The Delicious Yogurt Brand - Activia vs Yoplait

“Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) -- including Google, Bing, Yahoo and other search engines.

It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site. The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user.”

Yogurts brand such as Activia and Yoplait must understand the importance and complexities of SEO and properly implement it to effectivity gain awareness for their brands. If yogurt brands are able to understand their customers’ search methods and what keyword phrases they used, such as healthy yogurt products, probiotic yogurt, and nutritious yogurt recipes, they can effectively use SEO, which will allows them to better connect with individuals seeking yogurt products

ACTIVIA SEO

www.danone.ca/Activia

Keywords Used 

• Delicious
• Nutritious
• Probiotic
• Exotic Flavours
• Bacterial culture
• Digestive Issues
• Balanced
• Diet
• Healthy Lifestyle
• Healthy living
• Fat free
• No Artificial Sweeteners
• Digestive Health

Frequency and Location of Keywords

Danone is the name of Activia’s parent company and can be found on the header of the website and throughout various area of the webpage such as the area of the page highlighting the brand’s blog and at the bottom of the page, listing other page links.

The brand name Activia is the most frequent word. Located both in text and imagery throughout the entire website from the main banner to the listing at the bottom of the page.

The word Digestive comes up a few time throughout the website usually on banners, article captions and infographics.

The word Nutritious shows up a lot on banner, captions, and areas highlighting the health benefits of the brand’s products.

 Both Probiotic and Healthy can both be  found throughout the site on banners, infographic, captions, and articles.

The meta data uses some of the keywords. There upload speed is a little slow. The written content is simple but informative. The website mostly uses captions to grab the attention of viewers. Under each caption are short sentences describing a particular topic relating to their brand, products and/or health benefits. The visual content is of good quality. A carousel is placed at the top of the webpage just under the heading, which features banners describing a variety of topics related to their brand and products. The site contains many infographics with clear messages. The infographics are simple but are visually appealing.

The site offers an Opt-in. Though they do offer other social connection such as Facbook and Linkedin. 

SERP Ranking results for "delicious probiotic yogurt" they ranked 1st.

YOPLAIT SEO

http://www.yoplait.com/

Keywords Used 

• Greek yogurt
• 25% less sugar
• Recipes
• Goodness
• Light
• Frozen
• Original
• Payoffs of Protein
• Count on Calcium
• Discover Vitamin D
• Greek 100

Frequency and Location of Keywords

The brand name Yoplait is the most frequent word. Located both in text and imagery throughout the entire website from the main banner to the listing at the bottom of the page.

Original is the second most frequent word on the site. Located both in text and imagery throughout the entire website from the main banner to the listing at the bottom of the page.

Friends in the Fight is a phrase use a few times that appears on both imagery and text. 

The meta data does not use the keywords. The upload speed is fast. The written content very simple using short sentences or phrases relating to particular promotions or benefits. The information is a bit lacking but the message is easily understood and to the point. The visual content is of good quality. It is clear and understandable. The visuals use clean imagery with an appealing design.  The homepage uses a large banner that really capture the viewers’ attentions. 

The site offers an Opt-in. Though they do offer other social connection such as Facbook, Twitter and Linkedin. 

SERP Ranking results for "delicious light yogurt" they ranked 4th.

SUMMARY 

Activia’s strengths focus on its products health benefits and living a healthy lifestyle. Yoplait’s strengths are in its use of their brand name and nutritious promotions. The keyword sentences “delicious probiotic yogurt” and “healthy yogurt products” are found throughout Activia’s website. Yoplait’s keyword sentences found on their sites are “light yogurts”. When searching for content using the keywords “delicious probiotic yogurt”, Activia ranked first.  When searching for content using the keywords “delicious light yogurt”, Yoplait ranked fourth. The two sites both promote healthy lifestyles in their products, but they are different in what health issues they address. Activia promotes healthy digestion, whereas Yoplait promotes low-fat yogurts.

CONCLUSION 

Although Activia and Yoplait are two of the top healthy lifestyle brands in the yogurt industry, their approach to interacting with their users are unlike each other. To portray their brand image on their site, Activia uses imagery and articles to highlight health benefits, while Yoplait focuses more on the simplicity of their product.

In my opinion, Activia’s website displays superior optimization over Yoplait’s website because it offers better quality and valuable content. Their site is full of imageries such as banners, infographics and images relating to articles, but it is organized in a clean and concise format, so users can find content faster. They also optimized their keyword phrases better than Yoplait. I found Activia’s search results more often than I found Yoplait search results.