In
this post we will examine Nike’s website and online marketing performance by
applying metrics to analyze how it stacks up to the competition. Nike’s top competitor is Adidas. By applying these metrics to both companies
we will form a basis of comparison to better understand how Nike stands
out.
Both
companies have a similar content strategy for their social media pages and have
a pretty consistent message across all platforms. On Facebook, Nike is in the lead in terms of
both ‘page likes’ and ‘people talking about this’. And on Twitter Nike has a substantially
larger following and is much more active with ‘tweets’. To be fair, Nike has joined Twitter in Nov
2008, whereas Adidas did not join until May 2011. Here is how some of their Facebook and
Twitter metrics break down:
Facebook:
Nike
|
Adidas
|
|
Page Likes
|
24,753,928
|
24,370,108
|
People Talking About This
|
181,445
|
115,668
|
Twitter:
Nike
|
Adidas
|
|
Followers
|
4.19
million
|
2.81
million
|
Tweets
|
277,000
|
4,231
|
Unfortunately,
I was unable to use information from Website.Grader.com because I kept
receiving a message stating “Access Denied – You don’t have permission to access nike.com on
this server.” However, using
SimilarWeb.com, we can see the comparison of the two websites overall rating
and performance:
Nike has over four times the number of visitors
than Adidas and a considerably lower bounce rate. It is also interesting to note that Nike
ranks in the top 500 global websites at #422!
They are ranked at #244 in the United States, which stands well above
Adidas at #739.
For
SEO optimization, inbound links are one of the most important key metrics. As explained on SEOMarketingWorld.com, they
“are the number one factor in Google’s determination of your page rank, which
has a huge influence on your position in their search engine results.” They go on to define inbound links as “links
found elsewhere on the internet that direct users to your site only.” (Inbound
Links, n.d.) According to data found on
Moz.com, Nike has a clear advantage with inbound links, which is likely to
contribute the superior performance of their website. The two websites compared like so:
Nike
|
Adidas
|
|
Root Domains
|
10,978
|
6,521
|
Total Links
|
915,000
|
602,000
|
As we can see, Nike is the clear winner for social media, website performance and search engine optimization. Nike’s superior e-marketing platform has
surly contributed to its placement in the top 100 on the Fortune 500 list
(ranked at #91), while Adidas, their second largest competitor, doesn’t make
the cut.
References
Inbound Links | Backlinks. (n.d.). Retrieved August 03,
2016, from http://www.seomarketingworld.com/seo-faq/inbound-links.php
Open Site Explorer: Link Research
& Backlink Checker | Moz. (n.d.). Retrieved August 03, 2016, from https://moz.com/researchtools/ose/links?site=http://www.adidas.com
Open Site Explorer: Link Research & Backlink Checker |
Moz. (n.d.). Retrieved August 03, 2016, from https://moz.com/researchtools/ose/links?site=www.nike.com
Nike.com Traffic Statistics. (n.d.). Retrieved August 03,
2016, from https://www.similarweb.com/website/nike.com?competitors=adidas.com
