Sports Authority

Transcription

Sports Authority

CaitlynBurkemper
MattRames
IntroductiontoWebPublishing
JacquieLamer
19Nov2015
SEOAnalysis&RecommedationsforSportsAuthority.com
KeywordResearch
ThreeKeywords/PhrasesIThinkWillDrivetheMostTraffic
1. TennisRacquets
2. BabolatTennisRacquet
3. HeadTennisRacquet
CurrentRatingsofmyKeywords
RankingforSportsAuthority.comAccordingtoMike’s-Marketing-Tools.com
Keyword
Google
Bing
Yahoo!
TennisRacquets
56
No
No
WilsonTennisRacquets
22
No
No
TennisRacquetsReviews
26
No
No
BabolatTennisRacquet
34
No
No
HeadTennisRacquet
21
No
No
PrinceRacquetReview
24
No
No
RankingforDicksSportingGoods.comAccordingtoMike’s-Marketing-Tools.com
Keyword
Google
Bing
Yahoo!
TennisRacquets
4
No
No
16
No
No
34
No
No
10
No
No
HeadTennisRacquet
11
No
No
PrinceRacquetReview
32
No
No
RankingComparisonforBothCompaniesAccordingtoMike’s-Marketing-Tools.com
SportsAuthority.com
DicksSportingGoods.com
TennisRacquets
56
4
22
16
26
34
34
10
HeadTennisRacquet
21
11
PrinceRacquetReview
24
32
ComparisonofKeywordsAccordingtoGoogleTrends,Excluding“TennisRacquets”
ExplanationofMyChoices
While“PrinceRacquetReview”and“TennisRacquetsReviews”aregreatkeywordstouse
accordingtoGoogleTrends,accordingtoMike's-Marketing-Toolsthosearekeywordsthat
SportsAuthority.comhasanadvantageinalready.Thisleftfourkeyphrases,includingthe
keywords“tennisracquets”.Usingthechartabovetoseewhichthreeoptionalkeywordswould
workbest,itwasdeterminedthat“WilsonTennisRacquets”wasjustnotcuttingit.While“Babolat
TennisRacquet”startedoutwithverylittleattentiongiventoit,ithasgrowntohaveasteadyrange
ofpeaksandlowswithoutdroppingaslowasithadbeen.“WilsonTennisRacquets”hasnothadthe
luck“BabolatTennisRacquet”hasandhasslowlydroppedwhile“BabolatTennisRacquet”has
risen.
Thisleavesourkeywordphrasestobe:
1. TennisRacquets
2. BabolatTennisRacquet
3. HeadTennisRacquet
Usingthesethreekeywordphrases,thisiswhatthekeywordtrendslooklike:
Ingeneral,allthreeofthesekeyphraseshavethepotentialtohelpboosttheSport’s
Authoritypagefortennisracquetsandbringmoreconsumerstothecompany.
CurrentTraffic
Quantcast.com
Compete.com
SportsAuthority.com
915.2thousand(U.S.)
2,717,651.08(Sept2014-15)
1.6million(U.S.)
6,412,676.75(Sept2014-15)
SportsAuthority.comMonthlyUniqueVisitors:
InSeptember2015,theaveragemonthlyuniquevisitorsofSportsAuthority.comaveraged
2,717,651.08overa12monthperiod,accordingtoCompete.com.Thelargestspikeinthetwelve
monthspriortoSeptemberwasinDecember2014,mostlikelyduetotheholidayseason.Thetwo
lowestpointswereinOctober2014with1,823,770uniquevisitorsandFebruary2015with
1,794,799uniquevisitors.Takingawaytheextremehighandlowdata,theaverageformonthly
uniquevisitorsis2,469,820.7,whichisnotimmenselydissimilarfromtheoverallaverage.
DicksSportingGoods.comMonthyUniqueVisitors:
DicksSportingGoods.com’saveragemonthlyuniquevisitorsfromSeptember2014to
September2015was6,412,676.75uniquemonthlyusers,accordingtoCompete.com.Calculating
theaveragemonthlyuniquevisitornumberswithoutextremepeaksorlows;theaverageis
5,841,981.6.ComparingtheratiobetweentheSportsAuthority.comnumbers,6,412,676.75and
5,841,981.6arenottoofarapart.
Analysis
WhilethenumbersofSportsAuthority.comandDicksSportingGoods.comareverydifferent,
thevisualrepresentationsoftheirnumbersarenearlyidentical.Bothwebsiteshadspikesin
Decemberof2014andeachhadoneoftheirlowestnumbersinFebruary2015.Eachofthepeaksin
December2014weremorethandoublethelowestmontheachsitehadaccordingtoCompete.com.
ContentAnalysis
OverallQuality(Cq,Vt,Va)
SportsAuthority.comScore:6
DicksSportingGoods.comScore:8
Analysis:
Basedonthemanyhoursspentlookingthroughthecategorypages,andproduct-level
pageswehavedeterminedthatDick’sSportingGoodsandSportsAuthorityareextremelysimilar
andonlydifferincontentandorganization.Dick’sSportingGoodscategorizestheirracquetsinto8
specificsections:adult,unstrung,swingtype,3-6yearolds,7-8yearolds,9-10yearolds,11+year
olds,andalljuniorracquets.Dick’sSportingGoodsnotonlytookthetimetocreateanotherpage,
buttheyusedthatpagetomakesuretheircustomerscouldfindtheexacttypeoftennisracquet
withlittlehassle.SportsAuthorityhasnosuchpageontheirwebsite,andIwouldhighly
recommendthattheycreateoneofthesecategorypagestoorganizetheircontent.Dick’sSporting
Goodsalsousesthispagetogivenewviewers/customersinformationontennisracquets.The
informationtheyprovideinthissectioncontains:copypromotingqualitytennisracquetslabeled
“selection”,expertadvice,topbrands,andprotips.Thissectionofferssomethingnewtothe
viewer/customerintermsofuniquecontentbecauseaccordingtoPlagium.comand
PlagSpotter.comthisinformationcanonlybefoundatDick’sSportingGood.Thiscontentisn’tonly
unique,butwellwrittentowiththeexceptionofteardropbeingonewordandnothyphenated.
ThemaincategorypagesforDick’sSportingGoods,andSportsAuthorityarefairlysimilar
inlayoutandproducts,howevertherearemanydifferences.SportsAuthorityandDick’sSporting
Goodseachhavetheirownrefinesearchenginestotherightofthepage.Eventhoughbothrefine
searchesdothesamethingSportsAuthorityseemstohavetheupperhand.SportsAuthorityunlike
Dick’sSportingGoodshasmanymorerefinesearchoptionssuchasclearance,framecompositions,
stringgauge,racquettype,andracquetlength.Thisgivesviewers/customersnotonlymorecriteria
tofindtheperfectracquet,butitalsoshowsSportsAuthoritycaresaboutgivingtheircustomersall
theinformationtheyneedtofindtheperfectracquet.EventhoughSportsAuthorityhastheupper
handinvarietyofrefinesearchestheircontentiscompact,andcanbehardtoread.Dick’sSporting
Goods,ontheotherhand,spreadsouttheircontentandusescheckboxestogivetheirviewers
visualconfirmation.
