“Comfort, performance and style.. who does it better Adidas or Puma?”
Written by: Meera Khan
SEO is an important
consideration for marketers because as a company you gain more attraction and
increase market share. In the running
shoes industry, Adidas and Puma are two of the leading companies with high
brand awareness on social media as well as having a strong social
responsibility. In the quest of high performance running shoes you will find
that both sites have a good ranking. The
objective of this audit is to determine which of the two sites when compared
has a stronger SEO.
SEO Considerations
|
Adidas
|
Puma
|
1.
URL:
|
http://www.adidas.ca/
|
http://ca.puma.com/en_CA/home?locale=en_CA
|
2.
Page Title
|
adidas
Official Website | adidas Canada
|
Shoes, Clothing and Sportswear - PUMA® Official Online Store |
3.
Meta Description
|
adidas
official online shop for adidas shoes, clothing & accessories. Discover
the newest adidas collections, Originals, Running, Soccer, Training &
more.
|
Shop
the largest selection of PUMA® styles online including shoes, running gear,
& more. Plus: Free Shipping with min. purchase & Free Returns on all
US orders.
|
4.
Meta Keywords and Monthly search volume:
|
adidas,
adidas CA, adidas originals, soccer, basketball, tennis, adidas shoes, adidas
clothing
|
Puma CA,
Shoes clothing and sportswear
|
5. Structural
elements:
H1, H2, H3
|
H1: Not Found
H2: explore our latest arrivals
• Men's Toronto Raptors Short Sleeve Tee • Women's Toronto Raptors Short
Sleeve Tee • Toronto Raptors Snap-Back Cap • Toronto Raptors Snap-Back Cap •
Men's Toronto Raptors Long Sleeve Tee • Women's Toronto Raptors Triblend
V-Neck Tee
|
H1: Not Found
H2: Arriving onMay 26th • Arriving
onMay 26th • CHAMPIONS • CHAMPIONS • THE ROMA • THE ROMA
|
6.
Strong tags
|
All
Men's • All Men's Shoes • All Men's Clothing • All Men's Accessories • All
Men's Sports • All Women's • All Women's Shoes • All Women's Clothing • All
Women's Accessories • All Women's Sports • All Kids • All Youth • All Kids •
All Babies • All Kids Sports • All Soccer • All Running • All Basketball •
All Training • All Originals • All NEO • All adidas by Stella McCartney • All
adidas Skateboarding • Shop all Men's • Shop all Women's • 0
|
FREE
SHIPPING • FREE SHIPPING. ALL ORDERS. • FREE SHIPPING • FREE SHIPPING. ALL
ORDERS. • the countdown tonew creepers starts now. • the countdown tonew
creepers starts now. • LEICESTER CITY 2016/17 HOME JERSEYNOW AVAILABLE FOR
PRE-SALE. • Orders will ship by August 1 • LEICESTER CITY 2016/17 HOME
JERSEYNOW AVAILABLE FOR PRE-SALE. • Orders will ship by August 1 • PUMA at a
Glance
|
7.
Alt Text
|
Football • running • basketball • training • originals • neo • stella • porsche design • products |
Sneakers
• Logo Filled T-Shirt • evoPOWER 1.3 Tricks FG Men's Firm Ground Soccer
Cleats • 2016/17 Borussia Dortmund Home Replica Jersey • Tricks evoTRG ACTV
THERMO-R Top • Roma Mono Emboss Men's Sneakers • Roma Men's Sneakers •
evoSPEED 1.5 Tricks FG Men's Firm Ground Soccer Cleats • Tricks evoTRG Shorts
• Suede Embossed Iced Men's Sneakers • Roma Ripstop & Suede Men's
Sneakers • Archive Running T-Shirt • Archive Logo Sleeveless Top • Suede
Classic Gold Foil Men's Sneakers • R698 Block Men's Sneakers • Brand T-Shirt
• IGNITE Sock Reflective Men's Sneakers • Evo Running 68 Sleeveless Top •
Roma Citi Series Men's Sneakers • Roma Emboss Forest Women's Sneakers •
PWRSHAPE Forever Bra • Story Legging • Roma Emboss Brick Women's Sneakers •
Suede Classic + Colored Women's Sneakers • No. 1 Logo Tank Top • Roma Deep
Summer Women's Sneakers • Filled Logo T-Shirt • No. 1 Logo Shorts • Suede
Classic + Flourish Women's Sneakers • AOP T-Shirt • Sugar Print Tank Top •
Roma Jersey Women's Sneakers • Slub Layering Tank Top • Roma Emboss Checkered
Women's Sneakers • YOGINI Live Bra • Roma Emboss Zig Zag Women's Sneakers •
Heritage Portable Bag • Holiday Shop BY • Holiday Shop BY • Holiday Shop BY •
Holiday Shop BY • Holiday Shop BY
|
8.
