Search Engine Marketing Application Report This report explains how JB Hi-Fi Australia digital store enhances SEO by incorporating targeted content that corresponds

"Search Engine Optimization," or SEO, is a set of techniques for improving a website's ranking in search results pages popular like Google, Bing, Yahoo.. For example, it can be said that

Application Report

MKTG1420 - Group 6

Lecturer: Linh Nguyen Khanh

Le Vu Minh Hang - s3845934

Date: 10/08/2021

Table of Contents

"Search Engine Optimization," or SEO, is a set of techniques for improving a website's ranking in search results pages (popular like Google, Bing, Yahoo) That means businesses will undertake a number of actions (such as speed optimization, website structure, linking, publishing articles, etc.) in order to help their website be recognized by Google and ranked at the top of Google's search results As a result, achieving a high ranking in search engine results is important for bringing traffic to websites, and it is the primary focus of search engine marketing efforts (Luh, Yang & Huang 2016) This report explains how JB Hi-Fi Australia digital store enhances SEO by incorporating targeted content that corresponds to the answers that customers are looking for As a result, an SEO review can help JB Hi-Fi optimize its keywords in order to better capture the problem areas of consumers and efficiently stay ahead of the competition

Audience Analysis

JB Hi-Fi Ltd is an Australian company that sells home consumer products digitally Company products range from electronics, software, including music, games, movies, white goods, and appliances The majority of the visitors come from Australia, according to Appendix X, which shows the highest country traffic rank across the website This implies that the company is based in Australia, therefore most of their customers come from this group

Figure X Several additional categories are also popular among visitors visiting

jbhifi.com.au (obtained from SimilarWeb 2021) Visitors that visit JB Hi-Fi website are likely to be interested in these product categories such as video games and accessories, computers electronics, technology Moreover, they seem to be looking for online shopping and are mostly adults Therefore, this explains that JB Hi-Fi can optimize its search engine by utilizing the most relevant keywords in order to differentiate from other similar websites For example, it can be said that visitors would visit the website when they are looking for more information and prices about the laptop for university, as according to figure X shows examples of characteristics of visitors to the website Topics relating to the website that visitors care about are software, products, computer, home, accessories, video games

Figure X Traffic sources for jbhifi.com.au (obtain from SimilarWeb 2021)

According to figure X, this shows that 59.22% of visitors that visit their website come from the Search channel, followed by its direct webpage by 32.49% JB Hi-Fi does

an excellent job of maximizing organic traffic from users whereas only investing a small portion in advertising, suggesting that others from users who really are aware of the brand and are actively looking for searches that use the brand name On the other hand, the company should take advantage of their brand reputation by engaging on social media through fan page articles and participating in referral sources Because the site only has a few social sharing functions, hence it will reduce the visibility on social networks JB Hi-Fi offers a range of electronic products that would require lots of consumer reviews on social media, therefore they are suggested to participate actively

on this platform in order to maximise the opportunity to be recognised by the audience

Keyword Research

Web-users often make a decision to visit the top five pages of Google and Bing search results for each search phrase, allowing us to measure the effect of a site's rank (position) in the search results on organic clicks Three different sorts of links appear in this example: top advertisements, side ads, and organic results The relevancy of a site

to a given search query influences its rank in Google's organic search results (Baye et al 2016)

On the other hand, there are two properties of keyword search, which are brand-name product terms and the number of words For this reason, following google ads, web-users that incorporate particular brands and products in their keywords or use fewer words are more likely to click an organic link Keeping other factors constant, users are more willing to click on retailers who are well-known, trustworthy, and also have a reputation for adding value (Baye et al 2016)

Figure X Long-tail keywords (obtained from Ubersuggest)

a Where to buy [branded-name] laptops for university students in Australia?

- TOS: navigational query

- SOS: decision

- Explanation: visitors may or may not have decided the laptop brands in their mind and looking for trustworthy retailers; they are might look for information and reviews about the suggested stores on Google Search; if possible, visitors may look for prices comparison between different outlets

b How to choose the best laptop for students in Australia?

- TOS: informational query

- SOS: consideration

- Explanation: visitors determined their problem need to be solved, in this case, visitors are mostly new university students, therefore they are looking for laptops that suit their study the most (such as they have different demand for Windows or macOS laptops)

c What are the best laptops for students in Australia?

- TOS: informational query

- SOS: awareness

- Explanation: visitors are looking for more information about the recommended laptops and may require more actions in finding reviews about the products

d Which affordable laptop brands for students in Australia?

- TOS: informational query

- SOS: consideration

- Explanation: visitors set the budget in mind and still make question-based search queries in order to find the best product that suits their demand

e Why is a laptop useful for students?

- TOS: informational query

- SOS: awareness

solution, they are actively searching for useful information about the laptop functions before searching for any specific laptop brands

f How do choose a laptop retailer for students?

