1. MollyGardner
WebPublishing
Jacquie Lamer
Sun Basket Popularity & Traffic Analysis
Website Overview
General Industry& Company Information
Overview:The meal kitindustry hasbeena growingindustry withinthe lastfew years.
Accordingto an article fromGood Trade it states“In the past few yearsthe meal kitdelivery
services…have changedthe waywe thinkabouthome cooking.Itisnow entirelypossibleto
cook healthyandorganicmealswithalmost nofoodwaste.”Zerofoodwaste isa huge because
accordingto the same article itstatesthat,“the US Departmentof Agriculture estimatesthat
nearly31% of foodinAmericaisthrownaway andthat more than two thirdsof that waste
occurs inour kitchen.”The article statesthat
For Sun Basket,theyofferdifferenttypesof fooddietsincluding:vegetarian,paleo,glutenfree
and organic.The cost for a meal is$11.49 permeal,whichcan be customizable andall the
ingredientsare pre measuredforthe recipe andthe contentswill be deliveredinarecyclable box.
Trust Inthe presssectionof the website thereare multiple sourcesthathave linkedbacktoSun
Basket.For instance,the WallStreet Journalhas writtenanarticle onSun Basket.The Wall
Street Journalisknowntobe a source reliable foreverydaynews,whichmakesthisan
importantwebsite tolink.Anotherwebsitetonote is WholeFoodsMagazine.WholeFoods
2. Magazineisall abouthighlightinghealthymealsandhabits,whichperfectlyfitsSun Basket’s
demographic.If these firsttwoweren’tenoughtocompel someone thatSunBasketisa
trustworthysite theycantake a lookat the otherfiftyplussourcesthathave linkedbacktoSun
Basket.
Quality ContentAssessment
Credibility- Accordingto seochat.com,whichisanonline spell checkertool,itstatesthatonthe
firstpage of SunBasketthere are 828 wordswithpossibly10 misspellings. Usingsiteliner.coma
top issue listedwasthatalarge amount of duplicate contentwasfound,the firsttwowebsites
that had nearly90% compatibilitywere mealplanwebsiteswhichissurprising.Ifoundthis
surprisingbecause SunBasketcopiestheirmealsfromotherwebsites. Whichcompletely
disregardstheiruniqueness.Inclasswe talkedabouthow websitesare unique,whichmeans
unlike anyotherwebsite.Since SunBasketcopiestheirrecipesfromotherwebsitesIwouldsay
that thisalsodiscreditstheirchefs,unlessSunBaskethaspermissionfromthose websitestouse
theirrecipes.
Value- Accordingtoour notesinclass,in WebPublishingthe wordvalue isthe reasontospend
time onthe site.ForSunBasket,the value intheirwebsite iswhentheyseemore clicksper
page,whichmeansthatpeople are spendingmore time ontheirwebsite.The reasonpeople
wouldspendmore time ontheirpage wouldbe because theyare interestedinwhatSunBasket
isprovidingandtheywantmore information.
CompetingSite
SunBasket’scompetingwebsite isHome Chef. Home Chef offerstendifferentdinnerand
breakfastoptions,alongwithfruitbasketsandfreshsmoothieeveryweek.Theyofferglutenfree,low
carb, vegetarian,soyfree andnutfree meals.The mealsaverage around$9.95 each.Theyare also
3. economicallyfriendlyjustlike SunBasket,all of theirmealscome inrecyclable andenvironmentally-
consciouspackaging.Like SunBasket,Home Chef hasbeenmentionedinavarietyof articles,including
EntrepreneurMagazine,WallStreet Journal, andCheddar.But,itdoesnot have as manypresslinksas
Home Chef does.
