RMIT International University Vietnam

MKTG1420 – Digital Business Development

A2

Subject Code:
MKTG1240

Subject Name: Digital Business Development

Location & Campus RMIT Vietnam, SGS

Class Group Number: Group 4

Student name: Tran Phuong Anh

Student Number: S3752611

Your Teacher: Hoang Ai Phuong

Word Count: 1520 words

I declare that in submitting all work for this assessment I have read, understood and
agree to the content and expectations of the Assessment Declaration.
 I. Introduction

For this research, I choose the website: socksaddict.com. This website is a socks-specialized
retail online store. The website also has bog contents what play as an expert in socks, they
break down all the features like material, purpose, or fabric weight, etc. of socks to
recommend customers their best choice of socks. Therefore, the goal of this website is to be
expose to a lot of users and recommend the right products to the customer’s problem and
generates profit from there. This makes SEO extremely important to this website to reach out
to potential customers (Chaffey & Chadwick 2019).

II. Keyword Research

According to Raven Tools (2020), long tail keyword is rather length are more specific and in-
depth, which mean it is a low competitive keyword and by investing more in this type of
keyword also means a better return on investment.

Keyword 1: ‘best socks for sweaty feet’

Stage of search: Awareness

Type of search query: Informational

Reasons of choose: the keyword has the difficulty point of 31 which is quite low and
more suitable for our new site, and a quite big monthly volume of 501-850 (Moz 2020).
Another advantage of this keyword is that its Organic CTR (click-through rate) is 94%,
which means there are only few PPC sites compete for attention and the chance to draw in
organic traffic to the site is higher (Moz 2020).

Keyword 2: ‘best socks material for smelly feet’

Stage of search: Consideration – users shows specific interest on socks as their

solution and wan to seek for difference choices to evaluate.

Type of search query: Informational

Reasons to choose: The cost-per-click (CPC) that Google Advert has estimated for
this keyword is $10.76, which make it the highest paid keyword. This show that the chances
that users click on the site through this keyword is very high and the conversion rate of this
keyword is also high. (Similarweb 2020)
Keyword 3: ‘how do men's sock sizes work’

Stage of search: Awareness – users at this stage are searching for their resolution.

Type of search query: Informational

Reasons to choose: This keyword is very competitive with a difficulty point of 18.
However, the chosen website rank no.2 on the SERP (Search engine result page). For this
reason, this keyword can generate organic traffic direct to the site (Moz 2020).

Keyword 4: ‘Where to buy smartwool socks cheap’

Stage of search: Decision – users has had their option and ready to purchase.

Type of search query: Transactional

Reasons to choose: The difficulty of this keyword is 45 which are less competitive,
however the organic CTR is only 83%, which means there are 83% chance of organic click to
the site. Since it is a transactional query, if the site can show a good SEO strategy for this
keyword, the conversion rate through this keyword is quite high (Moz 2020).

Keyword 5: ‘Why we love wool socks’

Stage of search: Consideration

Type of search query: Informational

Reasons to choose: Users searching this keyword is looking for a reason for them to
buy the product. Therefore, with the website’s convincing information and direct link to the
purchase page of product, users at this stage have a very high conversion rate.

Keyword 6: ‘wigwam socks’

Stage of search: Consideration

Type of search query: Informational

Reasons to choose: This keyword specialized in socks with the difficulty level of 36
points and monthly volume of 4300 times. This means that this keyword has lower
competition, and with the large volume, it can generate more traffic to the site (Moz 2020).

Keyword 7: ‘merino wool compression socks’

 Stage of search: Consideration

Type of search query: Informational

Reasons to choose: This keyword is a type of medical socks that has rising trend in
searching over time, and users show need through this type of search (KW Finder 2020). This
keyword also was estimated for $3 for its CPC by Google Advert, which means it has high
conversion rate and a popular search (Similar Web 2020).