- TOS: transactional query

- SOS: evaluation

- Explanation: because laptops sometimes require high-involvement purchase decisions, therefore visitors are looking for trustworthy retailers that sell authentic laptops

g JB Hi-Fi shopping reviews

- TOS: navigational query

- SOS: evaluation

- Explanation: visitors have expressed an interest in purchasing from JB Hi-Fi and are looking for reviews about the retailers, other customers feedback of their shopping experience, the authenticity of the retailer is identified in this stage

h JB Hi-Fi laptops for students

- TOS: navigational query

- SOS: purchase/ resolution

- Explanation: visitors have shown interest in JB Hi-Fi website’s and product offerings, they are likely to travel through the website, and if the website is user-friendly, attractive and adequate product reviews, this will influence their buying decision (this seems to be organic traffic because visitors actively participating in research about the online stores

On-page SEO

The use of target keywords in the title, snippets, and URL of web pages is required for on-page SEO (Luh, Yang & Huang 2016) The page URL, the title tag of the page, meta description, and headings are some of the elements connected to search ranking, according to the SEO starter handbook (Google Inc 2010) According to Moreno and Martinez (2013), Seo can help websites get high visibility in search engine results while still having their content more accessible ‘Products' - ‘Laptops' is the selected webpage analysis on JB Hi-Fi on-page elements

Webpage: ‘Products’ - ‘Laptops’

➔ Page URL:

https://www.jbhifi.com.au/collections/computers-tablets/laptops?page=1(5044 words, 50688 characters) The URL describes the page and important relevant

keywords, length is adequate

➔ Title Tag of the Page: “Laptops, Notebook Computers + Macbooks - Shop JB Hi-Fi” (54/60 characters) The brand name is put at the end after the symbol ‘-’, using individual keywords

➔ Meta Description of the Page: “Buy best laptops and notebooks including Apple MacBooks, Microsoft Surface, HP and Lenovo! Browse laptops, tablets and Chromebooks at JB Hi-Fi online.” (150/150 characters - length is adequate, should use relevant and be very specific of the keywords that visitors are likely to search for, characters such as (!) or reduce comma (,) should not be in use)

➔ H1 of the Page: “Laptops" The H1 heading is too short and should consist of more information about the page

➔ H2 of the Page: “What are the best laptops”, “What are the best gaming laptops?”,

“What are the best laptops for students?”, “Which brand of laptop is most reliable?”,

“Where to buy laptops?”

navigates them to the specific webpage according to their choice as well as page view preferences It should adhere to on-page SEO procedures and therefore can benefit from the accompanying suggestions for improvement

Conclusion

As a result, the number of Internet users continues to go up, and so do the opportunity for online shopping (Overby & Lee, 2006) JB Hi-Fi has shown their adequate performance of optimizing the SEO strategy, that they achieved the high ranking position on Google Search On the other hand, as suggested, JB Hi-Fi should adjust their meta-description, as well as improve their brand name recognition in order to increase keyword ranking In doing so, this will maximise the effectiveness of SEO performance and, as a result, achieve more visitors to the website

● Baye, Michael R., Babur D S., Matthijs R W 2016, ‘Search Engine Optimization: What Drives Organic Traffic to Retail Sites?: Search Engine Optimization', Journal of Economic & Management Strategy, vol 25, no.1, pp 6-31

● Cheng-Jye L., Sheng-An Yang & Ting-Li D H 2016, ‘Estimating Google's Search Engine Ranking Function from a Search Engine Optimization Perspective', Online information review, vol 40, no 2, pp 239-255

● Google Inc 2010, ‘Google search engine optimization starter guide', viewed 7 August 2021,

<https://developers.google.com/search/docs/beginner/seo-starter-guide>

● Grow Hack Scale 2021, ‘Search Queries', viewed 8 August 2021,

<https://growhackscale.com/glossary/search-queries#toc-2-navigational-searches-queries-2>

● Killoran J B 2013, ‘How to use search engine optimization techniques to increase website visibility', Professional Communication, IEEE Transactions on, vol 56, no 1,

pp 50-66

● Moreno L., Martinez P 2013, ‘Overlapping factors in search engine optimization and web accessibility',Online Information Review, vol 37, no.4, pp 564-580

● Overby J W., Lee E 2006, ‘The effects of utilitarian and hedonic online shopping value on consumer preference and intentions’, Journal of Business Research, vol

59, pp 1160-1166

● Reuters, Thomson R., ‘Jbh.ax - Jb Hi-Fi Limited Profile', viewed 7 August 2021,

<https://www.reuters.com/companies/JBH.AX>

● Sagot S., Fougeres A J., Ostrosi E., Lacom P 2014, ‘Search engine optimization: from analysis based on an engineering meta-model towards integrative

approaches', 2014 International Conference on Information Society (i-Society), pp 274-281

● Appendix 1 JB Hi-Fi Australia Official Site:

https://www.reuters.com/companies/JBH.AX

● Appendix 2 Traffic by countries of JB Hi-Fi website (obtained by SimilarWeb)

https://www.jbhifi.com.au/collections/computers-tablets/laptops (obtained by SEO Minion tool)

● Google search for long-tail keywords