Web Publishing Paper about the sneaker industry

1. JD Wessel
WebPublishing
Jacqueline Lamer
2/9/2021
Sneaker Bar Detroit Content & Traffic Analysis
Industry Overview:
The collectable-sneakerindustryaswe know ittodayisa verycompetitive marketthatfeaturesmany
well-knownathletes, artists,andcontentcreatorswhohave helpedgrownthe hobby.Manypeople with
differentbackgroundsandprofessionshave grownalove forcollectingandresellingshoesonthe
internet.Thistrendof resellingshoesdidn’tcome arounduntil the latterhalf of the ‘90s whena website
calledeBaywascreated. eBay was the hubfor all sneakerheadsatthattime tobe able tobuy and sell
shoes, andbecause of the successof eBay sneakerforumswere created shortlyafter.The Forumswere
usedto create a community,while alsoservingasamarketplace forall of those inthat community.
While eBay wasable to helpsneakerheads buyandsell shoesthatwere listedon theirsite,mostof the
shoesforsale weren’tconsidered ararityfortrue sneakerheads.Afteryearsof eBaycarryingthe market
for sneakerheads withoutanyothermajorcompetitors, acompanycalledFlightClub arrived.In2005,
FlightClubcompletelychangedthe game forthe sneakerindustry astheywere the firstsneakerstore to
provide amarketfor buyersandsellers of rare and authenticsneakers.FlightClub’s physical andonline
store createdso muchbuzz inthe sneakerheadcommunity, thatblogscoveringsneakersalso receiveda
large increase in interactionsthemselves. Sincethen,FlightClubmergedwithGOATin2018 to become
the largestsneakermarketplace inthe world.Overthe pastdecade,FlightClub hasbeenthe topdog of
the sneakerindustry anditcouldbe arguedthat it still is.Recentlythough, companies suchas Stadium
Goodsand StockX have beenon the rise as a competitortoFlightClub,offeringmuchof the same things
ina differentformat.While all threeof these companies are consideredcompetitors, they have been
able to be able use theirbrandto create a communityacrossthe world.Anothergame changerforthe

2. sneakerculture hasbeen the rise of social media.Withsocial mediagrowingquicker thanever, these
companieshave beenable to pushthe brandto evengreaterheights becauseof the exposureand
interactions they receive.These companies have playedarole inattractingpeople tobecome a
sneakerheadsdue tomanydifferentreasons.Rashone Bryant whoalsogoesby “AfrikanCaesar”on
social media,talksabouthisfirstexperienceata sneakerexchange eventandtalksaboutmanydifferent
factors forwhy he wasso drawnin to the sneakerheadculture.Inanarticle writtenon
SneakerBarDeroit.comtitled‘EventRecap:MichiganSneakerXChange (MSXC) 2014’ Caesarfirst
commentedon the diversitythatthe MichiganSneakerXChange hadsaying, “Youhadkids,whowere as
youngas grade school age, negotiatingdeals.Youhadmiddle agedadults,who’ve grownuploving
sneakers,showingoff theircollections,”the diversity of the sneakerindustry atthese eventsandonline
has helpedgrow the culture because of the widespread backgroundsof people.Anotherfactorof why
Bryant wasdrawn intothe sneakerevent,wasbecause of the varietyof companies atthe event. Bryant
mentionedthe factthat locallyownedclothingcompanieswere atthe eventshowingoff differentstyles
of clothes.Asasneakerhead people wouldbe able tofindapair of shoes they likedandpossiblyan
outfittogo with the sneakersat the expo.The biggestreasonforsneakerheadstobecome interestedin
sneakers, isthe varietyof sneakersthatfitthe interestof averydiverse group.Caesarrecalledmeeting
an oldermanat the sneakereventwhowasacollectorof various rare shoes,fromThe Oregon foamsto
the Marty McFly’s. The rarity of the collection wasacknowledged inthe same article byCaesarwhenhe
said, “His collectionwassosickthere wasa paramediconstandbynear histable justincase.”Due to the
rise of the sneakerindustry becauseof factorslike these,large companieslikeGQhave startedto
feature some of the trendiestshoeson theirwebsitetokeepfashionistas informed.The websitehasa
full page dedicatedto showingoff some of the mostpopularshoesonthe market, while alsoproviding
historyof the shoe and linksonwhere tofindit.Witha rapidly growingsneakerindustryandthousands
of sneakerstochoose from,itcan be a challenge forsneakerheadsto buyeverypair,butnotevery

