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Meet the Brands Hiding on Google

I read an article online talking about how quick a brand to be found online when consumers type the brand’s name depending on how well it’s optimized for Google. The article mentioned that there are many reasons why a brand might not appear high on Google search:

1.       It could be that too many companies are vying to optimize the same keyword

2.      A competitor’s linking strategy is more robust than another.

3.      The brands aren’t buying keyword ads.

In the article, there’re some famous brands like Home Depot, Tiffany, 1-800-Flowers…etc failing to have a healthy search-engine optimization. For example, the do-it-yourselfer destination did not make the front page of Google on the keyword search for Home Depot.  And it did even worse on two other selected category-defining words: “appliances” and “tools. Home Depot’s key problem is that it is missing category-defining keywords in the URLs. For Tiffany, it did make it to the front page of Google for the keyword “jewelry,” but it ranked way back at 29th and 30th for “wedding rings” and “birthday gifts.” Another problem for Tiffany was that for the terms that were found, consumers who click on the Google search link are sent to a country selector page, not a landing page or even a generic home page. On the second click, web searchers get to generic home page, but then must re-navigate there to find the keyword content they initially typed on Google. After three links, the consumer still can’t find what he/she was looking for. Finally, 1-800-Flowers got a first-place spot on the Google home page. In this case, for the keyword “flowers,” not surprisingly since the keyword is part of 1-800-Flowers’ name. However, 1-800-Flowers runs into problems with category-defining keywords. For “gifts,” they ranked 25th; 13th for “Valentine’s Day gifts,” and 12th for “Mother’s Day.”

Search engine optimization can be vital to a business because most of the online traffic is achieved through the various search engines. Therefore, knowing how to properly market the company through search engine optimization is virtually the only way to be found on the expansive Internet. Nowadays, companies that are not taking the advantage of SEO can lose a lot of potential customers, and it’s shocking for me that a big company like Tiffany is not keeping up with this important marketing method.

Categories: Uncategorized
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