1. SEO / Keyword Research Assignment
Ben Wester
SEO Keyword Research & Analysis for SneakerBarDetroit.com
The keywords/phrase I think will drive the most traffic: “nike air force 1”
https://sneakerbardetroit.com/?s=nike+air+force+1
The page I’ll be optimizing: “nike air force 1” search page
Competitive Keyword Charts
2. SneakerBarDetroit.com
Difficulty
Ranking
Searches
/ Month
Estimated
Clicks
/Month
Google
Trends, 5-
Year
My site has
content aligned
with this phrase
"Page 1"
adidas yeezy 67 184000 4600
jordan release dates 46 29100 2400
sneaker news 65 71400 1800
adidas Ultra boost 94 104000 1800
new yeezys 98 10700 1800
"Almost There"
jordan 11 86 175000 2800 steady yes
nike air force 1 80 192000 2600 steady yes
air force 1 96 198000 2300
jordan 1 77 104000 1300
yeezys 96 91200 1200
"Pages 2 to 5"
yeezy 96 514000 5400
reebok 98 425000 1700
puma 96 273000 1200
air max 97 67 140000 1100
yeezy shoes 98 120000 1000
"Most Valuable"
yeezy 96 514000 5400
adidas yeezy 67 184000 4600 steady yes
jordan 11 86 175000 2800
nike air force 1 80 192000 2600
jordan release dates 46 29100 2400
Best Phrases
sbd 98 21700 930 steady yes
jordan 4 52 74700 950
nike vapormax 70 10100 900
Nike Air Max 270 79 98500 810
Ultra boost 93 42200 750
SneakerNews.com "Page 1"
sneaker news 65 71400 11700
jordan 11 86 175000 5000
yeezy supply 77 249000 4800
adidas yeezy 67 184000 4000
sneaker release dates 53 24400 4000
"Almost There"
adidas 98 1520000 18000
yeezy 96 514000 7600
jordans 98 252000 4000
air force 1 96 198000 2700
asics 97 161000 1900
"Pages 2 to 5"
adidas 98 1520000 18000 steady yes
yeezy 96 514000 7600
nike 98 1870000 6900
jordans 98 252000 4000
air force 1 96 198000 2700
"Most Valuable"
adidas 98 1520000 18000
sneaker news 65 71400 11700
yeezy 96 514000 7600
nike 98 1870000 6900
jordan 11 86 175000 5000
Best Phrases
air force 1 96 19800 2700
adidas Ultra boost 94 10400 2600
converse 98 44800 2600
nike air max 81 26200 2600
sneakernews 12 20900 3400
3. Top 5 Keyphrases in Google Trends
For my top 5 keyphrases, I chose jordan 11, nike air force 1, adidas yeezy, sbd, and adidas.
Gap Analysis
When looking over the keywords that I had found on spyfu, I was a little overwhelmed at first
by just how many there were, especially because I wasn’t familiar with the topic before learning
about it in class. But as I looked through the site and read more on the assignment page and
listened in class, I began to grasp a clearer picture of exactly what I needed to look for in a
promising key phrase. As per the assignment, I looked at the search volume, ranking difficulty,
estimated clicks per month, trends, amongst many others. So, through the lens of these factors,
I will explain why I chose each phrase. First, the jordan 11s. I chose this phrase because of its
placement on the “almost there” list of keywords on spyfu. I believe that means that with a
little bit of work, we can get it to where it pulls in a lot more traffic for the site. It had an
estimated 175 thousand searches per month, but only 2800 clicks to SBD. Clearly, we have
some catching up to do, especially if we want to pull traffic from other sites. For example,
4. SneakerNews had about 5000 clicks to their site using that keyword, about 2000 more than
SBD. With a few changes, I think we can lessen that gap. Next, we had the nike air force 1. I
chose this because I saw that many specific shoes were being used as keywords on spyfu, and
that this one had some room where we could improve. Per month, this keyword is getting
searched 192 thousand times, but our site is only being clicked on with it about 2.6 thousand
times. I believe that like the last keyword, we can do something different in order to change
this around. Up next was the adidas yeezy. My reasoning for this phrase is the same as the two
above, so I will just provide the data. It’s searched about 184 thousand times per month and
the clicks for SBD are 4.6 thousand and the clicks for SneakerNews are 4 thousand. Now we
may have them beat in clicks, but if we’re not careful, they could pull ahead, and we don’t want
to lose this race, these are a very popular shoe. I chose sbd as my next keyword. I chose this
because it is the acronym for our website. Obviously, we would want people who are searching
it to find our website easier, just so that way we can increase clicks to the site per month above
930. This is a number that should easily be in the multiple thousands, and we can make that
happen, with the changes. Finally, I chose adidas because even though it is a popular brand, we
can still pull a little more traffic to our site using it. It gets about 1.5 million searches a month
and only 18 thousand of those are clicks to SneakerNews. I think we can do even better with a
few changes.
Keyword Ranking Analysis:
SneakerBarDetroit.com SneakerNews.com
5. jordan 11 Not in top 100 Not in top 100
nike air force 1 Not in top 100 Not in top 100
Adidas yeezy Not in top 100 Not in top 100
sbd 3 Not in top 100
adidas not in top 100 15
When we are looking at this table, we can see the words “not in top 100” repeated quite a lot.
