The shift to more experiential e-commerce provides an opportunity for fashion and beauty brands to grow sales, but advertisers will require a fully optimised SEO strategy to capitalise on the trend.

Why it matters

People are still mostly likely to use search to discover new brands. However, SEO is broader than Google search. Instagram, for instance, has placed greater emphasis on video and commerce, and is updating its search capabilities to facilitate this. YouTube is the second-largest search engine in the world, and plays a vital role in beauty purchase journeys.

Plan a holistic search strategy that encompasses all platforms...