The
Ultimate
Whiskey Company- an SEO Audit of two Brands.
Written
by: Akshay Vaswani
“Johnnie
Walker vs Jim Beam”
Introduction
SEO is an important
consideration for marketers as the utilization and optimization of SEO provides
an easy gateway for prospective clients to find your website. In the whiskey industry,
Johnnie Walker and Jim Beam optimize their search results by using keyword
sentences throughout their sites like “aged whiskey Bourbon”. In the quest of the
Ultimate
Whiskey one must compare the online SEO of Johnnie Walker and
Jim Beam. The objective is to determine which of the two sites when compared
has a stronger SEO.
Screen Captures of both home pages:
SEO Considerations
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Johnnie Walker
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Jim Beam
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1.
URL:
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2. Page Title
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Explore our Whisky | Johnnie
Walker
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Jim Beam®: Kentucky Straight Bourbon Whiskey. | Jim Beam®
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3. Meta Description
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Explore the range of exceptional Blended Scotch Whiskies from Johnnie
Walker. A blend for every occasion.
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Discover Jim Beam® bourbon. Made using a secret recipe for more than
200 years, the world's #1 Kentucky bourbon is an American tradition.
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4.
Meta Keywords and Monthly search volume:
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Johnnie Walker, Johnnie Walker labels, Johnnie Walker Limited Edition
Monthly search volume:70
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N/a
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5.
Structural elements:
H1, H2, H3
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H1: Explore Our Whiskey
H2: Johnnie Walker Colours • JOHNNIE WALKER® EXPLORERS' CLUB
COLLECTION™ • JOHN WALKER & SONS™ • Limited Editions
H3: N/A
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H1:Come as a friend, leave as family.
H2:Two charred barrels, one intense bourbon. • We’ve made history. Now
make yours. • Crafted longer for a smoother flavour. • The world's finest
bourbons. • Drink it any damn way you please. • Five facts about bourbon vs.
whiskey. • Meet the family
H3: n/a
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6.
Strong tags
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n/a
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n/a
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johnnie walker logo • Bottle of Johnnie Walker Red Label whisky •
Bottle of Johnnie Walker Black Label whisky • Bottle of Johnnie Walker Gold
Label Reserve whisky • Bottle of Johnnie Walker Platinum 18 Year Old whisky •
Bottle of Johnnie Walker Double Black whisky • Bottle of Johnnie Walker Blue
Label whisky • Bottle of Johnnie Walker Explorers' Club Collection - The
Adventurer whisky • Bottle of Johnnie Walker Explorers' Club Collection - The
Spice Road whisky • Bottle of Johnnie Walker Explorers' Club Collection - The
Gold Route whisky • Bottle of Johnnie Walker Explorers' Club Collection - The
Royal Route whisky • Bottle of John Walker & Sons XR 21 whisky • Bottle
of John Walker & Sons King George V whisky • Bottle of John Walker &
Sons Private Collection 2014 Edition whisky • Bottle of John Walker &
Sons Private Collection 2015 Edition whisky • Bottle of John Walker &
Sons Odyssey whisky • Bottle of John Walker & Sons The John Walker whisky
• Bottle of Johnnie Walker Gold Label Reserve Limited Edition whisky • Bottle
of Johnnie Walker Black Label Limited Edition whisky • Bottle of Johnnie
Walker Blue Label Limited Edition whisky • johnnie walker logo • Bottle of
Johnnie Walker Red Label whisky • Bottle of Johnnie Walker Black Label whisky
• Bottle of Johnnie Walker Gold Label Reserve whisky • Bottle of Johnnie
Walker Platinum 18 Year Old whisky • Bottle of Johnnie Walker Double Black
whisky • Bottle of Johnnie Walker Blue Label whisky • Bottle of Johnnie
Walker Explorers' Club Collection - The Adventurer whisky • Bottle of Johnnie
Walker Explorers' Club Collection - The Spice Road whisky • Bottle of Johnnie
Walker Explorers' Club Collection - The Gold Route whisky • Bottle of Johnnie
Walker Explorers' Club Collection - The Royal Route whisky • Bottle of John
Walker & Sons XR 21 whisky • Bottle of John Walker & Sons King George
V whisky • Bottle of John Walker & Sons Private Collection 2014 Edition
whisky • Bottle of John Walker & Sons Private Collection 2015 Edition
