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Abstract
Applying Search Engine Optimization (SEO) tools such as Google Trends, Similarweb, Semrush, Ubersuggest, and GTmetrix, this research relatively evaluates e-retailing websites' top five fashion retailers in India. There is a dearth of literature available on evaluating Indian fashion e-retailers; however certain Indian studies speak about other issues like the application of WEBQUAL, there is no research available on comparing and ranking fashion e-retailer websites in the Indian context. The criteria for selecting these websites are the popularity and sales of these e-retailers. SEO tool ranked the websites individually, and then the final ranking was given to all five-fashion e-retailers. Further PROMETHEE (Multi-Criteria Decision Making) technique was used to validate the ranking suggested by SEO tools. The result shows that Myntra is ranked first, followed by Ajio and Nykaa Fashion at second and third rank respectively.
Keywords: Fashion, e-retailers, online retailers, SEO, SEO tools, PROMETHEE
(ProQuest: ... denotes formulae omitted.)
1.Introduction
In this era of the digital revolution, every sector, be it services, FMCG, automobile, and retail, is revamping its traditional business model. Due to Covid-19, online shopping has become a necessity more than a trend (Kulkarni & Bagre, 2020; Rungsrisawat et al., 2019). The retail landscape is now internet-driven. Earlier, the customers had to visit brick and mortar retail stores to purchase the products. New age consumers are convenience-driven, and they scout for retailers who provide a seamless online shopping experience (Wang et al., 2020). E-commerce companies that enable companies and eretailers to provide value-added products to the customers process the information stored as part of analytics. A study conducted by Outbrain (2021) revealed that search is the number one driver of traffic to content sites, which has surpassed and beaten social media by more than 300%. Measurement of SEO is important because it helps generate sales, conversions, better ROI, and helps in demonstrating the value.
Due to stiff competition amongst online fashion retailers, there is a need to study the ranking of sites and how the retail websites outshine and appear on the first page of SERP (Search Engine Result Page) (Karmaker et al., 2017). The sites obtain highly qualified leads organically through effective keyword research, site architecture, on-page, technical, and local SEO. SEO is gaining a lot of importance due to...