Natural Search Blog


Build It Wrong & They Won’t Come: Coca-Cola’s Store

I just wrote an article comparing Coke’s and Pepsi’s homepage redirection, concluding that Pepsi actually does a better job, though both of them did ultimately nonoptimal setup for the purposes of search optimization. Clunky homepage redirection isn’t the only search marketing sin that Coca-Cola has done — their online product shopping catalog is very badly designed for SEO as well, and I’ll outline a number of reasons why.

Coca-Cola Store

In this article and in the redirection article, I’m criticising Coca-Cola’s technical design quite a bit, but I’m not trying to embarrass them — like any good American boy, I love Coca-Cola (particularly Coke Classic and Cherry Coke). In fact, this could ultimately benefit them, if they take my free assessment and use it as a guide for improving their site. I’m doing this because Coca-Cola is the top most-recognized brand worldwide, and the sorts of errors they’re making in their natural search channel are all too common in ecommerce sites. I chose Coca-Cola’s e-store because they make such a great example of the sorts of things that online marketers need to focus upon. If such a juggernaut of a company, with huge advertising and marketing budgets makes these sorts of mistakes, you could be making them, too.

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