Sports Authority SWOT Analysis

SEO Proposal

Contents

• Our philosophy• Sports Authority SWOT Analysis• Plan of Action• Reporting Capabilities• Wrap Up

Search Is All About Q&A…..

Consumers seek information, they have questions

Sports Authority has the answers

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Discovery Marketing Optimization – Connecting Sporting Equipment Questions with Sports Authority’s brand answers


S W

O T

Strength: Brand affinity & trust has created an authoritative

link profile

COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED.


4 Pillars of SEOS W

O T

Code Content

Linking Social


Response: Maintain & leverage brand strength to maximize

visibility

S W

O T

CodeConten

t

Linking

Social

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Achieved

TOP 4 POSITIONSIn Organic Rankings

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S W

O T

Applied Excellence: Improving Visibility of Content Through

Optimization


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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• 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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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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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.

COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED. APRIL 8, 2023 | PAGE 13

S W

O T Word of Mouth Marketing

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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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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

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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S W

O TApplied Excellence: Impact of

Social Media on Search Volume

20% liftIn search behavior

15% liftIn online sales

S W

O TThe Gap Between Dick’s Sporting

Goods and Sports Authority

S W

O TIncreased Competition

Search is 52% of IM

Spend

S W

O TThe Amazon Elephant

Amazon has surpassed Google as the top destination.

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

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

• 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

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90 Game Plan – Month 1

• 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

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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

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Holistic SEM/SEO Reporting

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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

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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1.) SCALABILITY

2.) PROVEN

PERFORMANCE

3.) COMMITTED TO

INNOVATION

Why We’re Different

Thank You!!....Questions?

Appendix

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**

COPYRIGHT 2013 CATALYST. ALL RIGHTS RESERVED.

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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

Team Structure

• The model is structured to provide Sports Authority with a strategic and experienced multi-level team committed to maximizing your search program.

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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

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Sports Authority SWOT Analysis

Marketing

Transcript of Sports Authority SWOT Analysis