Page Load Time
|
0.526 seconds |
2.885 seconds |
9.
Observations Regarding Page layout:
|
-
Menu is located on the top
-
clean layout
|
- Menu is
located on the top
-
clean layout
|
10. Observations
Regarding Visual Content:
|
-
Lots of
visuals
-
Slideshow
on the home page
-
Black
and white theme (based on logo)
-
Logo on
the top left corner
|
-
lots of
visuals
-
slideshow
on the homepage with important info/sales
-
cool
colours
-
Logo on
the top left corner
|
11. Call-to-action:
|
Shop
now, sign up for news and get 15% off, login
|
Pre-order
jersey, I am looking for.. , call us:
|
12. Anchored
Text: (list 3)
|
Sign
up for backstage access, find a store, cookies, site map, privacy policy,
terms and conditions
|
E-mail
sign up, find a puma store near you,
|
13. Moz
Established Links: # to Root Domain
|
*
|
*
|
14. Moz
Established Links: # Total Links
|
38,647
|
750
|
15. Top 3 inbound
links.
|
CTV
NEWS - http://www.ctvnews.ca/lifestyle/trendy-accessories-to-help-ring-in-the-year-of-the-monkey-in-style-1.2731022
HYPEBEAST
- http://hypebeast.com/2016/2/top-adidas-sneakers-in-social-media-infographic
THE
KIT - http://thekit.ca/fashion/10-blue-steel-accessory/
|
CN
FUTURE LINKS –
MASHABLE
–
http://mashable.com/2014/04/30/logo-design-tips/
GREAT
RUN –
http://www.greatrun.org/
|
16. Mobile
Friendly:
Yes/No
|
yes
|
yes
|
17. Content
is “shareable”
(Like, Tweet, Pin, Blog, etc.) |
-
Add to
wishlist
-
Send to
a friend
-
Share on
Facebook, Google plus, twitter and Pinterest
|
Share
on facebook, twitter, pinterest and google plus
|
18. Social
Media: (List all SM icons on the home page.
|
No
icons but have a “get connected” list of social media
Twitter,
Instagram, facebook
|
Get social section – facebook,
twitter, instagram, pinterest and youtube
|
19. SERP
ranking results when using keywords from this table: (placing or page number)
|
Perfect
running shoe
-
Page 6
|
Shoes
clothing and sportswear
-
Page 1
|
Google Trends:
 |
| Google Trends for Adidas, Puma and Running Shoes in the Past 12 months |
In the last 12 months
– running shoes and the puma brand are not very highly searched terms in
comparison to the puma’s competitor Adidas. Although there is a close
co-relation between running shoes and puma which could mean that people relate
running shoes more to Puma.
Latent Semantic Indexing Keywords:
Outdoor Sportwear
athletic
Best fit running shoes
Running Shoe Selection
Summary:
Adidas strengths are
that they have a high presence on established links therefore a lot of people
are talking about their products as well as connecting it to their website.
Puma strengths are that they use a lot of alt text and keywords that allows
them to have content that is easily searchable. When searching for content
using the keywords: shoes clothing
and sportswear , Puma ranked to be on the first page. When searching for
content using the keywords: Perfect running shoes adidas showed up on page 6, although that is
one of their headlines on their homepage but since it is not listed as a
keyword or alt text I believe that is why it doesn’t come up on first page. The
two sites have similar format to their website but they are different in sense
that one is more affective with their SEO.
Conclusion:
In the running shoes industry,
Adidas and Puma are strong competitors and have a great content on their
websites. Although Adidas has a stronger brand and trendier, I believe Puma is
doing a great job with using keywords because their site will usually appear
around the first couple of pages when you type in the keywords. In my opinion
the overall winner of this SEO Search analysis is Adidas because they are
trendy in the last 12 months, have a strong amount of presence on social media
and a large amount of established links to their website.
APA Citations:
Adidas Official Website (2016). Adidas Canada Retrieved http://www.adidas.ca/
Google. (May 2016). Google
trends. [running shoes, puma, adidas]. Retrieved from https://www.google.ca/trends/explore#q=%2Fm%2F01jtml%2C%20%2Fm%2F03r_n_%2C%20running%20shoes&geo=CA&date=today%2012-m&cmpt=q&tz=Etc%2FGMT%2B4
LSIGraph. (May 2016). LSIGraph
keyword generator [shoes, clothing, sportswear} Retrieved from http://lsigraph.com/
Puma Official Online Store (2016). Shoes, clothings and Sportswear
Retrieved from http://ca.puma.com/en_CA/home
SEOmoz Inc. (May 2016). MozBar. Retrieved from https://moz.com/tools/seo-toolbar
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