This week we looked at different Search Engine Optimization or SEO tips. We learned how companies excel and how they really drop the ball sometimes. I decided to look at a huge company, Nike and see how they were doing when it came to SEO. I chose Nike, since when I think about the company it inspires me with a whole host of motivational thoughts when it comes to working out and bettering myself through physical fitness.
These are the key words I chose to look up:
1 – Fitness clothing – did not show up on the first 20 pages
2 – Sneakers – showed up on page 2
3 – Just Do It– showed up on page 1, second link down and at the top of the page showed this
4 – Athlete – Did not show up on the first 20 pages
5 – Athletic Clothing – Showed up on page 4
6 – Fitness Accessories – Did not show up on the first 20 pages
7 – Workout Accessories – Did not show up on the first 20 pages
8 – Workout Clothing – Showed up as the last link on the first page
9 – NFL Clothing – Showed up midway through the first page
10 – Sportswear – First link on the first page
So what does this mean for Nike? Well, honestly it is a bit disappointing. I can’t figure out why so many keywords wouldn’t be in the keyword section of the HTML coding when it should be. All of the key words and phrases I looked for are things that pop to my mind when thinking of workout clothing and accessories. Here is the actual HTML coding for Nike’s website:
The coding is showing keywords such as “sports, training, athletes, shopping, Just Do It.” I am really shocked that there were not more keywords about clothing or accessories. Nike mainly sells sneakers and clothing and yet even for sneakers they showed up on the second Google result page. Most people who search, 92% only stay on the first page of Google results. If you aren’t on the first page of results when looking up a keyword you are losing a lot of possible consumers. While Nike is doing really well and may not be missing the extra business, I highly doubt that they would be okay with knowingly turning customers away, which is what they are doing when they don’t show up at the top of Google search results.
I would highly recommend that Nike take a second look at what they are putting forth as a priority when it comes to their website coding so that they show up higher in rankings moving forward.