Due to the science and technology innovation, the Internet becomes the important media of international communication in the world and the Internet marketing competition pattern is also gradually changing as a consequence. Many cities carry out Internet marketing actively, to transform the image of the city and enhance its attraction, hoping to improve the urban competitiveness in the global competition. Meanwhile, international marketing through the Internet may attract more and more tourists, investors, capital, and varieties of international activities.
As for consumers seeking information behavior on the Internet, with the application and popularization of Internet, net friends become more and more reliable on getting information on the web. Surfing the Internet has become an essential part of life. (Exploration of Search Engine Optimization Technology Applied in Internet Marketing, 2011)
Also according to Dou (2010), brand ranking online can be influenced by a lot of reasons, such as the searchers’ Internet skills. On the other hand, the search engine such as Google can also influence people’s feeling about the brand they are searching. For example, if people search for an unfamiliar brand and find out it is ranking higher than the brand they know, it will some how make the searcher think the un-known brand is better than the brand they know. Thus, this is the reason many company pay to get higher rank of their brand or they put different keywords to influence the search results.
The brand I am going to talk about is Pandora. As a fancy brand with decent price, Pandora is more and more popular these days.
(I really love this advertisement)
Pandora A/S (often styled PANDORA) is an international Danish jewelry manufacturer and retailer founded in 1982 by Per Enevoldsen. The company started as a family-run jewelry shop in Copenhagen before transforming to an international brand. Pandora is known for its customizable charm bracelets, designer rings, necklaces and (now discontinued) watches. The company has a production site in Thailand and markets its products in more than 80 countries on 6 continents with approximately 10,000 points of sale.
The keywords using in the webpage are PANDORA, Jewellery, charms, charm, rings.
With no doubts, if we type Pandora in Google search bar, the official page of it will jump out. Thus I tried some keywords that are tricky such as charms. It is surprised that after I searched charms, the top three results are from Pandora.
Then I searched rings, it make sense that Tiffany & Co. is ranking higher than Pandora.
Therefore, the search result shows that the keywords work.
According to alexa.com, Pandora rank 8350 in the world and it is definitely more popular in United States. And most of the people get inside the website by typing Pandora in the search engine. It also shows that female visitors are more than male visitors. Due to the worldwide brand, well-educated people tend to search for this brand. And because of the price, it attracted more working people who have some economic foundations.
Reference
Dou, W., Lim, K.H., Su, C., Zhou, N. & Cui, N. 2010, “Brand positioning strategy using search engine marketing”, MIS Quarterly: Management Information Systems, vol. 34, no. 2, pp. 261-279.
Ho, L., Lu, M., Lee, C. & Peng, T. 2011, “Exploration of search engine optimization technology applied in internet marketing”, Advances in Information Sciences and Service Sciences, vol. 3, no. 7, pp. 394-401.
Official Charms, Bracelets & Jewellery (2015) Available at: http://www.pandora.net/en-au (Accessed: 20 September 2015).
TheOfficialPandora (2015) The unique connection. Available at: https://www.youtube.com/watch?v=DRoqk_z2Lgg (Accessed: 20 September 2015).
(no date) Available at: https://en.wikipedia.org/wiki/Pandora_(jewelry) (Accessed: 20 September 2015).
pandora.net Site Overview (no date) Available at: http://www.alexa.com/siteinfo/http%3A%2F%2Fwww.pandora.net%2Fen-au (Accessed: 20 September 2015).
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