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A Technical SEO Teardown of UNIQLO

Development News

17 Jan 2018
2 minutes
By Ryan Siddle
Author Avatar


I love the UNIQLO brand and ambition. It's a company that has made me want to buy clothes.

On an average day, I am usually wearing many of its garments. All products are well made and the store has enough variety in its collaborations to keep me browsing on a weekly basis.

If you’re not in the know, UNIQLO is a Japanese clothing company that was established 1984 and has since enjoyed a strong market presence both in the UK and throughout the world.

Although the company experienced a rocky first few years in the European market in the early 2000s, after a strong rebrand, UNIQLO was able to flourish and now operates in over 20 countries worldwide — with the aim of becoming the largest SPA store on the planet by 2020.

In November 2017 however, while searching for my annual Christmas jumper, I happened across an interesting homepage meta description, which led me to do a little investigating:

As it says in the tweet, the philosophy of "down the rabbit hole I go" definitely led to this technical teardown, as it involves two of my favourite things:

  • Technical SEO

It's worth noting however, that this is by no means a full technical audit, but there are some interesting opportunities I came across in the short space of an afternoon.

First of all, it's quite noticeable that each country appears to be using different versions of a content management system, and this only scratches the surface.

The topics covered within the following presentation involve:

  • Hreflang
  • Mega menu links
  • Product variations
  • Faceted menus & sorting
  • Broken backlinks (not strictly technical SEO, but who doesn't love a freebie)?
  • Bloated index
  • Product schema errors
  • Overlaying boxes
  • What next?
  • Bug bonus

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