Lululemon vs. New Balance

Title: Fitness Apparel Company Comparison

Written by: Zakary Inzirillo

Subtitle: In-depth Industry Analysis

Introduction

Search engine optimization is important to businesses because without SEO companies miss out on opportunities. By having SEO companies are able to take advantage of visitors of their websites and convert them to purchasing customers. SEO also enable companies to learn where their weak and strong points are for further improvement.

Google Trends:

Include your topic, and your two brands.  Include the search terms with your screen capture.

 

Google Trends Insights:

The chart above is a result of comparing New Balance to Lululemon in the fitness industry. From this we can see that fitness is a highly-discussed trend within Canada and that Lululemon follows suit hitting the highest traffic areas around November and December, this is most likely due to sales and days leading up to the holidays. We can also see that New Balance is behind trends by a significant amount most likely due to a fall in overall sales or poor sales management.

Latent Semantic Indexing Keywords:

Generate a list of LSI keywords from the LSIGraph Keyword Generator.  Search your sites and identify any LSI Keywords that you can find on either of your brands’ sites.  Target at least 3 per brand.

Lululemon- Yoga clothing, woman’s fitness clothing, Yoga clothes

New Balance- Running shoes, healthy living, fitness apparel

Summary:

Brand A’s strengths are (Lululemon) is that they have great exposure and keyword geared towards women.

Brand B’s strengths are (New Balance) is that they have

Areas that need improvement is Lululemon needs to market their men’s clothing better and paint an image that Lululemon is for both men and woman rather than woman. An area that New Balance could improve is their opportunity to expand into more fitness orientated product such as woman’s and men’s yoga wear.

The keyword sentences found on the sites were fitness enthusiasts and yoga clothes.

Conclusion:

To conclude my SEO audit I would say New Balance has a stronger SEO over Lululemon. This isn’t too much of a surprise to me because Lululemon has more of a woman based market and New Balance is more geared towards the whole fitness market. I would say consistently through the audit that Lululemon did have some strong points such as their page time loading speed.

APA Citation Sample (in alphabetical order):

Lululemon (2017). Yoga clothes + running gear | lululemon athletica. Retrieved from http://shop.lululemon.com

B. (2015). Homepage title. Retrieved from http://www.lancome.ca/en/mascara/

New Balance (2017). Athletic footwear + fitness apparel, Retrieved from http://newbalance.ca

Google. (February 2016). Google trends. [Fitness Clothing]. Retrieved from https://www.google.ca/trends/explore?q=fitness%20clothing

LSIGraph. (February 2017). LSIGraph keyword generator [fitness enthusiasts]. Retrieved from http://lsigraph.com/

LSIGraph. (February 2017). LSIGraph keyword generator [yoga clothes]. Retrieved from http://lsigraph.com/

SEOmoz Inc. (February 2017). MozBar. Retrieved from https://moz.com/tools/seo-toolbar

Pingdom (February 2017). Website Speedtest. Retrieved from https://tools.pingdom.com/