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Brandon Bland
Jacquie Lamer
Introduction to Web Publishing
April 8, 2014
Search Engine Optimization Assignment
SEO Analysis & Recommendations for JVCs 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

Number 2

Number 1

Number 3

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

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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.

I
t almost feels like the peoples 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.
B. Engaging Content (Ce):

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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 GoPros 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 wouldnt 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 dont 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

335 Subscribers

Mentions
25+ Pinterest

55 Talk About

34 Following

21 in circle

Joined

74 Followers

173,004 Views

Recent Post

Recent Tweets

N/A Comments

March 27, 2014

April 7, 2014

Blogs
10/27/2010

Facebook
Twitter
7.1 Million Likes 15.3 K Tweets
154,727 Talk
396 Following
About
Joined
N/A founded
2002

921k Followers

Google Plus
738 Followers
738 in circle

YouTube
1684 Videos
1,788, 982

Other
3 Blog Mentions
50+ Pinterest

Subscribers
467,990,583

Blogs

Views

Bland 8

Recent Post

Recent Post

April 8, 2014

April 7, 2014

N/A Comments

(Seven Minutes
Ago) 1:30pm
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
JVCs 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
highest buzz around that time.

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

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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.

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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.
GoPros 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
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

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them seem superficial and not really in touch with their audience. They dont 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)
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 Worlds 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).

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

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phrase action camera. These title tags for both are quite important because they
allow Googles bots to read the websites 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 didnt
help the site get anywhere in the first ten organics. I found it rather interesting that
GoPro didnt 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 havent 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=Worlds 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 arent 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="GCXA2 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
behind.

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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
parameters that no one will understand and without other extra markings that one could
see as unneeded, unmemorable or something that doesnt 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

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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
dont 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 wont 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
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

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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, Adixxions 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
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

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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.com
Keyword
Google
Bing
Digital Sports Camera No Show passed pg 7 No Show passed pg 7
Weatherproof Camera No Show passed pg 7 No Show passed pg 7
Helmet Camera
No Show passed pg 7 No Show passed pg 7

Yahoo
No Show passed pg 5
No Show passed pg 5
No Show passed pg 5

Ranking of Recommended Keywords on GoPro.com

Keyword
Digital Sports Camera
Weatherproof Camera
Helmet Camera

Google
1
15
1

Bing
10
No Show passed pg 7
4

Yahoo
10
No Show passed pg 5
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 dont

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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 dont 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 dont want to work on their website to
improve the users 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.