SEO Analysis

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Introduction to Web Publishing
Search Engine Optimization Assignment
SEO Analysis & for SportsAuthority.com
Keyword Research
The 3 keywords/phrases I think will drive the most traffic:
1. Tennis Racquets (43)
2. Wilson Tennis (36)
3. Tennis Rackets (86)
Current Ranking of our Keywords
Rankings of Recommended Keywords on
SportsAuthority.com
Keyword
Google
Bing
Yahoo!
tennis racquets
43
no
no
wilson tennis
36
no
no
tennis racket
86
no
no
Rankings of Recommended Keywords on
DicksSportingGoods.com
Keyword
Google
Bing
Yahoo!
tennis racquets
4
no
no
wilson tennis
30
no
no
tennis racket
3
no
no
Explanation of our choices:

1. Tennis Racquets: This is the keyword focus given to us by the client. our
research on this keyword phrase leads us to believe that the client is focusing on the main
product, tennis racquets. The phrase is very directive towards the product the client intends to
sell. This also means that it will be the most common phrase to appear on each product name line
and will lead visitors to the desired category level page. This major key phrase currently holds
the #43 SERP rank with Sports Authority, in comparison to Dicks Sporting Goods #4 SERP
rank, which shows that there is much approval to be made for this keyword for Sports Authority.
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2. Wilson Tennis: I chose this key phrase for a number of reasons. The category
level page on Sports Authoritys site contains many different brand racquets; a decent number of
them are from the Wilson brand. Wilson is also a wide known brand, not just for tennis
equipment, but providing for many different sports. It is a very well-known and recognizable
sports equipment brand which would make it quite relevant. It currently has a 36 SERP rank with
Sports Authority and a 30 SERP rank with Dicks Sporting Goods. According to Google Trends
shown below, the phrase Wilson tennis actually shows a higher overall trending pattern
ranking higher than the phrase tennis racquet.
3. Tennis Racket: This key phrase presents a lot of opportunity because of its
difference in spelling compared to the other key phrase tennis racquet. According to the
website The Grammarist, the term racquet is most widely used in context of the sports
racquetball and squash. Racket is said to be the preferred term in tennis and is shown to have
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the strongest relevance in North America. The phrase already proves effective because it holds a
#3 SERP for Dicks Sporting Goods and an #86 SERP spot for Sports Authority, which means
that Dicks has already taken advantage of this important key phrase and Sports Authority has
some opportunity here to improve on. It is also notable to mention that the phrase is the highest
currently trending key phrase of the three key phrases picked.
Current Traffic
SportsAuthority.com: 2,246,367
DicksSportingGoods.com: 5,773,694
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WEnoticed some similarities with visitor trends on both websites that were quite similar,
however, Dicks experienced these trends with a larger scale of visitors. Both websites
experiences their peak season between the months of October and December with December
being the peak month for visitors. Both websites also experienced a major drop-off in visitors
during the January and February months, then experienced their second largest visitor trend
between April and August. The major peaking trend in the fall can be explained on a couple of
factors. The months of October through December are the points where retail business
experience some of the highest sales because of the holiday season. It also helps that both sites
sell sporting good equipment, as well as winter sports gear which helps as the weather gets
cooler through these months. The same peak season factor can then explains the immediate dropoff in visitor count through the months of January and February because the holidays are over.
Both sites then experience their second largest upswing at the beginning of April which stretches
through the summer months where not only outdoor sports take place, but outdoor activities
including camping, or water activities.
Content Analysis
Overall Quality (Cq, Vt, Va)
SportsAuthority.com Score: 7
DisckSportingGoods.com Score: 8
Analysis: There are some good things that Sports Authority does with their tennis
racquet products, and opportunities that they have for improvement. After looking at the productcategory level first, I notice that the key-phrase tennis racquet is being employed in both
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websites products which is an automatic positive. The key-phrase Wilson tennis also very
relevant for Sports Authority because it has the highest amount of tennis racquet products
available on the site. After doing some extensive searching, the same statement also applies to
Dicks. It should be noted that the key-phrase tennis racket is not employed on either site.
