SEO Marketing / Competitive Analysis Report of two Large E-Commerce stores

1.
COMPARATIVE
MARKET
ANALYSIS
REPORT
ON
STOREDJ
&
DJCITY:
ANALYSIS
&
RECOMMENDATION
MANZUR
ASHRAF
SEO
CONSULTANT,
DJCITY
AUGUST
2015
Email:
manzur_bd@yahoo.com
Phone:
0403659339

2.
Caution
• All
external
statistical
tools
always
give
approximate
values
since
they
are
not
constantly
tracking
any
particular
website.
Those
tools
monitor
the
performance
of
any
site
based
on
search
queries
and
positions
of
that
site
and
then
approximate
a
query
based
on
empirical
predictions.
In
order
to
correctly
track
the
user-­‐access
into
a
website,
the
tool
needs
to
be
internally
installed
into
the
website.
Therefore,
‘tracking
tool’
inserted
from
the
website
(like
webmaster,
analytics
or
other
analytical
tools)
can
only
correctly
log
(with
exceptions
also)
the
web
user
modeling.
[ps.
Even
internally
installed
tool
can
miss
the
tracking
if
any
delay
happens
in
order
to
track
the
site]

3. Scenario
1
(semrush)

4.
Keywords
3.1k
à
number
of
keywords
(within
top
20
positions)
taking
users
to
websites
Traffic
43.8k
à
Number
of
expected
users
to
visit
[
PS.
January
à
35k,
Feb
à
30k,
Mar
à
31k,
Apr
à
34k,
May
à
35k,
June
à
37k]
Traffic
based
on
keywords
are
based
on
the
traffic
of
previous
month
(37k).
Figure
1
shows
the
First
TWO
values
of
the
traffic,
which
directly
relates
to
the
store
totaling
35%
of
traffic
(=
13k
out
of
37k).
Figure
3
shows
the
counterpart
of
djcity
(63%+).
In
‘djcity’
the
local
optimization
is
noteworthy.

5.
Figure
1
keywords
search
for
storedj

6.
Figure
2
Comparative
traffic
volume
for
the
company-­‐specific
keywords
[
Figure
2
shows
the
‘storedj
+
store
dj
(total=19,200)’
and
‘dj
city
&
djcity
(total=11,700)’
comparisons
as
a
rough
estimates.
It
denotes
the
comparative
popularity
of
the
company
names
in
web
(online
marketing)
and
in
offline
marketing
/
real
world.
PS.
The
average
number
of
times
that
people
have
searched
for
this
exact
keyword
based
on
the
date
range
and
targeting
settings
that
you've
selected.
We
calculate
the
average
number
of
searches
for
this
exact
keyword
based
on
the
date
range,
location
and
Search
Network
targeting
settings
that
you've
selected
(not
including
your
language
setting).

7.
Figure
3
keyword
search
for
djcity

8.
Figure
4
SEMRush
for
djcity.com.au
10.1k
à
This
value
is
the
search
based
on
top
20
keywords
only
(so
this
is
not
a
comprehensive
results)

9. SCENARIO
2
(Not
fully
accurate)

10.
Observations:
(i) Look
at
the
%
of
Organic
vs
paid
Clicks
percentage
to
get
an
idea
of
ratio
[As
per
Organic
keywords,
stored
has
6x
more
organic
keywords
than
djcity.
As
per
Paid
keywords,
storedj
has
2x
more
paid
keywords
than
that
of
djcity]
(ii) Number
of
organic
keywords
(iii) Number
of
Paid
keywords
(iv) Social
Media
(Google+,
FB,
Pinterest,
LinkedIn)
[stored
outperforms
djcity
in
all
social
media
aspects]

11.
SCENARIO
3
(REAL
SITUATION
of
djcity.com.au)
Figure
5
ADWORDS
click
for
Month
of
July
2015

12.
Figure
6
Webmaster
CLICKS
results
for
the
month
of
JULY
2015
(=22k
CLICKS)

13. Scenario
4:
Alexa
4.1
Storedj

14.
The
above
table
indicates
how
the
site
(stored)
is
‘Product
Optimized’
(keyword
optimized
based
on
products)

16.
The
above
table
shows
‘djcity’
requires
investigating
‘product
optimization’.

17. Scenario
5:
Comparative
study

23. Section
5
(A):
storedj
detailed
LINKS

31. Section
5
(B):
djcity
detailed
LINKS

38.
In/Out
Links
Scenario
A:
LINKS
INDEXED
(Google):
same
word
in
URL
or
not
site
Mainly
Inner
link
(indexed)*
External
link
(indexed)**

39. https://www.storedj.com.au
5330
4
(incl.
DMOZ)
http://www.djcity.com.au
8510
0
*site:https://www.storedj.com.au
inurl:storedj
All
external
links:
(sitename
not
included
in
URL
–
like
some
of
the
directory
listing
that
include
sitename
at
URL
–
we
are
extracting
thise
external
links
who
do
not
include
sitename
at
URL)
http://www.djcity.com.au:
7290**
https://www.storedj.com.au:
6380**
**
https://www.storedj.com.au
-­‐inurl:storedj
Scenario
B:
SEOCHAT:
site
Inner
link
External
link
https://www.storedj.com.au
537
17
http://www.djcity.com.au
482
5
Tasks
for
Links:
[1]
Checking
each
external
links
and
unlink
it
if
it’s
a
bad
one.
[2]
Growth
of
contents
(inner
links)
Age
of
domain

