Sharp Electronics uses a tool, or a combination of tools, to
manage the search engine advertising, SEO, and metadata optimization strategy (started
in 2004). Included as a case study in an
article on a Search Engine Optimization site, Sharp had success with their web
analytics plan. "One item of
special importance is effective copywriting, including keywords in the
copy," said Doug Topken, director of internet strategy at Sharp
Electronics, "We also did a keyword assessment against the competition.
Our site used to come out very high without doing a lot of optimization, but it
is getting trickier and trickier. It required better optimization on all of our
pages. While a lot of our traffic is due
to optimization, the best thing I see is that a large percentage due deep
linking," he continued. "Visitors are not typing into sharpusa.com
and getting the 'promotion du jour' from the home page. Site visitors are
coming right to the page about the liquid crystal television that they are
searching for."
As a result of the search
engine optimization efforts, conversion rates have also increased. "Our
studies show that we are catching prospects at the time they are considering a
purchase," Topken explained, "delivering a highly relevant and compelling
experience, and dramatically increasing the number that convert to locate a
dealer. The results are impressive, 55%
of the site's traffic comes from the search engines and overall online
visibility increased over 85% (Crowell, 2004).”
“In conjunction with Cookies, Sharp uses Web Beacons to
monitor traffic generated from various forms of advertising such as banner ads
or to track general traffic (Sharp Privacy. 2012).” According to the company’s online privacy
policy, “Sharp uses Cookies to track the pages that a user visits so that
information can be customized to the visitor on a session-by-session basis, and
so that future visits may be enhanced. It is a quick and convenient means of
keeping site content fresh and relevant to the viewer (Sharp Privacy, 2012).”
Sharp Electronics is using Google
Analytics, in conjunction with a variety of other tools, to measure the traffic
on their website. Using the data
collected, they are able to determine whether an ad or social media push had an
effect on a specific product. They also
use the suite of tools to increase search engine optimization, comparing their
search results to those of competitors.
Sharp seems to be using goals and conversions in their analytics pages.
Sharp should work with their retailer sites to use Google
Tracking code on retailer sites when a Sharp product is being viewed. This would give the electronics retailer a
way to see how many times customers went from checking out a website to
retaining interest while changing websites and eventually, hopefully, making a
purchase.
SEOmoz could also be a beneficial tool for Sharp Electronics
to consider using. SEOmoz provides the
following features:- Weekly Site Audits and Rank Tracking
- On-Page SEO recommendations
- Integration with Google Analytics for Organic Search Traffic Results
- Competitive Ranking Analysis
- Full Access to Open Site Explorer, the Search Engine for Links
- Q&A from Industry Leading Experts
- Our Brand New Social Analytics Features
(Google Analytics: SEOmoz, 2012)
This tool would be beneficial for
Sharp Electronics because they are already working to maintain their search
engine rankings. SEOmoz would make this
process a bit easier.
An e-commerce tool that would be useful for Sharp
Electronics is Barilliance Behavioral Targeting service for Google
Analytics. “Barilliance's Behavioral
Targeting automatically creates campaigns with dynamic offers based on your
historical Google Analytics Data. The product comes with built-it best
practices such as "first time visitor" and "International
Shipping" campaigns that will be filled with your data from GA. These
built-in best practices have been created from the experience of hundreds of
online retailers (Google Analytics: Barilliance, 2012).”
References
Enright, A. (2010,
April 1). There’s nothing mellow about
Sharp’s new marketing mix. Marketing News. Retrieved July 9, 2010, from http://www.marketingpower.com/ResourceLibrary/Documents/newsletters/mne/2010/4/mne_sharp_4_1_10.pdf
Google Analytics: Barilliance Behavioral Targeting. Retrieved July 9, 2012, from http://www.google.com/analytics/apps/about?app_id=1070011
Google Analytics: SEOmoz.
Retrieved July 4, 2012, from http://www.google.com/analytics/apps/about?app_id=1523015
Sharp Privacy Policy (n.d.)
Retrieved July 9, 2012, from http://www.sharpusa.com/PrivacyPolicy.aspx
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