As society becomes increasingly conscious of its environmental impact, couples are steering away from traditional wedding norms and embracing sustainable alternatives. One of the most remarkable shifts in the wedding industry is the rise of sustainable wedding trends. From second-hand bridal gowns to zero-waste concepts and reusable/recyclable favours, eco-friendly weddings are gaining traction.
In this blog, we will delve into the details of this growing trend, exploring the data behind it and highlighting the importance of search engine marketing (SEM) for sustainable wedding fashion brands.
The rise of sustainable wedding trends
In recent years, the wedding industry has witnessed a notable rise in eco-friendly practices. Couples are recognising the environmental impact of traditional weddings and are eager to reduce their carbon footprint on their special day. Sustainable weddings are characterised by a range of choices, such as second-hand bridal gowns sourced from vintage shops or rental services, zero-waste concepts that minimise single-use items, and reusable/recyclable favours that leave a lasting positive impact.
According to our research, the search demand for sustainable wedding-related queries is steadily increasing. We have seen an increase of 12% in searches for “sustainable wedding dresses” and related search terms since 2022 (data: monthly search volumes from Google Keyword planner). Furthermore, there’s also been a 38% increase in search volumes for “preloved wedding dresses” in 2023 compared to 2022.
We also researched and found out which locations were popular for audiences searching for “second-hand wedding dresses” and the United Kingdom was in the top 5 regions:
Importance of optimising sustainable wedding fashion brands for online search
For sustainable wedding fashion brands, the shift towards eco-conscious weddings presents a golden opportunity. Investing in Search Engine Marketing (SEM) strategies can significantly enhance brand visibility and attract audiences that are seeking sustainable choices.
Capitalise on growing trends
There is a growing trend in consumer behaviour towards sustainability and ethical fashion. More people are actively searching for sustainable alternatives, including second-hand wedding dresses. Search Engine Optimisation (SEO) is key when it comes to tapping into search trends. Staying ahead of the curve in organic search results can position the brand as a leader in the sustainable wedding fashion niche.
As the interest in sustainable weddings increases, the search volume for related keywords is likely to grow. PPC campaigns can be adjusted quickly to align with changing trends. This flexibility allows brands to capitalize on emerging keywords and adjust their advertising strategy based on the evolving demands of the market.
Target specific keywords
By optimising for specific keywords, sustainable wedding fashion brands can attract organic traffic that is already interested in eco-friendly and second-hand wedding options. Targeting relevant keywords is crucial because relevancy not only helps build brand credibility but also helps convert your customers.
Utilising specific keywords like “second-hand wedding dresses” allows the brand to target users actively seeking sustainable options. This increases the chances of reaching a highly relevant audience. Incorporating long-tail keywords, such as “pre-loved lace wedding dresses”, can further refine the target audience, reaching those with specific preferences.
SEO efforts lead to organic traffic growth over time. By consistently optimising for relevant keywords, the brand can attract sustainable, long-term traffic.
Increase online visibility
Implementing strong SEO strategies helps a brand appear higher in search engine rankings. This establishes authority and trust, encouraging potential customers to choose a sustainable wedding fashion brand when searching for relevant products. Sustainable wedding fashion brands can enhance their online visibility, making it easier for potential customers to find them when searching for terms like “second-hand wedding dresses” or “pre-loved wedding dresses”.
Paid advertising through PPC campaigns ensures that the brand’s website appears at the top of search results for specific keywords. This immediate visibility can be crucial, especially when trying to establish a presence in a competitive market.
Build brand awareness
SEO involves optimising website content for relevant keywords. Creating high-quality, informative content around sustainable weddings, second-hand dresses, and related topics not only boosts SEO but also educates and engages potential customers. Writing people-first content is more important for Google than ever, and producing helpful content will help position yourself and an authoritative brand in your niche.
Regularly updating the website with fresh, valuable content — such as blog posts on sustainable wedding practices — contributes to higher search rankings and organic traffic.
Outranking competitors in organic search results provides a competitive edge. Brands that invest in SEO are more likely to capture a larger share of the organic traffic, potentially drawing customers away from competitors.
By bidding on relevant keywords through PPC, sustainable wedding fashion brands can secure top positions in paid search results, ensuring they are visible to users even if they don’t rank as high organically.
As couples increasingly prioritise sustainability in their wedding choices, the shift towards eco-friendly options in the wedding industry is undeniable. From sustainable wedding dresses to zero-waste concepts, the rising popularity of these trends is not only reshaping the wedding landscape but also presenting a unique opportunity for sustainable wedding fashion brands.
By embracing SEM strategies and leveraging the power of SEO, brands can connect with a growing audience and contribute to a greener, more conscious wedding industry.