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Brandon Bland

Jacquie Lamer

Introduction to Web Publishing

April 8, 2014

Search Engine Optimization Assignment

SEO Analysis & Recommendations for JVC’s Adixxion Camera Product Page:

A. The 3 Keywords/Phrases I think will drive the most traffic:

a. Digital Sports Camera

b. Weather Proof Camera

c. Helmet Camera

B. Explanation of my choices

Weather Proof Camera: After researching the key phrase and entering it into

Google Trends, it showed that it peaked the highest during June of 2006 which

Number 1 Number 2 Number 3

1

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could account for anything like the X Games as well as new issues of Sports

Illustrated may have incorporated different types of cameras. There was also a

spike in 2008, when there were indeed the Olympics which could have accounted

for some of the searches on weather proof cameras.

Helmet Camera: After studying the JVC website and Google Trends, it shows that

there are many people that are using the cameras as mounted head pieces for

whatever their sport is. Also, on the Google Trends site, helmet cameras search

peaks highest during December of 2007 suggesting that they were used for more

snowboarding. This is also suggesting that the people snowboarding or doing

other winter related sports were getting ready for the Winter Olympics.

Digital Sports Camera: I chose this because the highest peak was in December

2005 which again suggests that the people using them were gearing up for the

Winter Olympics. This also suggests the rise of digital sports cameras being

needed in extreme sports.

Content Analysis: Quality (Cq, Vt, Ce, Ct)

A. Overall Quality (Cq, Vt, Va)

a. Adixxion Score: 6.5/10

b. Hero 3+ Score: 9.8/10

c. Explanation: The Adixxion site seemed to lack a great color scheme throughout

the website. This is merely because it attempts to keep everything in different

variations of black (gray, light gray, etc). On a projector, it all seemed to be black

with red highlighted words which do not give off the sign of action, fun and

movement, but instead makes it harder to read because it is a darker color on top

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of an even darker background. The sub headlines on the website were in white

text which drew my eye better than the headline did.

The “Shop Now” tab was nonexistent until under the fold which could produce a

problem with sales in the future if one has to continue to scroll in order to find

where to buy the product.

On the top navigation tab, sits a tab that says “accessories.” This tab becomes

obsolete in the way that there is no actual “product” tab that can successfully get

the consumer to a page that would show off multiple designs of the camera. The

website is not fluid with everything (social media) flowing down with the page as

one scrolls (we will get into that later). Finally, at the bottom, one can click on the

country they are in and see the JVC website for that country which could become

a problem when they confuse a consumer because all the sites do not look the

same for each country. The Go Pro website was simple but straight to the point.

Where JVC went wrong was their color scheme to talk about extreme sports

which in turn felt like the only thing the camera could be used for but when

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GoPro went with simple colors it almost brings in a more broad audience like

those who just want the camera to go skating with or have on their motorcycle

when they ride around.

GoPro also incorporated lighter colors with the surfing, skating, and other

activities.

It almost feels like the people’s camera, at the top the navigation is simply laid out

and specific to what the customer wants and needs. The JVC Adixxion site also

provides no content that could not be found on a different site. The information is

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a continued brochure that is repetitive as you scroll down the page. The words

that could be considered as keywords (action, dust, etc) do hold power and value

as far as optimizing for a search engine because they do offer some information

about the camera that most people would look for in a search for this particular

camera.

d. Recommendation for Improvements: for Adixxion, I recommend that they first

work on a better color scheme that would better reach their target audience.

Another thing I would suggest is that they redo their navigation bar to make sure

that it offers easy and direct services to those who want to get on the website buy

now and leave instead of searching for it. They should work on being more of a

fluid website in the way of making the important things flow with the user as they

scroll down like a rolling cart, or “back to the top” button that again follows the

user as they scroll down. Finally, if they do have dark colors with other semi-dark

colors, they should throw a white stroke on top to make the words pop out a little

more, so that the reader could easily pick out the brand name. As far as

uniqueness, it was almost impossible to see if their content was unique from the

information given on the homepage. However, I went to the product page and

they indeed use it for another site which is not good being that they should be able

to explain the product in different ways on different web pages. As far as GoPro,

they did not have unique information and there were multiple sites with the same

exact wording from the original GoPro site. Both product pages are up to date and

free of errors as well as simple and easy to read. Neither page had too many

advertisements on the side which adds to the value of the webpages.