However, if a user searches for tennis racquets over Amazon, then they would find both tennis
racquet and tennis racket being used for different products.
Racquets
vs. Rackets
First thing that is noticeable is that the space around the content area is not flooded with ads, so
that doesnt crowd up the content on the page. The second thing that I noticed with the layout of
the category level page, is that all the tennis racquet products Sports Authority has are simply
listed on the page and not organized into sub categories, which makes it difficult for the visitor to
locate what they are searching for without having to scan through all the pages and not skipping
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it by accident. Dicks does this part well as shown below.
The option for sub-categories is very useful for users who may not be sure what they are looking
for in tennis racquets. The categories are mostly arranged by specific and even offer a sub
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category just for junior racquets combining all the younger ages. There are also subs for unstrung
racquets and swing type, which contain separate categories for short/compact, moderate, and
long/fast swing types. Moving on to the actual product level page, Dicks and Sports Authority
provide a similar experience on their product level page. Both sites do a great job at providing
accurate and unique information about products and technical specs, as well as providing
consumers the option to write reviews and rate the products. One thing that Sports Authority
does use that is not located on Dicks website, is the feature for consumers to ask questions about
the product.
Sports Authority allows customers to ask questions, in which they are told they will receive an
answer back from either customers who own the product, or from their product experts in a
timely fashion. The feature is a good addition IF the questions get answered by somebody.
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Customer
Questions
Both sites also employ a buyers guide which, helps consumers make decisions as to which
tennis racquet they should purchase based on their needs. However, Dicks buying guide consists
of just racquet size and grip size charts. Sports Authority has a separate grip chart and the buyers
guide walks customers through each important factor that goes into buying the perfect racquet
for that particular customers use.
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Both website did not have any spelling errors after running a couple of the pages through a spell
check tool.
Recommendations for improvements: A quick fix that Sports Authority can make that
Dicks did very well, is to further organize their tennis racquet products into sub-categories. The
way Dicks organized their products into age group categories, as well as unstrung and swing
type really makes it easier for the customer to navigate to the type of racquet they are looking
for. Another good addition would be to add more photos or videos to the product level page
pages. The majority of the majority of brands that Sports Authority carries also have YouTube
pages which have videos of some of the products being used in demonstration. It would also be
useful for Sports Authority to create videos about their products to help give their customers
some additional insight on the products. A final addition for Sports Authority would be to create
an interactive feature to help customers determine what type of racquet would be best for them
and then give recommendations of which type of racquet or brand to buy. The best example that I
can give of this concept would be Amazons shoe fit program which asks the customer basic
questions about their shoe size, the type of shoe they like to wear and how the shoe fits on them.
Amazon then analyzes that information and recommends them a size of shoe to buy.
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WEthink this same concept could be applied to the likes of grip size, swing type, mixed with
factors like player ability, racquet type, etc. A program like that would really help speed up the
process for customers to find exactly what they are looking for rather than having to take more
time in reading all the details.
Engaging Content (Ce):
DicksSportingGoods Score: 7
Site
SportsAuthority.co
m
DIcksSportingGoo
Boun
ce
Rate
Page
View/
Visito
r
Daily
Time
on
site
Produc
t-Level
share
tools
Produ
ctlevel
rating
s
Produ
ctlevel
Revie
w
27%
28%
5.95
5.92
4:28
4:26
Yes
Yes
Yes
Yes
Yes
Yes
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ds.com
Analysis: Both of the businesses do the bulk of their user engagement in the productlevel sections of the websites. The sites both provide sections for users to write reviews and rate
products which allow other customers to have additional insight and feedback on product quality.
Sports Authority also offers a section where customers can ask questions about products at which
other users or product experts can answer questions. Referring more to the chart above, both
websites remain very close in results of bounce-rate, page views, and time spent on site. One
factor that I think Sports Authority does well with keeping users on site is the buyers guide that I
mentioned earlier. The guide shows users all the main factors that go into picking the perfect
tennis racquet for a given person and this is another great tool for users to gain insight on what
they are trying to find. Another great engagement tool is the recommendation feature that is
shown on product-level pages. This feature shows products that the site thinks that the customer
would be interested based on their search pattern, which is a great way to keep customers on the
site and searching through more products.
