Reflective Analysis and Thank You!

The final stage of our culminating term project is to evaluate its progress and development through a Reflective Analysis of our social media campaigns.

We'll be going in-depth and discussing:

• our blogging platform,
• our social media platforms,
• Facebook
• Twitter
• Instagram 
• promotional strategies,
• goals,
• analytics,
• insights, and
• tools used during this process.

Check out our Reflective Analysis here!

We'd also like to take this opportunity to thank everyone who took interest in our content and for engaging with our social media platforms :)

Cheers,

Anna Toppetta , Ross Begbie , and Vijeyta Bali

 

The Real Greek Yogurt Brand - FAGE vs. Chobani

Google's SEO Starter Guide explains that, “search engine optimization is often about making small modifications to [a] website...when combined with other optimizations, 
they could have a noticeable impact on [a] site's user experience and performance in organic search results”.

For Greek yogurt brands FAGE and Chobani, it is important to identify the content their consumers are looking for, and then incorporate these findings into their sites in the form of keyword phrases, like the health benefits of Greek yogurt, nutritional value, recipes, and yogurt flavours.

These keyword phrases are the best indication of what will lead site users to interact with the brand. The objective here is to compare and determine which of these two brands has the higher quality content and SEO.

FAGE SEO

"Nothing More. Nothing Less" 

Keyword phrases FAGE and #1 Yogurt in Greece appear in the permanent header on every page of this site. The site also uses FAGE Total quite frequently (as this is their main product), along with all-natural, Greek strained yogurt, rich taste, and flavour.

Product Menu

The meta data barely incorporates these keywords. 

FAGE's site upload speed is quite fast. Their overall content appeals to the brands simplicity and is to-the-point. Although the content is predominantly written in H1 tag, the site does a decent job of incorporating keywords. 

Opt-ins have not been used to the site's advantage. They still employ a traditional contact page for inquiries (seen below), but do provide links to their brand's Twitter and Facebook page.  

Contact Page

FAGE's site is not mobile friendly. 

When using all-natural Greek yogurt, the brand ranks 4th on the SERP.

Chobani SEO

A majority of Chobani's keywords are geared towards the way they craft their yogurt, and emphasize their farm-to-fridge philosophy. 

Keyword: Real fruit

Keywords such as real, real ingredients, real fruit, natural, and natural sweeteners are used quite frequently to promote their process and quality. Most of these keywords are repeated across the site.

Keywords: Greek yogurt +
sweetened naturally

Chobani's meta data better integrates keyword phrases into their site, which help strengthen the brand's image. 

The site upload speed is a bit slower than FAGE's; however, their webpages are more complex and well-structured. They are set up like infographics to provide site users with vibrant images, and more descriptive and engaging content.

Unlike FAGE, Chobani's site includes an opt-in to their newsletter and links to multiple social media accounts. Their site is also mobile friendly. 

Links to Social Media and Opt-In

When using yogurt sweetened naturally, the brand also ranks 4th on the SERP. 

Conclusion

Although FAGE and Chobani are two of the top brands in the Greek yogurt market, their approach to connecting and engaging with their users are extremely different. They each transfer their brand image on to their respective sites - FAGE takes a more simple and traditional approach, while Chobani uses imagery and storytelling to showcase its all-natural products.

In my opinion, Chobani’s site is better optimized because it offers higher quality content. Their site is a bit image-heavy, but it is divided and organized into logical chunks, so users can find content faster. This also makes way for the inclusion of their keywords, such as natural, real ingredients, and non-GMO.

Overall, their site is built around the user. It provides them access to different kinds of content, as gives them the option to connect with the brand on multiple social platforms. 

 

The Most Nutritious Yogurt Company - Liberte vs. Oikos

SEO is an important consideration for marketers because it is a huge asset to increasing traffic to company’s websites. SEO has a heavy connection to the technical aspects of any website through site speed, crawlability, and information architecture. When SEO is done right, the traffic on a company’s website can be rather high, such as load speed, if the website takes forever to load or ado anything on it, it can direct people away from the website.  In the yogurt industry, Liberte and Oikos by Dannon are popular yogurt brands for their taste and nutrition. Using keyword sentences throughout their sites like “Taste Nutrition and Healthy” and “Greek Yogurt”, in the quest of the Most Nutritious Yogurt, I will use the information from both Liberte and Oikos sites and will determine which of the two sites has a stringer SEO, when compared.
 

