PetSmart: Transforming Into Experts in Digital Marketing Strategy
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Transcript of PetSmart: Transforming Into Experts in Digital Marketing Strategy
By: Kimberly Ditmer
Transforming “Partners in Pethood” into “Experts in Digital Marketing Strategy”
PetSmart
dogtrainingpictures.com
Pet owners are becoming more concerned with quality
products with rising disposable income.
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Specific search terms are changing within the pet supply industry.
Terms such as “grain-free” are increasing in search demand.
However, PetSmart does not stand out for these
terms.
Even though PetSmart does has a strong brand name compared to
competitors.
Their website is often times listed below competitors within Google and Bing search for even the simplest of
terms.
It’s possible PetSmart hasn’t become “Experts in Digital
Marketing.”
Crawlability A
Relevance C
Popularity A-
Conversion B
The external factors affecting the success of PetSmart’s web strategy
focus on the amount of sites linking to pages within petsmart.com.
http://www.seosiren.com/
This is important for Google to rank a site’s popularity.
1 link from multiple sites is more important than multiple links from 1 site.
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And PetSmart is ranked higher than competitors in terms of popularity,
but not by much.
CompanyWebsite
Linking C-Blocks
Domain Authority
petsmart.com 1607 79
petco.com 1492 77
chewy.com 214 56
drsfostersmith.com 0 1
Why? This strictly deals with the quality of links. PetSmart does not
have enough unique links. Company
Website
Total Backlinks
(Domain)
Total Linking Root Domains
petsmart.com 1,189,46111,553
petco.com 142,649 10,817chewy.com 55,764 1,129drsfostersmith.com 0 0
The difference between total backlinks and total linking root domains illustrates the lack of
uniqueness among links.
Building a strategy to increase the amount of unique links will provide
PetSmart with a competitive advantage in the web space.
# 1
The internal factors affecting PetSmart directly consider the site’s
crawlabilty, conversion, and relevance.
www.theseoagency.net www.mattheweckert.comwww.theideapeople.com
In terms of crawlabilty, PetSmart is indexed differently within Google and
Bing.
A XML site-map might be in order.
The conversion score is mainly affected by the number of call to actions visible on the homepage,
which creates confusion.
#1 #2 #3
But when searching Google, many of the pages for PetSmart do not include a call to action to help the consumer
make a choice.
Strengths
1. PetSmart’s website is visible in terms of crawlability within the search engines with minimal page errors
2. The website has a strong brand within search
3. Effectively uses title tags with keywords to describe the specific page.
4. The website is easy to use with the navigation and logo in expected locations.
Weaknesses
1. PetSmart is not using their website to full potential to ensure a great ranking
2. Too many call to actions/ promotions going on at the same time - making it confusing for customers.
3. Not effectively using call to actions within search to trigger/motivate a searcher to take action and follow through
4. Header tags are the same for each page, and many are not relevant to the specific products on certain pages
Opportunities
1. Search trends for pet supplies are changing (ex. increase in grain-free pet food search trends)
Threats
1. Increasing e-commerce competitors with the convenience factor in mind
2. Minimum number of unique links compared to overall total, meaning they have multiple links from the same sites
3. Authority Domain of direct competitor (Petco) is only a few points shy of PetSmart
Based on this current web strategy, here are the major strengths, weaknesses, opportunities, and threats.
The first top priority within the web strategy concerns
building links from multiple trustworthy sites.
Trustworthy sites link to other trustworthy
sites.
The second priority includes maximizing keyword optimization for the site to rank higher within organic
search.
www.theideapeople.com
Interesting in learning more? Contact me and lets continue the
conversation.
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