Recommendations for improvement: It would help to create a profile-style link to the
page that includes a picture of the product, so it sticks out on social networking feeds. A second
thing would be to use more media on the product-level pages. It would benefit Sports Authority a
lot to have more product videos on those pages, whether they are from the manufacturer, or
themselves. Although it would be even more effective and unique for Sports Authority to use
their own videos if possible. It would also help to optimize the buyers guide into a
feedback/recommendation system, so that it makes the user feel like Sports Authority is guiding
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them through the site to the exact product they are looking for. This is in reference to the Amazon
shoe-fit system I mentioned earlier. Another good improvement that Sports Authority could make
is to work even more on the product recommendation to include even more categories of
recommended content. This could best be described by the way Amazon utilizes their product
page below:
Amazon goes beyond offering other products such as other types and brands of racquets. The site
shows what other products or accessories customers bought along with that specific product.
Amazon goes on to list more products that customers also bought after. Amazon is studying the
trends of its customers and is using those history trends to engage customers by helping make
those proactive choices for their customers, which is a giant tool of engagement and will raise
the pages viewed, and time spent on site numbers greatly.
Social Analysis
Social Signals: Reputation (Sr):
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DicksSportingGoods.com Score: 3
Analysis: Sports Authority attempts to make use the six major social media vehicles,
which looks as a fair amount of content is shared. However, it is very clear that Facebook and
Social Media Analysis: Facebook
Most
Commen
Recen ts/ Likes
Talking
t
on Other
Site
Likes
About
Posts
Posts?
SportsAuthority.c 1,197,7
Nov.
om
41
15,600
13
Yes
Twitter
Year
Joined
Unavailabl
e
are the
favored
social
media outlets.
Social Media Analysis: Twitter
Site
SportsAuthority.c
om
Numbe
r of
Tweets
Follow
ers
Followi
ng
Most
Recent
Tweets
Comment
s/
Favorites/
and
Retweets
?
14.1K
56.4K
1,624
11/13, 4
Yes
Sports Authority does a good job at making multiple posts on their Facebook page per week. The
page community is very active and users are liking, commenting on and sharing content.
Sports Authority is also doing a great job at communicating back to Facebook users comments
and posts and is quite punctual in doing so. The Sports Authority Twitter account is similar in its
consistency to create presence. The Twitter account posts at least once a day and will frequently
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post multiple times per day. The account retweets a few tweets here and there, but most of the
tweets are organic, mixed with some shared material from the other media vehicles. The account
also creates some user engagement by liking and retweeting any tweets mentioning Sports
Authority in a positive light. On the other side, Dicks sports huge numbers on both their
Facebook and Twitter pages but lack a good community on both. Dicks Facebook page does not
reflect much involvement from visitors in the form of likes and comments. From glancing over
the page, a lot of comments involve customer complaints over products and majority of Dicks
engagement on that page is responding to those complaints rather than positive interaction. The
Twitter page has a lot of the same trends as the Sports Authority page does. However, Dicks
does some very notable things with their YouTube page that Sports Authority could learn from.
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First is releasing content aside from simply commercials.
Dicks is creating video content that is working more to engage users further than simply
commercials. An example would be the Sports Matters campaign which emphasizes the
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importance of sports in the lives of young people and how they learn different life skills from
them. Another very interesting section is the Dicks Tech Rep Series. These are shorter sportspecific videos that covering more technically-inclined topics.
Unfortunately, the selection of sports in this section is very limited to only including football,
baseball and softball. It would be interesting to see them expand more on these different sports to
broaden audiences. Sports Authority really lacks in its YouTube channel.
Social Media Analysis: YouTube
Number
Number
of
Numb
of
views
Comme
er of
Subscri
on
nts on
Site
Videos
bers
videos
Videos
SportsAuthority.c
om
108
1,996
211.628
None
Thumbs
Up/
Down
on
Videos
1 up
avg.
