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SEO Analysis of Two Chocolate Companies

SEO AUDIT: Ferrero Rocher vs. Nutella

Written by: Tamisha John 

Ferrero Rocher vs Nutella: Who Optimizes Better?

Introduction

SEO is important to marketers because it is responsible for directing traffic towards their websites and social media networks. In doing this, consumers are easily able to find companies and their websites so that they are able to get all the information they want on the company and its product or service. SEO also gives marketers the advantage attaining very useful data such as what attracted people to their website, where most of the traffic is directed on their website and so much more. 

SEO Audit

 Brand A

Brand B
Screen Captures of both Brand’s home pages:




1.     URL:
http://ferrerorocher.ca/
 https://www.nutella.com/en/ca
2.     Page Title
Ferrero Rocher Canada
Nutella Global
3.     Meta Description
“This holiday season, we invite you to discover beauty in the details and delight in each Ferrero moment shared with friends, family and FERERRO ROCHER”
“Welcome to the official international website of Nutella. The best Hazelnut spread in the world!”
4.     Meta Keywords :
Not applicable there are no keywords in source
Not applicable there are  no keywords in source
5.     Quality of written content

Since the only written content on this homepage is the company title, the quality of the content not good, only because there are not any to judge.

There is a limited to mediocre amount of written content on this homepage. There are some images that link to social media and regular images included in addition to the small amount of written content.
6.     Content shareable
The homepage includes a vast variety of links to the company’s Instagram page, along with a video from the company’s YouTube channel. These are the only shareable platforms on the homepage.
The homepage includes direct links to the company’s Facebook page, Instagram page, Twitter page, and YouTube channel
7.     Quality of visual content

The visuals used are of very high quality

The visuals used are high quality
8.     site upload speed

The site uploaded quickly and is very responsive

The site has a great upload speed and is very responsive
9.     Call-to-action:
Not applicable, there aren’t any call-to-actions included in the hompage
“light up the world with your Nutella tweets”
“Be part of the Nutella universe”
10.  Anchored Text (hyperlinks):

Includes many image links to their Instagram page, and the sidebar include major links for things like “contact us”
Includes lots of call-to-action links, and links to social media accounts, and recipes, and many more under “menu.”
11.  Mobile Friendly:
Yes/No

 Yes

Yes
12.  Social Media:
(List all SM icons on the home page.
Instagram and YouTube are the focused platforms as they are the only ones featured on the actual homepage. Their Facebook page is linked in the sidebar

Instagram, YouTube, Twitter, and  Facebook are all platforms linked on the homepage

Google Trends:

My topic is chocolate and my two brands are Ferrero Rocher and Nutella.


Google Trends Insights:

The topic of focus is chocolate and within this topic the two brands that I am researching and comparing are Ferrero Rocher and Nutella. Based on the the graph above I came to the conclusion that Ferrero Rocher Nutella are very low in relation to the topic of chocolate itself. I noticed that over the last 12 months there remained a steady gap between the topic and the two companies of choice. The peak of interest for chocolate over the last 12 months began January and ended in the beginning of February of this year, as seen below:


Latent Semantic Indexing Keywords:

Ferrero Rocher:

  •  Ferrero Rocher calories
  • Ferrero Rocher coupons
  • Ferrero Rocher cake
  • Ferrero Rocher white chocolate coconut
  • Ferrero Rocher gluten free
  • Where to buy Ferrero Rocher

Nutella:

  • Nutella website
  • Nutella ingredients
  • Nutella label
  • Is Nutella healthy
  • Nutella nutrition 

Summary:

Brand A’s strengths are:

  • Very high-quality images used in the homepage
  • Very appealing and attractive to the company’s target market
  • Great upload speed

Brand B’s strengths are:

  • Very balanced use of written content and visual content
  • Very interactive and makes you want discover the rest of the site
  • Creative way of presenting their social media links
  • High-quality visuals
  • Great upload speed

Areas that need improvement:

Ferrero Rocher:

  • They could use improvement with the use of keywords
  • There are is no written content at all, not even call-to-actions
  • Could use a lot more involvement for visitors of the website
  • Should make the links to social media more obvious instead of just having the pictures

Conclusion:

Include a conclusion that outlines which brand has the strongest SEO and performed best though the audit.  Were there any surprises?
The company with the best SEO is Nutella. Their homepage had the most efficient and effective use of SEO since it included a balanced amount of visuals and written content and it excels in the use of optimizing the ability of users to connect to their social media platforms. Although it is not the most relatable to the topic in the way that Ferrero Rocher is, it did perform better SEO.
Going into this, I expected Ferrero Rocher to have the better SEO due to the fact that it is a well-known and big player in the industry. It was up to par in regards to the quality of the website, but they need improvement with including their social media platforms and actually involving users in the website.

APA Citations

Ferrerorocher-ca-en. (n.d.). Retrieved February 16, 2017, from http://ferrerorocher.ca/

Nutella Global. (n.d.). Retrieved February 16, 2017, from https://www.nutella.com/en/ca

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