3. sneakerisconsideredacollectable. Inthe article ‘Sneakernomics:FirstHalf 2020 Athletic Footwearand
ActivewearSalesResults’ writtenbyMatt Powell;he describesthe dramaticdropinsalesof athletic
shoeswhenthe COVID-19pandemiceffectedthe world. Forthe monthof March, saleswere down -40%
and inApril saleswere down -50%.Inthe followingmonths,inJune,the shoe market hadmade a
recovery withanincrease of 25% sales.Powell describedthe recoveryof the athleticshoe wearindustry
fromthe monthsof April toJune saying, “the worstmonthI’ve everseen (April)… one of the best
monthswe’ve everseen (June) -- drivenbyahuge increase inlimitededitionreleases.”The overall sales
of the sneakerindustry were atadecline, butthe sportslifestyleshoe categorywasable tomake a
profit. Sportslifestyleshoesinclude the collectable sneakers thatsneakerheadscollect.Withmultiple
highlyanticipatedreleasesinthe monthsof Mayand June,theywere able tomake a profit.
Company Information:
SneakerBar Detroitisan online websiteonlybusiness thatwasmade tohelp sneakerheadsfind sources
of information relatedtosneakers.Theyprovideupcomingsneakerdates, sneakerculture news,
upcomingsneakerreleases, andsneakerreviews.The SBDwebsite wasfoundedbyMarioBrigugliowho
servesasthe website’s editorinchief.Briguglio’sdutyas editorin chief requireshimtomake editsto
the articles writtenforthe website and postingthe articleseachday.Aseditorinchief, itisup to
Brigugliotofindthe latestpressreleasesandsneakernews toposttothe website. Alongside of him, Alin
Tiniucworksas the websites ManagingEditor,Advertiser,andTechspecialist. The dutiesTiniucare
responsible forisensuring the websiteworkscorrectly.Althoughall three of Tiniuc’s positions require
differenttaskstobe done,those jobsmesh togethertogive the useran experience thatwillattractthe
visitortothe website. The Thirdandfinal contributortothe website isCaesar.Hisduties forSBDinclude
writingreviewsandarticlesforthe website occasionally,buthismainrole forSBDis his weeklypodcast
called‘The SneakerBox’.These three sneakerheads have collaborated tomake awebsite that aimsto
provide sneakerheadswith upwithdailysneakernews.Onthe SBDwebsite, the frontpage of the

4. website isfilled withmanydifferent optionstochoose from.The home page is where ausercan find
general sneakernews,fromreleasedates toa purchase tabthat sendsthe userto eBay or StockX for
listingsof sneakersforsale.Onthe topof the page SBD allowsvisitorsto searchthroughtendifferent
brandsof sneakerstohelp narrowdownthe searchprocess.Alongwiththat,theyalso have three other
tabs that allowusersto findspecificrelease datesforJordan’s,Yeezy’s,and all the othersneakerrelease
dates. SBD competeswith many othersneakerwebsites likeKicksOnFire.com whichboth providemuch
of the same information,butSBDdoeshave featuresontheirwebsite that differthemselves.One
feature SBDprovidesis archivedJordanreleasedates;thisfeature allowsthe usertogoto specific
monthsinthe year to narrowdownthe optionsof sneakers. Anotheroptionthatwasdifferentfrom
otherrival websiteswasbeingable tolistentoCaesar’spodcastonthe website.Theyalsoincluded links
to iTunes,Instagram,andTwitterforfansto be able to follow The SneakerBox Podcast onthose media
outlets.AlthoughSBDhasa fewdifferent optionsforthingstodo,theyprovide muchof the same
featuresasothercompetingwebsites.
Brand Trust & Authority:
Contributors: Uponlookingintomore articlesfrombothcontentcreators,Briguglio lookstofindthe
latestpressreleases of upcomingshoes.Aftercollectingthe informationneeded,he writesarticlesthat
include informationaboutthe sneakerbrandthatis droppinganew release,alongwiththe theme of
the shoe and some of the detailsof the sneakeritself.Detailssuchas,the color,texture,style code, and
the price followedwithpicturesof the sneakertakenfromthe shoe company. All Briguglio’spostson
the website have generalinformationaboutthe shoe withoutanyotherdetails otherthanthe ones
providedbythe sneakercompany. Forthose reasons,Briguglioshouldn’tbe considered anauthorityin
the sneakerbusinessbecause other websitesprovide the same informationonthe shoestobe released.
As forCaesar,he providesmore knowledge of shoes withsome of the articleshe haswritten,alongwith
TSB podcast. Caesar hasrecordedover250 podcastssince 2014 and the podcast typicallydrawsinover

