work for established AI SEO applications:

Kleecks is an innovative SaaS platform engineered to revolutionize eCommerce by optimizing performance marketing, enhancing website health, and improving speed in real-time.

Velou is a product catalog agent that enriches and tailors product data for every channel—ads, SEO, marketplaces, and AI-search tools—boosting discovery, relevance, and conversions.

The Future of Fashion SEO: Embracing AI

The future of fashion SEO is inextricably linked to AI and Automation. By embracing AI-powered solutions, fashion brands can overcome the challenges of a competitive market and achieve sustainable growth. This involves:

• Prioritizing Product Data: Investing in AI-powered product data enrichment to provide customers with the information they need.
• Optimizing Website Performance: Leveraging AI to automate website optimization and enhance user experience.
• Adopting a Data-Driven Approach: Using AI-driven insights to inform marketing strategies and measure campaign effectiveness.
• Staying Ahead of the Curve: Continuously monitoring the evolving search landscape and adapting strategies accordingly.

By embracing these strategies, fashion brands can harness the power of AI to unlock new opportunities, drive growth, and thrive in the ever-evolving digital landscape. The key is to see AI not as a threat, but as a powerful partner in achieving online success.

Watch the webinar on SEO AI

Online Course

FASHION DIGITAL MARKETING

– Study with fashion industry experts
– Learn Performance Marketing, SEO and Social
– Network with international professionals

Discover more

Gaetano Vancheri, Head of Traffic Acquisition @ Golden Goose

Oliwia Urban, SEO Manager @ GA Agency

Giulia Rosetti, Marketing and Digital Director GrandVision Benelux (EssilorLuxottica)

Meet all the teachers >>

Search Engine Optimisation is still one of the top priority digital marketers in the Fashion & Luxury industry as it allows brands to obtain organic traffic from search engines, which is high converting and budget-efficient. On the other end Google is raising the standard of content quality and web pages performance to appear in the Search Engine Results Page (SERP).

The introduction of new parameters for site speed and user experience introduced by google: LCP, INP, CSL, aka Core Web Vitals require the web pages to be stable and fast to load on all types of devices.

Learn SEO automation best practices in the Webinar

Some key facts that you’ll learn in the webinar:

• AI applications can significantly reduce the effort in creating content that is optimised for Search Engines;
• There is a positive impact on the organizations as AI reduces the effort for content creators who can spend more time doing high-value activities rather then repetitive tasks such as tagging products with keywords;
• Activities such as tagging products with size, color, material information can be now efficiently automated with AI;
• AI application can process large amount of data and perform calculations in milliseconds to optimise keywords for Search Engines. This type of activity would take significantly longer if done by humans.
• AI applications can optimise page speed performance for Search Engine automatically.

What the full video of the webinar on our Youtube channel to learn all you need to know about SEO Automation with AI

First of all I want to thank the digital professionals who have contributed to create a great learning experience for the students of the fashion digital marketing course. Organising and also attending the lessons in this course was a great opportunity for me to get up-to-date insights on Digital Marketing best practices and trends from digital marketing professionals who practise every day and deliver results for their brands and for their clients.

So thanks for of all the teachers of the course! 👏

What’s new in digital marketing in 2024

We embraced a holistic and data-driven approach to digital marketing that takes into considerations key aspects such us:

• data-analysis, 
• strategy definition (goals and measurements), 
• tools and techniques, 
• and a technological approach with use AI.

Digital Marketers have long been acquainted with the traditional marketing funnel—a pyramid-shaped structure with the base at the top, comprising stages such as Attention, Interest (Exploration), Desire (Consideration), and Action (Conversion). However, this model has undergone a transformative shift, thanks to Google’s introduction of the concept known as the “Messy Middle.” This innovative approach acknowledges that consumers no longer follow a linear path through the funnel. Instead, they navigate a complex journey, oscillating between exploration and consideration before ultimately converting.

This model also accounts for the multi-channel path to conversion that the users follow when they seach for products and brands across multiple devices / platforms combinations:

• Desktop computers: official websites, comparison sites, search engines
• Mobile: social media, videos, vocal search, chat
• Digital TV
• Digital Out of Home
• Physical stores

As our teacher Gaetano pointed out, the Messy Middle model faces challenges in presenting a cohesive digital marketing strategy to CEOs. Its inherent unpredictability makes it less appealing for those seeking control over budget allocation. 

In the Messy Middle model, advertisers find themselves completely depending on the advertising platforms machine learning algorithms, Meta and Google to name the most relevant at the moment, who allocate your budget spreading it across multiple audiences, ads formats, channels, devices.

If marketers try to implement a more granular approach to control budget allocation they risk reducing the efficiency of the algorithm and therefore reduce the return on investment in Advertising.

Recognizing the need for a more manageable approach, digital managers are now seeking alternative models that offer greater control over budget allocation and strategic planning. The evolution of digital marketing in 2024 demands a paradigm shift towards adaptable and responsive frameworks that empower digital managers to navigate the dynamic landscape with precision and effectiveness.

