A company performs Seo marketing campaigns to create visibility for a certain product, or service that they sell. Nike Golf is one such company that decided to increase visibility while in search of site visitors during the golfing season. The main strategy for the seo campaign was to make Nike Golf site visible in search engines and to research content that is informed.
Background of the problem
Nike golf is the branch of Nike that specifies in golf products. This sub-brand’s best known for adorning Tiger woods in every tournament. All equipment from golf balls to clubs, his footwear, and polo shirts. The company that collaborated with the Nike Golf digital advertising team is Swell Path. The endeavour was meant to maximize the organic potential of their site and provide an analysis of presentation in search.
The first challenge that the teams face was a lack of focused keyword plan. Second, the site had been initially created in a manner that was difficult for search engines to find content. Failure to have a focused keyword plan resulted in a position where the SEO elements, which could have helped the site were not effective concerning Meta descriptions, page titles, and blog post internal links.
To develop solutions to the two problems, the Nike golf team and the Swell path team collaboration to perform an in-depth keyword search and consider advanced solutions that were technical.
SEO Keyword Research
Concerning the keyword, the team analysed the terms used in the previously used Nike Golf’s unreachable content. Additionally, they analysed the keyword data making an analysis of search and industry trends. The research done by the team helped them make decisions on whether to target golf clothing, golf apparel, golf sportswear, or golf clothes. In this specific case, the team found that the testing, data, and the analysis of the search engine landscape that Bing and Google were treating these dissimilar variants as distinct. For instance, “golf apparel” was the term more frequently searched within the United States and those who found the website via the term “golf apparel” tended to dig deeper, stay longer and most definitely managed convert. It was from this point that they developed a methodical keyword, which would enable the Nike Golf and the Swell Path team to work strategically on opportunity keywords and place them into precise pages.
Overcoming User-friendly Concerns
Regarding the technical side, the team was aware that bettering search engine rankings might have been exceptionally hard while the site was still in flash. Therefore, the teams weighed their alternatives.
• Rebuilding the site completely would be rather costly and from the onset, this was not an option.
• Using a non-script tag for delivery of SEO precise content was not working.
• The most feasible approach was using novel technology, which would work with the older site and would not require much investment upfront.
The implementation was straightforward and Google approved the delivery of alternative content. However, the need to test the effectiveness of the solution before making an official recommendation to Nike Golf was necessary to ensure it would be worth the cost of execution. To achieve this, the team decided to launch it on two sites to make a comparison on Google’s index and rank in terms of search. Once it worked, the recommendation was made.
Executing the Solution and the Change Realized
As is the case with any large enterprise, large code alteration required proposal, sanction, and association with the improvement team as well as budget. This required waiting for a new fiscal year and the team used this time to organize a HTML based substitute to the content they planned to carry out using SWFObject2.
The revised website was launched and research informed alternative content prior to the 2012 golfing season. Within a week, the team noticed a jump in terms of rankings for the site and keywords that were non-branded. The ranking were steady for months with me ager gains every now and then. For most keyword rankings, the start of our solution interconnected with ranking jumps of total page of results.
Matters continued to progress throughout the golfing season until the end of the 2012 season. Even over the years, this was continued. There was a 169% increase in search traffic between 2010 and 2011. This include the branded search “Nike” related items as well as non-branded. 2011 and 2012 season saw an increase of 67% in traffic search gain. The total gain in the sites traffic search between 2010 and 2012 was 348%.
However, organic gains can be misleading compared to the amplified brand activity, authority and attention may lead to improvements in keyword branded search traffic. In order to assess the SEO marketing campaigns effectiveness, it is imperative to look into the search traffic accrued from keywords that are not branded.
There was a 17% slip for non-branded traffic from 2010 and 2011 in non-branded keyword traffic. The team was making way via the process of determining Nike Golf’s challenges. Nevertheless, once the plan was executed, there was significant growth. From 2011 to 2012 during the golf season, there was a 250% growth in traffic for non-branded keyword searches.
Nike Golfing team was extremely overwhelmed by the SEO gains over the months and years throughout the 2012 golfing season. Through this process, the team confirmed the importance of research based on optimization of content and the accessibility in search engines to achieve business goals. The lessons were useful when Nike Golf 360 commenced on a very available HTML5 based stage.
When the main objective is to place your brand ahead of other brands for clients who shop on line, one needs to factor in organic search. It pays your site to provide a memorable experience; it cannot be at the expense of convenience. When creating a website, ensure the platform and delivery of content is not failing you in service.