My first time applying my newly learned knowledge of SEO.

1. Ricky Calderon
Prof. Lamer
Intro to web publishing
November 12, 2020
SEO Keyword Research & Analysis for SneakerBarDetroit.com
The keywords/phrase I think will drive the most traffic: “jordan 13s”
The page I’ll be optimizing: https://sneakerbardetroit.com/category/air-jordans/
Competitive Keyword Charts:

2. difficulty
ranking
Searches /
Month
Estimated
clicks /
month
Google trends,
5 year
My site has
content
aligned
with this
phrase
sneakerbardetroit.com "Page 1"
sbd 75 33,100 582 up yes
sneaker watch 76 4,400 85.6 down yes
new reeboks 66 2,900 40.8 steady yes
detroit bar 58 800 21.9 down yes
new pumas 68 6,000 190 down yes
"Almost there"
the question reebok 61 14,800 237 up yes
newest vans 66 18,100 178 down yes
new reebok classics 66 1,300 15.4 steady yes
new adidas shoes 68 33,100 267 down yes
sneaker news 76 135,000 2,160 down yes
"Pages 2 to 5"
converse knee highs 70 12,100 44.6 steady yes
sneakers city 65 880 3.67 up no
nike sb boots 67 720 2.71 down no
new sneaker 79 135,000 1,600 steady yes
adidas samba hemp 60 390 1.71 down no
"Most valuable"
jordan 11's 69 823,000 20,400 steady yes
air force 1 72 673,000 2,850 up somewhat
13 jordan 63 368,000 54,200 steady yes
bapesta 61 14,800 63 up yes
space jams 72 246,000 3,620 steady yes
Best phrases from other
keyword categories
adidas nyc stores 71 9,900 84.7 down yes
low air force one 65 5,400 42.3 up yes
af1 nike 66 18,100 87.8 up yes
14s 74 2,900 63.3 down yes
asics tiger wrestling shoes 50 880 3.14 down no
cheap jordans for sale 56 9,900 286 down no
adidas nmd 72 301,000 2,460 down yes
foot action 59 63,400 1,830 steady no
drop date 81 1,300 28.4 up yes
jordan releases 61 49,500 4,140 steady yes
Pharrell williams shoes 71 49,500 587 steady yes
space jams 72 246,000 3,620 steady yes

3. Sneakernews.com
difficulty
ranking
searches a
month
Estimated
clicks/
month
google trends,
5 years
my site has
content
aligned
with this
phrase
foamposites 66 301,000 6,280 down yes
shoes news 75 33,100 5,430 steady yes
lebron sneakers 67 9,900 178 down yes
undefeated shoes 62 1,300 44.8 up yes
jordan pe 63 1,600 39.7 down yes
"Almost there"
supreme shoe 67 49,500 674 steady yes
sneakerstuff 62 40,500 451 down no
newest vans 66 18,100 210 down yes
asic sneakers 66 12,100 97.5 steady yes
nike sneakers 71 135,000 1,090 up yes
"Pages 2 to 5"
boys jordan shoes 69 27,100 121 steady yes
shoes new 73 33,100 152 steady no
sneaker blog 62 590 9.45 down no
nice sneakers 80 3,040 11.9 up mo
jordan sneaks 73 596 2up worldwide, no data in USAyes
"Most valuable"
jordan 13s 60 368,000 30,800 slightly down yes
air force nike 69 550,000 6,520 up yes
nmd 68 301,000 18,200 down yes
air max 270 70 301,000 7,490 up yes
jordan new 72 201,000 8,590 up yes
Best Phrases From Other Keyword Categories
pharrell williams shoes 71 49,500 870 down yes
yeezys for sale 68 14,800 836 down somewhat
air jordans for cheap 68 3,600 124 steady yes
pippen shoes 67 6,600 282 steady no
yzy 70 2,400 69.2 steady yes
jordan 12 low 58 1,000 16steady in US, down worldwideyes
sneakerfiles 36 4,400 41.5 down no
vans vaults 52 14,800 79.3 steady yes
hyperdunks 63 22,200 432 down yes
adidas clearance 72 18,100 286 up no

4. Top 5 Key phrases in Google Trends
 "jordan 13s"
 "nmd"
 "jordan releases"
 "air force nike"
 "vans vaults"
Gap Analysis
When it came to choosing the top five, ranking difficulty was the major decision maker.
The higher the keyword difficulty, the harder it is to rank on the first SERP (search engine
results page) due to high competition. We want to rank on the first page of Google, so search
volume, while important, wasn't the first thing it came down to when picking the best
keywords. Aiming for the lowest difficulty ranking with high search volume wasn't easy so I had
to make a compromise and chose words between 50 to 70 difficulty ranking. I also wanted to
steal keywords that our competitor SneakerNews.com is using because they get more traffic
than SBD.

