Download - Sports Authority SWOT Analysis
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SEO Proposal
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Contents
• Our philosophy• Sports Authority SWOT Analysis• Plan of Action• Reporting Capabilities• Wrap Up
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Search Is All About Q&A…..
Consumers seek information, they have questions
Sports Authority has the answers
3
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APRIL 8, 2023 | PAGE 4
Discovery Marketing Optimization – Connecting Sporting Equipment Questions with Sports Authority’s brand answers
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APRIL 8, 2023 | PAGE 5
S W
O T
Strength: Brand affinity & trust has created an authoritative
link profile
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED.
APRIL 8, 2023 | PAGE 6
4 Pillars of SEOS W
O T
Code Content
Linking Social
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APRIL 8, 2023 | PAGE 7
Response: Maintain & leverage brand strength to maximize
visibility
S W
O T
CodeConten
t
Linking
Social
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APRIL 8, 2023
Achieved
TOP 4 POSITIONSIn Organic Rankings
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S W
O T
Applied Excellence: Improving Visibility of Content Through
Optimization
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APRIL 8, 2023 | PAGE 9
S W
O TKeywords Volume
[adidas shoes] -- 301,000[nike elite socks] -- 110,000 [running shoes] -- 165,000
[treadmills] 15 40,500
[golf clubs] 20 110,000 [nike free run 3] -- 135,000
[soccer cleats] 12 60,500 [ping golf] -- 60,500
[golf shoes] 19 60,500 [nike running shoes] -- 110,000 [tennis shoes] -- 49,500 [adidas golf] -- 40,500
[baseball bats] 20 33,100
KeywordsVolum
e[best running shoes] -- 49,500
[elliptical machine] 17 33,100
[asics running shoes] 12 49,500
[baseball gloves] -- 27,100
[weight dumbbells] 14 74,00
[soccer shoes] 20 33,100
[sporting goods stores] 10 40,500
[workout machine] -- 33,100
[croquet] 15 40,500
[exercise bike] 18 74,000
[golf bags] -- 33,100
[rowing machine] 15 60,500
[asics shoes] 15 40,500
Weakness: Organic Visibility & Demand Capture
of the search terms Sports Authority currently ranks for organically do not appear on the 1st page.
97% Increase in organic search traffic
by optimizing to page 1.+70% potential savings in Paid Search
media spend annually.10-20%
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APRIL 8, 2023
• Duplicate Content• Missing schema
markup• Poor URL Structure• Unoptimized Meta
Data• Shallow content• Unoptimized local
store profiles
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Causation: Technical & Relevancy Inconsistencies
S W
O T
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APRIL 8, 2023 | PAGE 11
S W
O TResponse: Technical & Content
Site Audit
QA of recommendations to ensure recommendations are correctly implemented
Developer assistance implementing changes
Detailed recommendations and implementation instructions
Perform comprehensive Technical & Content AnalysisSite Architecture, Meta Data, Alt Attributes, Schema & Micro format analysis, Internal Linking, Text in graphics, 403 errors,
302 redirects, XML Site Map, Flash, AJAX
Site-wide keyphrase research and gap analysis
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APRIL 8, 2023 | PAGE 12
S W
O T
Applied Excellence: SEO Fundamentals Increases Traffic
Pre & Post Site Redesign
30 x increase in organic search traffic in 9 months’ time.
95% reduction in the effective cost per visit.
Gains – not losses – in organic traffic during new site launch.
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 8, 2023 | PAGE 13
S W
O T Word of Mouth Marketing
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APRIL 8, 2023 | PAGE 14
S W
O TSocial Search
“Within search results,information tied to verified
online profiles will be ranked
higher than content withoutsuch verification, which will
result in most users naturally
clicking on the top (verified)results.
The true cost of remaininganonymous, then, might be
irrelevance.”
- Eric Schmidt (Executive Chairman,Google)
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APRIL 8, 2023 | PAGE 15
S W
O TResponse: Social Signals for SEO
Social SEO Process
Socially enhance Sports Authority to in crease sharing &
Connect & optimize social profiles
Identify influencers & encourage them to engage
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In a Learning Lab, a Catalyst trainer will visit the client on-site, meet with stakeholders (typically PR or content creators) and explain basic SEO concepts and touch points. The goal is to help stakeholders, "Think SEO" before a press release is written or a piece of content developed. When the communications team or the web development teams works basic SEO principles into everything they do, the benefit is optimized content, right the first time.
Similar to learning labs, Office Hours can be a pre-planned event for one our Search Directors to visit onsite, host a Webex presentation, webinar or a Google chat room. The Office Hours can be a one-on-one setting, in which certain individuals have requested additional training or it can be used as a group training session or open forum.
In most SEO campaigns there are particular areas which offer the greatest area of opportunity for growth. In these training segments, the Catalyst team will develop specialty training decks to review with key stakeholders. For example, for Land Rover and Jaguar, we developed Video Asset Optimization modules that cover SEO best practices and Social SEO techniques.
With the same intentions as Learning Labs, Partner Vendor Training is a means to train all partner agencies involved. The goal again is to help partner agencies (typically Web Design, Creative, Content Creators, etc.) to “Think SEO” before a new landing page is developed or new digital assets are created.
All clients also receive a collection of SEO best practices and studies which can act as reference material throughout the engagement. They also have access to Catalyst's own marketing blog and POVs where our own industry thought leaders provide points of view, in-depth analysis and useful insights on the market hot topics.
