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| Estee Lauder's lipstick webpage |
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| MAC's lipstick webpage |
Introduction:
SEO is an
important consideration for marketers because it helps companies and consumers
find brands. When a customer searches ‘long
lasting lipstick,’ the SEO helps the company by reeling in prospects and
helps the prospects find great companies to look into.
In the
cosmetics industry, MAC and Estee Lauder are leading competitors with high
popularity, and great marketing and a loyal customer base. They both constantly use keyword catch
phrases throughout their sites such as ‘Long
lasting, Ionic, Bright, Pure color’ and more. The objective of this comparison analysis is to determine which of
the two sites when compared has a stronger SEO.
Estee
Lauder’s strengths are its use of color and simplicity. I love their website in
a sense that it isn’t an intimidating color scheme at all, although in one
aspect it does look a bit too mature. Looking past targeting an older
clientele, I think they did a fabulous job on marketing their products on their
site and nailed the simplicity is key aspect. It makes consumers pay more
attention to what they really have to offer- products.
Summary:
MAC
strengths are too much to fit in one page. Their color combination use makes
for a very sexy and youthful looking site. In the contrary to Estee Lauder, MAC
is clearly targeting a much younger audience and also allows their products to pop more through their use of the red
and black background with a white center causing all attention on the products.
The
keywords are found on all of the lipstick short descriptions and elaborated
more when you click on a certain product on both sites.
Other
observations I noticed when researching is that the products are all positioned
in each picture in such a way that it looks like you are getting a state of the
art piece. A feeling I observed on either site is a deep and cool feeling with
Estee lauder. It is more relaxed even though the products are packaged with a
much classier look. Where as with MAC, you feel heat on the site, a tad bit
intimidated and the packaging of products are a lot more modern and simple. When
searching for content using the Estee Lauder keywords: Ionic, long
lasting, pure colour envy, Estee Lauder ranked first. When
searching for content using the keywords :Ionic, long lasting, pro longwear,
luminizing, smudge-proof, and full coverage, MAC ranked
first.
The two
sites are similar with their standing out of products using base background
colors but are extremely different with the vibes each of them give off. One
very common negative of both brands is their lack of coding structure. For
example MAC had no keywords, they both had no information about Alt text,
captions, call to anchor. I had such a hard time looking at the coding for the
two sites and did not find most of the important information.
Conclusion:
In the
cosmetics industry, MAC and Estee Lauder really nailed digital marketing and
everything search engine optimizing. When you search one of their key words,
the site comes up right away to a page it thinks you are interested in. In my
opinion the overall winner of this SEO Search analysis is Estee Lauder. Even
though it lacked important keywords and SEO methods, it out shined MAC.
APA Citations:Estee Lauder.
(2016). Whats new. From Estee Lauder: http://www.esteelauder.caMAC Cosmetics Canada. (2016). Home page. From
Lipstick: http://www.maccosmetics.ca
