Strategic SEO in ActionAn analysis of a well-architected eCommerce, social

community, industry knowledge resource website

Jake Aull | Zen of Brand | Websites & SEO | Social Media & Branding

404.259.5550 | zenofbrand.com | @jakeaull

Site Observations

Adagio.com is one of the more strategic SEO sites online.

With many different options (customer paths) to varied, topical content.

With options targeted to specific customer segments.

Site Observations

Site Observations on SEO

Adagio is so full of varied content, it almost becomes difficult to navigate, in spite of it's well planned architecture.

In this sense, it is not unlike one of the best SEO savvy and content rich sites of another industry; HubSpot.com.

Both sites “own” head terms as well as the specific keyword phrases they've targeted.

SEO analysis tools show that adagio.com owns many head (or broad) keywords for it's industry; such as "chamomile.”

Primary Pages & KeywordsThese are keywords visitors use most in search engines to then click through to adagio.com or sub-pages.

Primary KeywordsShown is pay-per-click advertising, competitors and top keywords. Such analyses can even indicate the site’s PPC ad expenditures and feature primary ads.

Site Content Strategy

In addition to much brand-originated content, the site is full of user reviews, social content and drivers.

It contains countless social media CTAs (calls-to-action) and customer-beneficial content options – ever-available, per-page.

Adagio is it's own tea Wikipedia and online user social media community simultaneously.

Home Page & Social Media CTAs

Adagio.com’s knoweldge resources; like it’s own “Wikipedia.”

Adagio.com’s social community options

Site Objectives & Role

So, what is this site's primary role? A social community for tea lovers? A knowledge resource for tea? Or an ecommerce site?

Ideally: Visitors are seeking tea- or adagio-related info or products They land on this site via search or social sites/share They stay for the community They purchase/repeat purchase.

Competitive Observations

It would be extremely costly and time consuming to compete head-on with Adagio. They own the primary head keywords.

The digital path to success in this market is in the "long tail;" finding a narrow niche, underserved by Adagio, yet in demand in customer search.

A digital audit, keyword discovery process and SEO tools are the means to formulating the optimal market strategy and plan for this, online and beyond.

Competitive Observations

The value of the site, it’s home page keywords and click-throughs shown above.

It would be extremely costly and time consuming to compete head-on with Adagio. They own the primary head keywords.

Uniques (First-Time Visitors)

Site Visitor Analysis (Audience)

Competitive Observations

The digital path to success in this market is in the "long tail;" finding a narrow niche, underserved by Adagio, yet in demand in customer search.

A digital audit, keyword discovery process and search marketing tools are the means to formulating the optimal market strategy and plan for this, online and beyond.

With a strong audit and search marketing strategy in place, a site can carve it’s own niche, targeted, return customer base for profitability.