Nike is a great example of a retail brand that has leveraged SEO to accelerate their business. They are well-known for their presence in search engine results and for collecting and analyzing SEO data to increase traffic. This includes not only the millions of searches made for terms such as Nike soccer cleats, Nike Air Force One, Nike sports bra, and Nike golf balls, but also broader topics related to the brand. In order to achieve this goal, Nike Golf has adopted a strategy that increases the accessibility of their website in search engines, as well as optimizing the content published on it.
Despite having sites with intensive use of Flash, which have a lot of value, Nike has impaired its ability to rank well in natural search results due to the millions of monthly searches for these terms. However, “Nike-related” topics are still popular on YouTube due to the creativity of new influencers and Nike's innovative products. When they launched Nike Golf 360, they applied a highly accessible HTML-5-based platform with SEO in mind. If you go to YouTube and type “Nike review” in the search bar, you can get a few hundred results.
This shows that the number of searches made for these terms could dwarf the volume of searches for Nike brand terms. To capitalize on this, Nike is paying to take a first-rate position in PPC, which means that search is important as a way to gain exposure, brand awareness and potentially sales. Reebok, Nike's competitor, is still working to lead and boost its SEO efforts by hiring SEO specialists and interacting with other members of the SEO team or SEO agencies. Nike is using an extensive SEO strategy to compete with other brands that have similar marketing and technology available.
The main purpose of Nike Golf is to increase the visibility of their website on different search engines in order to attract more visitors during the golf season.
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