This means that all these phrases don’t even crack the top 100 of all the keywords related to
our site, which in turn means that we have a lot of work to do in order to make our keywords
do even more work for us.
Potential Traffic:
Searches Per
Month
Number of
Additional Visits
Average
Monthly Visits
Potential
Monthly Visits
Jordan 11 175,000 56,000 2,689,000 2,745,000
Nike air force 1 192,000 61,440 2,689,000 2,750,440
Adidas yeezy 184,000 58,880 2,689,000 2,747,880
sbd 21,700 6,944 2,689,000 2,695,944
adidas 1,520,000 486,400 2,689,000 3,175,400
This data can be really intimidating when someone first looks at it, so hopefully I can explain it a
little more clearly. This table shows just how many more visits that we could have to our site if
6. we changed some thing and improved our SEO. This data helped me determine what I would
choose to be my ultimate keyword because I was able to figure out how to get the most bang
for my buck so to speak. I wanted to choose a keyword that had, in my mind the most room to
grow and had the ability to help our website a fair deal but was also in the realm of being
affected to drive traffic our site.
Ultimate Keyphrase Choice “nike air force 1”
I believe that of the 50 keywords I started, and then the 5 I handpicked, this is the best keyword
that SBD can use to potentially drive even more traffic to its site. It’s specific, it would lead to a
specific page on the site, not just the home page or something like that. As one can see from
the data throughout the beginning of this essay, this keyword has about 192,000 searches a
month. If we were to rank number one, the additional visits that would be added would add a
little more than 50,000 more visitors to our site. That’s nothing to shake your head at, that is
quite a lot of people that would be coming to the site and viewing our content and seeing ads.
The search trends for this keyword was steady showing that this is a term that will continue to
be searched, adding to its effectiveness as a keyword. On both SBD and SneakerNews, this
keyword did not even rank in the top 100, which means that we have the space to improve.
Overall, I just found that this keyword could accomplish what we needed to have done.
HTML: Implementation of Keyphrase Choice
1. Title Tags
Current Tags:
7. SneakerBarDetroit.com Title Tag for Nike Air Force 1 search page: <title>Search for “nike air
force 1” – Sneaker Bar Detroit </title>
SneakerNews.com Title Tag for Nike Air Force 1 search page: <title>You searched for nike air
force 1 – SneakerNews.com </title>
Recommended New Title Tag for SneakerBarDetroit.com:
<title> “nike air force 1” search results - Sneaker Bar Detroit </title>
Explanation:
A title tag is important because it allows google to know what is on the page, so that way it
knows when to show it to you based on what you searched. For both the sites, the title tags
seemed to be very similar and simple, which is why for my recommended change it doesn’t
differ all that much. I just felt that it could be simplified even more, so that way there was no
muss and fuss at all, and you know exactly what it is when it’s looked at.
2. Description Meta Tag
Current Meta Tags:
SneakerBarDetroit.com Meta Description Tag for nike air force 1 search page: <meta name=”
description” – content = "K-pop star and fashion icon G-Dragon will once again be teaming up
8. with Nike to release another PEACEMINUSONE Air Force 1 during the 2020 holiday season.
Dressed in a White and Black color scheme. Similar to the first Nike Air Force 1 release, this one
features a removable layer on the White leather upper to […]" />
SneakerNews.com Meta Description Tag for nike air force 1 search page: Not found
Recommended New Meta Tags for SneakerBarDetroit.com:
<meta name=” description” content =” PECEMINUSONE x Nike Air Force 1 “Para-Noise 2.0”>
Explanation:
This tag is
important
because it
gives a bit
more a
description
than just the
title can, and it fleshes out what is on the page more than just the title. Now, for this part of the
assignment, I could not find a meta description of the search page, so instead of calling it a
wash, I instead found the description for the top article. The original meta tag was very long
and was practically just a summary of the article. For my recommendation, I decided to shorten
up the description to just have the key information, in this case who worked on the shoe and
what it’s called.
9. 2. Image ALT Text
SneakerBarDetroit.com Image Tag Details:
Image file name =
“PEACEMINUSONE-Nike-Air-Force-1-
Para-Noise-2-0-Release-Date-
DD3223-100-4-1068x735.jpg”
Alt Text = “PEACEMINUSONE Nike Air
Force 1 Para-Noise 2-0 Release Date
DD3223-100”
Recommendation to Improve SneakerBarDetroit.com image name and ALT Text:
Image name recommendation = “PEACEMINUSONE Nike Air Force 1 Para-Noise 2.0 – Black and
White”
Alt Text = “PEACEMINUSONE Nike Air Force 1 Para-Noise 2.0 – Black and White”
Explanation:
I think that having the images name be more simplified will just make it easier to find, so that
way if someone finds the image, it’s not a hassle to get to the site. And I also believe that by
having the Alt text describe the image, it will be much longer in the longer. If people who need
the alt text have access to it, they might be more inclined to visit our site again whenever they
need more information because they know we have implemented the ways so that way they
10. can access the content. Whenever we do anything for the website, we have to ask ourselves,
how will this help drive traffic, and by providing things for people who need them, that’s more
traffic on our site than on other site that doesn’t have those things.
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