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SOLSTICESUNGLASSESPresented By: Elijah Clark 29 January 2016
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TODAY’S Presentation Contents
Background
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S.W.O.T. Analysis
Keyword Targeting
Website Analysis
Positioning
Recommendations
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Company BackgroundWho is Solstice Sunglasses?
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Company Background
MISSIONThe company strives to deliver sophistication in everything they do, from environment to the brands they offer.
• SunglassHut.com• Oakley.com/Sunglasses
COMPETITORS
With destinations nation-wide, Solstice Sunglasses delivers a distinctive selection of sunglasses with knowledge and support to satisfy every customer.
PRODUCTSThe company offers luxury, designer, and sport sunglasses.
(866) 280-7620solsticesunglasses.com
CONTACT INFO
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Competitor Analysis
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Solstice SunglassHut Shadesdaddy
Product Value Good Good Good
Social Engagement Excellent Poor Good
Brand Awareness Good Excellent Poor
Website Traffic Poor Excellent Poor
Brand & Web Des. Poor Excellent Excellent
Marketing Efforts Poor Poor Excellent
Brand Reputation Good Good Good
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S.W.O.T. AnalysisAreas of Improvement
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SWOT Analysis
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SSTRENTHS
The company is active on social
networks and has a good reputation.
WWEAKNESSES
Does not have a well-developed
website and lacks in its marketing efforts, which
could help develop more website
traffic and sales.
OOPPORTUNITIES
The company should increase its marketing budget, which could help
increase site traffic. PPC has a positive
ROI.
TTHREATS
Growth in mobile usage. The
company does not have a responsive web design, which limits its marketing
reach.
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KEYWORD TARGETINGBe Relevant
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Keywords Desired
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Fashion Sunglasses
Sport Sunglasses
Designer Sunglasses
3,600
4,400
18,100
Keyword Searches
18,100The company’s top selected
keyword is ”Designer Sunglasses.”
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Keyword Recommendations
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buy designer sunglasses
sunglasses com
sunglasses shop
soho sunglasses
solstice sunglass boutique
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WEBSITE ANALYSISBrand Design and Layout
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Website Analysis
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✔ Content Value ⚠ Layout and Design ⚠ Load Time
⚠ Structure ✗ Blog ✗ Mobile Optimized
✗ Meta Keywords ✗ ALT and Image Tags ⚠ Keyword Density
⚠ Title Length ✗ Schema & OG Markup ⚠ Page Authority
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Competitor Website Analysis
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Solstice SunglassHut Shadesdaddy
Domain Authority Poor Good Poor
Total Backlinks Poor Excellent Good
Linking Domains Poor Excellent Poor
Linking Pages Good Excellent Poor
Backlinks from .gov Excellent Good Poor
Backlinks from .edu Poor Excellent Good
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Site Traffic
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Solstice SunglassHut Shadesdaddy$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$1,900 $0$17,500
35,200
334,700
28,900
PPC Budget Site Traffic
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POSITIONINGBe Found
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Keyword Positioning
Designer Sunglasses Sport Sunglasses Fashion Sunglasses0
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Google Yahoo Bing
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RECOMMENDATIONSHow to Improve
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RecommendationsBased on the analysis of Solstice Sunglasses, it is recommended that the company create an updated optimized website, and increase paid marketing budget.
Additionally, the company should focus its marketing efforts on relevant keywords based on search popularity.
IncreaseSales
IncreaseBudget
• Increase online marketing budget• Develop mobile optimized website
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Website Recommendations
3 ResponsiveThe website should be responsive to work on multiple web browsers and mobile devices.
4 Keyword OptimizeCurrently, the website is not optimized for its current keywords. Adding keywords to the landing pages will help increase SEO efforts.
1 New DesignThe design of the website is outdated and should be developed with updated look and feel.
2 More Text ContentThe website is image heavy and does not include enough relevant content to for search engine optimization needs.
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Paid Marketing Recommendations
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Develop Trial MarketPlanSearch and select the desired keywords based on search data and business relevance.
Create marketing campaigns by using relevant keywords, titles, and content.
Test marketing campaigns using A/B testing methods to find the most optimal campaign.
Implement strategy based on trial results.
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About MEElijah Clark
Call Me
6209 Prairie Vista Dr.Arlington, TX 76001
(469) 567-0520
Facebook.com/ElijahClark
Twitter.com/ElijahGClark
Linkedin.com/in/ElijahGClark
Websitewww.ElijahClark.com
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Thank you!
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