III. Audience Analysis

According to Similar Web (2020), users that tend to search for this website or frequent this
website are more likely male with 59.35%. Since socks are essential for both genders and
each has different specialty need, there is not such a big gap between these two genders. It
can easily be seen on the website that all the choice of language and tone of voice is very
practical and straight forward, like how men talk. This is the one of the reasons why men are
more like to visit this website. Women are more attracted to keyword like “pretty” or “cute”
or “trendy”, which are nowhere to be seen on this website. Therefore, pinning advertising to
keyword that are blockbuster and straight forward like “best” or “cool” or the sport related
keyword, such as “football”, “basketball”, “running”, could also drive more traffic to the site
(Langford 2020).

Since this website is a local website in the U.S.A, the audience is mostly from this country,
around 92% (Similar Web 2020). For this matter, it is convincing that all the content ideas
should be in American English.

The website has more traffic access through mobile devices. Since mobile has narrower
surface, for optimizing search engine, it is important to create a responsive design that can
automatically change to format that suit different devices. Mobile also has a faster loading
speed, it is important that the website can follow that speed. (Bowden 2020)

A buyer persona:
 22 year old
A student basketball-
player at Clemson
University
Personal living on campus of
background Clenson University since
he has Basketball
scholarships
Living in a middle-class
famiy
Wasting money on useless and
low quality products
Anythings that can affect his
Worries and performance in school and
fears basketball training
Wasting time on researching for
a suitabble Fast-moving
consumer goods.

Very specific search on what he

needs on Google.
Click on the title tag that most
suits his problem.
Searching
behavior: Attracted by discount and
promotion.
Fast scan though the meta
descriptiono nly not not reading
too long description.
Buying new socks due to the
high volume of training hours
and all his socks has worn out.
An affordable store and has
Looking for
delivery service since he is quite
busy.
Good quality socks to push his
performance.

IV. On-page SEO

Page 1: Homepage

The Page URL: https://www.socksaddict.com/

The Title Tag: Buy The Best Socks. They’re Terrific, Trust Us.

The Meta Description: SocksAddict.com is the go-to source for socks addicts. Running
socks, hiking socks, and more from Smartwool, Darn Tough, Wigwam, Wrightsock,
Sockwell and other great brands.
The H1: SOCKSADDICT.COM

The H2: SockSCIENCE

Recommendation:

The Title Tag: Socks Advice from Right Material to Right Brand | SocksAddict

The Meta Description: Get to know your socks and all kind of discounts from all greatest
brands like Smartwool, Darn Tough, Wigwam, Wrightsock, Sockwell and more.

The H1: Always be comfortable in your socks

The H2: Holiday Gift Sets: Happy Socks

Original title tag contains apostrophe which is a special character which should be avoided.
The new title tag expresses exactly what the site is about with the most search keyword at the
beginning and brand name at the end. The old meta description is too long. The new one is at
the right range of characters, descriptive and contain multiple keywords that can be help to
direct sit traffic. The H1 originally was meaningless and the new one makes it feel more
desirable. The H2 before is confusing and irrelevant and the new one is more on trend as the
Holiday season is coming.

Page 2: The Best Socks For Cold Feet

The Page URL: https://www.socksaddict.com/blogs/news/best-socks-for-cold-feet

The Title Tag: The Best Socks for Cold Feet – SocksAddict.com

The Meta Description: Smartwool. Wigwam. Wrightsock

The H1: The Best Socks for Cold Feet

The H2: Fabric Weight

Recommendation:

The Title Tag: Best Socks You need this Winter 2020 – Socks Addict
The Meta Description: Is wool, merino wool, alpaca or thermolite is the best for you? Let
look at your preference and find the best socks to keep you warm and cozy all winter.

The H1: Best socks for Cold Winter and Freezing Feet 2020

The H2: The Best Materials

The title tag before is too specific and it should be more general for a higher search volume.
Meta description should not be only the keyword but a block of text. The question might
make the users curious about the answer and encourage click. The new heading is more
relevant to a larger group of audience. The new H2 is the more eye catching than the old one.

