9, 4, 6 and 3….these are the number of Nike shorts, Nike capris, Nike dri-fit shirts/tanks, and Nike sneakers I have in my closet. If I’m not at work or working on school work, you can often find me at the gym, running or doing yoga.
Due to my love for fitness and my obsession with Nike (that I didn’t even know I had until counting my apparel), I have chosen to research keywords associated women’s athletic apparel for our search engine optimization (SEO) keyword assignment.
I have chosen the 10 words listed below, and have searched them using Google as my search engine. Listed with each keyword search phrase is where they fell in the results, as well as some details regarding the title, meta description/tag, and URL.
1) womens running shoes
Appears second under organic search results with “womens-running-shoes” in the URL and “Women’s Running Shoes” in the title tag and twice in the meta tag.
2) womens athletic shorts
Appears third in the organic search results with “womens-shorts-clothing” in the URL, “Women’s Shorts” in the title tag and “Women’s Running Shorts” twice in the meta tag.
3) womens running capris
Appears second in organic search results with “womens-capris-clothing” in the URL, “Women’s Capris” in the title tag, and “Women’s Running Capris” once in the meta tag.
4) dri fit womens tops
The search for “dri fit womens tops” is unique in that (1) Nike participates in paid advertising for this search query and (2) many other retailers use Nike’s name for their organic and paid searches (i.e. Kohl’s, Eastbay, Zappos, Lady Foot Locker, Dick’s Sporting Goods).
The organic search result for Nike.com appears second with the title “Nike Dri-FIT Knit Short-Sleeve Women’s Running Shirt” and “dri-fit-knit-short-sleeve-running-shirt” in the URL that directs to one product in particular, rather than a variety of dri-fit tops.
The paid advertisement for Nike uses the title tag “Nike Dri-Fit Top” and appears third with the following meta description “Find the Perfect Fit on Sports Tops Online at the official Nike site” directing users to the following URL containing sports bras, but displaying the www.nike.com/ URL in the advertisement.
5) sports bras
For the term “sports bras” Nike appears lower on the organic search results (sixth), with the title tag “Nike Store. Women’s Sports Bras” and “Women’s Sports Bras” listed only once in the meta description. The URL includes “womens-sports-bras-clothing.”
6) workout clothing for women
For the search query “workout clothing for women” Nike appears fifth in the organic listings, with the below shown title tag (in purple) and meta description (in black text below the link) and a URL containing the words “womens-training.”
7) womens running gear
For this search, Nike appears first in the organic listings with the below show title tag (in blue) and meta description (black text below link), and a URL that leads to a page of products filtered by “Women” and “Running” and contains “womens-running” in the URL.
8) womens sneakers
Appears third in organic search results with “womens-shoes” in the URL, “Women’s Shoes” in the title tag, and “Women’s shoes, running and training shoes” once in the meta tag.
9) athletic apparel for women
For the particular term, Nike does not appear anywhere on the first page when searched on Google, or even the second, third or fourth page! Nike appears as the fourth listing on the FIFTH page with the following title (in blue text) and meta tag (in black text below the link) shown below, with a URL that directs to the Nike store, ironically not even to the women’s section.
Interestingly, the first organic result that appears on the first page, Dick’s Sporting Goods, uses “Nike” in their meta description.
10) dri fit tanks for women
Somewhat surprisingly, Nike appears as the fourth organic listing on the second page for the search query “dri fit tanks for women,” for which the URL contains “womens-tanks-clothing.”
Just to see if the dri-fit was what was effecting the search, since it was not included in the tags, I also searched “womens exercise tanks,” for which Nike at least appeared on the first page, but as the second to last organic listing.