Liberte SEO


Example of Liberte Website

The Liberte website can be found here.

Liberte uses the keyword phrases Indulgent Yogurt, Greek Yogurt, Organic, Taste. Each of these key words are used a lot throughout the website, mostly on the products pages. The meta date description does not have any of the key words. 

The site upload speed is quite fast and the content on the website and overall layout, simple and modern. The website represents Liberte yogurt brand very well with its unique organic appeal. 

Liberte has been able to utilize the opt ins with an email opt in and links to their social media accounts.

They are mobile friendly and come ranked 11th in search results for Greek yogurt.
 

Email Opt In and Social Media Links



Oikos SEO

Example of Oikos Website

The Oikos website can be found here.

Oikos uses the keyword phrases Greek Yogurt, Nutrition, Taste. Each of these key words are not used as frequently on the Oikos website as the Liberte keywords are. However, unlike Liberte, the meta data description does have the keyword phrase Greek yogurt in the Oikos website.

The upload speed is quite fast but a little bit faster than Liberte's website. Oikos' content on the website is not as pleasing and modern as Liberte's, and is a bit dark and too bland to represent a modern, organic yogurt brand such as itself. 

Oikos is mobile friendly and does not have an email opt in but does have links to their social media accounts.

 

Social Media Links

Summary

Liberte’s strengths are its use of words and clear, simple and easy to navigate website. Oikos’ strengths are its use of simplicity and easy to use website. The keyword sentences Taste Nutrition and Healthy” and “Greek Yogurt" are found quite easily on both sites but was used more on Liberte compared to Oikos.  Other observations are that are that some things from each of their HTML source codes were missing. Oikos was missing meta name: “keywords” and  Liberte didn’t use many words under their alt. When searching for content using the keywords:  Indulgent Yogurt, Greek Yogurt, Organic, Taste, Liberte ranked at 11 only for Greek yogurt and nothing else. When searching for content using the keywords:  Greek Yogurt, Nutrition, Taste, Oikos was ranked 17 only for Greek yogurt and nothing else.  The two sites have their ranking fairly close and their uniqueness of products. They differ quite high in their layout of website and how the information is displayed.

 

Conclusion

In the yogurt industry, Liberte and Oikos are popular brands that fulfil the needs and cravings for great tasting, nutritious yogurt.    Using keyword sentences throughout their sites like “Taste Nutrition and Healthy” and “Greek Yogurt” I saw that it was hard to rank both brands for taste nutrition and healthy but easier for Greek yogurt. When searching for tasty nutritious and healthy yogurt it was hard to come across a specific brand website. However, when searching for Greek yogurt both brands definitely appeared.  In my opinion the overall winner of this SEO Search analysis is Liberte for their overall website performance and use of keywords.

 

Welcome to Our Blog!

Introduction

This blog is the result of our culminating term project for the Digital Marketing course at Sheridan College. Our goal is to conduct an analysis of the top yogurt brands by studying their web content and marketing strategies to see how they have implemented the use of SEO. Through this analysis, we hope to understand how to effectively leverage SEO functionalities for the best results.

The brands we are focusing on are:

• Astro
• Liberte
• Oikos Greek Yogurt
• Stonyfield Organic
• Activia
• Yoplait Yogurt
• FAGE
• Chobani

Our Team



Anna Toppetta

Anna is an aspiring marketing professional. She is currently working in the film and television industry and can be seen on the television series "12 Monkeys". One of her favourite shows is the X-Files!







 

 

 

 



Steven Flores

Steven, a.k.a OG-Ven Kenobi, is a student  in the Marketing program. He's an aspiring gangster rapper and hopes to one day be a part of the Wu-Tang Clan. He's part of the rap social club, enjoys the Star Wars franchise, and anime.



 

 

 

 

 



Ross Begbie

Ross is an aspiring marketing professional and student at Sheridan College. In his spare time, he manages a personal blog on productivity and listens to music. 

 

 

 

 

 

 

 

 



Vijeyta Bali

Vijeyta is enrolled in the General Business program with a focus in accounting and marketing. She enjoys baking, learning new languages, and Netflix binges. She currently holds the title of "Princess of All Saiyans".