5. "Jordan 13s" is from the "most valuable" keyword list that SneakerNews has. It has a
difficulty ranking of 60, which is one of the lowest ranked words on the list. 368,000 searches a
month which is high for its ranking. 30,800 estimated clicks a month which altogether makes
this a high search volume. On google trends this keyword is overall steady but has a bit of a
downward trajectory which isn't ideal but between the end of winter to end of spring is when
this keyword preforms best so this keyword is still something to consider as a choice.
"nmd" is from the "most valuable" keyword list that SneakerNews has. Difficult ranking
is 68 which is one of the highest difficulties ranking of the 5 keywords. 301,000 searches a
month and 18,200 estimated clicks a month so this keyword has a high search volume. This
keywords interest overtime has gone up slightly over the last 5 years. It had a huge peak in the
beginning of 2017 but has waned since.
"jordan releases" was pulled from SneakerBarDetroit.com's keywords from "best
phrases from other keyword categories". This keyword has a difficulty ranking of 61, which is
good because it is on the lower side. 49,500 searches a month gives this a high search volume
but has 4,140 estimated clicks a month which is good for its ranking when compared with other
keywords. Over the past five years, interest in searching for this word has stayed pretty steady,
with huge spikes in the months of January and February.
"air force nike" was pulled from SneakerNews.com's "most valuable" list, and it's
obvious why. Difficulty ranking at 69 makes this a very competitive keyword and the highest
from the 5 keywords I picked. High search volume at 550,000 searches a month but 6,520
estimated clicks a month, which is ok. What makes this phrase a good pick is how much the
search popularity rose in the past 5 years. In google trends, the chart has been steady rising and

6. had a major spike in December 2019. I've seen Nike Air force ones rising in popularity lately,
due to social media and fashion blogs.
"vans vaults" is a promising phrase taken from SneakerNews.com's keywords. Its
difficulty rank is 52 making it the best of the chosen phrases because there is less competition
for this word. Searches per month clocks at 14,800 and estimated clicks per month are at 79.3;
which isn't great but we are looking mostly at the difficulty ranking. Google trends over time
shows a steady search rate with spikes in the winter months.
Keyword Ranking Analysis:
Sneakerbardetroit.com Sneakernews.com
jordan 13s 20 7
nmd Not in top 100 Not in top 100
jordan releases 4 2
air force nike Not in top 100 Not in top 100
vans vaults 50 22
This chart shows the keyword search rank, which is the number the keyword shows up
(In order) on a google search. We want a URL from the SBD website to show up on google on
the first page, number one if possible. Links that aren’t from the first page of google get
significantly less traffic. The keywords here are not all on the first page but that is ok, we are
working on changing this. For the keywords chosen, this chart is comparing between
sneakerbardetroit.com and sneakernews.com.

7. "jordan 13s" shows up on the first page of google for SneakerNews, but on the third
page for Sneaker Bar Detroit; I want to steal their spot. "nmd" and "air force nike" are not in the
top 100 rank in the search results for either website, which makes sense because they both
have a difficulty ranking on the higher side, which makes them competitive keyword phrases to
rank for. "jordan releases" already shows up as number four on a google search so there is
nothing to fix there. Sneakerbardetroit.com is listed at rank number 50 for the phrase "vans
vault" and Sneakernews.com is listed at rank 22. "jordan 13s" would be easier to work with and
has higher search volume.
Potential Traffic:
The potential traffic chart shows us what kind of changes could be expected when a
new key phrase is implemented by conducting simple arithmetic. We take the searches per
month from the top keyword phrases and multiply them by .32. We multiply by .32 because of
the Click-through rate (CTR); which is how often users who see your link, click on it. On Googles
Searches per
month
Number of
additional
monthly visits if
Ranked no. 1
Average
monthly visits
Potential
monthly
visits
jordan 13s 368,000 117,760 2,806,000 2,923,760
nmd 301,000 96,320 2,806,000 2,902,320
jordan releases 49,500 15,680 2,806,000 2,821,680
air force nike 550,000 176,000 2,806,000 2,982,000
vans vaults 14,800 4,736 2,806,000 2,810,736