In particular Marketing Managers need to have control over the planning and calendar of communication activities and activation moments. 

What’s changed in the role of Digital Marketers with AI?

In a nutshell, Digital Marketers have to use different advertising platforms and orchestrate communications in order to achieve specific goals. Sounds enough?

What we have learned from the lesson of performance marketing from Andrea Tombesi and Bianca Maria from Denstu, a Global Digital Advertising network with significant experience in the fashion & luxury industry, is that advertising platforms keep evolving, improving and expanding their reach. 

Messages, channels and targeting have become more pervasive, subtle and targeted, when cookies and technology allows it.

In essence the AI capabilities built in Google Ads allow advertisers to set a Goal for an ad campaign and let Google Ads platform create different ads formats, determine where and when show the messages and who will see the messages, and ensure a target ROAS or set another KPIs that is relevant to the advertiser for that specific campaign. It could be to “develop brand awareness”, generate leads or other objectives.

With AI the role of the Digital Marketer has evolved from being the person who create ads and configure the settings of campaigns to → the person who sets the correct goals for a campaign, monitor performance, orchestrate different advertising platforms to create synergies, studies the innovations in the platforms to leverage the new features and capabilities that keep growing.

Is the internet space infinite?

Another key takeaway from Gaetano’s lessons is that the digital space is not infinite. We used to think that the internet was endless and there was space for everybody’s but we need to rethink this concept and start thinking of the internet as a luxury mall or a high end street. 

In these streets the users enter from an entrance and they find some shops, products and offers in the first positions and then they find the others brands and products as they walk along, if they walk along. 

These streets are: Search Engines Search Results Page (SEPR), Affiliate websites, Marketplaces landing pages. In other words the virtual places where the users explore products and complete their purchases.

As Gaetano correctly mentioned it is also essential that the Performance Marketing team that manages the allocation of the media budget, liaise with the Digital PR team and the team in charge of the editorial plan, because the content creation is essential to rank higher in the search results of both search engines (SEO) and social media.

Digital Advertising profession is rapidly changing also thanks to social media consumption and the regulamentation of the sector that is undergoing scrutiny and restrictions by the international institutions.

Digital marketers and ecommerce managers who want to obtain the maximum from digital marketing campaigns should also consider:

1. Improved targeting systems include leveraging first party data and use of Customer Data Platforms CDP to expand the potential customer base efficiently and in compliance with the new regulamentations; 
2. The new standards in Digital Advertising for both Search Engine Ads and Social Media Ads, which leverage automated content creation and product feeds synched up with your ecommerce and local stock availabilities to maximise the conversions. 
3. The introduction of artificial intelligence in both Meta Business and Google Advertising platforms that exploit the potential of AI to reduce the manual intervention in the management of the advertising campaigns and let the AI optimise both planning and execution of the campaigns to maximise results. 

How is SEO changing in 2024?

In 2024, SEO is experiencing a significant shift towards a more user-centric approach. 

While keywords analysis remain important, search engines like Google are placing greater emphasis on understanding user intent and delivering the most relevant content. 

User engagement metrics, like click-through rate and time on page, are becoming crucial ranking factors. 

Additionally, establishing topical authority by demonstrating expertise on a specific subject is gaining importance. Businesses need to focus on creating high-quality, informative content that addresses user needs and incorporates search intent. This includes utilizing clear language, relevant keywords, and catering to semantic search trends. 

As AI and machine learning become more sophisticated, SEO is becoming increasingly data-driven, requiring constant adaptation and optimization strategies to stay ahead in the ever-evolving search landscape.

As we learned from SEO Experts Oliwia Urban and Giuliano Maria Fabbri, for Digital Marketers in 2024  it’s still important to know the SEO fundamentals, such as: Keywords research and On-page optimization, but it’s also essential to create synergy between SEO and SEM as these two channel need to work together to create efficiency in the budget allocation.
We will talk more about these topics during the Digital Fashion Academy events and courses in 2024.

SEO Fundamentals and Evolution

1. Keyword research: Understanding what people are searching for related to your product, service, or niche is essential. This involves identifying relevant keywords and understanding search intent (the purpose behind a user’s search). Keyword research helps you tailor your content and website structure to match user queries.

2. On-page optimization: Optimizing your website’s content and structure for relevant keywords is crucial. This includes:

Title tags and meta descriptions: These provide search engines and users with a concise summary of your page’s content.

Headings and subheadings: Using clear and relevant headings and subheadings improves readability and helps search engines understand the page’s structure.

Content quality: Create high-quality, informative, and engaging content that provides value to users and addresses their search intent.

Image optimization: Optimize images by using relevant filenames and alt text descriptions.

How to learn digital marketing?

The Fashion Digital Marketing online course encopasses and expands on topics with have discussed in this article and more.