SEO analysis and E-commerce design for the brand Yes•Zee

The aim of the following master’s thesis will be to draw an SEO and E-commerce strategy for the Italian fashion brand Yes•Zee. Through a brief presentation of the brand itself and the theoretical introduction to SEO and E-commerce, it will be possible to understand which the best strategies are to use for optimising the website yeszee.it. The first chapter will be purely theoretical and will focus firstly on the brand, the internationalisation of businesses and the history of Made in Italy in the fashion industry. Secondly, this chapter will present the basic principles of the Internet, from its origins to today’s functioning, with a focus on browsers and search engines, like Google and its pivotal role in digital marketing, with SEM and Google Ads. The second chapter will deal specifically with SEO, starting from the theory and finishing with a practical section about keyword research and analysis of the website of Yes•Zee. The final aim of this chapter is to suggest what adjustments should be made to the website in order to rank it higher in Google and to increase revenues from it. Finally, the third chapter will focus on the evolution of E-commerce over time. It presents a strategy that Yes•Zee could put into practice to develop its own e-commerce, which it still lacks. The discussion will include all the theoretical and practical aspects that a business should pay attention to when it decides to develop an e-commerce website. The findings and recommendations from this thesis emphasize the transformative potential of SEO and E-commerce strategies for Yes•Zee. By optimizing its digital presence, the brand can enhance its visibility, attract a larger customer base, and increase sales. As Yes•Zee embraces the drawn recommendations, it will be well-positioned to achieve sustained growth and success in the evolving fashion industry.