SEO Analysis of two chocolate bars

SEO Analysis of two chocolate bars

Written by:  Eugene Dimayuga

Subtitle:  The best of Kit Kat and Crunchy chocolate bars

Introduction

Search Engine Optimization is the most effective tool for consumers to discover what they are searching for. SEO is a useful method of enhancing any company’s online presence as another way to create more interaction with current and potential consumers. SEO is a tool that all large companies use to ensure that with the use of  keywords can help the online viewer discover the company website immediately on any search engine. The purpose of this analysis is to compare the following chocolate bar brands of Nestle Kit Kat and Nestle Crunch Bar and to determine which company demonstrates an effective SEO between the two.

SEO Audit	Kit Kat	Crunch Bar
Screen Captures of both Brand’s home pages
1.     URL:	https://www.kitkat.com/	http://www.nestlecrunch.com/
2.     Page Title	KITKAT	Nestle Crunch
3.     Meta Description	"You know what to do, just click/tap and... Have a break, have a KITKAT."	"Looking for the hilarious Nestlé Crunch 1800 Hotline? Click here to listen. Official home of Nestlé Crunch."
4.     Meta Keywords :	"KITKAT, KITKATs, Break, Chocolate, Finger"	There are no keywords available on this homepage.
5.     Quality of written content	Limited written content on home page. There is a lot of imagery used to replace written content.	There is limited amount of written content on the homepage. There is only a large visual of the Crunch brand bar on the homepage.
6.     Content shareable	Homepage had Tumblr, Facebook, Twitter, and Pinterest social media platforms that are considered to be “shareable” – (Like this page on Facebook, Follow us on Twitter etc.)	This homepage only had Facebook available and allows the user to visit, follow, and share their Facebook page/account.
7.     Quality of visual content	The website has a variety of different visuals such as the pictures featured on their social media websites. As well, they have visuals of the Kit Kat bar and the Kit Kat logo.	The homepage has limited written content and limited amount of visuals. However, on the page there is an image of a large Crunch bar title with specially designed cartoons in a motion.
8.     site upload speed	The site uploaded quickly with less than 3 seconds with “Buy Now” appearing instantly.	The site uploaded in a longer time span compared to other sites especially with the large Crunch Bar loading at the end.
9.     Call-to-action:	“Buy Now” “Contact Us”	“Hear the ‘Hidden’ fun menu” “Like us now!” “Learn More”
10. Anchored Text (hyperlinks):	No anchored text on this homepage	There are no anchored text on this homepage.
11. Mobile Friendly: Yes/No	yes	yes
12. Social Media: (List all SM icons on the home page.	Facebook, Instagram, Twitter, Pinterest, YouTube, and Google+	Only Facebook is the available social media platform on this homepage.

 

Google Trends:

(Past 5 years) (Past 12 months)

Google Trends Insights:

In a competitive business world to be able to compete requires adaptation, high productivity, and a strong SEO. Any company with an effective usage of SEO can obtain success especially when their SEO increases the chance to have an increase of traffic on their sites. Currently, the two brands being investigated are Nestle Kit Kat and Nestle Crunch Bar. Based on the google trends data above, there has not been any demand for the Crunch Bar but there has been a higher demand for Kit Kat bars in comparison. As well, based on the graphs above there has been a spiked increase for Chocolate bars (including Kit Kat) during the October 2016 timeline due to “Halloween”. However, in the past 12 months the overall demand for chocolate bars has declined from Feb. 7, 2016 to the end of September but then an increase from October leading to December 2016.

Expanding on the increased demand of Kit Kat bars is due to the innovative marketing concept of the “Android Kit Kat”. This concept was intended to combine the Android versions with a Kit Kat theme to increase awareness and to allow Android users to enjoy the enhanced version of the Android.  Recently, Android KitKat 4.4 was updated which resulted in exclusive updates that android users are rewarded with. This association has changed the perspective of Kit Kat bar to fellow android consumers who became current consumers. (Android central, 2016)

Latent Semantic Indexing Keywords:

KIT KAT BAR list:                                                                Crunch Bar list:                                 

KitKat chocolate buy online              Nestle Crunch ingredients

kit Kat ingredients                             Crunch chocolate bar Canada

kit Kat flavors                                    Nestle crunch

nestle kit Kat                                     crunch good food

Summary:

Both brands have a strong share of mind regarding the consumer’s preference for chocolate bars. However, they must also uphold a strong presence on the online community to achieve greater success in the present and in the future. In each of the respective brands, Nestle Kit Kat and Crunch bar, the overall design of the websites is intricately designed and appealing to the consumer’s eye. For instance, Kit Kat has most of their social media platforms present for the user to view upon logging onto the site and offers a “call for action” to follow them on each platform. As well, there is a separate hyperlink named “Buy Now” which provides the user to buy from Kit Kat individually. Other key points to mention are that the speed of the site is quite fast with less than 2 seconds for loading and an extra feature of sharing how many “breaks” were taken from consumers consuming the chocolate bar and sharing it on social media. Unfortunately, the Crunch bar website demonstrated to be the opposite of the Kit Kat website with lack of user interaction. But the website does have a creative perspective with the Crunch Bar design with animation and the links to their hotline, Facebook account, and their “Share the Joy of Reading” Program.

In terms of keywords, there were an abundant number of keywords for the Kit Kat website compared to the Crunch Bar website. As well, there were no anchored texts or alternate texts available on each of the sites. The only site in need of improvements would be the Crunch Bar website which should contain more platforms for their consumers to communicate with the brand rather than having only one. The Crunch bar website can also benefit from enhancing their website by providing a specific area for users to view and share their personal experiences with the products. This will demonstrate how other consumers can have a positive experience the Crunch bar.

Conclusion:

Between these two chocolate bar brands Nestle Kit Kat demonstrated the strongest SEO. The Kit Kat website provided the user with methods of communication by providing links to their Facebook, Instagram, twitter, and Pinterest accounts. On the Kit Kat website, they also published a live feed of customer interaction by showing how many Kit Kat breaks have occurred thus far. Aside from that the website has many “call to action” links that users can access whether it was buying their products online, contacting customer service or even changing the language that the user is comfortable with. This main corporate website allows the user to visit its sister website from across the globe and see a different experience with the Kit Kat products in different parts of the world.

Although kit Kat has established much success with their SEO in terms of creating more keywords within their content (i.e. call to action such as ‘buy now’ or hyperlinks to their separate corporate websites). In other words, Kit Kat was able to increase their SEO by enhancing the user capabilities to access numerous corporate website and even their social media accounts which in turned improved their followers count. However, there remains an area of improvement for Kit Kat which is to improve their customer interaction with the product such as implementing strong experiential promotions and sharing it on their main website or even on their social media accounts.

APA Citations

"Android 4.4 KitKat." Android Central. N.p., 26 Apr. 2016. Web. 05 Feb. 2017. <http://www.androidcentral.com/kitkat>.

"Nestlé Crunch." Nestlé Crunch. N.p., n.d. Web. 05 Feb. 2017. <http://www.nestlecrunch.com/>.

"KITKAT." KITKAT. N.p., n.d. Web. 05 Feb. 2017. <https://www.kitkat.com/>.