Atthetopofeachpagethereareafewitemswhichmustbediscussedsuchastotalitems,
sortitems,andads.Dick’sSportingGoodsandSportsAuthoritybothhavethesethreeitemsatthe
topoftheirmaincategorypages.Thefirstoneisthetotalnumberofitemsortennisracquetsinthis
case.SportsAuthorityhas156differenttypesoftennisracquets.Dick’sSportingGoodsdoesn’tgive
anexactnumberanddoesn’thavea“ViewAll”tabbuttheyalsohavearound150differenttypesof
tennisracquets.Itisimpossibletofindanexactfigureoftennisracquetsinthemarket,butthefact
thatbothsellaround150differenttypesofracquetsseemslikeagoodsign.Theseconditemonthe
topofeachofthemaincategorypagesisthe“sortitemsby/sortby”categories.Thisitemismade
forquicksearches,andisanalternativetousingtherefinesearchtoolthatbothcompanywebpages
offer.SportsAuthorityoffersfourdifferentsortbyoptions:topsellers,newarrivals,pricelowto
high,andpricehightolow.Dick’sSportingGoods,ontheotherhand,offersfivedifferentsort
options:topsellers,toprated,newproducts,pricehightolow,andpricelowtohigh.UnlikeSports
Authority,Dick’sSportingGoodsusestheircustomerreviewsofproductstocreateanothersort
optionfortheircustomerstoutilize.ThisshowsthatDick’sSportingGoodswantsnewcustomersto
seewhatothercustomershavebeenbuyingandreviewing.Thelastissuewehavetodiscusswith
themaincategorypageisads.SportsAuthorityandDick’sSportingGoodsarenotveryheavyad
sites,byanymeans.Bothofthesesiteshaveanadbannergoingatopeachofthecompany’spages
sponsoringtheircurrentsales.SportsAuthorityalsoreleasedspaceabovethefoldtoother
companiestosponsorads.Havingadsabove-the-foldisnotnecessarilygoodforthewebsite,but
it’sgreatforadvertisingcompanies.
Themaincontentofeachofthepagesisprettysimilar;thereisanimageoftheproductwith
somebasicinformationbelow.SportsAuthorityshowsapictureoftheobjectalongwith:thename
inblacktext,ratingsystembasedonyellowstars,shippinginformationinorangetext,asalesprice
(iftheitemisonsale),price,whetheritisavailableonlineorinstoresusinggreencheckmarks,and
colorchoicesifavailable.Dick’sSportingGoods’pageconsistsof:apictureoftheitem,thenamein
blacktext,ratingingoldstars,thenumberofratings,thesalespriceifonsales,price,shipping
informationingoldtext,andwhetheritissoldunstrungornot.Basedonthewayeachpage
presentstheirmaincontent,Dick’sSportingGoodsclearlycomesoutontop.Dick’sSportingGoods’
categorypageislayedoutinamoresimplifiedmanner,andiseasiertoreadthrough.Sports
Authority,triestocompactalotoncontentintoalittlesectionmakingithardtohard,andusingan
excessofcolorscandistracttheviewerfromtheproduct.
Theproduct-levelpagesonSportsAuthorityandDick’sSportingGoodsaresimilaryetvery
different.Bothcompaniesusethesamelayout,howevertheyhavedifferentamountsofinformation
andcontent.SportsAuthority’sproduct-levelpagecanbebrokendownintofivesections.The
imagesectionwhichcontainsalargeviewoftheproductalongwithalargerviewoptionplusother
photos.Thissectionalsocontainsavideobutit’snotrelevanttotheactualproduct.Thevideoson
thesepagesaremoreaboutthetipsyoushouldtakeinordertobuytennisracquets,andwhich
tennisracquetbestfitsyou.Thesecondsectionistheinformationsection:thiscontainstheprice,
promotions,colorchoice,size,andquantity.Thissectionfeelslikeit'salittleoverwhelmingwhenit
comestotheamountofcontentandclickablefeatures.Therearejustsomanyheadings,smalltext,
andlinksthatcustomersmayjustoverlookitall.Thethirdsectionistheproductdetails.This
sectiongivesyouashortdescription,andsomefeaturesoftheproduct.Thisshortdescriptionis
uniqueonlytoSportsAuthority,accordingtoPlagium.comandPlagSpotter.com.Thefeaturestab
ontheotherhandisnotunique.Thisinformationsectioncanalsobefoundonmanyothersites
includingDick’sSportingGoods.ThelasttwosectionsareProductRecommendationsandProduct
Reviews;bothofthesesectionscanbefoundonotherwebsitesaswell.Thesesectionsareboth
prettystandardonwebsitesthatsellproducts;howevertheproductreviewssectionsseemstobe
overwhelming.Viewersgetalotofsmalltext,links,andavarietyofcolorsmakingithardtofocus
onthereviewitself.Peopleoverlookthissectionbecauseit'snotsimplifiedforthestandardviewer.
Dick’sSportingGoodsproduct-levelpagehasthesamelayoutasSportsAuthority,howeverthe
contentisnotasclutteredandtheyhavesomecontentthatSportsAuthoritydoesn’thave.The
imagesectionisbasicallythesame,onelargeimagewithafewsmallerimagesplusaviewtool.The
onlydifferenceIseeisnovideooption.TheinformationsectionontheDick’sSportingGoods’
websiteisorganizedmuchbetterandislesscluttered.Simpleheadingswitheasytoreadcontent
helpsconsumerstakeinalltheinformationonthepage.TheproductinformationpageonDick’s
SportingGoods’siteexceedsSportsAuthority’scontent;notonlyisthereashortparagraph
descriptionuniquetoDick’sSportingGoods,butconsumersarealsogivenafeaturesandspecs
section.SportsAuthorityputthosetwosectionstogetherwhichleadtolesscontent.Thetwolast
sectionsareproductreviewsandproductrecommendations.Dick’sSportingGoodsalsotooktheir
recommendedproductssectionandmovedittotherightinaverticalsection.Thismakesthepage
shorterandeasiertomovethroughfortheconsumer.
RecommendationforImprovements
EventhoughSportsAuthorityisn’taterriblewebsitethereisplentyofroomfor
improvement.ThefirstrecommendationistomakeanorganizationcategorypagelikeDick’s
SportingGoodshastohelptheconsumernavigatethesite.Thiswouldmakeitsomucheasierfor
viewerstofindtheitemstheyneed.ThesecondrecommendationIwouldmakeistosimplythe
categorypagesonSportsAuthority.LookingthroughthispageIfeellikethecontentiscluttered
andhardtoread.Iwouldsuggestremovingsomeofthesmalltextandorganizingyourcontentthat
allowsyourviewerstoreadthroughthepageinaneasierfashion.
Bounce
Page
Daily
Productlevel
Product
Product
Rate
Views/Visitor
Timeon
ShareTools
Level
Level
Ratings
Reviews
Yes
Yes
Site
SportsAuthority
CategoryPage
26.5%
5.97%
4:30
Yes
Dick’sSporting
28%
5.93%
4:26
Yes
Yes
Yes
GoodsCategory
Page
Analysis
ThetableaboveshowsinformationbasedoffthesiteAlexa.com.Whilecomparingthesetwo
sitestherewasmoreincommonthanonewouldthinkwouldbe.Thebouncerateforbothofthese
sitesareexcellent.SportsAuthorityandDick’sSportingGoodsbothfallintotheunusuallygood
category.Theaveragebouncerateisaroundfiftypercent.Thesesitesbeinginthemid-twenties
rangeisbeyondexcellent.Thepageviewsperpersonandthetimeonsitearealsoveryclose
betweenthesetwosites.Notabletofindanaveragepageviewsperperson,howeverifwebsitesare
gettingmorethanthreetofourpagesthatisrelativelygoodandmeansviewswanttostay.The
timespentonthetwositesisalsoveryclose.Ifviewersarespendingmorethantwominutesonsite
thatmeanstheyarehighlyinterestedinthewebsite’scontent.Bothsiteshaveproductlevelshare
tools,reviews,andratings.EventhoughtheybothcoverthesethreetopicsSportsAuthorityshould
simplifytheircontentlayoutevenfurther.