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B. Engaging Content (Ce):

a. Adixxion Score: 7/10

b. Hero 3+ Score: 8.5/10

c. Explanation: The content provided which were mostly movies, did not engage me

too much because it creates a persona that this device was only made for the

manliest of men and for those who only do extreme sports outdoors etc. There

was a woman in there but she was not the main focus. The guy that did the voice

over for it resembled the man from the Dr. Pepper 10 commercials that is

condescending and only appointed to men. What about the other people who like

to do everyday activities? The target audience was very narrow with the content

so therefore did not necessarily engage me and I highly doubt that it would

engage anyone else that love to do activities like ride bikes to class or pop

wheelies on their bikes whiles riding with friends. The GoPro’s content was quite

engaging with there being multiple pictures of different activities and one was

never like the other. The variety went from fishing to swimming with Sea Turtles

which has me engaged because this means anyone could buy one of these and

bring them on vacation with them and wouldn’t have to worry about meeting

what feels to be an “extreme factor criteria.” In addition, for Adixxion their

bounce rate is quite low, which means that they either don’t have that many

unique visitors or that they have really great content. Their page views per day are

pretty low as well as the average time spent on the webpage suggests that their

website is not as engaging as they may have thought.

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d. Recommendation for Improvements: JVC should reconsider their marketing

campaign. No matter what they try to do they will be looked at for being

introduced after GoPro so they should try to compete for the market of everyone

instead of just a sports perspective. Given that this is the main focus for the

camera. There are other people who would like to use it for more than just sports.

C. Social Signals (Sr, Ss):

Facebook Twitter Google Plus YouTube Other

36,707 Likes 224 Tweets 21 Followers 50 Videos 3 Blog

Mentions

55 Talk About 34 Following 21 in circle 335 Subscribers 25+ Pinterest

Blogs

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Facebook Twitter Google Plus YouTube Other

7.1 Million

Likes

15.3 K Tweets 738 Followers 1684 Videos 3 Blog

Mentions

154,727 Talk 396 Following 738 in circle 1,788, 982 50+ Pinterest

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About Subscribers Blogs

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a. Adixxion Score: 7.5/10

b. Hero 3+ Score: 9.0/10

c. Explanation: After reviewing the JVC Adixxion Facebook site, I noticed that their

last post was on April 4th. They usually post videos to their Facebook page instead

of useful bits of information like how well it stands up to the GoPro or any of its

other competitors and it tends to share links from other Facebooks and websites in

order to take up posting space for their own. Most of their posts have an average

of 5-6 likes and shares from about 3 people on each post. Most of the people that

liked the posts (after doing some research) are actually middle aged and must be

JVC’s target audience, even though on their statistics for their Facebook clearly

says that the target audience is 18-24 year olds which is interesting being that

most of the likes and comments did not come from that age group at all. In

addition the page statistics revealed that their most popular city does not even lie

in the United States but in Algeria and that their most popular week was in

November of 2013 which could mean that was when it was released and it had its

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highest buzz around that time.

Honestly it seems as if they take content from other websites and companies and

only post videos that they had originally posted on their YouTube. Moving on to

their Twitter account, they have a super small following especially as a product

with a staggering 74 followers. Their content is mainly retweets from users of the

product which could be good for people to see how the product is being used but

for them to not talk about the product or keep us engaged themselves make me

worry that they are indeed becoming too lazy or they are just trying to go with a

marketing strategy of letting others speak for them. This will be interesting to

check up on in a few months to see if this has improved or inhibited their sales.

