The aim of this analysis was to conduct a search landscape analysis. The analysis has been carried out on the Wrangler UK domain, comparing it against the domains of its two direct competitors (Levi’s and Calvin Klein).

1. Search Landscape Analysis
14/08/2017
Silvia Alongi

2. Competitor
Analysis
examination of a brand’s
competitors to gain valuable
information and insights on key
SEO factors.
measure a brand’s
performance
against competitors

3. Three SEO Pillars
Relevancy Accessibility Authority
Recommendations
Tools
Recommendations
Tools
Recommendations
Tools

5. SEO Visibility & Keyword Performance

6. SEO Visibility
SEO Visibility reflects how often a website shows up in the search results.
This is based on the current trend and historical development
of a domain visibility within search engines.
What is SEO Visibility?
How is SEO Visibility Measured?
• Total of ranking keywords
• Search volume of ranking keywords
• Position of ranking keywords

7. Desktop vs Mobile SEO Visibility
• Levi’s is leading in SEO visibility on desktop (88%), while Wrangler and Calvin Klein show an equal share of visibility (6% each) in the
period of time considered (from 30th June 2016 to 29th June 2017).
• Wrangler has the highest search visibility on mobile devices (52%), closely followed by Calvin Klein (3% below).
As part of Visibility Analysis, I have examined both desktop and mobile visibility in order to understand how visible a website is
in Google’s mobile search results compared with search results displayed on desktop.
Source: Search Metrics
 Calvin Klein has started ranking from 27th April 2017.
 For Levi’s, it wasn’t possible to analyse Mobile SEO Visibility.

8. Competitor Analysis – Keyword Spread
• Levi’s has the largest number of visible keywords in the main search engine with a highest percentage in position 1-3
(22% of its total organic keywords).
• Calvin Klein shows more or less the same number of keywords ranking in position 1-3 (16%) and 4-10 (15%).
• Wrangler owns a low number of visible keywords with a low percentage of them in position 1-3 (12% of its total organic
keywords)
To further understand the competitor market, I have analysed the total of organic keywords that each website is ranking for in Google.
As a part of Keyword Performance Analysis, I have highlighted each domain by producing a keyword spread graph.
Source:Brightedge

9. Keywords visible: % Branded vs Non-Branded
Source:Brightedge
The Pie Chart shows the total number of visible keywords for each website, broken into a % of branded keywords and non-branded keywords.
• All of three websites are ranking for a highest % of non-branded keywords.
• When users are searching for more generic keywords such as “t shirts” (40,500) Wrangler will be more visible, which is
visible for a worryingly low % of branded keywords (142 branded keywords out of 1,759 total organic keywords).
• Calvin Klein is visible for a higher % of branded keywords compared to Wrangler and Levi’s (1,918 branded keywords
out of 4,973 total organic keywords). The analysis has shown that the people associate generic keywords with “ck” and
“calvin kl” when they look for Calvin Klein products and services
• While Levi’s has the highest amount of total organic keywords (7,691 of which 1,729 are branded keywords). In particular,
“levi” and “levis” are the most common keywords used to looking for Levi’s brand.

10. Key Takeaways
10
 Low Desktop SEO Visibility and good Mobile SEO Visibility
 1,759 Total Organic Keywords
 Low % of visible keywords in Page 1
 Average Rank of 50 for Total Organic Keywords
 Low % of Branded Keywords and high % of Non-Branded Keywords

11. Some recommendations
Onsite
Optimisation
Onsite Content
Focus on Branded
Keywords

12. On Page Technical Analysis

13. Crawlability is the foundation of SEO

14. On Page Technical Competitor Analysis: Tools Used
Screaming Frog SEO Spider 8.0 – was used to
crawl all three websites.
Screaming Frog crawls websites’ URLs like a search
engine spider, gathering key onsite elements in real-
time.
Google Page Speed Insights - was used to test
the page speed of all three websites.
The tool measures the performance of a page for
mobile and desktop devices. Based on speed
performance the page is graded from 0 to 100.

15. Main Site: Page Speed
URL www.wrangler.co.uk www.levi.com/GB/ www.calvinklein.co.uk
Homepage - Desktop 35 74 60
Homepage - Mobile 34 65 39
Average 34.5 69.5 49.5
Valuation Poor Needs Work Poor
As a part of Technical Analysis, I have tested the page speed on desktop and mobile of each site’s homepage, along with three product
and service pages.
Source: Google Page Speed Insights
Source: Google Page Speed Insights
Average Page Speed: 68

16. Main Site: Crawl Stat Response Codes
URL www.wrangler.co.uk www.levi.com/GB/ www.calvinklein.co.uk
URLs 6,428 14,663 28,200
No Response 0.40% (26) 0.01% (1) 0.01% (3)
Success (200) 98.63% (6,340) 98.60% (14,457) 91.95% (25,929)
Permanent Redirect (301) 0.01% (1) 0.18% (26) 0.15% (41)
Temporary Redirect (302) 0.63% (40) 0.73% (107) 0.04% (12)
Client Error (404) 0.08% (5) 0.44% (65) 7.85% (2,213)
Server Error (500) 0.00% (0) 0.00% (0) 0.00% (0)
• Overall Wrangler is outperforming competitors, with a majority of the pages crawled returning with a Success code. However,
Wrangler has the largest percentage of Non-Responding pages.
• Levi’s has the highest percentage of pages returning a Redirection response (301 and 302), which has a negative impact on a
sites crawlability. That creates issues as bots only have a dedicated amount of time to crawl each website; if they are redirected
too often they can miss out on high quality and valuable content.
• While Calvin Klein has the highest Client Error response percentage (404).
Source Screaming Fog SEO Spider
• None of the three websites have pages returning with a server error response code.