TheonlyproblemwiththeSportsAuthorityistheamountofcontentontheirproductpages
andhowtheyorganizeit.SportsAuthorityshould
changetheirlayoutfortheproductlevelreviews,as
wellastheamountofinformationyougivesocial
mediabuttons.
SocialAnalysis
SocialSignals:Reputation(Sr)
SportsAuthority.com
Facebook:Likes
1,197,769
Facebook:TalkingAbout
N/A
Facebook:YearJoined
2009
Facebook:LikesonPosts
2,818.4(averageoflast5posts)
Twitter:Followers/Following
56,400/1,624
Twitter:Comments/Favorites/Retweets
0/4.2/0.4(averageoflastfivetweets
madebyaccount)
GooglePlus:Followers
2,733
GooglePlus:NumberofPosts1+
5/last5posted
YouTube:NumberofVideos
108
YouTube:Subscribers
1,997
YouTube:NumberofViews
214.8averageoflastfivevideosposted
YouTube:Comments
0inlast5videosposted
YouTube:Up/DownThumbs
7/0infivevideos
Instagram:Followers/Following
11,500/612
Instagram:NumberofPosts
410posts
Instagram:Favorites
209.4averageforlastfiveposts
Instagram:Comments
4averageforlastfiveposts
Pinterest:Followers/Following
6,600/151
Pinterest:NumberofBoards
34
Pinterest:NumberofPins
3,ooo
Pinterest:NumberofLikes
242
OnSportsAuthority’smainaccount,thecompanyhas56,400followersand14,100tweets.
Aaveragetweetfrom@SportsAuthoritycontainsasimpleinspirationalquoteandaphoto,typically
ofamiddleschoolorhighschoolsportsteamorafilteredoutdooryogaorrunningactionshot.
Manyofthesephotoslookunprofessionalorpoorlyedited.Oncloserinspection,everyphoto(save
promotionalproductphotos)isfromvariousinstagramaccounts.Muchofthecontentfeelsstale
afterscrollingthroughtheirfeedforanyamountoftimeoverthirtyseconds.Whatcouldnotbe
foundontheirfeed,though,wasany
formofcustomerservice.
Whileanybrandwillgeta
numberofcomplaints,rarelydoesthe
customerservicecenterfollowupon
thesecomplainsrightaway.On
Twitter,SportsAuthorityhastheir
owncustomerserviceaccount,
SACustCare.SACustCareallowscustomerstotweetat@SportsAuthoritywithoutcreating
negativityaroundthataccountandprovidinggreatcustomerservicewithouthavingtohaveallof
SportsAuthority’sfollowers,oranyoneviewingtheSportsAuthorityaccount,awareofaproblem.
With1,273tweetsallrespondingtonegativetweetsaboutSportsAuthority.comandSports
Authoritylocations,thisgivesusadecentnumberofnegativecomplaints,comparedtothe
sentimentscoregiventoSportsAuthority.comonSocialMention.comwhenusingthekeywords
“SportsAuthority”.
SportsAuthority’sFacebookaccountislaughable.Eachpost,
identicalsavefortheformattingofeachaccount,hasadoppelganger
thatcanalsobefoundontheirTwitteraccount.Duetothis,thereis
notmuchtotalkaboutwithSportsAuthority.Theonlytwocomments
whichcanbemadeareaboutthecommentsSportsAuthoritymakes
inreplytoothersandthelackofdetailintheAboutsectionoftheir
profile.WhenSportsAuthoritypostsontheirfacebook,typicallyone
totwoproudparentsrespondwithpicturesoftheirchildrenortheir
children'ssportsteams.Eachcommentlikethisisrespondedtowith
“Thanks[nameofcommenter]!”or“Thanksforsharing!”andthisistheendoftheinteraction
betweenthecommenterandthecompany.
OnSportsAuthority’sPinterestaccount,thecompanyhas6,600followerswith34boards
and3,000pins.Eachboardrepresentsadifferentsportorsportinggiftswhichincludepinsoftheir
productsorpeopleenjoyingSportsAuthority.comproducts.Thelastpinmade,asofNovember14,
2015,wasdatedNovember13,2015.Duetothis,itiseasytosaytheSportsAuthorityPinterest
accountiskeptuptodateandhasqualitycontent.
LiketheirPinterestaccount,theSportsAuthorityGooglePlusaccountseemsuptodate.
With2,733followersand941,024views,SportsAuthority’saccountmustbedoingsomethingright.
Whenlookingatthepostingtimefortheircontent,thereisatleastonenewpostadaybutwhen
lookingintothecontentoftheseposts,theyhavethesameproblemastheirFacebookandTwitter
accounts:everythingisthesame.
WhilethereareplentyofSportsAuthoritybrandedcontentonthecompany'sYouTube
channel,mostofthevideosarecenteredonhighschoolandmiddleschoolfootballandbaseball
teams(likemostofthecontenttheypostonFacebook,Twitter,andGooglePlus)andthelastpost
wasmadeoveramonthago.AsectionofthechanneliscalledGearUp,whichfocusesonmiddle
schoolsizedathleticgoodsandhowtopurchasetherightequipmentforyourchild.Therearevery
littleofthesevideosbuttheyfocusonthetypicalfootballgearbutexpandstosoccergearaswell.
Besidesthesetwocategories,thechannelhasafewolderproductvideosthatareeachundera
minute.Whenlookingatthechannel’splaylists,thereareplentyofworkoutvideosbutarebranded
as“BodyFitbySportsAuthority”.Thesearebyfarthemostprofessionallydoneanddiversevideos
onthechannelbutcanonlybefoundontheplaylistsectionofthechannel’spage.
Becausehalfthecontenteachnon-motionSportsAuthoritypostcontainsisaninstagram
picture,instagramisthelastsocialmediaplatformtobediscussed.With11,500followersand410
posts,SportsAuthority’sinstagramaccountisthemostcontentdiverseandthrivingsocialmedia
accountthusfar.OntheirInstagramaccount,verylittlecontentisrepeatedontheirothersocial
mediaaccounts.Alongwithalackofrepetition,theactualcontentismorevarying.Whilethe
contentforFacebookandTwitteriscenteredonathleticteams(primarilyfootballandbaseball)
andwomenrunningorcompletingyogaposes,theimagesassociatedwiththeirinstagramaccount
include:hikingtrails,imagesofpeoplecamping,basketballcourts,puppieswithvarioussports
equipment,soccerplayers,surfers,beachvolleyballplayers,golfers,akayakandseveralimagesof
childrenholdingsignsreading“GoMom”foraMother’sDaypromotionalcampaign,whichseemsto
onlyappearontheirInstagramaccount.ThelargestproblemwiththeSportsAuthority.com
Intstagramaccountisthelackofcontentthatpromotestheproductsthataresold.Whileitisgreat
topostphotosotherpeoplehavetaken,everyimagebeingrepostedwithaninspirationalquotejust
doesn’tworkout.