5. 70,000 downloadsperepisode.Caesarhasbeenable to grow hisowncommunitydue tohis knowledge,
personality, andhonestyaboutsneakers. Hisfollowingonsocial mediaandhiscontributionstothe
website have made himthe face of the SBD website.Withadditional interviewswith mediaoutlets and
well-knownhostsonhispodcast,Caesarhas shownto be a well-respectedsource forinformationabout
the sneakerworld.
Social Presence:
Afterinvestigatingbothwebsites social mediametrics itiscleartosee that KOFhas a much larger
followingon InstagramandTwitterthanSBD. KOF has nearlythree timesmore followersthanSBD,with
roughly3.1 millionfollowersonInstagram.Inaddition,theyalsohave over900 thousandmore
followersonTwitteraswell. SBDdoeshave more subscribersonYouTube,butKOFdoesn’tseemtouse
the platformforits formof mediaasmuch as SBD, withonly three uploadsonthe KOFChannel.Itis
clearto see that KOF has more brand authoritydue tothe overwhelmingdifferenceinfollowers.
NewsCoverage:The newscoverage of SBDwas nearlynonexistent comparedto othersneakerhead
companies.Afterlookingthroughfivedifferentwebsitesthatrankedsome of the bestsneakerblogs,
SBD managedto make itintoa top ranked listonce.The article was fromComplex,whorankedSBDat

6. No.19. All the listsmentionedcompanieslike KicksOnFire, Sole Collector, andSneakerFreakerwho
have all establishedthemselvesastopnotch brandsdue to theirsocial mediafollowing andcontent
theyprovide. Presscoverage canmake abig difference forsmallercompaniestryingtomake a name for
themselves, mostviewersmightchoose one sneakerwebsiteoveranother because of the buzzaround
social mediaandpressreleases.Thiscanmake ittoughfor websiteslike SBDtobe consideredatrusted
brand.
CompetingSite:
Both KOFand SBD have much of the same frontpage layout,astockpile of advisements acrossthe page
and shoe release dates withpicturesincluded. The websitesalsoinclude alotof the same sneaker
releaseswithdifferentwordingineacharticle. Forexample,the release of the Nike AirMax 2090 Easter
colorway.Bothcompanieshave apressrelease speakingaboutthe sneakerwithbothproviding mostof
the same information. Differentfeaturesthatthe KOFwebsite doeshave is arelease calendarthat
allowsvisitorstocheckforupcomingandpast sneakerreleases. Theyalsohave afree sneakergiveaway
that happens acouple timesa month onthe website.Thisrequiresfanstocreate an account withthe
website,whichmeanstheyare alsoable togetnotificationsthroughtextsandemailswhenthe website
has somethingnew. KOFalsosupportsover12differentshoe brandscomparedtoSBD’s10 optionsto
choose from. The variety of featuresKOFhasfor itsviewerscrushesSBD inthat aspect.A lot of this
couldbe creditedtothe connectionsthe companyhasonLinkedIn.While searchingforSBDemployees
on the website Iwasonlyable tofind Bryant,whohad over3,000 connections. BriguglioandTiniuchad
no accounts that couldbe found onLinkedIn.AsforKOF,they have a companypage that linkedto nine
differentworkersof the company.The KOF FounderFurqanKhan,hadover2,000 followers andmultiple
endorsementsfrom highprofile marketers,owners,andathletesonhisprofile.Khan’sprofile also
showedhe isthe ownerof Kixify, asneakermarketplace, andhispartnershipwithComplex Media.