17. Main Site: Meta Data – Page Title
URL www.wrangler.co.uk www.levi.com/GB/ www.calvinklein.co.uk
URLs 6,340 4,797 3,429
Page Title Missing 0.00% (0) 0.00% (0) 0.03% (1)
Page Titles Over 65 Characters 2.24% (142) 42.51% (2,039) 2.54% (87)
Page Titles Below 30
Characters
53.14% (3,369) 2.69% (129) 0.64% (22)
Page Title Duplicates 100% (6,340) 97.25% (4,665) 4.61% (158)
• Overall Calvin Klein has the highest percentage of optimised page title (94.72%), however only one page is void
of a page title.
• Wrangler has an adequate number of page title per pages, although all of them are duplicates and a large majority
of these page titles are either too short. With page titles being a key ranking factor this could lead to a loss in traffic
and search visibility.
• Levi’s has the largest number of pages with too long page titles; the website also has a high percentage (97.25%)
of the duplicate page title.
Source Screaming Fog SEO Spider

18. Main Site: Meta Data – Meta Description & H1
URL www.wrangler.co.uk www.levi.com/GB/ www.calvinklein.co.uk
URLs 6,340 4,797 3,429
Meta Description Missing 0.00% (0) 88.24% (4,233) 0.50% (17)
Meta Description Over 156 Characters 0.03% (2) 9.80% (470) 0.15% (5)
Meta Description Below 70 Characters 8.71% (552) 88.31% (4,236) 0.99% (34)
Meta Description Duplicates 100% (6,340) 11.36% (545) 79.15% (2,714)
Source Screaming Fog SEO Spider
URL www.wrangler.co.uk www.levi.com/GB/ www.calvinklein.co.uk
URLs 6,340 4,797 3,429
H1 Missing 0.11% (7) 52.16% (2,502) 6.62% (227)
H1 Over 70 Characters 0.00% (0) 0.00% (0) 87.23% (2,991)
H1 Duplicates 99.68% (6,320) 46.84% (2,247) 91.46% (3,136)
Source Screaming Fog SEO Spider

19. Key Takeaways
19
 Duplicate Content in the website:
• The Page Title “L/S 1 Pkt Shirt – Wrangler” is duplicated 68 times.
• The meta description “Wrangler Online Store” is duplicated for 128 products.
• The H1 “Greensboro” is used for 269 products.
 Biggest Obstacles:
• Image Optimisation
• Render-blocking JavaScript
• Missing compression

20. Some recommendations
Optimise Code
for Quick Page
Load Times
Use unique
Meta Data
Eliminate duplicate
content with
redirects and
canonical tags

21. Backlink Analysis

22. Backlinks and Referring Domains
“A backlink is a hyperlink that links from a website,
back to your own website. “
What is a Backlink?
What is a Referring Domain?
“A referring domain is a domain which has a backlink
pointing to a page, or link, to the site you are analysing. “

23. Competitor Analysis - Link Rank
Winner: Levi’s
2nd place: Wrangler and Calvin Klein
The Link Rank:
 is used to rank one site vs others;
 can be anywhere between 0 and 100: the more quality links a site has, the higher its rank;
 is calculated based on a formula that takes into consideration multiple internal and external factors; including referring domains, latest
links, pages and page trust.
Source: Cognitive SEO

24. No. of Backlinks vs No. of Referring Domains
The graph illustrates the total number of Backlinks to each website, along with the number of Referring Domains.
• Out of the three brands Wrangler currently has the largest number of backlinks (627,638). These links come
from 459 domains, which is an extremely unhealthy ratio of backlinks to domains.
• Levi’s has a relatively low number of backlinks (17,825), the brand currently has the lowest ratio of backlinks to
domains (231). While Calvin Klein has the largest number of referring domains (507)
Source: Cognitive SEO

25. Referring Domains & Their Domain Authority
627,638
External
backlinks
The graph looks at the domain authority for each referring domain,
comparing the number of domains linked to the average domain
authority.
The graph shows that Calvin Klein has the highest average domain
authority and the largest number of referring domains
Wrangler is currently trailing behind Levi’s and Calvin Klein; this
illustrates the need for brand to attain more links from high authority
domains.
This allows to establish the overarching quality of Wrangler’s backlink profile, when compared against competitors.
Source: Cognitive SEO
Source: Cognitive SEO

26. Key Takeaways & Recommendations
26
 Increase the number of high and good quality
domains linking to the website.
 Do not let Backlink Profile getting polluted by
unnecessary links or links that could be
penalized by Google
 Disavow analysis to clean up unnatural links.
Wrangler - Backlink Profile
459
Referring
domains
627,638
Backlinks
Domains with
No Authority
198

27. Conclusion
Work on outreach
campaign to gain
more visibility
Always keep an eye
on competitors to get
new content ideas
Build an AMP
version for Mobile

28. Thank You