Comprehensive Marketing and Digital Communication Report: Woolworths

This marketing report analyzes the digital performance of the Woolworths website, focusing on key metrics such as authority score, organic and paid search traffic, backlinks, and bounce rate. The report utilizes SEMrush data to provide a comprehensive overview of the website's current standing. It includes a competitive positioning map for organic and paid keywords, comparing Woolworths to its closest competitors. The report suggests strategies to boost the number of backlinks, including the use of skyscraper content, feeler emails, and responsive content. Furthermore, it identifies relevant keywords for paid search campaigns, leveraging tools like answerthepublic.com to enhance search engine rankings. The analysis covers both navigational and informational search intents, highlighting areas for improvement in the website's online presence. Finally, it provides screenshots from the SEMrush dashboard to support the findings and recommendations, and includes a list of references.

Marketing and digital
communication

Contents
Contents...........................................................................................................................................2
1 What is the website authority score organic search traffic paid search traffic backlinks visits
avg. visit duration bounce rate You must provide screenshots from the SEMRUSH dashboard. . .1
2. Provide a competitive positioning map for organic and paid keywords provide a screenshot
from the SEMRUSH dashboard How is the website performance compare to its closest
competitors......................................................................................................................................4
3. What would you do to boost the number of backlinks to the website.........................................5
4. Which keywords should the website pay for to help increase its ranking Use
answerthepublic.com https//answerthepublic.com/ and Google auto fill to get some ideas...........6
REFERENCES................................................................................................................................6

1 What is the website authority score organic search traffic paid search traffic
backlinks visits avg. visit duration bounce rate You must provide
screenshots from the SEMRUSH dashboard
The website selected for this marketing report is the official e-commerce website of
Australian supermarket and grocery chain company Woolworths.
Authority Score: 69
Organic Search Traffic: 13.3 million
Paid Search Traffic: 428k
Backlinks visit: 2.3 million
Average Visit Duration: 10:20
Bounce Rate: 0.7
Figure 1: Domain Overview
(Source: Domain Overview, 2022)
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Figure 2: Domain Overview
(Source: Domain Overview, 2022)
Figure 3: Domain Overview
(Source: Domain Overview, 2022)
2

Figure 4: Source: Domain Overview
(Source: Domain Overview, 2022)
Figure 5: Source: Domain Overview
(Source: Domain Overview, 2022)
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2. Provide a competitive positioning map for organic and paid keywords
provide a screenshot from the SEMRUSH dashboard How is the website
performance compare to its closest competitors
Figure 6: Source: Domain Overview
(Source: Domain Overview, 2022)
The total organic keywords for the company are 1.2 million. On the other hand, the top five
keywords for Woolworths are provided below:
 Woolworths
 Woolworths online
 Woolworths catalogue
 Woolworths near me
 Woolies
Out of the top five keywords for the retail corporation, four have navigational intent. This
showcases that many of the organic search keywords are for physical consumers who seek to
gain navigation for the nearest retail store. On the other hand one of the keywords is
informational intent keyword while the forth one has both navigational and transactional intent.
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This means that many of the organic searches are completed with the purposes looking at
companies products and completing online transactions on the website.
The total paid keywords for Woolworths company are 2.5k. The top five paid keyowrds
for the respective organization are given below:
 Woolworths
 Woolworths
 Woolworths online
 Woolworths online
 Woolworths online
This indicates that the top most paid keywords for the company ae specific words related to
online shopping and online retail. The keywords need to be updated to ensure that more
specific online searches can be conducted and increase paid traffic for the organization.
Screenshot of SEMRUSH Dashboard
Figure 7: Projects
(Source: Projects, 2022)
3. What would you do to boost the number of backlinks to the website
 Usage of skyscraper Content: This strategy can be adopted by Woolworths to develop
content for their website which is better in comparison to their competitors and can be
easily promoted using backlinks. The first step toward creating skyscraper content is
compare keywords on google with main industry rivals (Dolega, Rowe and Branagan,
2021). In this case this includes coles.com, bigw.com and catalougeoffers.com. After this
the firm needs to prepare better content and promote it through blogs and other digital
platforms to increase backlink to the website.
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 Send ‘feeler emails’: Emails where links are not sent to the receiver with first chance are
defined as feeler emails. Woolworths can use feeler email for consumer relationship
building and increasing response rate from consumers regarding backlinks. The emails
can also be designed by the company on the basis s of past interactions of consumers with
the website to further improve organic and authentic consumer interaction and increase
response rate to backlinks.
 Usage of Responsive content: The respective organization needs to invest in creating
content which is not ignored by consumers and helps the company get better clinks to
backlinks. Why posts and what posts are some popular content formats which attract user
attention and increase clicks. In addition to this infographics and videos also attract
consumer attention when compared to normal generic website content (Papagiannis,
2020). This will help Woolworths attract consumers and increase backlinks.
4. Which keywords should the website pay for to help increase its ranking Use
answerthepublic.com https//answerthepublic.com/ and Google auto fill to
get some ideas
Woolworths needs to use keywords which are popular when it comes to grocery and retail
shopping such as:
 Supermarket,
 food,
 market,
 delicatessen,
 hypermarket
These keywords can also be modified by adding the brand name at the end for example
supermarket Woolworths. This is justified suggestion as it will keep the keywords simple yet
company specific to improve SEO.
REFERENCES
Books and Journals:
Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media
marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer
Services, 60. p.102501.
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Papagiannis, N., 2020. Effective SEO and content marketing: the ultimate guide for maximizing
free web traffic. John Wiley & Sons.
Online
Domain Overview, 2022. [Online] Available through
https://www.semrush.com/analytics/overview/?q=woolworths.com.au&searchType=domain
Projects, 2022. [Online] Available through https://www.semrush.com/projects/
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