Right off the bat I noticed that they follow many surfing magazines, adventurist

magazines as well as other watersports magazines which makes me wonder a

couple of things: are water sports their main focus? Could this mean that they are

more interested in taking over the watersports market and is the other guarantees

of dirt and pressure proof just gimmicks? They also (interestingly enough) follow

some columnist for journals and newspapers, maybe this is a strategy to get their

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name out there in positive reviews? Get the newspaper to talk about them and get

in the newspaper? Of course it is which is smart. Most of their tweets come from

semi-well known snowboarders, skiers, bikers, etc. There are absolutely no

retweets, favorites, or even replies on their Twitter account. Their Pinterest

presence was pretty immaculate. I can respect that the Pinterest site showed more

information and more of the product than the actual Adixxion product page did. It

was clear, concise and straight to the point in a manner of what a consumer would

look for (accessories, different versions of the Adixxion, etc.). For all of their

social mentions they have an 8 hour average between each mention.

In short comparison, GoPro Hero 3 averages a 45 second average between each

post. This simply shows that their reach is by far passing the JVC Adixxion.

GoPro’s Facebook page even has a check mark of approval which shows they are

big stuff and JVC Adixxion does not which in turn shows the audience who is

boss. They tend to talk about the product, post constantly, as well as connect with

other media outlets. They do a great job of providing the audience with so much

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content that no matter where you go you can find everything that you are looking

for with little to no problems. On Twitter, again it shows that GoPro is indeed

verified and JVC Adixxion is not, maybe they just are not that popular enough but

their retweets, shares and mentions are so ridiculous it is hard to keep up with

how many there have been today alone. They have pictures and tweets of their

major athletes that use GoPro to do their entire video recording out in the field

including snowboard Ralph Backstrom.

d. Recommendation for Improvements: I would recommend that Adixxion finds a

way to get more into the scene, even if it means doing a giveaway, which GoPro

does every day, seriously go check the website, better yet check this out.

They also could maybe look into

sponsoring some sports people that could help them get more attention during big

events such as the winter Olympics or maybe during the summer Olympics. I

would also recommend that Adixxion post more original and unique information

rather than going completely to other sources for their content. It almost makes

them seem superficial and not really in touch with their audience. They don’t post

as much either which makes it harder for them to get into the action camera

market. These days, social media is a barrier of entry for new products like this

and if you do not make a presence people will forget you instantly with no

problem or second thought.

HTML: Current Keyword Location Analysis (Ht, Hd, Hh)

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A. Title Tags

a. Adixxion Product Page: <title>Action Camera | Performance | JVC

Adixxion</title>

b. GoPro Hero 3+ Product Page: <title>GoPro Official Website: The World’s Most

Versatile Camera</title>

c. Explanation: In analysis, JVC seemed to keep it simple with their title tag. They

put simple keywords in the title tag that also, if you noticed, are before the actual

brand name which almost in a way seems to be a strategy to draw more of an

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audience to them in the Search Engine Results Pages (SERPs).

Interestingly enough, when I typed in “action camera” in hopes to find the JVC

Adixxion, it did not show up in neither the ad results nor the organic results.

However, on the other hand GoPro showed in both the organics and ads results even

though GoPro did not have any of those words in their title tags. The reason is

obviously because GoPro is paying for their results as well as for ads which aren’t a

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necessarily bad thing but it shows that they may have bought some stock on the key

phrase “action camera.” These title tags for both are quite important because they

allow Google’s bots to read the website’s keywords and properly place them in the

organics appropriately. They are also important because these keywords allow

businesses to buy the keywords so that they make their way into the added section. It

was quite interesting to see that all of the keywords in Adixxion title tag still didn’t

help the site get anywhere in the first ten organics. I found it rather interesting that

GoPro didn’t have the key phrase “action camera” in its title tag but still was quite

high in the organics and the ads. It seems like their roles were switched around. I am

quite disappointed in Google because of how many times I went to the JVC Adixxion

site and they still haven’t put it higher in my organics, I was kind of expecting that at

this point. Since at first JVC Adixxion did not show up in the first ten organic title

tags, I decided to do a little more digging into where they would be. After typing in

the same key phrase “action camera,” it showed up in the organics at a staggering

number nine.

