Introduction
SEO
is an important consideration for marketers because it helps brands to promote
their site and with the usage of search engines optimizing their websites, it
provides brands with the ability to place their brand site in the high rankings
of the search engine website for consumers to visit as soon as their on the
search engine page. In the beer brewing industry, Sleeman and Stella Artois are
those types of brands who are not as effective in incorporating effective
keywords into their website. In the quest of the Beer Brewing Industry, both
Sleeman and Stella Artois breweries were searched. The objective is to
determine which of the two sites when compared has a stronger SEO.
Screen Captures of
both home pages:
SEO Considerations
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URL:
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Keywords used on each site:
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Notoriously Good, Best Tasting, Refreshing Taste,
High Quality, flavourful.
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Best Tasting, Refreshing Taste, High Quality.
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Frequency of Keywords:
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Refreshing, High quality, good taste, flavorful.
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Best Tasting & High Quality
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Locations of keywords:
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Home page
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Home Page
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Keywords in URL:
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<title>
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Sleeman
Canada | Notoriously Good
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N/A
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<meta name="description"
content=“”/>
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"From
notorious beginnings to a legendary resurrection, the Sleeman family upholds
five generations of brewing heritage."
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N/A
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<meta name="keywords"
content=""/>
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Notoriously Good, Best Tasting, Refreshing Taste,
Premium Quality, flavourful.
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N/A
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Site upload speed:
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Quality of written content:
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Quality is Very Good. Well organized that lays out
sections of information on every product line and history of their brand.
Includes links to social media pages.
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Quality is Good. Most of the page includes consumer posts/company
posts on social media as well as links to their social media pages. Website
also includes banner ads at the top of different Stella Artois campaign ads.
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Quality of Visual Content:
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Quality is Very Good. Dark background makes the
images more visually appealing to eye and keeps me engaged with the product
ideas they’ve created. Visual content is traditional with the black and white
text. Images are large to make it more appealing to the eye.
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Quality is good. The white and gold colours keep the
brand and webpage very elegant and prestigious. Images look and feel real,
similar to how ‘The Keg’ lays out their images on their webpage with out of
focused background but solely focused on the core product itself.
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Alt Text used:
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341mL bottle, 355mL bottle, 355mL can, 473mL tall
can, Sleeman logo, “Notoriously Good”.
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Give Beautifully, The Ritual, The Heritage, and
Stella Artois logo.
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Captions used:
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Notoriously Good
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Give Beautifully
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Quality of Layout:
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Excellent
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Good
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Call-to-action:
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Social
Media posts on webpage
Product
Info.
Sleeman
apparel and accessories shop.
Event
planning and ticket post information.
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Product
information.
Stella
Artois accessories and apparel store.
Event
planning and posts for ticket info and event info.
Charity
Storeà allows consumers to
purchase Stella Artois goods and money goes straight into one of their
charities which is helping people get access to clean water.
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Anchor Text:
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“Learn
More” and “Watch Video Now”
Social
Media Icons.
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Icons
to comment and share tweets and Facebook posts.
Social
Media Icons.
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Mobile Friendly:
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Yes, works just as well as the desktop site.
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Yes, works just as well as the desktop site.
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Content is “shareable”:
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Yes but very minimal content.
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Yes, mostly just social media content posted on
their webpage.
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Links to Social Media:
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Yes. Includes Facebook,
Twitter and Instagram.
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Yes.
Includes Facebook, Twitter, YouTube and Instagram.
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SERP ranking results when using keywords
from this table:
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When searching for “high quality beer” Sleeman’s
home page comes up midway on the second page.
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When searching for “high quality beer” Stella
Artois’ home page didn’t come up even after going through the first 25 pages.
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Summary:
Sleeman
strengths are its use of visual content on their webpage and their ability to
provide their audience with the right information on every product they have
invented. Their able to explain to them the physical characteristics of the
beer as well as explanations to taste and comparing taste of other lagers that
they possess. Sleeman also does a good job of organizing there information by
having alt text tabs so consumers can take a look and solely be focused on what
they’re looking for. (Sleeman Canada, 2016)
Stella
Artois strengths are its use of social media. Stella does a great job of having
social media posts laid out into their home page so people can see the artwork
that users use when making a product look great on their social media posts
which causes the audience to be engaged to the product more frequently. Stella
Artois also does a good job of making people feel prestigious and elegant when
purchasing this product because of the colour layout of their website and
product image itself, as well as the content they provide of their history and
heritage of their brand and product. (Stella Artois, 2016)
When
searching for content using the keyword:
“High Quality
Beer, Premium Quality Beer and Best Breweries” Sleeman ranked on the second page of Google. When
searching for content using the keywords: “High Quality, Premium Quality and
Historic Beer”, Stella Artois didn’t possess a rank. The two sites have this in
common which is that there both high quality beer brands that are heavy users
of social media and have very well organized webpages that successfully target
there intended audience. What they also have in common is their lack of
incorporating tags into their website, but they are different in that Sleeman
provides a lot more information about the beer products, well Stella Artois
focuses more on a higher class audience with the elegant social media posts and
information on their history and how they position themselves as a traditional beer
company. In conclusion, Sleeman looks to be more effective in most areas, well
Stella Artois needs to provide more information on their products and improve
on their SEO strategies to educate their audience with the right information
about their product and help consumer find their brand website more
efficiently.
Conclusion:
In
the beer industry, Sleeman and Stella Artois are both good beer brands that
have many areas of improvement including their SEO keywords that can help their
target audience reach their brand a lot easier and quicker. Using keyword
sentences throughout their sites like “High Quality Beer” will ultimately help
the consumer search for those brands in the right keyword category. Both these
brands are considered to have high quality products but if consumers aren’t
aware of that then having these keywords will be able to have effective use in
solving those problems. In my opinion the overall winner of this SEO Search
analysis is Sleeman Brewery. I believe that overall they have a well-structured
webpage that provides effective information of beer products that really help
the purchasing decision of the consumer. Although they do lack a little on
previewing social media posts, their still able to have enough information on
their page for consumers to look at as well as directed social media links for
consumers to view any reviews or campaign ads that they introduce.
APA
Citations:
References
Sleeman Canada. (2016). Sleeman Canada | Home
Page. Retrieved from Sleeman Canada: http://sleeman.ca/en
Stella Artois. (2016). Stella Artois | Home Page.
Retrieved from Stella Artois: http://www.stellaartois.com/en_ca/home.html