whisky • Bottle of John Walker & Sons Odyssey whisky • Bottle of John
Walker & Sons The John Walker whisky • Bottle of Johnnie Walker Gold
Label Reserve Limited Edition whisky • Bottle of Johnnie Walker Black Label
Limited Edition whisky • Bottle of Johnnie Walker Blue Label Limited Edition
whisky • johnnie walker logo • Bottle of Johnnie Walker Red Label whisky •
Bottle of Johnnie Walker Black Label whisky • Bottle of Johnnie Walker Gold
Label Reserve whisky • Bottle of Johnnie Walker Platinum 18 Year Old whisky •
Bottle of Johnnie Walker Double Black whisky • Bottle of Johnnie Walker Blue
Label whisky • Bottle of Johnnie Walker Explorers' Club Collection - The
Adventurer whisky • Bottle of Johnnie Walker Explorers' Club Collection - The
Spice Road whisky • Bottle of Johnnie Walker Explorers' Club Collection - The
Gold Route whisky • Bottle of Johnnie Walker Explorers' Club Collection - The
Royal Route whisky • Bottle of John Walker & Sons XR 21 whisky • Bottle
of John Walker & Sons King George V whisky • Bottle of John Walker &
Sons Private Collection 2014 Edition whisky • Bottle of John Walker &
Sons Private Collection 2015 Edition whisky • Bottle of John Walker &
Sons Odyssey whisky • Bottle of John Walker & Sons The John Walker whisky
• Bottle of Johnnie Walker Gold Label Reserve Limited Edition whisky • Bottle
of Johnnie Walker Black Label Limited Edition whisky • Bottle of Johnnie
Walker Blue Label Limited Edition whisky • johnnie walker logo
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Jim Beam® Bourbon • Jim Beam® Bourbon • All Bourbons • Jim Beam®
Original • Jim Beam® Honey • All recipes • Mixology 101 • Drink of the month
• Bourbon vs. Whiskey • Process • Bourbon History • Making History Today •
Beam’s History • Beam around the World • Book A Tour • Family Album •
Distillery News & Events • Bartenders 4 Bourbon • Video with beautiful
Kentucky landscape. Home of Jim Beam®. • Photograph of the 30-year-old
actress Mila Kunis - the new face of Jim Beam®. • Packshot of Jim Beam®
Bottles • Packshot of Jim Beam® Apple. • Packshot of Jim Beam® Devil’s Cut. •
Packshot of Jim Beam® Honey. • Packshot of Red Stag by Jim Beam®. • Packshot
of Jim Beam® Rye. • Packshot of Jim Beam® Original. • Glass of Jim Beam®. •
Packshot of Jim Beam® Original. • Packshot of Jim Beam® Honey. • Packshot of
Jim Beam® Apple. • Packshot of Red Stag by Jim Beam® Black Cherry. • Packshot
of Jim Beam® Maple • Packshot of Jim Beam® Rye Bourbon. • Packshot of Jim
Beam® Devil's Cut®. • Packshot of Jim Beam® Double Oak • Jim Beam Black®
Bourbon Packshot. • Packshot of Jim Beam® Single Barrel. • Packshot of Jim
Beam® Signature Craft 12 Year Old. • Packshot of Jim Beam® Cola can. • Jim
Beam® Bourbon • James B. Beam
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8. Page Load Time
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2.51 seconds
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4.435 seconds
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9. Observations Regarding Page
layout:
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Very clean and professional. Everything is categorized based on type
and age. The page is very user interactive.
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Page is very appealing.Content is categorized appropriately and very
user friendly.
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10. Observations Regarding Visual
Content:
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All images are high resolution and interactive links. The videos
available are very well executed.
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All visual content is highly appealing and ser interactive. Very well
executed.
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11. Call-to-action:
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Our whiskey
Whiskey Knowledge
The World of Johnnie Walker
Mentorship Program
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Bourbons
Recipes
Behind the Bourbon
Make History
Visit Us
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12. Anchored Text: (list 3)
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Johnnie Walker
Johnnie Walker Sons
Blue label
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Jim Beam
Jim Beam Bourbon
Jim Beam USA
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13. Moz Established Links: # to Root Domain
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776
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886
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14. Moz Established Links: # Total Links
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48,639
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39,121
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15. Top 3 inbound links.