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If you take a closer look “action cam” instead of “action camera” appears in the title

tag. Maybe somewhere along the road someone messed up and forgot the extra letters

to the end. However this minor but major mistake could be the reason why they are

number nine in the organics. Also it is interesting that GoPro even went down to

number 10.

d. Recommendation for Improvements: After doing this analysis, the best way for

JVC Adixxion to get to the next level, or simply put ranking higher in the SERPs

is to actually have the full key word or phrase in their title tag which will help

Google match them precisely with where they need to be. Another way is to go

ahead and buy those key words or phrases, especially because they are coming

into such a saturated market they need all of the help they can get in ads and

organic listing so they can at least have some type of name in the market of action

cameras.

B. Description Meta Tags

a. Adixxion Product Page: <meta name=”description” content=”PERFORMANCE

JVC ADIXXION GC-XA2 offers the level of performance needed for you to

capture excellent videos in a variety of action situations. Fun and creative

functions serve to spice up your recordings and make them truly unique.”/>

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b. GoPro Product Page: <meta content=”World’s most Versatile Camera |

HERO3+Black Edition “ name=”description” />

c. Explanation: While looking in the SERPs, I noticed that the meta tags did not

necessarily match the ones from the code. The meta tags are important because

they allow the search engine to use that description for key words as well as it

allows for the search engine to have the option of changing the meta tag for the

benefit of the search engine as well as for better search results. However, if the

search engine changes the meta tags, this does not necessarily change for the

better, it does not guarantee that your ranking will be any higher or any lower.

d. Recommendations for Improvements: Since there is nothing you can do against

Google changing your meta tag sometimes, it is best for Adixxion to continue to

make sure they put those keywords in their descriptions just in case Google does

decide to stick with what they have and those keywords could even help the user

or consumer remember their product a little bit better simply by those keywords

even if they aren’t using Google.

C. IMG Names and ALT Text

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<p><img src="/extension/adxsite/design/adxsite/img/img_performance_visual.jpg" alt="GC-XA2 Action Camera" width="980" height="382" /></p>

<p><img src="/extension/adxsite/design/adxsite/img/img_performance_basic01.jpg" alt="Pro surfer PARKER COFFIN" width="645" height="481" class="photo01" /></p>

<p><img src="/extension/adxsite/design/adxsite/img/img_performance_basic04.jpg" alt="Burst Mode" width="429" height="216" /></p>

<p id="logo"><a href="/"><img src="/extension/adxsite/design/adxsite/img/logo.gif" alt="JVC ADIXXION" width="291" height="60" /></a></p>

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<p><img src="/extension/adxsite/design/adxsite/img/img_performance_basic03.jpg" alt="Still Photography up to 16M" width="940" height="196" /></p>

<p><img src="/extension/adxsite/design/adxsite/img/img_performance_basic01.jpg" alt="Pro surfer PARKER COFFIN" width="645" height="481" class="photo01" /></p>

a)Explanation: The JVC Adixxion website did a pretty decent job of balancing the page

with their images. As we all know images can be the reason for a slow page load time

which we will discuss soon. The most important images above all have alt text that

pertains to their text on their pictures or around their pictures. This makes sense being

that they are short and simple and to the point which Google said they liked in the

SEO starter guide. They also said they did not like too short of descriptions or alt text

which JVC tended to have in some of their jpegs. In addition, the image file names

made it hard to diversify which where which because they all are mainly named the

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same thing except they add numerical values after their image names almost to

differentiate one from another. As a bot, this may not be bad being that it technically

does have different image names but from the perspective of analyzing, there should

be unique names for all of their image files.

b) Recommendations for Improvements: To improve, they could add more information

in their alt text that is a bit more descriptive to the image instead of what they have as

an overlay on the image already. Sometimes it makes sense that they have alt text

about the rider currently on the picture like “Jon Wakeboard at Olympics” for

example. As far as the image name, they should make them a little bit more unique to

the picture rather than saving them all as “funrunner02.jpg” this simply makes it

easier to identify between images.

