MKT 462- Professor Cowley- Web Strategy Assignment

1. By Erika Sollars
GOPRO’S CAPTURING WEB
MARKETING STRATEGY

2. Good news! GoPro is doing well.
 GoPro’s website receives an “A” overall
 On-Page, Off-Page, and Conversion
Optimization all being utilized effectively
 Best practices recognized except for
certain aspects that might be related to
marketing strategy
preferences

3. Positive Highlights:
On-Page Optimization
Crawlability and Technical Performance
 Brand name is highly searchable
 301 directs are being used
 All pages are close to home
 Site is indexed accurately
Relevance
 Us of key words in URLs
 Title tag uniqueness, keyword usage, length, and meta
descriptions where needed
 Includes a variety of calls to action prompting
searchers to visit the site
 Only links to other good sites

4. Positive Highlights:
Off-Page Optimization
 Popularity
 Conversion
 Clear navigation
 Contact information easy to find
 Homepage clearly and quickly
what the website and business
is about
Total
Backlinks
(Domain)
Total
Linking
Root
Domains
Linking
C-
Blocks
Domain
Authority
Alexa
Global
Rank
Compete
Rank
236,958 30 2,526 87 3,271 827,811

5. DESCRIPTIVE ANALYSIS:
MARKET AUDIT
 GoPro’s Top Three Competitors
Sony Action Camera
Canon Action Camera
Polaroid Action Camera

6. Market Keyword Trends
The following terms are
of much interest to
GoPro, as seen in the
Google Trends Chart:
 Action Camera
 Waterproof Camera
 Waterproof Digital Camera

7. A SMALL RED FLAG
 GoPro does not come up on any of the
first few pages if you Google search the
term “Action Camera”
 Is this GoPro’s attempt to avoid being
branded as only an “Action Camera”
company?
 Are they being too brand centric and
missing out on a sector of the market?
 Or, are they fighting to not limit
themselves?

8. Competitive Search Trends
 GoPro needs to
continuously
monitor the
competition
 Highly recognizable
brand names such
as Sony have the
potential to steal a
large percentage of
GoPro’s market
share

9. Grades
 Crawlability: A-
 Relevance: B
 Popularity: A
 Conversion: A

10. On-Page Optimization
 CRAWLABILITY/TECHNICAL
PERFORMANCE: A-
There is some room for improvement…
 No Robots.txt found, links to XML sitemap
 No HTML sitemap found
However…
 Site uses Google Analytics, Google & Bing
Webmaster Tools well
 Intruiging 404 Page

11. On-Page Optimization
 RELEVANCE: B
 This section requires the most attention!
 GoPro is looking to broaden their target market
by not limiting themselves by referring to their
products as “Action Cameras”
 But simultaneously, they are missing out on a
huge sector of the market
 GoPro needs to utilize keywords or descriptions
to ensure they come up under the right searches
 Additionally, some of their pages could use more
description and less images

12. Off-Page Optimization
 POPULARITY: A
 These rankings
were evaluated
using GoPro’s
main product page
and similar
competitor’s
product pages
 Some of the URLs
did not even work
on compete.com

13. Conversion Optimization
 Conversion: A
 Site sticks to best practices
 Mobile site is accessible
 All of the forms work properly
 Could potentially benefit from further trust
signals outside of using consumers own
videos to advertise as well as social media
platforms

14. External Focus
 Website popularity
 Website is overall attractive and eye catching
with the right content for the brand
 Competitive analysis
 GoPro needs to remember the market is very
competitive and that strong brands such as
Sony, Canon, and Polaroid are capable of
dominating

15. Internal Focus
 Crawlability and Relevance
 We recommend creating an HTML sitemap
that looks like the rest of the site and has links
to all of the site's major pages
 There needs to be a robots.txt file
 The file should deindex pages of the site that
shouldn't appear in search. It should also
contain a line that points to the XML sitemap

16. SWOT Analysis

17. Recommendations- Now
 Use more keywords!
 The term “Action Camera” is currently underutilized
 More product descriptions
 If they are going to be “Brand Centric”, then the website
needs more detailed Brand Description on the Website
EXAMPLE:
“GoPro is the world’s leading activity image-capture
company. They defined a new marketplace with an
innovative line of small, rugged, weatherproof cameras
that let anyone capture and share their adventures. Now
available in over 50 countries through major retailers, like
Best Buy, they continue to push the boundaries of
wearable, gear-mounted cameras and accessories.”

18. Recommendations- Soon
 Fix the support pages as well as the
international and world distributor links

19. Recommendations- For the Future
 Stay in touch with the competition!
 Promote your products as well as your
brand!
 Possibly reduce the amount of images
and videos on the home page
 It is somewhat overdone or overwhelming

20. This is your company. Be a HERO.
Call TODAY to learn more!
Erika Sollars
(480) 735-9914
esollars@asu.edu
Cowley Marketing Consultants

21. Let us help you succeed!