The averages from the chart above were measured on the first 8 videos on Sports Authoritys
YouTube page which range over a period of 5 months. The channel itself does not have many
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subscribers and the channel itself seems to be rather vacated, which is rather unfortunate for such
a valuable social media vehicle. Both companies seemed to show the same kind of trends in both
Google + and Pinterest, although both companies take different approaches to what kind of
boards they have on Pinterest. Dicks has a very limited number of boards and focuses more on
athletic clothing and style. There does not seem to be much activity going with this page. The
highest pins on a given board is 257, otherwise most of the boards are in the 20s or 30s. Sports
Authority does a lot more with their Pinterest page.
Social Media
Numb
er of
Board
Site
s
SportsAuthoity.
com
34
Analysis: Pinterest
Numb
er of
Pins
Numb
er of
Likes
Folow
ers
Followi
ng
3,000
242
6,600
151
There still isnt a huge following with the page by any means, but the site has 34 boards with
3,000 pins total. The boards range from different types of sports, athletic gear, food recipes and
different boards for different styles and seasons. The site also includes tennis and a separate
board for the tennis brand Prince. Overall, there is more activity on Sports Authoritys Pinterest
page and it seems like they have a lot more to offer than Dicks does in this department. Sports
Authority also has an Instagram account which is very useful in sharing picture content across
the other social media sites as well as that one. The chart below is information regarding Sports
Authoritys Instagram account.
Social Media Analysis: Instagram
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Site
SportsAuthorit
y.com
Follow
ers
Follow
ing
Num
ber
of
Posts
11,500
613
410
Favori
tesavg/4
weeks
Comme
ntsavg/4
weeks
146.05
1.55
The averaged sections are measure over a four week period. The site has a decent following and
consistently posts multiple times every week. There are not usually a ton of comments on each
post but each comment is usually in a positive remark. Over the last month there was one
negative comment on one Instagram picture over a customer complaint, and Sports Authority
was quick to respond to try and resolve the issue.
Recommendations for Improvement: One thing that I think Sports Authority can work
on sharing more of its content on Instagram over its other vehicles such as Facebook or Twitter.
They are already doing this with their YouTube videos on Facebook. Instagram allows you to
post content on their site and then share it to other social media sites, which allows users from
those other sites to see that Sports Authority has a Twitter and they can start following the
Instagram account. Sports Authority should do this in moderation with their other posts because
there is no use in sharing all the content Instagram, otherwise there would be no reason to follow
the account. Cross-sharing on social media would bring more visitors to those vehicles that may
not have known about them otherwise. Another recommendation would be to use integrate more
video into their social media campaign. This is mostly in reference to the Dicks Tech Rep Series
videos. Dicks is on to something creating these smaller videos to highlight important topics of
sports. Sports Authority should employ a series like this for their YouTube channel. It would be
most useful for them to include more sports, which would also be a good outlet to include tennis
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with videos relating to tennis techniques, or more in depth videos on choosing the right racquets
and the different features that go into a perfect racquet.
Social Signals: Sharing (SS):
Analysis: Both sites offer share tools on their specific product-level pages, and as
well as share links to their social media pages. The product-level share tools allow users to
essentially recommend the product over their social media vehicles. Although, with the Facebook
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share tool, the site would post a faulty link on our page that would lead to an error page on
Sports Authority
Social Sharing Link
404 Error
Sports Authoritys website.

This issue was consistent with three or four different product-level pages for Sports Authority.
Twitter lets you post a link to the product level page while Facebook and Google + let you like
and recommend the product while adding comments to the post. The Pinterest link allows you to
pin the product onto a board of your choice. The Dicks product-level page is just lets users share
the products on the pages. Their Facebook share tool does not employ the like function, but the
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Facebook tool also works.
Dicks Sporting Good

Social Sharing
The Twitter and Pinterest pages work identically to Sports Authortys. The interesting thing about
Dicks Google+ share tool is that it opens up another tab to share a product while Sports
Authoritys keeps the window on the same tab. The opening of a new tab could discomfort
people. Dicks is also using another social share tool for a site called Wanelo which is an online
social networking mall. It allows users to follow their friends, as well as their favorite stores.
