Strategic SEO in Action; Competition & eCommerce
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Strategic SEO in Action; Competition & eCommerce

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An analysis of a great example of an eCommerce, social community and industry knowledge resource site.

An analysis of a great example of an eCommerce, social community and industry knowledge resource site.

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Strategic SEO in Action; Competition & eCommerce Presentation Transcript

  • 1. Strategic SEO in Action
    An analysis of a well-architected eCommerce, social community, industry knowledge resource website
    Jake Aull | Zen of Brand | Websites & SEO | Social Media & Branding
    404.259.5550 | zenofbrand.com | @jakeaull
  • 2. Site Observations
    Adagio.com is one of the more strategic SEO sites online.
    With many different options (customer paths) to varied, topical content.
    With options targeted to specific customer segments.
  • 3. Site Observations
  • 4. Site Observations on SEO
    Adagio is so full of varied content, it almost becomes difficult to navigate, in spite of it's well planned architecture.
    In this sense, it is not unlike one of the best SEO savvy and content rich sites of another industry; HubSpot.com.
    Both sites “own” head terms as well as the specific keyword phrases they've targeted.
    SEO analysis tools show that adagio.com owns many head (or broad) keywords for it's industry; such as "chamomile.”
  • 5. Primary Pages & Keywords
    These are keywords visitors use most in search engines to then click through to adagio.com or sub-pages.
  • 6. Primary Keywords
    Shown is pay-per-click advertising, competitors and top keywords. Such analyses can even indicate the site’s PPC ad expenditures and feature primary ads.
  • 7. Site Content Strategy
    In addition to much brand-originated content, the site is full of user reviews, social content and drivers.
    It contains countless social media CTAs (calls-to-action) and customer-beneficial content options – ever-available, per-page.
    Adagio is it's own tea Wikipedia and online user social media community simultaneously.
  • 8. Home Page & Social Media CTAs
  • 9. Adagio.com’sknoweldge resources; like it’s own “Wikipedia.”
  • 10. Adagio.com’s social community options
  • 11. Site Objectives & Role
    So, what is this site's primary role?
    A social community for tea lovers?
    A knowledge resource for tea?
    Or an ecommerce site?
    Ideally:
    Visitors are seeking tea- or adagio-related info or products
    They land on this site via search or social sites/share
    They stay for the community
    They purchase/repeat purchase.
  • 12. Competitive Observations
    It would be extremely costly and time consuming to compete head-on with Adagio. They own the primary head keywords.
    The digital path to success in this market is in the "long tail;" finding a narrow niche, underserved by Adagio, yet in demand in customer search.
    A digital audit, keyword discovery process and SEO tools are the means to formulating the optimal market strategy and plan for this, online and beyond.
  • 13. Competitive Observations
    It would be extremely costly and time consuming to compete head-on with Adagio. They own the primary head keywords.
    The value of the site, it’s home page keywords and click-throughs shown above.
  • 14. Uniques(First-Time Visitors)
  • 15. Site Visitor Analysis (Audience)
  • 16. Competitive Observations
    The digital path to success in this market is in the "long tail;" finding a narrow niche, underserved by Adagio, yet in demand in customer search.
    A digital audit, keyword discovery process and search marketing tools are the means to formulating the optimal market strategy and plan for this, online and beyond.
    With a strong audit and search marketing strategy in place, a site can carve it’s own niche, targeted, return customer base for profitability.