PopularityAnalysis
Total Backlinks # of Referring Domains Average # of Backlinks per domain
SunBasket.com 31,300 894 35
HomeChef.com 24,800 916 27
DefinitionsInthe chart listedabove we see the total numberof backlinks,andthe total number
of referringdomains,these numberswereobtainedbySEMrushwhichisan online tool thatwill
give visitorscertainanalyticsforthe website.The termbacklinksrefers toa linkonanother
website thatpointstoourwebsite.Forinstance,SunBaskethas31,300 differentsiteslinking
back to SunBaskets.Meanwhile,the total numberof referringdomainsmeansthe numberof
siteswhere backlinksare comingfrom.Ifoundthe average numberof backlinksperdomainby
dividingthe total numberof backlinksdividedbythe numberof referringdomains.It’s
importantto calculate the average numberof backlinksperdomainbecause thatwaywe can
see onaverage howmany linksare comingfromeach page.Forexample,if forsome reasonthe
numberof backlinksperdomainwere overone hundreditwouldraise some eyebrows,because
that meansthat some websitesare justspammingSunBasket,whichcouldmake them
unreliable.
ComparisonsOverall,the average numberof backlinksperdomainforthese twowebsitesis
relativelyclose.Home Chef hasmore referringdomains,whichmeanstheyhave more backlinks
4. to theirsite.But,theiraverage isstill lowerthanSunBaskets,because theyhave lessbacklinks.
SunBasketis doingwell withthe numberof linksreferringbacktotheirsite.Overall,IthinkSun
Basketisdoinga betterjobat promotingtheirwebsite,because theyhave ahigheraverage of
backlinksperdomain,aswell asa highernumberof sitesreferringbacktotheirs.
Analysisof Link Quality
o Paleogrubs.com(13,200) PaleoGrubs isthe top site where over13,000 backlinksare
comingfrom.Thisis a reliable link because afterfurtherinspectionof thiswebsiteithas
paleorecipesaswell aslinkstodifferentmeal kitwebsitesthatofferpaleodiets.Thisis
an interestingwebsite tonote because SEMrushfirstnoticedPaleoGrubslinkingbackto
SunBasketwas on August24th
, 2018 andyetit alreadyhasover13,000 backlinks.The
overall authorityscore forthiswebsite is53,whichmakesitprettyreliable.
o Foodboxhq.com(344) Foodbox HQ listsdifferentfoodbox sites andalsoanswers
questionsonthose foodboxes.Notonlythatbutitalsoreviewsthem andwritesarticles
aboutthe foodboxes.Thissite has344 backlinksanditsauthorityscore is34, whichisa
little low.Butafterfurtherinvestigationthe site looksreliableasitslinkingbacktothe
source as well asreviewingthe foodboxes.
o Punkdomestics.com(309) – PunkDomesticsisa blogthat hasarticleswrittenon
preservingfood,doityourself mealsandhealthyrecipes.Thiswebsite hasnearly309
backlinksreferringbacktoSun Basket.Thisisa highqualitylinkbecause,thisisablog
that manypeople whoare tryingto live ahealthylifestyle will goto.Whenvisitorssee
SunBasket’srecipestheywill be interestedinwhattheyhave toofferwhichcouldbring
more revenue toSunBasket’swebsite. PunkDomesticswebsitealsohasa high
authorityscore,rating at nearly45, whichis higherthanmostof the otherwebsitesthat
were listed
5. o Fitnessista.com(331) Thisis a highqualitylinkbecause ithasthe highestauthorityscore
on the entire listwithascore of 59. The Fitnessistaisablogall abouteatinghealthyand
fitnesstipsandtricks.Thisappealstoour audience because ourwebsite fitsalotof
differentdietaryneeds.Thiswebsitelinksbacktoa lotof differentrecipesthatare
paleo,glutenfree aswell asvegetarian.
o Radiomd.com (374) RadioMD, is a website bydoctorsthatstudycertainhabitsand
produce podcastson those habits.The authorityscore forthiswebsite is56,whichis
higherthanmost of the otherwebsites.Thisisagoodsite for people whoare lookingat
eatinghealthier.
RestrictedDomains Restricteddomainsrefersbacktosourcesthatcan onlybe securedby
approvedentitles.Forexample,sitesthatendin.gov,.edu,.mil are restricteddomainsandno
otherwebsite canreceive itunlesstheygetapproved. Inassessingquality,if arestricteddomain
wouldshowupinthe referringdomainsitwouldmeanthatsource isveryreliable asithas to
getapproved. Accordingtothe TLD Distribution,whichshowswherethe domainscome from,it
showsthat there isone site thatusesa .gov,five thatuse a .eduand37 sitesthat use a .org.
