Digital Marketing Internal Assessment-2
Margik Baxi
21030144001
Q1. General Keyword and Long Tailed Keyword
General Keyword: running shoes
General Keyword: best running shoes for men
Q2. Top Five Sites with General Keyword “running shoes”
Paid Listing
● Puma
a. Domain Authority: 88
b. Organic Traffic: 2,489,790
c. Backlinks: 101,881,43
d. No-Follow Backlinks: 392,789
● Amazon
a. Domain Authority: 92
b. Organic Traffic: 499,942,205
c. Backlinks: 115,463,106
d. No-Follow Backlinks: 2.75m
● Decathalon
a. Domain Authority: 50
b. Organic Traffic: 1,703,978
c. Backlinks: 497,116
d. No-Follow Backlinks: 39,031
Organic Listing
● Myntra
a. Domain Authority: 76
b. Organic Traffic: 120,667,339
c. Backlinks: 17,813,427
d. No-Follow Backlinks: 265,033
● Flipkart
a. Domain Authority: 92
b. Organic Traffic: 214,254,323
c. Backlinks: 26,534,663
d. No-Follow Backlinks: 8.6m
Discussion & Comparison
As we can see that in general keyword running shoes Brands like Puma and
Decathalon have done paid advertisement and are listed on top along with Amazon
which is not a brand but because they are promoting the #FoundItOnAmazon
campaign they are also in the list of paid results.
Whereas Myntra and Flipkart are on top of the organic list as Myntra has a powerful
stream of organic traffic and Flipkart has great metrics of domain authority, organic
traffic, backlinks, and even they have huge no-follow links too.
Q3. Top Five Sites with long-tail Keyword “best running shoes for men”
Paid Listing
● Puma
a. Domain Authority: 88
b. Organic Traffic: 2,489,790
c. Backlinks: 101,881,43
d. No-Follow Backlinks: 392,789
Organic Listing
● Fleet Feet
a. Domain Authority: 62
b. Organic Traffic: 1,181,530
c. Backlinks: 4,218,990
d. No-Follow Backlinks: 48,448
● Asics
a. Domain Authority: 75
b. Organic Traffic: 7,234,998
c. Backlinks: 98,640,477
d. No-Follow Backlinks: 736,712
● Highsnobiety
a. Domain Authority: 87
b. Organic Traffic: 2,402,466
c. Backlinks: 5,427,433
d. No-Follow Backlinks: 313,717
● Runners World
a. Domain Authority: 84
b. Organic Traffic: 10,041,928
c. Backlinks: 8,739,738
d. No-Follow Backlinks: 388,686
Discussion & Comparison
As we can see that in the long-tail keyword best running shoes for men again Puma
have done paid advertisement and are listed on top.
Whereas Flat Feet are less in terms of metrics but as shown in a screenshot they have
written many blogs using the same keyword so they are listed on top in organic
search results and in the case of Asics it has more number of backlinks and organic
traffic, highsnobiety and runnersworld are nearly same in domain authoriity but as
the ranking also depends on the user experience and the use of html formatting and
css styling also matters so it can be possible that highsnobiety must have good user
experience then runnersworld.
Q4. Motives of Smaller business for optimizing for long-tail keywords instead of
general keywords.
● As we can see that paid advertisements are taken over by bigger brands and
even they have more backlinks and domain authority so small businesses
should focus on long-tail keywords.
● As it is a bit less competitive in long-tail keywords as brands are more focused
on short tails and mainly used keywords
Q5. Different Search Engine Results
● Bing
○ https://www.bing.com/search?q=running+shoes&form=QBLH&sp=-1&pq=
running&sc=0-7&qs=n&sk=&cvid=5B72FFF2A3AE4AF888B2BA4F00A820
42
○ https://www.bing.com/search?q=best+running+shoes+for+men&form=Q
BLH&sp=-1&pq=best+running+shoes+for+men&sc=0-26&qs=n&sk=&cvid=
C0D60741E79C4C478002EC1DDC23E8F8
● Yahoo
○ https://in.search.yahoo.com/search;_ylt=AwrPg3CEGDNhs0cAhBC6HAx.;_
ylc=X1MDMjExNDcyMzAwMgRfcgMyBGZyAwRmcjIDc2ItdG9wLXNlYXJja
ARncHJpZAMEbl9yc2x0AzAEbl9zdWdnAzAEb3JpZ2luA2luLnNlYXJjaC55
YWhvby5jb20EcG9zAzAEcHFzdHIDBHBxc3RybAMwBHFzdHJsAzEzBHF1
ZXJ5A3J1bm5pbmclMjBzaG9lcwR0X3N0bXADMTYzMDczODU3Mg--?p=r
unning+shoes&fr=sfp&iscqry=&fr2=sb-top-search
○ https://in.search.yahoo.com/search;_ylt=AwrxgKOmGDNhhwoALRu6HAx.;
_ylc=X1MDMjExNDcyMzAwMgRfcgMyBGZyAwRmcjIDc2ItdG9wLXNlYXJj
aARncHJpZANpdERYOEFZSFJpS19ITnJrT0k2b1RBBG5fcnNsdAMwBG5fc
3VnZwM0BG9yaWdpbgNpbi5zZWFyY2gueWFob28uY29tBHBvcwMwBH
Bxc3RyAwRwcXN0cmwDMARxc3RybAMyNgRxdWVyeQNiZXN0JTIwcnV
ubmluZyUyMHNob2VzJTIwZm9yJTIwbWVuBHRfc3RtcAMxNjMwNzM4N
jA2?p=best+running+shoes+for+men&fr=sfp&iscqry=&fr2=sb-top-search
● DuckDuckGo
○ https://duckduckgo.com/?q=running+shoes&t=hy&va=g&ia=web
○ https://duckduckgo.com/?q=best+running+shoes+for+men&t=hy&va=g&i
a=web
Q6. Comparison Between Different Search Engines
So we can see that different brands are targeting their audience on different search
engines and they are some sites for eg. runners world is not doing paid ads on google
but doing it on duckduckgo and amazon is doing paid ads on both google and bing
Due to low traffic on bing, yahoo, and duckduckgo small businesses are also targeting
the general keywords on those search engines too.