Facebook:Likes
4,093,868
Facebook:TalkingAbout
N/A
Facebook:YearJoined
2010
Facebook:LikesonPosts
32.4(averageoffivemostrecentpost)
Twitter:Followers/Following
380,000/2602
Twitter:Comments/Favorites/Retweets
0/6.8/18averageoflastfiveposted
GooglePlus:Followers
6,797
GooglePlus:NumberofPosts1+
5/lastfiveposts
YouTube:NumberofVideos
156
YouTube:Subscribers
13,398
YouTube:NumberofViews
4,155/lastfivevideosposted
YouTube:Comments
3inlastfivevideosposted
YouTube:Up/DownThumbs
92/3inlastfivevideosposted
Instagram:Followers/Following
181,000/239
Instagram:NumberofPosts
1,094
Instagram:Favorites
2,595averageoflastfiveposts
Instagram:Comments
16averageoflastfiveposts
Pintersest:Followers/Following
12,100/51
Pinterest:NumberofBoards
18
Pinterest:NumberofPins
925
Pinterest:NumberofLikes
9
With4,093,461likes,Dick’sSportingGoodswasexpectedtohaveaFacebookpagethatwas
spectacular.Eachposttypicallyhasasmallamountoftextandanimage.Whenlookingattheir
contentoverall,Dick’sSportingGoods’scontentisfocusedonoutfitpairingsfeaturingproducts,
linkstotheirwebsitefordailydeals,andafewimagesofpeopleactuallytakingpartinteamsports.
Whendiggingdeepenough,videosandpostsforapromotionalhashtag,#SportsMatter,appears.
ApparentlythiswasacampaigninAugust2015tosaveyouthsportsininnercities.Thishashtag
waspickedup,throughFacebookposts,bySnapChat,FoxNews,EspnW,UnderArmour,U.S.Soccer
Foundation,andmanymore.
WhilesomeofthecontentfromtheirFacebookpagecrossesintoTwitter,muchoftheir
Twittercontentisunique.Mostoftheirtweetsarepromotinginstoreandonlinedealswithplenty
ofpromotionaltweets,suchasthe#SportsMatter,mentionedabove,andsweepstakepromotion
tweetssuchas#JerseyUpgrade.
With18boardsand12.1thousandfollowers,Dick’sSportingGoodsmusthaveamazing
contentonthissocialmediaplatform.Eachboardhasastrongtitlesuchas“HittheGround
Running”,“WinterReady”,and“WhoWillYouBe?”.Whenexaminingthecontentfurther,Dick’s
SportingGoodsisclearlyaimingforthe“PinterestMom”demographic1bycreatingboardslike“Just
LikeMom”whichfocusesonchildren’sclothingthathasadultcounterparts,“#StrongMom”which
isdescribedas“Shedoesitall---she'smom.Sogivehergeardesignedforallhermoves,”and
“Women’sWWYB”.WhileDick’sSportingGoodshasaWhoWillYouBeboard,theyalsohaveone
setasidespecificallyforWhoWillYouBepostsaboutwomen.Overall,alloftheboardsaretailored
forthePinterestdemographic.
LikeeveryotherDick’sSportingGoodssocialmediaplatform,thecompany’sGooglePlus
accountisextremelyuptodate.ThepostsmadetotheirGooglePluspageisacrossoftheirTwitter,
Facebook,andPinterestcontent.Notonlydoesittakefromthoseaccounts,butithascontentthatis
notonanyotherplatform,suchasyogatipsandhowtobuythecorrectfishingreels
Withthelastpostonlyaweekold,theYouTubechannelofDick’sSportingGoodsiseasily
consideredfresh.Notonlyisthecontentuptodate,butextremelydiverse.Thesportsandactivities
featuredinthevideosinclude:WiffleBall,Softball,Polo,Camping,Biking,Hiking,Lacrosse,Surfing,
Basketball,Baseball,Football,Running,Fishing,Soccerandsomuchmore.Whenviewingthe
playlistsectionoftheirchannel,thevideosaresortedbysportorpromotionalhashtag.
1
According to full-service agency Modea, Pinterest’s primary user is a female mother. Fifty percent of
Pinterest users have children, 68.2% are female, and 27.4% are between the ages of 25 - 34.
Atfirst,one
wouldnotbeable
tofindDick’s
SportingGoods’
Instagramaccount.
Theydonothavea
linktotheir
Instagramprofile
ontheirwebsite
butwhenlooking
attheirYouTubechannelAboutpage,itcanfinallybefound.ThelastpostmadebyDick’sSporting
Goodsisonlyfourdaysold,soonecanassumethecontentiskeptuptodate.MostoftheInstagram
postsmadebyDick’sSportingGoodsareprofessionallyshotphotosofsneakersandathleticoutfit
flatlays.Thebestpartoftheiraccountthough,byfar,istheuserinteraction.Everyfewpoststhere
isanimageofazoomed-inpartofalogoandthecaptionasksuserstoguesswhichteamorproduct
theimageisof.Thisenticesfollowerstointeractwiththecompany
andeachotherbyspreadingtheimagetotheirfriendsthoughtagging
comments.
AccordingingtoSocialMention.com,sentimentratioforthekey
words“Dick’sSportingGoods”is19:1,whichisfairlydecent.When
lookingintothe2negativecomments,eachwereteasingand
somethingIwouldnotconsiderbadforthecompanysuchas“Dick’s
SportingGoodswouldbesodangerousifIhadaboyfriend,ohmy.”
and“CarrieUnderwood’scollectionatDick’sSportingGood’sislifebut
damn$$$.”AccordingtoSiteScore.co,DicksSportingGoods.comrates
10/10insocialandtraffic.Overall,Dick’sSportingGoodsdoesexceedinglywellinallofthesocial
mediaaccountstheyhave.
Analysis
SportsAuthority.com
Ratio
FacebookLikes
1,197,769
4,093,461
1:3.417
TwitterFollowers
56,400
380,000
1:6.737
PinterestFollowers
6,600
12,100
1:1.833
Google+Followers
2,733
6,791
1:2.484
Google+Views
941,024
15,354,230
1:16.316
InstagramFollowers
11,500
181,000
1:15.739
YoutubeSubscribers
1,997
13,389
1:6.704
YoutubeViews
2,525,733
19,217,297
1:7.608
AccordingtoSiteScore.coandSocialMention.com
SportsAuthority.com
SiteScore.coSocialScore
9/10
10/10
SocialMention.comStrength
76%
57%
SocialMention.comSentiment
12:1
19:1
SocialMention.comPassion
18%
32%
SocialMention.comReach
53%
38%
AccordingtoVarvy.com
SportsAuthority.com
GooglePagerankofDomain
6
6
AlexaPagerankofDomain
4,833
2,013
DomainsLinkingTo___
3,154
7,541
InternalLinksfromPage
552
655
ExternalLinksfromPage
11
20
Whencomparingthenumberofsocialmediafollowerseachcompanyhadandcomapring
thedifferencewiththenumbersSiteScore.coandSocialMention.comwascalculating,themath
becomesalittleblurred.Clearly,Dick’sSportingGoodshasafarwiderreachinsocialmedia
followersbutaccordingtoSocialMention.com,SportsAuthority’sreachis15%largerthanDick’s
SportingGoods,asofNovember15,2015.Whenlookingcloserathowthisinformationis
calculated,SocialMention.comstatesthatthereachnumberisthenumberofuniqueauthorstalking
aboutthebranddividedbyamountofmentions.ThismakessensesinceSportsAuthorityhasmore
uniquecommenters.Sadly,thisalsomeansthattherearefewreturningvisitorslikeDick’sSporting
Goodshave.