Architecture: Speed (As)

A. Adixxion Score: 7.0 seconds

B. Hero 3+ Score: 12.5 seconds

C. Explanation: Within Adixxion, it showed that the page overall would take longer than ten

seconds to fully load. This is a major problem because you only have about ten seconds

before the viewer leaves. Most of the time is taken up by jpg which have to be one of the

largest files for a website. Specifically, if you refer to the waterfall chart, you will notice

that the major images that took the longest were all of the huge performance basic images

of surfers, snowboarders etc. the most interesting part was when I noticed that the thing

that took the longest to load, going still after the ten second mark, was the logo for JVC.

We all remember that we expect the page to load in less than the blink of an eye, and we

can detect something being wrong within a couple seconds so JVC is definitely lagging

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behind.

Even in the pie charts you can tell that images take up more of the content space than the

actual html, java script, cascading style sheet and fonts combined and this creates a load

time of about 7 seconds on first view. In addition, for GoPro, the load time for the first

view has been about 12 seconds which is way passed the ten second marks even though

that is only two seconds but ten even feels like an eternity. From the waterfall chart, it is

obvious that again most of the weight on the site is from the jpg. Oddly enough, it is not

all from pictures of the product but from extra added accents in the backgrounds like

strokes and extra graphics to make the product look good.

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The pie charts show that again images are taking up most of the page, but in contrast this

page has less images for requests more for bytes and takes longer to load than the

Adixxion site. The major differences is that GoPro added extra graphics instead of trying

to get straight to the point. This is weird for a site that is meant to be simple and it still is

really slow, where as the Adixxion site is really detailed with a lot of graphics but still

beats out GoPro.com in speed.

D. Recommendations for Improvements: Since the main thing that is slowing down their

website is their images, they could maybe compress their images to a smaller file which

would in turn take up less space and speed up the website. In addition to the image

resolution they could make them png files which is a lighter version of jpgs.

Architecture: URLs (Au)

A. Adixxion Score: 8/10

B. Hero 3+ Score: 7/10

C. Explanation: The home page for Adixxion, http://adixxion.jvc.com/ is simple and straight

to the point. No other folders are needed being that this is the main folder for all of the

other sub folders including Wi-Fi, specifications etc. As for the performance part of the

website http://adixxion.jvc.com/performance.html, it is again very simple to the eye, the

user, and the Google bots in the way that it tells the exact folder that it is in without

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parameters that no one will understand and without other extra markings that one could

see as unneeded, unmemorable or something that doesn’t make since to the user causing

them to leave it out when reciting the html. The same could be said for the other five

URLs for Wi-Fi, http://adixxion.jvc.com/wifi.html, video, http://adixxion.jvc.com/video,

accessories, http://adixxion.jvc.com/accessories.html, specifications,

http://adixxion.jvc.com/specification.html, and support

http://adixxion.jvc.com/support.html. The only thing that could say about these URLs

that could be a bad thing is that they may be too short for the user. They lack variety in

each folder but at the same time this is good because it keeps the URLs simple for

Google as well as other users going to the JVC Adixxion website. On the GoPro website,

there was something interesting that I found. When I clicked on “products” then to

“cameras” it showed this http://gopro.com/cameras, but when I clicked on the next tab

which was “mounts” it showed up as http://gopro.com/camera-mounts which struck me

dumbfounded because the “cameras” and “mounts” tab were next to each other and I

don’t get why they would group mounts inside of cameras when they are both tabs next

to each other. I found this rather confusing but I made an explanation on behalf of GoPro.

Maybe they have both of them in the same category simply because they are all under the

“products” tab which in turn is the whole selling point of the site which is cameras. It still

turned me for a loop and was too complicated to follow why they did what they did but if

you think deeper I could understand why they did it. The consumer won’t think that

deeply though so it should not become a problem.