7. These partnershipsandendorsementsfrom mediacompanies andbusinessowners onLinkedInhave
beena steppingstone togainingbrandauthority,whilealsogainingmediaattentionfromit.
Quality ContentAssessment:
ContentOverview:Most of the contentpostedon the SBD website are pictures of the sneakersandthe
pressrelease articlesthey uploaddaily. The frontpage of the website isfilledwithlarge picturesof
sneakersthatare soonto be releasedandtheywill alsoattachmultiple picturestothe endof the
articlesthatare uploaded. The mostqualitycontentisthe podcastsection of the website.The podcast
has reachednewheightsastheyare now averaging 70,000 downloadsperepisode inthe pastcouple
months,as mentionedbefore.The podcastsectionprovidesinformationof whowill be onthe showand
whatwill be talkedaboutinthe segment. Inthe zoominterviewwithCaesar,he mentionedthe reason
he has beenable togainsuch a strongfollowingafter the pastcouple yearshasbeenbecause he isable
to prove he has knowledgeof whathe istalkingabout,buthe alsoisn’tafraidtotell the people howhe
feelsaboutaspecificsneaker.Thishashelpedhimgaincredibilityof hisown fromhishonestyabout
sneakers. While Caesaronlydoesapodcastonce a week,himandhiscoworkersfindtime to publish
articlesevery day. The SBD website will typicallypost15-20 articlesdaily.While the companyspendsa
lotof time workingonTSB podcastand issuingoutpressreleases,theyfail toprovide muchinformation
on some of the smallerbrandsof sneakers.Forexample,onthe website the mostrecentarticle onthe
Vanstab, was publishedonDecember13. Much of the same istrue forAsics and Pumawithboth brands
typicallyonlygettingacouple postsina month. Clearly brandslike Jordan,Nike,andAdidas cancome
out withmore exclusive sneakers atafasterpace than Vans,Asics,and Puma,buttheyfail to provide
balance inthe marketof shoes.AlthoughVanshasn’treleasedanynew releases of shoesrecently,SBD
couldstill provide some historyoran update onthe shoesto come.Thiswouldallow formore
thoughtful qualityacrossthe platform.

8. Credible Content/Unique Content:
The contentwithin the sneakercompanycanbe repetitivewithsomanydifferentsneakerheadsources
all fightingtobe the fastestto update the viewers withcontent. Itcanbe toughto call somethingyour
ownwithoutotherpeople copyingthe idea.The SBDwebsite providessomethingthatwouldbe
consideredunique inmanyways.Caesarhasbeenable tocreate hisown podcaston the website for
listenerstodownloadforthe pastcouple years. Thispodcastcanbe consideredunique because Caesar
isthe onlyperson todo hispodcastthe wayhe doesit.No one else providesthe exactcontentthat
Caesardoes. The mannerismsandflowof Caesarspodcastscannotbe replicated withouthim.The
guestsandhost are notthe same ither.Whathe has beenable todo that has sethim and SBD apart
fromothersneakerwebsites isbeingable toproduce adifferentpodcasteachweek,withnew topics
and guests.Thishashelpedhispodcastgrow overtime andhas helpedthe companydevelop because of
thisunique segment. DespiteCaesars differentcontent,manyshoe brandsincludingSBDwill use apress
release wordforwordon theirwebsite.Thistacticallowswebsitestopracticallycopyandpaste the
article onto theirwebsite tobe one of the firstto post the update.Forexample,whensearching for
“Russell Westbrookwill be kickingoff hisfirstseasonwiththe WashingtonWizardsinabrand new
signature shoe,the JordanWhyNotZer0.4.” and JordanBrand's early2021 lineuphasstartedtoleak,
whichalreadyincludesafewnewAirJordan1 colorways. ongoogle,notice all the exactsame words
usedbymultiple differentwebsites.

