Enhancing Coles Online Presence: Website SEO, Backlinks & Strategy

This report provides an in-depth analysis of Coles' website performance using SEMrush, focusing on key metrics such as website authority score, organic and paid search traffic, backlinks, visits, average visit duration, and bounce rate. It includes screenshots from the SEMrush dashboard to support the findings. The report also presents a competitive positioning map for organic and paid keywords, comparing Coles' performance to its closest competitors like Woolworths. Furthermore, it suggests strategies to boost the number of backlinks to the website through digital PR, resource link building, broken link building, and leveraging unlinked brand mentions. Finally, the report recommends specific keywords that Coles should pay for to increase its ranking and improve its overall online advertising efficiency, emphasizing the use of brand-specific and targeted keywords to attract relevant traffic and enhance advertising growth.

Marketing and digital
communications

Contents
MAIN BODY..................................................................................................................................1
What is the website authority score organic search traffic paid search traffic backlinks?..........1
visits avg. visit duration bounce rate You must provide screenshots from the SEMRUSH.......1
dashboard?...................................................................................................................................1
Provide a competitive positioning map for organic and paid keywords provide a screenshot....3
from the SEMRUSH dashboard How is the website performance compare to its closest..........3
competitors..................................................................................................................................3
What would you do to boost the number of backlinks to the website.........................................5
Which keywords should the website pay for to help increase its ranking...................................6
REFERENCES................................................................................................................................7

MAIN BODY
1. The website which has been analysed through SEMRUSH in this report is Coles
Supermarket Australia which trades as Coles and is one of the biggest e-commerce and
retail chain in Australia. The statistics regarding the website have been provided
underneath with statistical proof taken from the SEMRUSH dashboard (Domain
Overview, 2022).
Answer 1.
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2

Answer 2:
The listed keywords for Coles company amounts to 631.1.k and the major keywords for the
company’s website is as follows.
 Coles
 Coles online
 Coles catalogue
 Coles near me
 Coles online shopping
Here it can be seen that a decent majority of the keywords have navigational intent to
them which states that most of the organic search queries in context of Coles on the internet is
related to customers physically and digitally seeking the website and the company’s sales
catalogue collection (Advertising research, 2022).
3

On the other hand, the total number of paid keywords for the company is 2.4k and the top
5 paid keywords for the company is as follows.
 Coles
 Coles catalogue
 Coles online shopping
 Coles online login
 Coles Mastercard
It can be seen from the above keywords that the aid searches do not go into specific products
and services Coles offer and generic in nature. In order to boost their keyword capabilities Coles,
need to work on better keyword usage and optimisation.
Coles is not performing optimally compared to its competitors and one of the major
SEMRUSH comparisons with Woolsworth has been evidenced underneath.
Figure 1 Advertising research
(Source: Advertising research, 2022)
Answer 4:
Digital PR – Coles should use advanced visual infographics and data driven guide and studies to
make their website worth visiting and include common and highly in-demand backlinks to
increase the traffic on the website organically (Desai, 2019).
Resource link building - Coles should use resource link pages which contain curated sources of
links to make their online capabilities vast without much need of heavy investment. The resource
link pages also help guide additional queries and traffic to the website.
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Broken Link Building – This practice can allow the company to search for and actively utilize
the broken links within its market niche to not only find more backlinks for boosted traffic but
also strengthen its online marketing position in its market segment.
Unlinked brand mentions – This technique can help the company capitalize on the ways in
which its websites get mentioned on the internet. Coles should use special brand monitoring
tools which tracks the mentions of the keywords without links digitally which can then be
targeted to boost advertising efficiency through boosted keyword usage (Burrell and Handler,
2020).
Answer 5:
The keywords for which the website should pay to increase their ranking is as follows.
 Coles supermarket
 Coles online shopping discounts
 Coles liquor
 Coles groceries
The recommended keywords contain the company’s brand name which would boost
traffic and filter non-navigated searches. The keywords are also specific and will add to the
advertising growth for the company.
REFERENCES
Books and Journals
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Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific
Research and Development, 5(5), pp.196-200.
Burrell, R. and Handler, M., 2020. Keyword advertising and actionable consumer confusion. In
Research Handbook on Intellectual Property and Digital Technologies (pp. 426-444).
Edward Elgar Publishing.
Online referencing
Domain Overview, 2022 [online] available through
https://www.semrush.com/analytics/overview/?q=coles.com.au&searchType=domain
Advertising research, 2022 [online] available through
https://www.semrush.com/analytics/adwords/positions/?
db=au&q=coles.com.au&searchType=domain
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