ThereareseveralsimplesolutionsSportsAuthoritycouldmaketoimproveeveryareaof
theirsocialmediapresence.
●
ShowingStoreHoursonSocialMediaSites
●
CreatingUniqueContentforEachProfile
●
AddingProductandHow-ToVideos
●
DiversifyingSportsandActivitiesShown
●
CreatingInteractionwithFollowers
Thefirstchangeistoaddstorehourstoalloftheirsocialmediasites.Ifacustomerprefers
toshopinpersonandandwantstofindasportinggoodsstorenearthem,theirfirstinteraction
withabrandcouldbethroughasocialmediasite.Tosimplifytheamountofclicksthisperspective
customerwouldhavetomake,itwouldbebesttoincludethehoursofthecompany'sphysical
establishments.
ThelargestproblemwithSportsAuthority’ssocialmediaaccounts,andmyfrustrations
couldprobablyberead,isthefactthateverypostwasthesameasanotherpostfromadifferent
socialmediaplatform.Itisalmostajoke.Whywouldanyonewanttofollowmorethanoneaccount
ifsaidpersonwouldhavetoviewthesamecontentseveraltimes?Theansweris:theywouldstop
followingSportsAuthorityalltogether.Thebestwaytodothisistobediverseintheircontentfor
eachsocialmediaaccount.ForFacebookandTwitter,postcouponsondealsthatcanbeusedonline
andin-store.Anotherformofcontenttobepostedtotheseaccountscouldbepromotionalvideos,
suchasthevideosDick’sSportingGoodspoststotheirFacebookaccount.Notonlycouldthishelp
thecompany’sFacebookprofileandYouTubechannel,butseveralhow-tovideosorvideos
containingpurchasetipscouldalsobeusedonSportsAuthority.com
ThebiggestimprovementSportsAuthoritycouldmakeistodiversifythesportsthatare
concentratedonintheirsocialmediacontent.Asofnow,SportsAuthorityfocusesonFootballand
Baseballwhileothersportsareputofftotheside.ClearlycateringtowhatSportsAuthority
considersthemajorityisn’tworkinginthecompany’sfavor.
AnotherlargeimprovementSportsAuthority’saccountscouldmakewouldbetofindaway
toconnecttothepeoplewholikeorfollowtheircompany’sbrand.Atthemoment,whena
commentersharesaphotowithinaSportsAuthoritypost,thepersoncontrollingtheaccount
thanksthecommenterforsharingandthenendstheconversation.Sincealloftheseparentswant
tosharephotosoftheirchildrenparticipatinginsports,whynothavephotocontestsorsomeform
ofthattoenticemorepeopletointeractwiththecompany’sband.Orhaveinspirationalhashtags
askingforacommentortoshareastoryorparticipateinamovement.Improvinginteractionwith
socialmediaaccountswillenticethecommenterstobecomeconsumers.
SocialSignals:Sharing(Ss)
ThereisahugeproblemwithSportsAuthority.com’ssocialsharingtools.Butfirst,there
needstobeadiscussionaboutthesharingtoolsofferedbySportsAuthority’sonlinestore.
SportsAuthority.comofferssharingtoolsforFacebook,Pinterest,Twitter,andGooglePlus.Using
theoldstyleofsocialsharingtools,consumerscanseehowmanyshares,likes,mentions,andposts
otherconsumershave.Whilethisisanoldie,itisagoodie.Peoplewanttoknowwhatthingsare
beforetheyclickthebuttonsandtheformattingSportsAuthorityusesonitssiteworksreallywell
forthis,evenifthedesignofitisoutofdate(andthefactthatwhenclickingthelikebutton,youare
actuallysharingit).Thisdesignshowsconsumershowmanypeoplearetalkingaboutit…whichcan
beitsbiggeststrengthandweakness.Ifaproductisdoingextremelywellinallareasofsocial
media,thisisperfect.Butifnoonecaresaboutaproduct,anyconsumerlookingatthatproduct
maybedissuadedfrompurchasingitbecausenooneseemstotalkaboutit.Anotherissuefound
whenlookingatthisbaronseveralpageswasthefactthateachsocialbarwasthesame.Forevery
productwas1.9KFacebookLikesand0foreverythingelse.Thisseemssopointlesstohaveon
everyproductpagewheneverypieceof
informationonthesocialbarforevery
productisthesame.
Nowforthebigproblem.When
lookinghowthesebuttonswork,there
wasanerror.Thisproblemonlyseemed
tohappenwiththeFacebookbuttonwith
severaltennisracquets.Becauseanerror
messagepoppedup,thiswillmostlikely
stopconsumersfromsharingit(whichaffectstheproblemmentionedinthelastparagraph)andin
turnresultsinconsumersfeelinglikethereismoreproblemswiththeothersharetools,sincethe
buttonforFacebookisthefirstoneinthatline.
Whensearchingforsocialmediatoolsaconsumercouldusetoshowofftheirlatest
purchase,itwasdifficulttofindanythingotherthanlinkstoDick’sSportingGoodssocialmedia
accounts.WhenviewingtheproductpageforaHEADTi.S6TennisRacquet,ittookseveraltimesof
scrollingthroughthepagetofindthesmallsharebuttons.Asdiscussedinclass,itwasdifficultto
tellwhatwouldhappenwhentheFacebookbuttonwaspressed,sincethebuttonisonlythe
Facebooklogo.
Analysis
Whilecomparingthesharetoolsanduseofsocialmediaoneachofthecompanies’sites,
thereareseveralsimilarities.Eachofthesites,followingthestandardofothersites,havelinksto
theirsocialmediaaccountsinthefooterofeachpageofthewebsites.Anothersimilaritybetween
thesitesisthesharingtoolslocatedontheproductpagesundertheproduct’sinformation.The
largestdifferenceishowthosetoolsareformattedandhowtheywork.While
SportsAuthority.com’stoolsallowtheusertoseetheresultsandinformationabouthowmany
consumershavesharedtheproductonsocialmedia,thesetoolscomeoffasclunkyandcould
discourageusersfromapurchase.
●
HaveSocialBarsActuallyWork
●
ChangeFormatting
●
HavetheSocialBarsRepresenttheMentionsforaSpecificProductonthePagetheBaris
LocatedOnorDoNotHaveThematAll
ThelargestrecommendationforSportsAuthority.comwouldbetomakesurealloftheir
toolsactuallywork.Theideaofaconsumerwantingtosharetheirpurchasewithfriendsandthe
toolnotproperlyworking,isbasicallythrowingaway
freeadvertisment.
Anotherimprovementthatmayseemsmall
buthelpinmajorwaysistheformattingandarrangementoftools.Accordingto
SearchMetrics.com’s2014RankingFactorsGuide2,socialmediaplaysahugeroleinranking.Ofall
socialmediasites,GooglePlusplaysthelargestroleinU.S.Googlesearches,at0.33%.Following
GooglePlusisFacebook,Pinterest,andthenTwitter.Usingtheimageabove,anewbarfollowing
theorderofimportancetoSEOmayhelpunburyGooglePlusfromthecurrentsocialbarwhile
updatingthedesign,telluserswhatthebuttonswoulddo,andhidetheamountofpeoplesharing
andlikingacertainproductorcompany.