Authority SunBasket’sauthorityscore hasgone up significantlywithinthe lastfew months.In
May the authorityscore was49 and now in Septemberitis52. The authorityscore calculates
the trustworthiness,strengthandpopularityof the domain.But,Home Chef’sauthorityscore is
55, but ithas not changedwithinthe lastthree months.Whichmeans,eventhoughSunBasket’s
authorityscore islowerithas beenonthe rise since May and couldsurpassHome Chef’s
authorityscore soon.
Traffic Analysis
VisitAnalysis
6. DefinitionsInthe chart above it showsthe average numberof monthlyvisits,unique visitors
and visitsperunique visitorsforbothSunBasketandHome Chef.Monthly visitsrefersto the
numberof timesusersvisitedduringamonth.Meanwhile,uniquevisitorsishow manydevices
(computers,phones,tablets,etc.) visitedduringthe timeframe.Thismeansthatonaverage one
device visitedthe site onaverage twotimesduringamonth.
ComparisonEven thoughHome Chef hasmore monthlyvisitsandmore unique visitors,their
visitsperunique visitorisslightlylowerthanSunBasket’s.Thismeans,thatSunBaskethas a
higheraverage of returningvisitors. Home Chef isadvertisingalot,because itisobviousthat
theyhave a lot of visitors,butthose visitorsaren’treturningasoftenasSunBasket.
EngagementAnalysis
SunBasket.com HomeChef.com Web Averages
Bounce Rate % 38.56% 51.89% 40.50%
PagesPerVisit 4.46 3.89 4.6
Average VisitDuration 4:02 2:39 3:10
o Bounce Rate Bounce rate isdefinedasonlyone page isbeingviewedbefore the visitor
leavesthe page.SunBaskethasa prettylow bounce rate meaningthatmore people are
stickingaroundbefore theyleavethe site. Since SunBasket’sisrelativelylow that
meansthat manyvisitorsare stickingaroundandlookingatdifferentpagestosee what
theyhave to offer.Meanwhile,Home Chef hasarelativelyhighbounce rate,which
meansthat nearlyhalf of the visitorsare leavingwithinthe firstpage.The reasonIthink
Avg. Monthly Visits
Unique Visitors
Visits per Unique Visitor 2.2 1.7
1,813,000
1,057,000
HomeChef.com
760,452
SunBasket.com
351,296
7. that SunBasket’sislowerisbecause youhave to go througha few pagesto findoutthe
pricingof the meal kits,whichcouldbe whypeople are clickingthroughmore pages.
Meanwhile onHome Chef’swebsitetheystate everythingontheirfirstpage,andeven
thoughthat isimportant,there isa reasontheirbounce rate ishigher.Because if they
have all theirinformationonthe frontpage,it’seasyforthe consumerto realize right
away if theywantto use thismeal kitor not. For a retail site,whichbothSunBasketand
Home Freshare, the average bounce rate isbetween20% and 40% and Sun Basketis
close to the 40%, but theyare notover,whichmeanstheyare in the average amount
for a retail website.
o Page viewsPerVisit & Average VisitDuration- Page viewspervisitmeansthe total
numberof pagesvisitedwhile theywereonthe website,while the average visit
durationmeaninghowlongminutesandsecondswisetheywere onthe site.So,forSun
Basket,itshowsthat nearly 5 pagesare visitedforeveryvisitwitheachof those visits
beingjustover4 secondseach.Whichis verygoodcomparedto Home Chef whichonly
spendsonaverage 2 and a half secondson eachsite withonaverage lessthan4 pages
visited.
EngagementImprovementRecommendation
For the most part,Sun Basket’swebsiteisveryneatandeasyto use.There are a few
thingsI wouldchange aboutitthough.
8. Give the average price of each meal onthe frontpage
On the side of the website Iwouldincludecertainareas.Because itseemslike anendlessscroll,andto
have a keyor legendonthe side of the website tostate whatishappeningnextwouldbe important,
that waysomeone lookingatthe websitedoesn’tcompletelyignore animportantpartof the website
Make these wordslargerandbolder,these are the sellingpointsforthe website andisthe reasonwe
wantpeople tocome back. Withthese beingonthe frontpage,it reallybumpsuptheirpagespervisit.
