Supermarket SEO

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  • November 1, 2011
Patrick Altoft

Patrick Altoft

Director of Strategy

There is an interesting post in the Grocer today about how Waitrose is struggling with SEO after a £10m website relaunch earlier this year.

“ is so technically hampered it is going to have a problem ranking for anything – it’s terrible,” said Juliette van Rooyen, a consultant from digital consultancy Reform, after analysing SEO measures determining the visibility of Waitrose, Ocado and the big four’s websites to search engines such as Google.

All were found wanting. And they were losing out because they were failing to optimise their webpages for popular search terms, said Simon Hall, retail manager at Google UK, adding that describing content with more relevant terms – such as recipes – would help them win more business online.

Now I’ve had a look at the site and it doesn’t seem to be too bad for a large corporate site. It ranks well for a few of the recipe searches I tried.

What is interesting is to look at the visibility via Searchmetrics recently and how it had a slight drop in July. This is to be expected when a major site gets relaunched because it’s almost impossible during a £10m rebuild to get all the SEO aspects sorted. The bigger the project the harder it is to optimise.

Also interesting to see how Asda & Tesco are surging ahead in the last few months.

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