HTML:CurrentKeywordLocationAnalysis(Ht,Hd,Hh)
TitleTags
SportsAuthority.comProductCategoryPage:
<title>Tennis Racquets | Sports Authority</title>
DicksSportingGoods.comProductCategoryPage:
<title>Men's &Women's Tennis Racquets | DICK'S Sporting Goods</title>
Analysis
LookingatthecategorypagesHTMLforSportsAuthorityandDick’sSportingGoodsthereis
ahugedifferenceintheamountofinformationtheyputintotitletags.SportsAuthority’stitletagis
shortcomparedtoDick’sSportingGoodstitletag;thetitletagforSportsAuthority.comonly
containsfourwordsandonesymbolcomparedtoDick’sSportingGoodssevenwordandone
symboltitle.SportsAuthoritytitletagisalsonotverydescriptive,tennisracquetsissuchabroad
term.SportsAuthorityshouldthinkofmoredescriptivewordstocategorizetheirmerchandise
2
Which can be found at http://www.searchmetrics.com/knowledge-base/ranking-factors-2014/
suchasthetennisracquetbrandortype.TheHTMLtitletagisthemostimportantHTMLtag.
SearchengineslikeGoogleusethistagtodeterminewhatthepageisaboutandalsowhatappears
onInternettabs.Dick’sSportingGoodstitletagisnotonlylongerthanSportsAuthority’s,butmuch
moredescriptive.Dick’sSportingGoodscategorizesalloftennisracquetssoldintoeightsections,
whichtakestheusertothesection’sowncategorypage,makingiteasiertofindaspecifictypeof
racquet.IntheHTMLcode,adultcategorypageistitled“Men’s&Women’sTennisRacquets|Dick’s
SportingGoods”-abettertitletagthanwhatSportsAuthorityhas;it’salsoamoredescriptivetitle
tag.
SportsAuthorityneedstobemorecreativewhenitcomestoorganizingtheircontent.Ifthe
companyweretocategorizetheirracquetsintosmallersectionslikeDick’sSportingGoodsdoes
theycouldgetreallycreativeanddescriptive.Thiswouldmorethanlikelymovethecompanyupa
fewpositionsinthewebsiterankings.Somerecommendationsforcategorypages,andtheirtitle
tagsbelow.
●
●
SportsAuthority
○
CategoryPage-WilsonTennisRacquets
○
Title-WilsonTennisRacquets|SportsAuthority
Dick’sSportingGoods
○
CategoryPage-BeginnerTennisRacquets
○
Title-BeginnerTennisRacquetsforKidsandAdults|SportsAuthority
DescriptionMetaTag
<meta name="description" content="Buy Racquets at Sports Authority - the nation's
preeminent full-line sporting goods chain. Shop online or in-store for your favorite brands - Nike,
Under Armour, The North Face, Bowflex, Schwinn, Lifetime and more." />
DicksSportingGoods.comProductCategoryPage:
<meta name="description" content="Find your perfect adult or pro tennis racquet from Dick's
Sporting Goods today. Shop top brands like Wilson, Prince, HEAD, Babolat and more! " />
Explanation
BasedonwhatbothwebsitesprovideformetatagdescriptionsDick’sSportingGoods
shouldoutrankSportsAuthority;notonlyisthedescriptionmoreaccuratetowardthepagebutit
alsouseskeywordslikeWilson,andPrince.SportsAuthority’sdescriptionmetatagcouldbeused
foranyoftheirpagesifitdidn’tsay,“BuyRacquets”.Companiesknowthatmetadescriptiontags
don’tmakeorbreakasiteintherankingsfactor,buttheydohaveanimpactonthedisplayfactor.
SportsAuthorityonlyusingthekeywordracquetsintheirdescriptiontagisahugedisappointment.
Nouniquekeywords,andadescriptionthatcouldbeusedonanypageisadisaster.Googlemost
likelyreplacedtheirdescriptiontagwiththeirowntagthatmakesmoresenseforthepage.When
puttingthedescriptiontagsintoGooglesomeinterestingresultshappened;neitherofthepages
showedupinthetoptenortwenty.Googlemustofreplacedbothcompaniesmetatagswithnew
ones,orthisjustshowshowirrelevantmetatagsareintoday'sonlineworld.
ThebiggestchangethatSportsAuthoritycouldmaketotheirdescriptionmetatagisto
completelychangeit.SportsAuthorityhasnorelevantinformation,orkeywordsrelatingtotennis
racquetsexceptthewordracquet.Itisnosurprisethatthepagedidn’tcomeuponaGoogleSERP.
Recommendationsforbetterdescriptionsbelow.
●
<metaname=”description”content=”BuyWilsonTennisRacquetsforthebestprice|Sports
Authority.Thenumberonestoreforyourtennisracquetneeds.”/>
●
<metaname=”description”content=”FindBeginningTennisRacquetsforadultsandkidsat
thenumberonesportsstore|SportsAuthority.Thenumberonestoreforallyourtennis
racquetneedsandaccessories.”/>
IMGNamesandALTText
<imgclass="lazysmallImage"dataoriginal="http://www.sportsauthority.com/graphics/product_images/pTSA-9752619nm.jpg"alt="A
HEADS6TennisRacquetletsyoudominateyourtenniscompetitionwithanadvanceddesignand
detailedconstruction."title="AHEADS6TennisRacquetletsyoudominateyourtenniscompetition
withanadvanceddesignanddetailedconstruction."width="176"height="176"/>
Explanation
TheimagesourcecodeaboveisanimageofaproductthatSportsAuthorityistryingtosell.
Thefirstpartofthecodeisaclasselement.Thisisusedtodefineequalstyleforthatspecificclass.
Thiscodeisusedforallproductimagesthroughoutthepage.Thedata-elementisusedtohold
informationinthecompaniesJavaScriptfilecreatingabetteruserexperience.Altelementisthe
mostimportantaspectofimages,becausetheGooglebotsreadalttagsnotthepictureitself.Thealt
tagthatSportsAuthoritycreatedforitsHEADTis6tennisracquetisdescriptive,putitmightbetoo
long.Thetitletagisinformationyouwanttobroadcasttotheuseriftheyarehoveringovera
specificimage.SportsAuthorityusesthesameinformationintheiralttagthattheydointheirtitle
tag.EventhoughitsdescriptiveSportsAuthorityshouldcreatenewinformationfortheirtitletags.I
wouldrecommendSportsAuthorityusingashortdescriptivetagforthetitle,orjustthenameof
theproductitself.SportsAuthorityalsoresizestheirimagesthroughthewebwhichiswhatthe
width,andheighttitletagsaredoingintheendofthecode.Thephotosshouldberesizedin
photoshop,orsomeotherphotoapplication.Havingtheinternetresizeyourphotosslowsdownthe
loadtimeittakesforthepagetoupload.
Thealttagfortheproductimagesisverydescriptivebutmightbetoolong.Sports
Authorityshouldfindawaytoshortenthetag.SportsAuthorityalsoshouldnotusethesame
informationinthealttagandtitletags.Thetitletagneedstobedifferentfromthealttagyetstill
unique,descriptive,andshort.ThelastrecommendationisforSportsAuthoritytoresizetheir
imagesbeforeuploadingthemtotheirsite.PhotoShopmakesiteasytoresizeyourphotos.