D. Recommendations for Improvements: For the Adixxion site, I have no true

recommendations for improving the site because I feel they are keeping the site simple

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enough for the user to navigate freely and they have keywords that are memorable to the

user and very specific to each page.

Link Popularity (Ln, Lq)

A. Link Quality

a. JVC.com number of referring domains: 70

b. GoPro.com number of referring domains: 10,710

B. Link Quality

a. JVC.com number of referring domains: 5/10

b. GoPro.com number of referring domains: 5/10

c. Explanation: To start off, GoPro had multiple referring domains leading back to it

but some (out of the top 10) were of quality, meaning they had a website that also

had referring domains that were trust worthy and their trust flow was higher than

the others like supermotorcrossonline.com and a camping website. Interesting

enough, Adixxion’s referring domains were all coming from supports around JVC

including some from out of the country, being that JVC is in an international

market. Just because this site has referring domains from its older brothers and

sisters does not necessarily make it of more quality. Some of these sites are just

sites that were put up and never used after checking the sources.

Current Traffic

A. JVC.com Monthly Unique Visitors: 312

B. GoPro.com Monthly Unique Visitors: 429,826

C. Explanation: Demonstrated in the graph, Adixxion only tended to peak a little bit during the

September month of 2013. Other than that I would have thought it would have peaked a lot more

during the winter Olympics or around the Olympics but it was interesting to see that they actually

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went down during the Olympics and I believe that this is solely due to the major marketing from

GoPro. From the data, it was obvious that GoPro peaked around the winter months when

snowboarding as well as other snow related sports came to be. Around the time of the winter

Olympics is when I feel GoPro marketed their product the most especially because they claim to

be the “official camera for the winter Olympics” and their unique visitors definitely showed that.

Keyword Performance on SERPs for Recommended Keywords

Ranking of Recommended Keywords on Adixxion.jvc.comKeyword Google Bing YahooDigital Sports Camera No Show passed pg 7 No Show passed pg 7 No Show passed pg 5Weatherproof Camera No Show passed pg 7 No Show passed pg 7 No Show passed pg 5Helmet Camera No Show passed pg 7 No Show passed pg 7 No Show passed pg 5

Ranking of Recommended Keywords on GoPro.com

Keyword Google Bing Yahoo

Digital Sports Camera 1 10 10

Weatherproof Camera 15 No Show passed pg 7 No Show passed pg 5

Helmet Camera 1 4 1

A. Explanation: It seems like Adixxion has not followed protocol for any search engine. The

closest search engine they almost got it right with is Google and sometimes they don’t

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even show up unless Google knows that I recommended them or that I have been to their

page multiple times. Maybe this is a sign that they should interact with customers more,

put more content rather than a couple of sentences that don’t really do much for the bots.

GoPro is making the market quite saturated and JVC makes it hard on them because they

are not completely optimizing for search engines and Google in particular. I say this

because Google simply says to make a good website and your rankings should be at a

decent level. Somehow I also feel Google may like you even more if you buy certain

keywords to make yourself more noticeable to searchers. In the table above it is obvious

that JVC has not been necessarily putting more effort into their website as far as search

engine optimization goes.

Conclusion:

In conclusion, I feel as if the most important things Adixxion should be concerned with

are the content for its website as well as design. The design of their website and color scheme

makes it hard to see and understand.as far as the content; there are not enough keywords in there

for them to become available to the audience. I also feel as if they have not really put too much

time into their website with the best interest of optimizing for search engines. This seems to

make the product be just an experiment because they don’t want to work on their website to

improve the user’s experience and therefore gain a larger audience. I also recommend that until

they can get in the organic rankings by themselves. They should pay for keywords and ads in

order to drive an audience and once they reach a certain audience they can continue to pay for

advertising while redoing their site. A bigger investment in social media will help them as well.

This is because most people are on social media and only give you a chance if they see that you

have multiple followers or +1 adds. Hopefully within the next few months Adixxion can figure

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out how to optimize their site better, but until then, they should fire everyone that has been

optimizing their website for search engines.