erika sollars web strategy project
TRANSCRIPT
By Erika Sollars
GOPRO’S CAPTURING WEB MARKETING STRATEGY
Good news! GoPro is doing well.
GoPro’s website receives an “A” overall On-Page, Off-Page, and Conversion
Optimization all being utilized effectively Best practices recognized except for
certain aspects that might be related to marketing strategy
preferences
Positive Highlights:On-Page Optimization
Crawlability and Technical Performance Brand name is highly searchable 301 directs are being used All pages are close to home Site is indexed accurately
Relevance Us of key words in URLs Title tag uniqueness, keyword usage, length, and meta
descriptions where needed Includes a variety of calls to action prompting searchers to visit
the site Only links to other good sites
Positive Highlights:Off-Page Optimization
Popularity
Conversion Clear navigation Contact information easy to find Homepage clearly and quickly
what the website and business is about
Total Backlinks
(Domain)
Total Linking
Root Domains
Linking C-
Blocks
Domain Authority
Alexa
Global Rank
Compete Rank
236,958 30 2,526 87 3,271 827,811
DESCRIPTIVE ANALYSIS:MARKET AUDIT GoPro’s Top Three Competitors
Sony Action Camera
Canon Action Camera
Polaroid Action Camera
Market Keyword Trends
The following terms are
of much interest to
GoPro, as seen in the
Google Trends Chart:
Action Camera Waterproof Camera Waterproof Digital Camera
A SMALL RED FLAG
GoPro does not come up on any of the first few pages if you Google search the term “Action Camera”
Is this GoPro’s attempt to avoid being branded as only an “Action Camera” company?
Are they being too brand centric and missing out on a sector of the market?
Or, are they fighting to not limit themselves?
Competitive Search Trends GoPro needs to
continuously monitor the competition
Highly recognizable brand names such as Sony have the potential to steal a large percentage of GoPro’s market share
Grades
Crawlability: A- Relevance: B Popularity: A Conversion: A
On-Page Optimization
CRAWLABILITY/TECHNICAL PERFORMANCE: A-
There is some room for improvement… No Robots.txt found, links to XML sitemap No HTML sitemap found
However… Site uses Google Analytics, Google & Bing
Webmaster Tools well Intruiging 404 Page
On-Page Optimization
RELEVANCE: B This section requires the most attention! GoPro is looking to broaden their target market by
not limiting themselves by referring to their products as “Action Cameras”
But simultaneously, they are missing out on a huge sector of the market
GoPro needs to utilize keywords or descriptions to ensure they come up under the right searches
Additionally, some of their pages could use more description and less images
Off-Page Optimization POPULARITY: A These rankings
were evaluated using GoPro’s main product page and similar competitor’s product pages
Some of the URLs did not even work on compete.com
Conversion Optimization
Conversion: A Site sticks to best practices Mobile site is accessible All of the forms work properly Could potentially benefit from further trust
signals outside of using consumers own videos to advertise as well as social media platforms
External Focus
Website popularity Website is overall attractive and eye catching
with the right content for the brand
Competitive analysis GoPro needs to remember the market is very
competitive and that strong brands such as Sony, Canon, and Polaroid are capable of dominating
Internal Focus
Crawlability and Relevance We recommend creating an HTML sitemap
that looks like the rest of the site and has links to all of the site's major pages
There needs to be a robots.txt file The file should deindex pages of the site that
shouldn't appear in search. It should also contain a line that points to the XML sitemap
SWOT Analysis
Recommendations- Now
Use more keywords! The term “Action Camera” is currently underutilized More product descriptions If they are going to be “Brand Centric”, then the website
needs more detailed Brand Description on the Website
EXAMPLE:
“GoPro is the world’s leading activity image-capture company. They defined a new marketplace with an innovative line of small, rugged, weatherproof cameras that let anyone capture and share their adventures. Now available in over 50 countries through major retailers, like Best Buy, they continue to push the boundaries of wearable, gear-mounted cameras and accessories.”
Recommendations- Soon
Fix the support pages as well as the international and world distributor links
Recommendations- For the Future
Stay in touch with the competition! Promote your products as well as your
brand! Possibly reduce the amount of images
and videos on the home page It is somewhat overdone or overwhelming
This is your company. Be a HERO. Call TODAY to learn more!
Erika Sollars
(480) 735-9914
Cowley Marketing Consultants
Let us help you succeed!