●
alt=”AHEADTi-S6TennisRacquetletsyoudominateyourtenniscompetition”
●
alt=”HEADTi-S6TennisRacquet,thebestracquetfordominatingthecompetition”
●
title=”HEADTi-S6TennisRacquet”
●
title=”HEADTi-S6”
Architecture(As,Au,Am)
Speed(As)
Explanation
Belowthisexplanationsectiontherearefivedifferentchartsallexaminingthespeedof
SportsAuthority,andDick’sSportingGoods.Thefirsttwochartsshowpiegraphs,andatableof
speedinformation.Thisisveryimportantcanwecanseewhattakeslongloadtimes,andwhich
sectionsneedtobereduced.Thethreecomparisonchartsbelowthepiechartsshowthedifference
betweenSportsAuthority,andDick’sSportingGoodsintermofloadingspeed.Thefirstchart
amongthosethreeshowshowfastthecategorypagesofSportsAuthoritycomparestoDick’s
SportingGoods.Thesecondcomparesthetimingsofeachsectionofthecategorypages.Thethird
chartshowstheamountofbytesineachsectionofthecategorypagesonSportsAuthority,and
Dick’sSportingGoods.
ThenumberonerecommendationforSportsAuthorityistodecreasetheamountofbytes
andrequestsittakestoloadthecategorypage.SportsAuthorityshouldchangetheformatwhich
theyholdpictures,uselessCssstylesheets,anddecreasetheamountofJavaScriptusedto
increasepageloadtimes.SportsAuthorityshouldaddacontinuousscrollsotheydon’thaveto
loadasmanyimagesatonce.
URLs(Au)
CategoryPage:
http://www.sportsauthority.com/TeamSports/Tennis/Racquets/family.jsp?categoryId=22702526&cp=3052500.66276696
Product-LevelPage:
http://www.sportsauthority.com/HEAD-TiS6-TennisRacquet/product.jsp?productId=11339970&cp=3052500.66276696.22702526&parentPag
e=family
CategoryPage:
http://www.dickssportinggoods.com/category/index.jsp?ab=TopNav_TeamSports_TennisR
acquet_TennisRacquets&categoryId=4418840&cp=4413887.4418829
Product-LevelPage:
http://www.dickssportinggoods.com/product/index.jsp?productId=3982084&kw=head+ti.
s6&origkw=head+ti.s6&redirectfrmcatfam=true&frmSearch=true
Explanation
TheURL’sforbothSportsAuthority,andDick’sSportingGoodsarelengthy,usegeneric
names,andhavedeepnesting.TheSportsAuthoritycategorypagedoesexcellentworkuntilithits
thelastsectionoftheURLcontaining“family.jsp?”.SportsAuthority’sURLismadeofkeyphrases
untilthelastsectionoftheURLwhichismadeupofseeminglyrandomnumbersandsymbols.This
partofthedomainislengthy,andgeneric.Iwouldrecommendusingafewkeywordshere,and
shorteningthelength.TheproductlevelpageforSportsAuthorityhasthesameissuesthatthe
categorypagehad,howeveritdoesnothaveadeepnest.Thelastsectionoftheproduct-levelpage
alsoneedstobeshortened,andcontainkeywordsrelatedtothesite.WhileDick’sSportingGoods
hasthesameproblemsasSportsAuthorityhas,thisworksinfavorofSportsAuthority.com.
ThebiggestrecommendationsforSportsAuthorityareshorterURLs,morekeywords,and
lessdeepnesting.ComparedtoDick’sSportingGoods,SportsAuthoritycreatesseveralfilesa
systemmustgothroughtoreachitsdestination;thisisevidentwiththeamountofbackslashes.
SportsAuthorityalsoneedsmorekeywordsandlessgenericdatathatisreadasnumbersand
symbolstotheuser.This,inturn,wouldcreateashorterURLwithmoredescriptivekeywordsand
thereforeimprovehowthe“Googlebot”readsthecodeofthepage.
Mobile(Am)
Explanation
SportsAuthorityandDick’sSportingGoodsbothhavecreatedseparatesitesformobile
viewingandleavingthedesktopsitesforbothcompaniesnon-responsive.Beinganon-responsive
site,whileskippingamoderntrend,ispositiveforSportsAuthority.combecausethiscutsdownany
extraloadingtime.SportsAuthorityandDick’sSportingGoodsmobilecategorypagesassetupina
listformatandcutdownonbasicrefinementtools.Thecategorypagesforeachsitearestrippedof
certainsections,andfocusonthetennisracquetproducts.Bothsitesgetridoftheirrefinesearch
andsortbysectionsandonlyDick’sSportingGoodsgetsridoftheirrecommendationsection.
Theproduct-levelpagesforbothsitesalsogotoalistformat,butinsteadofgettingridof
certainsections,theformataccommodatesthelackofspaceaviewerhasbycreatingdropdown
menusfortherefinementtools.SportsAuthoritycarriesoneoftheirlargestproblemsoftheir
desktopsitetotheirmobilesite.Onceagain,SportsAuthorityiscompactingtoomuchinformation
intoasmallplacealongwithalotofsmalllinks.Dick’sSportingGoodscontinuestohaveasimple
layoutwitheasytoreadinformationandplentyofwhitespace.
SportsAuthorityneedstorestructuretheirmobilesiteinthesamewaytheyneedto
restructuretheirdesktopversion.ThelargestimprovementSportsAuthoritycouldmakeisto,once
again,spreadoutthecontentorjustgetridofsomeminorinformationusersdon’tcareabout,usea
restrictivecolorpalettetoorganizetheircontent,andorganizethecontentinamannerthatiseasy
tolookthroughsoviewersdon’tgetlostorconfused.
Links(Ln,Lq)
LinkNumber(Ln)
SportsAuthority.comNo.ofReferringDomains:
11,158(rootdomain)
246(categorypage)
DicksSportingGoods.comNo.ofReferringDomains: 20,649(rootdomain)
312(categorypage)
LinkQuality(Lq)
SportsAuthority.comNo.ofReferringDomains:7
DicksSportingGoods.comNo.ofReferringDomains:7
Explanation:
RootDomainsAccordingtoMagesticSEO.com
SportsAuthority.com
TrustFlow
64
66
CitationFlow
53
60
ReferringDomains
11,158
20,649
EducationalReferringDomains
31
86
GovernmentReferringDomains
8
26
CategoryPagesAccordingtoMajesticSEO.com
SportsAuthority.com
TrustFlow
39
27
CitationFlow
40
33
ReferringDomains
246
312
ReferringBacklinks
2,753
11,297
AccordingtoMajesticSEO.comandasearchinthetwocompanies’rootdomains,
SportsAuthority.comislosingagainstDicksSportingGoods.cominall12catagories.Thelargestgap
betweenSportsAuthority.comandDicksSportingGoods.comwasintheEducationalExternal
BacklinkssectionwithDicksSportingGoods.comhaving25,344externalbacklinksand
SportsAuthorty.comfallingshortatonly60backlinks.Foreveryoneeducationalexternalbacklink
SportsAuthority.com
has,
DicksSportingGoods.
comhas422.4links.
