How Does Nike Just Do It All?

SEO stands for Search Engine Optimization. Companies perform SEO campaigns to create the visibility for a certain service, or product that they sell. In Shoe industry Nike is the best and most preferable brand all over the globe. Using different keyword sentences like “Sport Shoe, Casual Shoe, Basketball Shoe”, Nike is attracting more audience towards its website. Nike is using a Dynamic style on their website.

In the category of sports shopping, Nike’s website traffic is ranked number 1 as comparted to all other sites in the sports category. Nike’s global search engine rank is 433 and 249 in the United States. Nike does a great job in putting their name all over the internet.

Below is an screenshot example of Nike in AdWords. Notice that Nike.com is appearing #1 organically, as well as paying to be in the sponsored section. According to Weinberg (2017), “this reinforces their brand and provides the opportunity to take up more real estate on the page”. Surprisingly many searchers do not understand or recognize the difference between a paid listing and an organic one. Nike is very smart to cover all the bases by ensuring that they are being seen in both places.

The term Nike Shoes is a branded keyword for Nike, and when you type that keyword into Google Nike is listed #1 in AdWords and organic search.

Ranking #1 organically and in paid search ensures that the bulk of people looking for Nike shoes visit the Nike website. According to statics page Similar Web (2017), today 38.96% of Nike’s traffic is from search and 75.89% is from organic. In regards to paid search traffic Nike obtains 24.11%.  Below is a caption from Similar Web Statics on Nike’s top 5 organic keywords and top 5 paid keywords.

Resource: Similar Web Statistics, 2017.

Nike’s Social Media Presence in the Market Today

Moving on to the social media presence of Nike, throughout the years, Nike has been rapidly growing with promoting its brand and products by the use of Internet. Twitter, Facebook, Instagram; these are one of the main social media platforms that Nike uses to communicate and connect with its consumers around the globe, as well as selling its merchandise. Use of famous personalities is very crucial in today’s world, as there are many athletes and celebrities that are influential in peoples buying choices. Michael Jordan, Serena Williams, Cristiano Ronaldo, Roger Federer; the list could go on and on.

Nike does this very well, as they take advantage of this and make limited drops, so there is more demand for a product but limited quantities, so only a certain amount of people will get that specific product.

These types of marketing stuns are one of the main common tools used by Nike to get people’s attention and interest in order to maximize their profits, as well as attract new customers and retain those loyal ones too.

How does Nike do all this?

According to Kwiatkowski (2017), “with over 5 million followers on Twitter, 27.5 million likes on Facebook and 69 million followers on Instagram, Nike makes an effective and dominant online presence as they post daily compelling and engaging materials, which is most likely to be commented on, shared or liked by their followers”. Brand awareness also plays a vital role in the whole process, as Nike operates in nearly every sport around the globe. Eye-catching photos or videos instantly grab consumer’s attention, which could possibly result in them buying that particular product. Updating people around the world with upcoming products increases the chances of more people being interested, which will simply mean that there will be more revenue generated from that specific product. Nike’s search engine is very easy to use when customers are looking for specific products, which can be found within seconds of them typing. Those are little things that make Nike very competitive from the likes of Adidas or Under Armour, especially with the amount of followers that Nike has on different platforms, which can only be seen as an impressive advantage over competitors.

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References

Kwiatkowski, N. (2017, February 12). Nike: Online Presence. Digital Society. Retrieved from https://medium.com/digital-society/nike-online-presence-2dd58bce5d3f

Weinberg, M. (2017, May 10). Nike’s Numer 1 in Google Organically. More Visibility. Retrieved from https://www.morevisibility.com/blogs/sem/tag/black-hat

Similar Web Statistics. (2017). Nike. Retrieved from https://www.similarweb.com/website/nike.com#search