Page 3: 2020 Gift Guide for Outdoorsy People

The Page URL: https://www.socksaddict.com/blogs/news/2020-gift-guide-for-outdoorsy-

people

The Title Tag: 2020 Gift Guide for Outdoorsy People – SocksAddict.com

The Meta Description: 2020 Gift Guide for Outdoorsy People We have created this gift guide
to help you find the perfect gift for anyone in your life who loves spending time outside.
Whether you're gifting to a gardener or a hiker, you're sure to find something perfect for them
in this guide! Stocking Stuffers Camelbak Water Bottle Hel

The H1: 2020 Gift Guide for Outdoorsy People

The H2: 2020 Gift Guide for Outdoorsy People

Recommendation:

The Title Tag: Best Gift You Can Get for Outdoor Lovers 2020 – Socks Addict

The Meta Description: Amazing gift ideas for your outdoorsy friend in 2020. Check out the
list specialized for Campers, Climbers, Hikers, etc. Make every adventure more meaningful

The H1: Best Things You Can Get for Your Outdoorsy Friends 2020

The H2: Holiday Gift Guide: Stress-free Edition

The new title tag contains keywords that users are more like to look up like “Best” or
“Outdoor”, “Gift” and “2020” refer to the newest information. The older mete description is
too long. The new one is a perfect length, contains multiple keywords that users might search
for. The new H1 is more convincing and friendly. The old H2 was the repetitive of the H1,
therefore, changing it to a better insurance will make users more comfortable surfing the
website.

V. References

Bowden, K 2020, ‘What’s the Difference Between Mobile SEO and Desktop SEO’, Web FX,
viewed 12 December 2020, < https://www.webfx.com/blog/seo/whats-the-difference-
between-mobile-seo-and-desktop-seo/>.

Chaffey, D & Chadwick, F, 2019, Digital Marketing. 7th edn, Pearson Education, Harlow,
UK.

KW Finder 2020, Merino wool compression socks, Keyword, KW Finder, viewed 12

Devember 2020, < https://app.kwfinder.com/dashboard?
language_id=0&location_id=2840&query=merino+wool+compression+socks&source_id=0
&sub_source_id=0>.

Langford, R 2020, ‘Fashion search trends: Retailers ‘must understand Google’s keyword
gender bias’’, Net Imperative, viewed 12 December 2020, <
http://netimperative.com/2020/09/09/fashion-search-trends-retailers-must-understand-
googles-keyword-gender-bias/>.

MarketLine Limited 2015, Credit cards in Canada, industry profile, MarketLine Limited,
viewed 6 October 2016, MarketLine database.

Moz Keyword Explorer 2020, Best socks for sweaty feet, Keyword Overview, Moz database
viewed 12 December 2020, <https://analytics.moz.com/pro/keyword-
explorer/keyword/overview?locale=en-US&q=best%20socks%20for%20sweaty%20feet>.

Moz Keyword Explorer 2020, Best socks for sweaty feet, Keyword Overview, Moz Keyword
Explorer, viewed 12 December 2020, Moz database.
Moz Keyword Explorer 2020, How do men’s socks size work, Keyword Overview, Moz
database, viewed 12 December 2020,< https://analytics.moz.com/pro/keyword-
explorer/keyword/serp-analysis?locale=en-US&q=how%20do%20men%27s%20socks
%20size%20work>.

Moz Keyword Explorer 2020, Where to buy smartwool socks cheap, Keyword Overview,
Moz databse, viewed 12 December 2020, < https://analytics.moz.com/pro/keyword-
explorer/keyword/serp-analysis?locale=en-US&q=where%20to%20buy%20smartwool
%20socks%20cheap>.

Moz Keyword Explorer 2020, wigwam socks, Keyword Overview, Moz Keyword Explorer,
viewed 12 December 2020, Moz database.

Raven Tools 2020, ‘What are Long Tail Keyword’, Marketing Glossary, Raven Tools,
viewed 12 December 2020, < https://raventools.com/marketing-glossary/long-tail-
keywords/#:~:text=Long%20tail%20keywords%20are%20search,is%20a%20short%20tail
%20keyword.h>.

Similar Web 2020, Socksaddict.com, Audience, Similar Web, viewed 12 December, <
https://pro.similarweb.com/#/website/audience-geography/socksaddict.com/*/999/3m> .

Similar Web 2020, Socksaddict.com, Keywords, Similar Web, viewed 12 December,

<https://pro.similarweb.com/#/website/traffic-search/socksaddict.com/*/999/3m?
webSource=Desktop&selectedTab=keywords>.