A Technical SEO Teardown of UNIQLO

By Ryan Siddle


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

Technical SEO Roundup April 2018

Technical SEO updates from Google were thin during April. Now is a relevant t...

Technical SEO Roundup March 2018

What happened in Tech SEO for March? TLS v1.0 depreciation, Let's Encrypt wid...

Technical SEO Roundup February 2018

What happened? The AMP family grows, Chrome adds new APIs, Custom Properties ...