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16. Mobile Friendly:
Yes/No
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Yes
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Yes
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17. Content is “shareable”
(Like, Tweet, Pin, Blog, etc.)
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Facebook, Twitter, Instagram,
Pinterest
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Facebook, Twitter, Instagram,
Pinterest
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18. Social Media: (List all SM
icons on the home page.
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Facebook, Twitter, Insagram,
Pinterest, Youtube
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Facebook, Twitter, Insagram,
Pinterest, Youtube
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19. SERP ranking results when using
keywords from this table: (placing or page number)
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1st page 1st
result when searching scotch whiskey
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1st page 4th
result when searching bourbon whiskey
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Google Trends:
Include your topic,
and your two brands. Include the
search terms with your screen capture.
The topic selected is whiskey and the two
brands are Johnnie Walker and Jim Beam.
Whiskey: the analysis given on the word
whiskey shows that it is an increasing trend with the search interest at its
peak in 2016. April 2015 trend results for whiskey shows 59 in comparison to April
2016 at 70 which affirms the increase in search.
Latent Semantic Indexing Keywords:
LSI List
whiskey tango foxtrot
movie
top rated whiskeys
2015
voted smoothest
whiskey
worst cheap whiskey
best american whiskey
2015
top 10 whiskey brands
best cheap canadian
whiskey
whiskey vs bourbon
whiskey tango foxtrot
trailer
whiskey tango foxtrot
wiki
whiskey tango meaning
whiskey tango foxtrot
film
what does zero foxtrot
mean
whiskey tango foxtrot
movie wiki
what does foxtrot
alpha mean
whiskey tango foxtrot
movie trailer
tina fey whiskey tango
foxtrot
margot robbie whiskey
tango foxtrot
whiskey tango foxtrot tina
fey
whiskey tango foxtrot
imdb
tina fey trailer
borderlands whiskey
tango foxtrot
tango meaning military
what does whiskey
tango mean
what does tango mean
in military
tango military term
whisky foxtrot tango
bravo foxtrot meaning
what does foxtrot oscar
mean
imdb whiskey tango
foxtrot
whiskey tango foxtrot oscar
free movies online
free movies online
without downloading
new movies in theaters
top movies of 2015
movies in theaters now
playing
youtube movies free
new movies on dvd
whiskey tango foxtrot
movie review
what does foxtrot mean
in the military
whiskey tango foxtrot
rotten tomatoes
whiskey tango foxtrot wikipedia
whiskey tango foxtrot
whiskey tango foxtrot
meaning
what does charlie
tango mean
alpha bravo charlie
military alphabet
alpha whiskey foxtrot
zero foxtrot meaning
what does romeo
foxtrot mean
meaning of charlie
foxtrot
what is whiskey tango
foxtrot
movie
whiskey
Johnnie walker
Whisky, Aged, scotch
Jim Beam
Whiskey, aged, Bourbon
Summary:
Johnnie Walker
strengths are its use of its brand name and reputation Jim Beam strengths are
its use of target words and links. The keyword sentences “Aged,
Whiskey, Bourbon” are found on both Johnnie Walker’s and Jim
Beams site. Other observations are that both websites are professionally done
and have a easy to use navigation layout. When searching for content using the
keywords: aged whiskey, best tasting whiskey, top whiskeys ., Johnnie walker
ranked number 1. When searching
for content using the keywords: top bourbon,
best tasting bourbon, aged bourbon, jJm Beam ranked number 1. The
two sites are both whiskeys but they are different in that one is a bourbon and
the other is a scotch.
Conclusion:
In the whiskey
industry, Johnnie Walker and Jim Beam are leading scotch and bourbon producers
respectively. Using keyword sentences throughout their sites like “Aged whiskey
bourbon” to optimize the search results for users. In my opinion
the overall winner of this SEO Search analysis is Johnnie Walker.
APA Citations:
Google. (May 2016). Google
trends. [Whiskey, Johnnie Walker, Jim Beam]. Retrieved from https://www.google.ca/trends/explore#q=whiskey
Lancôme Paris. (2015). Mascara:
length, volume, definition. Retrieved
from http://www.lancome.ca/en/mascara/
LSIGraph. (May 2016). LSIGraph
keyword generator [Long Aged Whiskey]. Retrieved from http://lsigraph.com/
SEOmoz Inc. (May 2016). MozBar.
Retrieved from https://moz.com/tools/seo-toolbar