40. No. Domain Name Age
1 djcity.com.au 14 years 8 months old
2 storedj.com.au 14 years 4 months old
Assessing
Social
Media
strength
&
on-­‐page
re-­‐direction
issues

41.
Figure
7
storedj
(1)

42.
Figure
8
storedj
(2)

43.
Figure
9
Storedj
(3)

44.
Figure
10
Storedj
(4)
djcity:

45.
Figure
11djcity
(1)

46.
Figure
12
djcity
(2)

47.
Figure
13
storedj
PR

48.
Figure
14
djcity
PR
The
Page
Rank
is
widely
different
(4
vs
2)
in
both
cases
I’d
say!
–
Reflecting
the
difference
in
user
engagement.
Accessibility
Evaluation
Section
1:
WAVE

49.
Figure
15
Storedj

50.
Figure
16
blog.djcity.com.au

51.
Figure
17
djcity
is
creating
errors
(need
to
investigate
why)
Section
2:
Mobile
friendly
test
Storedj:
mobile
friendly
&
2
resources
blocked
Djcity:
mobile
friendly
&
3
resources
blocked;
Blog.djcity:
NOT
MOBILE
FRIENDLY
(Look
below)

52.
Section
3:
Fireflys

53.
Figure
18
Issues
in
djcity
for
accessibility
However
No
Issue
in
storedj
Web
Performance
Optimization
(Technical)
-­‐ SPEED
-­‐ CACHE
INCLUSION
-­‐ PARALLELISM
-­‐ DNS
DELAY,
ETC

54. Scenario
1:
Figure
19
djcity

55.
Figure
20
Storedj
What
I
counted
as
Page
loading
delay
is
storedj
(
0.24
MBPS)
vs
djcity
(0.40
MBPS)
Also
other
performances
are
lower
at
Djcity
compared
to
StoreDJ.

56. Strategy:
Reviews
-­‐ Trustpilot
(editable)
–
Storedj
does
it
even
hourly
basis
–
EDITABLE
/
100%
customized
(trick)!
-­‐ Google+
review
-­‐ Music
portal
review
(if
local
&
popular)
-­‐ Local
directory
(yelp,
yellow
page,
etc)

58. One
experiment
by
me
regarding
TRUSTPILOT:
In
‘storedj.com.au’
search
following
domain
came
in
different
pages
sequentially:
[site,
FB,
ebay,
trustpilot]
–
(page
1)
[yelp,
estrview,
yellowpages]
–
(Page
2)
[mixurls,
truelocal,
linkedin]
[whereis,
twitter]
[shopbot,
whirlpool]
[pinterest,
innovativemusic]
[google+,
itunes]
In
‘djcity.com.au’
search:
[site,
FB,
youtube]
[ebay,
productreview,
startlocal,
whirlpool,
itunes
(usa)]
[innovativemusic,
yellowpage,
djforums]
[review,
yelp,
linkedin,
twitter]
[pinterest,
scamadvisor]
[alexa]
Therefore,
‘trustpilot’
is
influencing
(giving
much
strength)
to
the
growth
of
stored.com.au

59. Strategy:
Email
marketing
Start
very
conservative
with
your
email
marketing
and
highly
personal.
In
fact,
I
would
actually
recommend
personally
sending
all
the
messages
out
to
your
first
few
hundred
users
if
you
possibly
can,
because
you
will
get
a
great
rapport
that
you
develop
individually
with
person
by
person.
That
will
give
you
a
sense
for
what
your
audiences
like
and
what
kind
of
messaging
they
prefer,
and
they'll
know
they
can
reply
directly
to
you.
You'll
create
that
highly-­‐engaged
experience
through
email
that
will
mean
that,
as
you
scale,
you
have
the
experience
from
the
past
to
tell
you
how
often
you
can
and
can't
email
people,
what
they
care
about
and
don't,
what
they
filter
and
don't,
what
they're
looking
for
from
you,
etc.
You
can
then
watch
your
open,
unsubscribe
and
engagement
rates
through
your
email
program.
No
matter
what
program
you
might
be
using,
you
can
almost
always
see
these.
MAIN
STRATEGIES
1. PRIORITY
1:
CONTENT
GROWTH
(a) EXISTING
PRODUCTS
OPTIMIZATION
+
PRODUCTS
GROWTH
(b) Images
&
other
media
–
GROWTH
&
OPT
(c) Blogs
-­‐
REGULAR
Also:
blog-­‐site
is
not
responsive.
Plus,
sub-­‐domain
concept
needs
to
be
changed
to
directory
listing
(i.e.
blogs.djcity.com.au/…
à
djcity.com.au/blogs/…)

60. 2. PRIORITY
2:
WEB
PERFORMANCE
OPTIMIZATION
3. PRIORITY
2:
SOCIAL
NETWORKING
4. PRIORITY
3:
REVIEWS
5. PRIORITY
4:
NEW
LOOK
&
FEEL
à
ATTRACTIVE
DESIGN
(MANUAL
USER
TESTING,
A/B
TESTING)
6. LINK
BUILDING
STRATEGY
(MY
MOTTO:
SLOW
N
STEADY
GROWTH
WITH
STRONG
LINK)
-­‐ RELEVANT
LINK
ACCUMULATION
STRATEGY
-­‐ FORUM
POSTING
STRATEGY
-­‐ BLOG
COMMENTING
STRATEGY
-­‐ ARTICLE
POSTING
STRATEGY
7. MY
CONCEPT:
MULTIPLE
SITES
OPTIMIZATION
(SATELLITE
SITE
CONCEPTS
à
STRENGTHENING
PARENT
SITE
(DJCITY))