8. first page of search results, the CTR is 32%. Thus, multiplying searches per month by .32 gives us
the approximate additional monthly clicks. Add that number to the number of monthly visits
and we can see the potential increase in monthly visitors.
When looking at this chart, one would automatically go for the biggest increase, but that
isn't always what you want to do. We looked at keyword ranking. "air force nike" is not even in
the top 100 search rank in google, so turning an SBD link into a front pager on google with that
phrase will be an uphill battle. "jordan 13s" is a keyword that is more feasible keyword to work
with since it is ranked 20 already and SneakerNews.com has a link at rank 7. "jordan 13s" has a
massive increase in monthly additional visitor on top of having a keyword rank that is realistic
to change.
Ultimate Key phrase Choice: "jordan 13s"
The choice is clear. This phrase is considered valuable to the competition and we want
to take their traffic. The term "jordan 13s" has 368,000 searches a month and 30,800 estimated
clicks a month, which means it has a high search volume. Its current "ranking difficulty" at 60, it
is high enough to be wary about competition, but is not a lost cause. On Google trends the
phrase "jordan 13s" has a slightly downward trend with big spikes every time there was a new
jordan 13 release. The phrase "jordan 13s" has a current ranking of 20, which means it shows
up on the third page of google, yet SneakerNews.com shows up as the seventh link when you
Google "jordan 13s". Should a google search for "jordan 13" results in an SBD link being the
number one spot, you could see an increase of 117,760 additional monthly visits to
SneakerBarDetroit.com

9. HTML: Implementation of Key phrase Choice
1. Title Tags
Current Tags:
Sneakerbardetroit.com Title Tag for [https://sneakerbardetroit.com/category/air-
jordans/]
<title>Air Jordan Sneaker News and Release Date Info</title>
SneakerNews.com Title tag for [https://sneakernews.com/tag/air-jordan-13/]
<title>Air Jordan 13 – History + Official Release Dates 2020 | SneakerNews.com</title>
Recommended New Title Tag for Sneakerbardetroit.com:
<title>Air Jordan 13s | Find Sneaker Info and 2020 Release Dates</title>
Explanation: We are focusing on title tags because title tags are the blue links that you see
when you search something on Google. Title tags are important because it is what Google's
algorithm looks at when it sorts and organizes the order of websites in the SERP. This new title
with the chosen keyword is recommended to encourage the Google algorithm into pushing SBD
to a higher order on Google, with the goal being the first page of the SERP. The word "Find" is
considered a "call to action" word that is psychologically proven to lure users into clicking the
link. Adding numbers and dates has also been proven to get people to click on links. A good
title tag can place SBD higher on Google. The higher SBD is on Google, the more traffic you get
to SBD. The more traffic to SBD, the more money in your pocket.

10. 2. Description Meta Tag
Current Meta Tags:
SneakerBarDetroit.com Meta Description Tag for [https://sneakerbardetroit.com/category/air-
jordans/]:
<meta name="description" content="Air Jordan release dates and news information. We detail
all the colorways and future releases so keep it locked.">
Recommended new meta tags for sneakerbardetroit.com:
<meta name="description" content="Nike Air Jordan 13s drop dates and latest news. Leading
source for drop information on Nike, Adidas, Yeezy, Vans, New Balance and more.">
Explanation:
The meta tag is the grey little paragraph you see under the blue links in a Google search
result page. The meta tag is similar to the title tag but it provides different functions and has a
longer description. It doesn't help with rank, but could help with click-through rate (CTR). Meta
descriptions written more like an advertisement, with the intent to lure a web user into clicking
the SneakerBarDetroit.com link. The current description could be modified to lure more users
than it currently is. The current description was fine until the "so keep it locked" part. That
could confuse people who have never heard that term.
Title

11. In the new meta tag, I kept the first sentence similar to the current one and changed the
second sentence entirely. Now it describes the whole site in case users are interested in other
content.
3. Image ALT Text
This image is on the page I want to optimize. It seems like a photo that describes the
page. We can change image ALT text so the photo shows high on image SERP's.
Tag Details:
Image name = Shop-Jordan-StockX.jpg
Alt text = none
Recommendation to Improve sneakerbardetroit.com image name and ALT text:
Image name recommendation = "Air_Jordan_13s_Release_dates.jpg"
Alt text = "Drop dates and latest info on jordan 13s and more"
Meta Description

12. Explanation:
The Alt tag provides a description for an image if the user can't see it. It also plays a role
in SEO and tweaking the Alt tag could result in your page showing up as a high rank on Google's
SERP. Change the image name to describe the page more than the image itself. We still want to
put the keyword in the image name and alt tag to help sneakerbardetroit.com rank higher on
Google. The average user won't see the alt tag or image name so changing it to SBD's benefit
won't concern the website visitor in the slightest.