When
lookingatwhat
MajesticSEO.com
hadtosayaboutthe
categorypagesfor
bothSportingGoods’tennisracquetspageandDick’sSportingGoods‘tennisracquetspage(the
pagefeaturingagridselectiontoolfortheusertoselectthetypeoftennisracquetstheyare
shoppingfor),therewasadisaapointinglackofinfromation.MajesticSEO.comdidnotgivethe
amountofGovernmentorEducationbacklinkorreferringdomains.Thankfully,thesitestill
providedTrustFlowandCitationFlownumbers,referringdomainsandreferringbacklinks.
Overall,IfoundmostofthesitesbacklinkingtothetennisracquetpageforSportsAuthoritywere
linkssuchasa2009sneakpeeksiteforarestaurant,awebpagedevotedtosupportingveterans,
andawildlifeadoptionpageforSpocktheBobcat.Theonlylegitimatelinkseemedtobeanoutlet
shopbutthewebpagewasnotaboutathleticwearbutHollisterandRalphLaurenwintercoats.In
thetwoimagesabove,onecanseethattherearepagesofCeltsPub.SiteSneakPeak.comthatare
hiddenfromthenavigationandareburriedfromhumanviewbutaredesignedtolooklikeactual
SportsAuthority.com
pages.3Thesepages
don’tjustlooklike
SportsAuthority.com
pagesbutwhen
exploringthepage,
allofthenavigation
linksstillworked
andthepagefunctionedthesameasaSportsAuthority.compage.
Thisisoneoftwothings.Whenlookingcloserintothis,SportsAuthority.comhasan
afflitiatelinkprogramwhereanyonecanearncommisionsellingSportsAuthority.comprouctsis
variousways-includinglinkingtoSportsAuthorityasamiddlemanformore
SportsAuthoritypages.TheotherexplanationisthatSportsAuthorityhasalinkfarm.And
DicksSportingGoods.comhasabetteroneandthisisactuallythebestthingfor
3
CAITLYN’S CONSPIRACY THEORY: WhencallingtheCelt’sPubRosemount,MNlocationat651322-7995,awaitergoingbythenameofJoshsaidhedidnotknowthatCelt’sPubstillhadthat
websitedomain(theonetheSportsAuthority.compagelook-alikeishostedat)andhadmovedtoa
differentdomainaltogether.Halfofthelinkswerenotworkinganditcouldbepossiblethatthis
websitewasstilluptokeeptheSportsAuthority.compagestillaliveandmakingprofits.Joshdid
saythecurrentwebsitedomainis:http://celts-pub.com/andtoalwaysstopbyfor“Pizzaand
Taps”.
SportsAuthority.com.ThiswouldexplainwhySportsAuthority.com’sTrustFlowandCitationFlow
numbersfortheircategorypagesaremuchhigherthanDicksSportingGoods.com’snumberseven
thoughDick’sSportingGoodshasmorebacklinks.
Conclusion&PriorityRecommendations
●
Content
○
Usemorekeywordswithincategoryandproductlevelpages(+3inCrandCw)
○
Cutbackonexcessiveamountsofcontenttopresentquality,userfriendlysite(+3in
Cq)
●
●
●
●
Social
○
DiversifySocialMediaAccountsandtheCoveragewithinthoseProfiles(+2inPs)
○
CreateUnique,ShareableContent(+1inSs)
○
FixSocialShareToolonPages(+1inSsand+2inSr)
HTML
○
Createuniquetitletagsthroughtheusekeywords(+3inHt)
○
Metatagsneedtoactuallydescribethepagestheyaretalkingabout(+2inHd)
○
Excessiveuseforwordsinalttagsforimages(-1inVs)
Architecture
○
Siteneedstoloadfaster(+1inAs)
○
URl’sneedtobeshortyetcontainkeywordswithuniquedescriptions(+1inAu)
Links
○
DeleteLinkFarmfromSite(-3inVpand-2inVl)
Thefirstareathatneedstobeimprovedissocial.Asmentionedearlier,SportsAuthority
needstoexpandthetypeofcoveragetheyhaveandcreatetheirownuniquecontentforeachsocial
mediaprofilewhileonlypostingcross-platformcontentrarely.Atthemoment,mostof
SportsAuthority.com’ssocialcontentrepostsfromothersourcesandtheinteractionbetweenthe
companyandconsumerislackingforthismodernera.Thebestrecommendationthispaperhasas
farassocialisconcernedistofixthesocialbuttonontheproductpagesandthenimprovethe
contentonsocialmediaplatforminthewaymentionedabove.
SportsAuthority.com’scontent,whilesomeuniqueandwellorganized,isstuffedtothe
pointwhereitisdifficultforviewerstohandle.Whiletheseisaplethoraofcontent,thecontenton
thepagelacksuniquekeywords.ThecontentcoveredinSportsAuthority’swebsiteneedstohavea
layoutthatviewerscanreadthroughwitheasewithoutgettinglostin.Havingexcessiveamountsof
contentonpagescanmakeagreatwebsitelookdisorderlyandnonfunctional.Takingshortcutsby
combiningcertainsectionsshouldbeavoided.SportsAuthorityalsoneedstomakebetteruseof
uniquekeywordsintheircategoryandproduct-levelpagessoGoogledirectsconsumertrafficto
theirwebsite.
TheHTMLsectionofSportsAuthority.comrequirestremendouschangesandupdates.Title
tagsaren’tdescriptiveandlackkeywords,metatagdescriptionsaretoolonganddon’trelatetothe
pageathand,andimagefile,alt,andtitletagsneedtobedifferentfromeachotherwiththeirown
uniquecontent.IntheendtheHTMLsectionwasroughtolookthrough;manychangesneedtobe
madeifthissiteiswantingtoclimbtherankings.
SportsAuthority.com’sloadspeedandURLarebothbelowpar.Eventhough
SportsAuthority.com’spageloadedfasterthanDicksSportingGoods.com’spage,theycouldincrease
theirloadtimebychangingimageformatsanddecreasingtheuseofCssandJavaScript.TheURLs
SportsAuthoritycreatesarelong,deepnested,anddon’tuseuniquekeywordsfortitlelistings.The
architectureofthissiteneedstohaveaneasytofollowpathwithshort,descriptiveURLscontaining
uniquetitlesforeachpage.
ThefinalrecommendationthatcanbemadeisforSportsAuthoritytogetridofthelink
farmsandaffiliatelinkprogramtheycurrentlyhave.AccordingtoThePeriodicTableofSEO
SuccessFactorsbySearchEngineLandstatesthatPaidLinksandSpamLinksareextremelyhurtful
forSEO.Whiletherewasatimewhentheamountofbacklinksmatteredmorethanthequalityand
truthfulnessofthosebacklinks,Google’sageofcorruptedwebsitesdominatingtheworldwideweb
isover.EveryareaofthelinkssectionofThePeriodicTableofSEOElementsmentionedabovecan
beimprovedbythesechanges.Notonlywillthisincreasethequalityoflinks,but
SportsAuthority.com’sproblemswiththe“Googlebot”findingpaidorspam-ylinkswillberesolved.
Inconclusion,SportsAuthority’ssitehassomemajorimprovementstomakebutallofthe
solutionscouldnotonlyhelpthesitesurpaseDicksSportingGoods.combutbelistedasthetopsite
foranyofthekeywordslistedatthebeginningofthisanalysis.

Sports Authority

Transcription

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