Users can then buy the items they find on there. Wanelos share link on Dicks product-level lets
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users add the product to a wish-list on their Wanelo account that lets other users see that list
publicly. It is also interesting to note that none of the sites have Instagram share tools.
Recommendation for improvements: Sports Authoritys big problem is that their
Facebook like/share tool has a faulty link back to its website. This was a problem for multiple
products on the product category page, as well as products from other categories. Dicks also
took the initiative to use the share tool for the Wanelo social site. After searching through the
site, I found that Sports Authority is listed on that site, but does not employ a share tool for its
product level pages. From doing some research on the Wanelo site, it seems to be a fairly new
establishment. However, the nature of the website acting as a social network and an online
shopping center makes it unique and could show a lot of potential and value. It is something that
Sports Authority should consider utilizing in the future.
HTML: Current Keyword Location Analysis (Ht, Hd, Hh)
Title Tags
SportsAuthority.com Product Category Page:
<title>Tennis Racquets | Sports Authority</title>
DicksSportingGoods.com Product Category Page:
<title>Tennis Racquets | DICK'S Sporting Goods</title>
We chose to analyze the product-level pages of each site because that is the page I are
working to drive the most traffic to. The title tag has the key-phrase tennis racquets and Sports
Authority before the tag cut. The tag is not very long, which is good because it describes what is
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on the page without being too lengthy of a title. The word placement and order is well done
because Sports Authority is trying to sell tennis racquets, and that key-phrase is the first part of
the title. However, Sports Authoritys title tag is not unique compared to Dicks title tag and
Sports Authoritys title tag is a very generalized tag for what is being offered on the product
category page which are different types and varieties of tennis racquets. Here is the page as it
appears in the Google SERP.
Recommendations for improvement: Based on our analysis, I think that the best option
would be to change the title tag would be to add brand names in the tag along with the word
assorted since the products on the category page are listed under one list rather than a bunch of
sub lists. This would ensure that both tennis racquets and Wilson tennis key-phrases would
be optimized. The title would look like this:
<title> Tennis Racquets-Wilson, Babolat and more | Sports Authority </title>
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Description meta-tag
SportsAuthority.com Product Category Page:
<meta name="description" content="Buy Racquets at Sports Authority - the
nation's preeminent full-line sporting goods chain. Shop online or in-store for your favorite
brands - Nike, Under Armour, The North Face, Bowflex, Schwinn, Lifetime and more." />
DicksSportingGoods.com Product Category Page:
<meta name="description" content="Get in the game with a new tennis racquet from
DICK'S Sporting Goods. Shop a variety of tennis racquets for juniors & adults from
top-rated brands. " />
Explanation:
We found that a small part of Sports Authoritys meta-tag relates to buying tennis
racquets while a lot of the tag talks about buying brands that do not pertain to tennis racquets at
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all. Google cuts out a lot of this tag and uses parts that have the words racquets and tennis in
it. The meta-tag should be more relative to tennis racquets as much as possible because that is
what is being sold on this specific page.
Recommendations for improvement: To create more relativity to the page, I suggest this metatag:
<meta name="description" content="Buy Tennis Racquets at Sports Authority Shop
online or in-store for brand names including Wilson, Head and Babolat tennis rackets.
Different racquets include: color, string types, grip size, junior and adult tennis rackets at
affordable prices.- />
This tag works better to optimize our key-phrases that I are looking for with Wilson tennis and
tennis rackets. I felt that using tennis rackets in this section would be more effective for the
meta-tag because the word racquet is more recognizable worldwide as the proper term for the
product. However, the term racket is more popular around North America, which is still a large
market for tennis, therefore, putting both racquet and racket in the meta-tag would keep it
less confusing for users when they are reading the title tag, and it would still pull the page up
when users are searching for tennis rackets.
IMG names and ALT text
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"http://www.sportsauthority.com/graphics/product_images/pTSA-9752619nm.jpg" alt="A
HEAD S6 Tennis Racquet lets you dominate your tennis competition with an advanced
design and detailed construction."
We chose this particular image because it is a graphic for one of the tennis racquets on the page.
The folders are well organized with clear titles. The image name is not well named which is a
major problem for Sports Authority because it shows that they are not taking the time to properly
name their images and Google sees that. Another issue is that the image is a jpg file which
usually take a longer time to load.
