“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
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
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.
