erika sollars web strategy project

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

esollars@asu.edu

Cowley Marketing Consultants

Let us help you succeed!