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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.

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Strategic SEO in Action; Competition & eCommerce

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

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