9. The copy/paste methodwas alsofoundonKOF’swebsite aswell.Evenacompanywith asocial media
followingthatisthree timeslargerthanSBD,theystill use the same pressreleasesas all the other
sneakerheadcompanies.Aftersearching “MarcusJordan’sTrophyRoom will be soonbe releasing
anothercollaboration.Thistime onnone otherthanthe AirJordan1 HighOG.” On google search,we
can see that KOF usesthe same strategyfor postingpressreleases.
Traffic Analysis:
VisitAnalysis:
Definitions:
The figures fromSEMrush allowuserstofindoutthe differenttrafficawebsite cangenerate inamonth.
A visitona website can alsobe defined asasession.These sessionstrackthe numberof timesauser
visitsasite duringa givenmonth meaningavisitwouldbe trackeach time a usergoesto the website.A
unique visitorisavisitorwhovisitsthe website andif they return,theywill notbe countedasanother
SneakerBarDetroit.com KicksOnFire.com
Visits(mostrecentmonth) 2.7 million 1.2 million
Unique Visitors(mostrecentmonth) 1.4 million 669.3 thousand
VisitsPerUnique Visitor 1.93 visits/unique visits 1.79 visits/unique visits

10. visitor. Inadditiontothose,the visitsperuniquevisitors isjustanaverage of the two factors
visits/uniquevisits.
Comparison: Overthe months of Dec. and Jan. SBD has seena solidincrease in visitsandunique visitors.
In the monthof Dec., theywere pulledin2.2millionvisitsand 1.2 millionuniquevisitors.Justamonth
laterinJan., theyincreasedthose numbersjumping upto500,000 more visitsand200,000 more unique
visitors.AsforKOF,theytrendeddownward fromthe monthsof Dec.to Jan.The numberswentfrom
over1.2 millionvisitsand783,900 unique visitorsinDec.to stayingaboutevenat 1.2 million visitsbut
losing84,600 unique visitors. Anexplanationof thistrendin numberscouldaccountfora couple
differentfactors.Firstbeing, Caesar’simpactonthe engagementdue tohispodcast.Inhispodcasts
Caesarhas beenable tobringon some veryrecognizable guests suchasrecord producerDJ Clarke Kent,
filmproducerKareem“Biggs”Burke, andESPN sportsreporterMichael Smith. Havingwell-known
celebrities includedontohisshow mayhave influencedanew crowdto listen everyweekwhilealso
checkingoutthe website.Thisisafeature thatKOF doesnotinclude ontheirwebsiteorYouTube
channel,SBDis gettingtopnotchinterviews.AnotherreasonSBDmightbe having the successtheyare
couldbe from the linksthatroute to alternate websitestopurchase sneakers. eBayandStockXare two
website linksthatare embeddedintothe SBDwebsite.Aftercomparingthe askingpricesof shoes on
eBayand StockXcomparedto KOF’smarketplace of theirown,KOFcharges a setprice for theirshoes,
while eBayandStockXwouldbe considermore negotiable askingprices.Thiscouldbe afactor for
sneakerheadswantingtopaya betterprice to fill their collections.
ReturningVisitors:
A predictionof whythe average visitsperuniquevisitornumbermightbe incorrect wouldbe because
people coulduse multipledifferentdevicestoaccessawebsite.One uniquevisitorcoulduse their
phone toshowa friendthe websiteortheycouldalsouse a laptopat work.There are manydifferent
opportunitiesforpeopleto make the visitsperunique visitors’ numberwrong.The website tools can

