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Nike.com gets taken to task over its search mistakes

Posted By stephan On 11/10/2006 @ 12:46 am In SEO,Worst Practices | 3 Comments

This article [1] just out on MarketingProfs.com is an entertaining rant about Nike.com’s search marketing mistakes, which include…

  • Missing out on long-tail terms
  • All-Flash sites with no alternative version
  • Nothing from the searcher’s query is reinforced on the landing page
  • Not developing a descriptive meta description tag
  • Putting “Cool” over helping the user find stuff on the site
  • Driving a user with a very specific query to the homepage can waste parts of pay per click (PPC) budgets.
  • Bad landing pages that hurt PPC rankings
  • Flash sites with no alternative version can suppress natural rankings
  • Flash shopping cart = no love from Froogle/shopping search
  • Investing in great tools and not driving traffic to them

As I was perusing the article and the included screen captures, I couldn’t help but think that a critique like this would be well-suited to being produced as a screencast, using Camtasia Studio [2] or similar.

Maybe I should produce my monthly SEO Report Card column as screencasts? Would that be valuable to you folks?

3 Comments (Open | Close)

3 Comments To "Nike.com gets taken to task over its search mistakes"

#1 Comment By Ben Wood On 11/10/2006 @ 2:27 am

Yep, sounds like a good idea to me.

#2 Comment By seobrien On 11/14/2006 @ 4:17 pm

I might have misunderstood but Nike confirmed at Shop.org that they had search engine optimized content supporting the new site. I haven’t found it but they responded to these criticisms and at least claim to have accounted for them.

#3 Comment By David On 11/14/2006 @ 7:01 pm

It’s still amazing how many corporates won’t wake up and see what’s going on – talk about mismanaged budgets.

Great post – keep them coming :-)
Dave.

Article printed from Natural Search Blog: http://www.naturalsearchblog.com

URL to article: http://www.naturalsearchblog.com/archives/2006/11/10/nikecom-gets-taken-to-task-over-its-search-mistakes/

URLs in this post:

[1] This article: http://www.marketingprofs.com/6/reynolds11.asp

[2] Camtasia Studio: http://www.techsmith.com/camtasia.asp