SEO Good Example: Nike Golf

 

A Case Study on what we can Learn from Nike Golf and their SEO.  

Nike, Inc. was founded in 1964. Since then it has dominated the sports equipment and activewear industry. Nike Golf is a sub-brand of Nike that, as the name suggests, is specific to the sport of Golf. Swellpath, now a part of 6D Analytics, is a digital marketing company that conducted a case study on Nike Golf in which the objective was to boost product awareness and drive website traffic.

Nike Golf: Before

According to Swellpath, Nike Golf’s biggest hindrance was the lack of a focused keyword strategy combined with a website that was hard for search engines to crawl for data. As we know, search engines crawl through content in order to ascertain what is relevant, thereby boosting certain websites’ content to the top of search results. 

Take a look at this great graphic from Swellpath’s case study:

What users were seeing (left) and what search engines were seeing (right)

Nike Golf Before

[Image courtesy of Swellpath]

The Game Plan

Taking into account the many options that Nike Golf had to optimize their website, Swellpath settled on using SWFObject2, which is an open-source Javascript library. A Javascript library is a set of pre-written Javascript that essentially makes it easier to develop other Javascript-based applications. Think of it  like a toolkit that gives you all the instruments you need to run a Javascript program. This library was appealing to Swellpath because it could more effectively provide content for search engine spiders. The library does this by storing a HTML-based version of the website behind the scenes that can be presented whenever a user visits the site. This also makes the mobile website much more user friendly. Additionally, SWFObject2 allows administrators to embed flash content that doesn’t rely on a specific scripting language. This makes the content accessible to a larger audience because any users that have Javascript disabled on their browsers, will still be able to see the Flash content.  Read more on the benefits of SWFObject2 here.

Results of the case study

According to 6D Analytics in conjunction with Swellpath, organic search traffic on the Nike Golf website increased by a staggering 348% in 2 years. This is important because organic search traffic includes both branded (“Nike”) and non-branded searches. In other words, in the time between the 2010 PGA golf season and the 2012 PGA Golf season, website traffic increased a total of 348%. Non-branded website traffic alone increased by 250%.

Going back to the previous infographic from Swellpath, on the left is what users see now. On the right is what search engines see now. As you can see, search engines like Google are now picking up on keywords fro, ultimately driving more traffic to the Nike Golf website.  

Nike Golf After

[Image Courtesy of Swellpath]

What we can learn from this

The main objective of any Search Engine Optimization is to put your brand ahead of others in search results. What we can learn from Nike Golf is that organic search matters. Small businesses (as well as large corporations) cannot sacrifice accessibility in the name of a memorable visual experience. Therefore, when building a website and optimizing it for search engines, make sure to factor in a good keyword strategy that will both drive traffic and boost product awareness.

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