11. track cookies or persistentID’s ona website,theyaren’table totrackthe humanson the website. A
benefitforreturningvisitorsisthe moneymade fromthe advertisementsthatare featuredonthe page
that loadsup.The chancesof a userfindingsomethingtheylike aboutthe website orproductsislikely,
inadditiontoreturningtothe website forone reasonoranother.AsforKOF,the decrease onvisitors
shouldbe a bad thing,butthismay inspire the creatorstomakesneededchangestoimprove the
experience forusers.
EngagementAnalysis:
Bounce Rate: A bounce rate is whenonlyone page is visited, thenthe visitordecidestoleave the
website. The figuresshowedthat KOFhada lowerbounce rate thanSBD did in the monthof January.
Despite KOFhavingalowerbounce rate,both websitesare wellabove the average whichistypically
onlyaround40%, both companies hada bounce rate roughly 20% higherthana typical webaverage.
The biggestreasonforboth websitesbounce rate couldbe the overwhelmingamountof advertisements
on the top to bottomof the website.Inadditiontothe advertisements,the SBDwebsite stopped
workingmultiple timeswhenbrowsing forsneakers. The website hasmanyissueswithitafterlearning
more about itand inthe screenshot fromthe SBDfrontpage you can’t see more than the lipof the shoe
withouthavingtoclickout all the ads.
SneakerBarDetroit.com KicksOnFire.com WebAverages
Bounce rate % 66% 61.54% 40.5%
PagesPerVisit 2 pages 2.72 pages 4.6
Average VisitDuration 7:15 minutes 4:29 minutes 1:30-3:10 minutes

12. Pages pervisit: Pagespervisitisthe numberof pagesa visitorsees whenonthe website.Again, SBD
strugglestokeepthe audience drawnintolookingatmultipledifferentpages.The webaveragesof 4.6
pagesisdoubledcomparedtoSBD and nearlyKOFtoo. Thiswouldprobablybe consideredabad thing
because theymake constantsneakerheadcontent forthose people,sowhynothope the readit.It
couldalsobe a goodthingin some respects,the visitors mightbe familiarwithCaesarspodcastor
maybe they are just lookingforpressreleasesaboutthe shoe game
Average visit duration: Thistermis the combinedaverage time theyspendonthe website atatime.
The average visitdurationcanplaya large factor inSBD’snumbers,havingapodcast that gainsso much
supportalongwith otherembeddedlinkstoandfromotherwebsites. Partof the problemwithSBDis
the slowbrowserloadingspeeds andwebsitecrashingbecause of it.Thiscan become frustratingfor
visitorstohave to go througha website obstacle course tofind whattheywantona website. Although
the website hasthese problems,theystill manage to keepvisitorson theirwebsite foralarge amountof
time.The typical average visitdurationistypicallythree minutes long.SBDiskeepingthe Visitorson
theirwebsite foranaverage of more than sevenminutes.KOFaverages around4½ minutesof visitors
beingonthere page.Thisspeaker’s volumeforwhatCaesarsunique podcasthasdone for SBD since the
beginningof hisfirstpodcastonthe website.
Value Content& EngagementImprovementRecommendation:
A piece of contentthatwouldhelpimprove the SBD’smetricswouldbe avideosectionembeddedinto
the website.The website coulduse YouTube asthe source of the videowhilealso placingthe videoson
the website.SBDcouldcreate segmentswithwell-knownpublicfigureslike athletes,signers, or

13. sneakerheadsthemselves.Anothersegmentthatcouldbe applied wouldbe asneakerhistorylesson
each week,theypickacouple shoeseachweekanddrive intothe historybehindthe sneakerand the
creator,and a triviasectionwiththe guests.Inaway,SBD will be reintroducingitsbrand to the sneaker
world. Theywouldwanttostart withwell-knownlocal Detroitnativestoshow everyone whatthe cityof
Detroitisabout andwhyit islinkedtoSBD. Below isa screenshotof KOF’sYouTube page,which
includesmultipleinterviewswithfamousNBA basketballplayers andothercelebrities.
The difference isSBDwouldmake the YouTube videosthattheycreate available towatch theirwebsite,
rather thanforwardingthe visitorstoYouTube itself.Thiswouldbe effective in improvingthe metrics
because itwould allowthe visitortostayonthe webpage while still gettingtoexperience the
personalityof the sneakerheadsbehindSBD,the differentsegmentswouldgivesneakerheadsachance
to ask questionsandhave those answeredinfollow upvideos.Addinganotheroptionbesides written
articleswouldbe the bestapproach,Caesarmentionedthathe wouldliketowrite more,butquickly
rejectedthe ideasaying“nobodyreadsanymore thesedays”inhiszoomcall withthe class. Thisidea
may alsobe unique to all the sneakerheadwebsites,uponsearchingmultiplewebsites,noneof them
had a videosectiononthe actual website itself,andmostof themhad linkstoYouTube channels
instead.