Another image:
<img src="http://www.sportsauthority.com/images/more_colors_available.gif"alt="More
Colors Available" />
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We chose this image because it is a smaller detailed image on the page. This one is more
properly named and is also organized well. This image is a gif file which is also categorized for
slow load times. It is important to note that these images appear more frequently than most,
therefore the buildup may cause for a longer load time overall.
Recommendations for improvements: The major fixes here involve fixing the image
filenames to match the description of the actual product. Another suggestion for the smaller
images would be to utilize Base64. This would apply to images such as the ones circled below.
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This would convert all of the images to code, which would speed load times up especially since
those smaller images are a lot more frequent than others.
Architecture
Speed
Explanation: Under sportsauthority.com and dickssportinggoods.com the two main file types
that slow down the page load are images and Javascript. Both sites loading times are around the
average load time of 5-7 seconds. Our category page for Sports Authority loaded at 4.766
seconds and the same category page for Dicks Sporting Goods loaded at 5.578 Seconds. These
are both slower than the responsive load time according to Neilsen, that it takes for the user to
connect and stay interested in the site. Looking at the waterfall chart a lot of files that I have
found take longer to load is .jsp (Java Server Pages), but the pie chart tells us that there are more
images than anything.
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Recommendation for improvements: The first thing I would suggest to speed put the load time
is to reduce the amount of Javascript used which takes up almost 30% of the load time. Because
the majority of the content on the category page are images that link to different pages, it would
not make sense to use image Sprite and compressing them would only make them harder to see, I
have decided to use Base 64 so that the images would be converted to a code that would speed
up the load time. The site varvy.com scores site when the URL is entered, it scored the category
page of Sports Authority a 63 out of 100. And gave its own recommendations for the site which
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is very helpful and it also give examples of things that the site is doing right.
URLs (Au)
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DicksSportingGoods.com Score 6
Explanation: The product-category page URL was instantly confusing when I began looking at
it:
http://www.sportsauthority.com/Team-Sports/Tennis/Racquets/family.jsp?
categoryId=22702526&cp=3052500.66276696
When searching for tennis racquets from the main page, using the team sports drop down tool
does not show tennis in the menu. Instead, you have to click more sports, then tennis, then
racquets to get to the page. Because you can access the page from going to the golf/racquets
drop-down tool and clicking racquets under tennis, it makes for a shorter search to get to the
same place. The ID on the back end of the URL is also completely unnecessary. The word
family is also in the link which has nothing to do with the products at all. Looking at a
product-level link,
http://www.sportsauthority.com/BABOLAT-Pure-Drive-WimbledonUnstrung/product.jsp?
productId=31975046&cp=3052500.66276696.22702526&parentPage=family
This URL has the same issue with the ID being unnecessarily long and has no relevance to the
product. The front half is made properly. Dicks product-category URL is even more messy than
Sports Authoritys.
http://www.dickssportinggoods.com/category/index.jsp?
ab=TopNav_TeamSports_TennisRacquet_TennisRacquets&categoryId=4418840&cp=4413
887.4418829
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There is a ton of unnecessary directories in the URL and it has the same issue with long and
irrelevant IDs.
http://www.dickssportinggoods.com/product/index.jsp?
productId=59433086&cp=4406646.4413887.4418829.4418840&categoryId=4418849
Their product-level URLs do not list the actual product inside of the URL and the ID is
incredibly lengthy again.
Recommendation for improvements: The big things that Sports Authority needs to work on is
decreasing the amount of directories that their URLs contain. The URL currently lists the longest
path to finding the tennis racquets category page. Using the directories golf-racquet/ tennis/
racquets/. would decrease the amount of directories used in the URL. Changing the ID to
something relevant to the page like tennis-racquets would make the words relevant and
decrease the length of the URL greatly. It would look something like this:
http://www.sportsauthority.com/golf-racquets/tennis/racquets/category=tennis-racquets
The product-level pages could benefit greatly by listing a shorthand name of the product inside
the URL in the ID portion instead of a long unnecessary ID tag. The revised URL above would
look like this:
http://www.sportsauthority.com/BABOLAT-Pure-Drive-WimbledonUnstrung/product.jsp?productId=Babolat-Pure-Drive
This would allow for the product level page to be identified with the actual product without
making the URL very long.