Response: SEO Training – Evangelizing Sports Authority
Learning Labs
Speciality Labs
Office Hours
Partner Vendor Training
Executive Training Series
S W
O T
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APRIL 8, 2023 | PAGE 17
S W
O TApplied Excellence: Impact of
Social Media on Search Volume
20% liftIn search behavior
15% liftIn online sales
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S W
O TThe Gap Between Dick’s Sporting
Goods and Sports Authority
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S W
O TIncreased Competition
Search is 52% of IM
Spend
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S W
O TThe Amazon Elephant
Amazon has surpassed Google as the top destination.
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S W
O TApplied Excellence: Capitalizing on
Amazon E-Commerce
30 x increase in organic search traffic in 9 months’ time.
95% reduction in the effective cost per visit.
KEYWORDOCT'11 RANK
OCT'12 RANK RANKING PAGE
Mop -- 2Amazon internal SERPs containing Swiffer products
Duster -- 3Amazon internal SERPs containing Swiffer products
Floor Cleaner -- 2Amazon internal SERPs containing Swiffer products
Cordless Vacuum Sweeper -- 3 Specific Swiffer Amazon product page
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The SEO Game Plan
Maximize Asset Exposure &
Social Signals to Influence Personalized
Search ResultsAudit Digital
Assets, Create Plan, Optimize
Assets
Holistic Search Strategy
Leverage Videos, Images and
Content Assets to capture the consumers
attention on all SERP’s
Prioritize eCommerce
SEO Fundamentals
Identify Quick Wins to
Maximize Visibility
Optimize website to maintain and improve current
keyword rankings.
Drive Traffic and Build DominanceMonths 1-6
Capture Demand and Dominate
SERPMonths 6 -24
First Mover Advantage to Beat
CompetitionMonths 12 &
beyond
In The Game
Make The Playoffs
Become AChampion
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• Campaign kickoff– Team introduction– Campaign transition– Reporting templates
• Discovery & Strategy– Goals & Objectives– GAP analysis– Strategy development– Competitive insights
• New Product Optimization– New product content optimization– Keyword research– Linking recommendations
• Reporting– Baseline reporting
APRIL 8, 2023
90 Game Plan – Month 1
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• Technical optimization– Technical audit– On-page localization optimization– Webmaster tools technical cleanup– Duplicate content cleanup– Internal linking optimization
• Keyword research– Keyphase research– Page recommendations
• Reporting– Monthly reporting
APRIL 8, 2023
90 Game Plan – Month 2
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• Page recommendations– On-going page recommendations
• Off-page optimization– Interlinking with Sports Authority assets, strategic
partners, endorsers & pages– Influencer Outreach– Link cleanup– Links from social assets
• Reporting– Monthly reporting– Quarterly business review
APRIL 8, 2023
90 Game Plan – Month 3
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Holistic SEM/SEO Reporting
APRIL 8, 2023
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• SEO Automation– Scalability– Less Human Error– Advanced SEO
• Reporting– Combined Integrated Dashboard
Paid, Organic & 3rd Analytics
– Improved Data ManagementCustom reports, rules, alertsCross-Team VisibilityCross-Channel Data SourcesMobile Apps
Maximal Efficiency
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Why Catalyst?
○ Catalyst is frequently identified as one of the top global search agencies
○ As part of Group M…
○ GroupM Search founded September 1998
○ Member: IAB, AAAA, DMA & SEMPO
○ Advisory board charter members for Google, Yahoo, Bing
○ Speaks at conferences worldwide (SES, AdTech, OMMA, DMA, Search Insider Summit, MindXchange)
○ Leader in marketplace research and Search Innovation
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APRIL 8, 2023 | PAGE 29
1.) SCALABILITY
2.) PROVEN
PERFORMANCE
3.) COMMITTED TO
INNOVATION
Why We’re Different
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Thank You!!....Questions?
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Appendix
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SEO Investment Structure (12 Months): 1 Brand
SportsAuthority.com Enterprise E-Commerce SEO: • SEO Campaign-Kick Off• Discovery & Program Design• Advanced Search Insights• Keyphrase Strategy Research• Analytic Audit & Optimization• E-Commerce SEO Strategy• Category/Product Page Optimization• SEO Training• Technical SEO• On-Site SEO• Off-Site SEO• SEO Copywriting• Social SEO• Monthly Reporting & Analysis• Ongoing Consultation
$195,000
Content Development & Linking Fee $5,000
Total Fees: $200,000
Catalyst SEO Investment Structure **Recommended**
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COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED.
APRIL 8, 2023
SEO Category Option Investment Structure (12 Months):
1. Brand
Deliverable: # of months Price:
• Technical SEO 12 $40,000• On-Site SEO 12 $50,000• Off-Site SEO 12 $50,000• SEO Copywriting 12 $40,000• Social SEO 12 $45,000
Total Fees: $225,000
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RFP Scope Pricing
Customer Engagement Platform Investment Structure
1. Brand
Options: Price:
• Option 1 – Engagement Area & Content Area $52,000
• Option 2 – Content Area $17,000
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Team Structure
• The model is structured to provide Sports Authority with a strategic and experienced multi-level team committed to maximizing your search program.
34
Audience Buying (Xaxis),
Traditional & Digital Media
Planning
Search Insights, Competitive Intelligence, SearchLight Software,
GroupM Search Research
Account DirectorStrategic direction, client service
Search DirectorStrategic team lead, primary client
contact
Search Manager Tactical lead, day to day account
admin
Search Specialist Tactical implementation and
optimization
APRIL 8, 2023