14. Popularity Analysis:
Definitions:A backlinkisanylinktothe website youare focusedon. A referringdomaincanbe
describedas the backlinksource thatislinkingthe source itself.Findingthe average of backlinksper
domainisimportantinthisprocessbecause the qualityandquantitymatter.The numberof linksand
sitesthatcan linktoyoursand the qualityof those linkedsitesmeansalotwhenitcomesto credibility
and beingrecognizedbyareliablenewssource. The average of backlinkstodomainshowsthe amount
of linksthere are thatgo back to the website companies’ siteitself.
Analysisof Link Quality:
KOFhas a largernumberof backlinksanddomainscomparedtoSBD. Most of thiscan be credited
because of the social mediapresence of KOF andthe size of the company.Earlierwe saw in the top
sneakerwebsitelists,thatKOFwas featuredall of them, SBDwas onlyfeaturedinone list.The amount
of mediaexposureplaysarole indeterminingthe exposeracompanymightreceive, since KOFhasa
largersocial presence itmightbe more likelytobe feature inmore Referringdomains. KOFalsohas
more Backlinksperdomain,meaningdomains have beenlinkingKOFmore thantheyhave beenwith
SBD. Restricteddomainscanalsoplaya large factor intoknowingif alinkfromanotherwebsite is
valuable.The restricteddomainsare:.gov,.edu,.mil whichare all governmentowneddomains.If a
Total
Backlinks
No. of Referring
Domains
Average No. of Backlinks per
Domain
SneakerBarDetroit.com 12,449,545 14,684 848
KicksOnFire.com 15,118,626 16,296 928
Here is myproposedchange to the
website –an additional tabwithavideo
section.

15. backlinkisprovidedbyanyof these domains,the website shouldbe consideredaviable source of
information.
Top 20 referringdomains:
- en.wikipedia.org
- www.forbes.com
- www.msn.com
- www.businessinsider.com
- ftw.usatoday.com
- news.yahoo.com
- mashable.com
- www.change.org
- mashable.com/
- finance.yahoo.com
- www.nydailynews.com
- www.boston.com
- www.billboard.com
- www.esquire.com
- nymag.com
- thelab.bleacherreport.com
- www.nbcnewyork.com
- www.sbnation.com
- www.gq.com
- www.nbcsports.com
The listof these hyperlinksshowssome of the mostwell-knownmultimediacompaniesinthe world. As
for KOF,theyalsohad muchof the same links tothese websites.AlthoughSBDhasa smaller following
on social media,we still seethemmentionedinalotof bignamed companies’ articles.
As seenhere,both
websiteshave referrals
withall sourcesof
restricteddomains
whichisconsidereda
goodbacklink.

16. Cited sources
Bryant,Rashone."EventRecap:Michigan SneakerXChange (MSXC) 2014." SneakerBar Detroit,Aug.12,
2014, https://sneakerbardetroit.com/event-recap-michigan-sneaker-xchange-msxc-2014/
Engvall,Even& Welty,Matt,The 25 BestSneakerBlogsRightNow,Complex Oct.28,2015.
https://www.complex.com/sneakers/2015/10/25-best-sneaker-blogs-right-now
Flores,Gerald."The Rise of the Reseller." Complex,Nov.20,2019, (Linksto an external
site.)https://www.complex.com/sneakers/2019/11/rise-of-the-sneaker-reseller-in-the-2010s
Powell,Matt."Sneakernomics:FirstHalf 2020 AthleticFootwearandActivewearSalesResults."The NPD
Group, https://www.npd.com/wps/portal/npd/us/blog/2020/sneakernomics-first-half-
2020athletic-footwear-and-activewear-sales-results/#.XyRaw2NrB1k.twitter
SocialBlade.com,Jan.6,2021, screenshotprovidedbyclassinstructor