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Mobile (Am)
SportsAuthority.com Score:
DicksSportingGoods.com Score:
Explanation:
Sports Authority:
Dicks Sporting Goods:
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Both companies use similar techniques in this portion. They both have a mobile-compatible site
for mobile devices and they work separately from their desktop websites, which are both nonresponsive. The mobile sites accurately represent the products and information closely to how
the desktop site shows them.
Links (Ln, Lq)
Link Number (Ln)
SportsAuthority.com No. of Referring Domains: 11,162
DicksSportingGoods.com No. of Referring Domains: 20,633
Link Quality (Lq)
SportsAuthority.com No. of Referring Domains: 5
DicksSportingGoods.com No. of Referring Domains: 6
Explanation: The reason I scored these sites lower is because some of the first
referring domains shown have a lot of spam flags which are bad. Dicks Sporting Good had
eleven spam flags just in the first five domains shown whereas Sports Authority only has 5 which
is still too many. Dicks Sporting Goods has more restricted domains, more than twice as many as
Sports Authority, (restricted domains including governmental and educational).
Dicks Referring
Domains Spam Flags
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Sports Authority
Referring Domains
and Restricted
Links
The referring domains for Sports Authority are related to sports, athletics, coaching or shopping.
Most of the referring domains for Dicks Sporting Goods also fall under the same categories but
they also have other sites that have nothing to do with sports or buying products. A lot of the
domains under both sites (especially Sports Authority) dont have title tags which probably
means that they are not as trustworthy or professional as the other related sites. I would suggest if
possible replacing the first page of referring domains with sites with title tags and reducing the
amount of spam pages linking to the both sites.
No Title Tags
36
Tim Ning
Conclusions & Priority Recommendations
In conclusion, the biggest things that Sports Authority should prioritize in the
optimization process are its content research, title tags and quality of links to its site. The
research on the key-phrases used will directly affect how traffic is ran to the specific productcategory page. These key-phrases I have picked out have high potential and are trending high at
this point in time. The title tags should work to include more of these key-phrases listed above
because the synchronization between those two factors will result in higher traffic. Sports
Authority should also work to improve the quality of the links to their site. Spamming sites that
link to your site create a really bad taste for users and considered a major violation. It would be
of the companys best interest to remove those links to keep their links trusted and respected.
Next, Sports Authority should be work to improve their content engagement, social
reputation and meta-description tags. The big thing to work on is to making sure that customers
are getting the smoothest experience when searching for these products online, as if they were
searching for them in-store. Creating media demonstrations of the products help customers create
a visual image of the product they are looking to buy and how it is used, which will help bounce
rate and increase the amount of time on the website. Creating opportunities to recommend points
of interest and recommendation for customers will help all of those factors as well. To improve
their social reputation, it would be appropriate to integrate Instagram into their social media use
to utilize that tool to its maximum potential. It would also be smart to utilize YouTube more to
push products harder and create a closer relationship with your customers. Sports Authority
should re-structure their meta-description tags to use more of the key-phrases I have chosen
37
Tim Ning
above and to have more relevance to the product-category page so that it properly describes what
the page is selling.
The last things that Sports Authority should address in the optimization process are its
social sharing tools, URL lengths and the number of links linking to the site. It would be a good
idea for Sports Authority to make sure that all of their share tools work on their product-level
pages and properly leads users to the respective page on the website. It would also be smart for
Sports Authority to utilize the Wanelo share tool because it shows great potential to bring another
group audience to that site. Shortening the URL lengths, and re-organizing the directories to
URLs will make links more user-friendly and may want to link to them. Creating more structured
directories will ultimately make it easier for visitors to navigate through the site.

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Explanation of our choices:

Social Media Analysis: Twitter

Social Media Analysis: Instagram

Sports Authoritys website.

Dicks Sporting Good

Dicks Sporting Goods:

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