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high-risk strategy to try it. But if you did manage to get your men’s jeans page to rank on page one for ‘jeans’, you would get lots of traffic because any man that is searching would be highly likely to click on your website.”
The search volume for ‘men’s jeans’ is about 73 per cent of the search volume of ‘jeans’ suggesting that when men search for ‘jeans’ and see search results only targeting women, they revise their search query and try again.
Previously if you were an eCommerce business that wanted to target search terms that did not include a gender word, you would usually have created a gender-neutral page oriented at both men and women. But according to Searchmetrics, some major retail sites are taking note of the growth of gendered keywords and building their sites without gender-neutral pages.
“You can’t shop clothes on Macys online without choosing a gender,” said Kleinschmidt. “Taking away gender-neutral pages means that retailers aren’t cannibalising their own search performance by targeting the same keywords with multiple pages - you don’t want to be competing with yourself.
“We’re not advising that removing gender neutral content should be your top priority if you are a fashion retailer, but you should certainly be taking the gender of your main search terms into account when planning content if you want to use search to generate traffic.”
The emergence of gendered search results is linked to the way SEO is becoming more about intent and less about exactly matching the words in the search query. Kleinschmidt explains:
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“Although we don’t know a 100 per cent why this is happening, we know that Google takes click-through rates (CTR) into consideration when ranking pages. Women and men are more likely to click on results that are targeted at them, so if a keyword is searched more by women, for example, then their CTR will be higher, which Google will reward with a higher ranking. This starts a cycle where pages targeted at women for this query have a higher ranking, which means the other gender (in this case, men) won’t see pages relevant to them - they’ll change their search query (and therefore generate fewer clicks for their gender). This increases the CTR for gender targeted pages even more and incentivizes websites to gender target their pages. The cycle continues until a keyword is almost completely targeted at a single gender - as it is with ‘jeans’ and ‘pajamas’”.
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