Tuesday, 24 May 2016

Chivas Regal vs. Canadian Club

Who Rules the Rest – a special SEO Audit on two top brands

Written by: Johnny Suchit


Taste? Quality? Popularity? Chivas Regal and Canadian Club Whiskey Take Centre Stage

Introduction

When it comes to deciding and analyzing what are the top brands in whiskey, SEO is imperative to marketers as it determines popularity, usage and suggestions from multiple users in the whiskey and alcohol world. Using specific keywords or just word of mouth from experience can assist a marketer on what’s common with users and what’s simply lost in the shuffle of an already competitive market. In the search to seek out the best whiskey brand out there among consumers, a special look at Chivas Regal and Canadian club whiskey are featured to find out when compared have the higher SEO.

Screen Captures of both home pages:

SEO Considerations

Chivas Regal

Canadian Club

 



1.     URL:
http://www.chivas.com/en/int/
http://canadianclub.com/
2.     Page Title
Chivas
Canadian Club Whisky | 1858
3.     Meta Description
The Chivas Regal range of Scotch whiskies includes Chivas, Chivas 18, Chivas 25 and Chivas Brothers' Blend.
Not Found
4.     Meta Keywords and Monthly search volume:
Chivas, Chivas 18, Chivas 25, Chivas Brothers' Blend, Live with Chivalry, Every taste a new experience, home, whisky, Scotch, Pininfarina, Canana, Diego Luna, Gael Garcia Bernal, DoubleTake app, MASHTUN app, Cannes
It doesn’t get more Canadian than this.
Rye. And Only Rye
Your Welcome
Chairman’s select
5.     Structural elements: 
H1, H2, H3
H1: Chivas
H2: Not Found
H1: Not Found
H2: Rye. And only Rye, It doesn’t get more Canadian than this.
6.     Strong tags
Not Found
Not Found
7.     Alt Text
310x455_cr12 • chivas_regal_extra_homepage-carousel-left • 310x455_CR18 • 310x455_CR25 • Chivas the Icon • cbb • 310x455_cr12 • chivas_regal_extra_homepage-carousel-left • 310x455_CR18 • 310x455_CR25 • Chivas the Icon • cbb • reveal_home_carousel_slide • Chivas the Icon • TIME 100 • chivas_the-venture_hero-image-lockup-630x600 • chiwetel_630x600px • chivas_regal_extra_homepage-carousel • chivas_18_homepage_v1 • madeinyourhonour-homepagehero • home-page-carousel • CHIVAS MASHTUN app • The Chivas DoubleTake • Homepage-LegendReborn • Homepage-CBB • HomepageHeritageLink
Not Found. (also couldn’t find when loading HTML method)
8.     Page Load Time
5.581 seconds
0.311 seconds
9.     Observations Regarding Page layout:
Very Professional and Bold.
Colorful and easy navigation on page.
10. Observations Regarding Visual Content:
Visuals are welled displayed and in HD format. Very Clear and sharp images.
Visuals of products are at top of page with featured item in the centre. Very descriptive and enticing with recipe ideas.
11. Call-to-action:
Chivas 25 is a rare and exclusive blend of the finest Scotch whiskies, which have all been aged for a minimum of 25 years. Chivas Regal 25 Year Old is available only as a strictly limited release in individually numbered bottles.
This premium Canadian whisky is crafted 100% from single grain rye. Aged to perfection, it's the purest expression of rye whisky, with more complexity, character and spiciness than other Canadian whiskies. It has the smooth taste you expect from Canadian Club® – making it the perfect choice for special occasions. Like Tuesdays.
12. Anchored Text: (list 3)
None
None
13. Moz Established Links:  # to Root Domain
706
93
14. Moz Established Links:  # Total Links
9044
270
15. Top 3 inbound links.


16. Mobile Friendly:
Yes/No
Yes
Yes

17. Content is “shareable” 

(Like, Tweet, Pin, Blog, etc.)
Yes
Yes
18. Social Media: (List all SM icons on the home page.
Youtube, Facebook, Twitter, Instagram
Facebook, Twitter
19. SERP ranking results when using keywords from this table: (placing or page number)
#1, page 1
#3, page 1

Google Trends:

Include your topic, and your two brands.  Include the search terms with your screen capture.
Google Trends Insights:
A strong interest of this product shows 100 search volume index in the Yukon Territories and 72 search volume index in North West Territories. Highest peak of interest was in the month of December past on the past 12 months. Search volume index for Whiskey alcoholic beverages were at and all time of 100 during this time in the weeks from the 20th to 26th. This could be heavily due to the fact of the holidays falling around that time of year where products and ideas are searched for gift ideas and family gatherings. In regards to the Canadian Territories having high search numbers compared to the provinces and December month, this can also be related to the colder regions in those areas where the Winter season is gains a lot of popularity.

Latent Semantic Indexing Keywords:

Canadian Club: None on homepage                                         
Best Canadian blended whiskey                                  
Canadian club drinks
Canadian club distillery tour
Chivas Regal: 1 on homepage
Chivas regal 12 year’s price
Chivas regal prices
Chivas regal 25 year’s price

Summary:

The most popular time for these products clearly show in the cold December Winter season period with the holidays playing a very key role in search results and consumer purchasing for gift ideas. Also, it’s very clear that the Whiskey brand could play to more of an older demographic as the results in the summer months according to Google trends suggests that young teens of age are turning to another form of beverage consuming with other alcoholic products. When running the SERP, Chivas Regal ranked #1 on page 1 with Canadian Club trailing at #3 but still on the first page using there most popular keywords. These two brands share no real similarities other than the fact that they are a respected Whiskey brand in some regions but more so than the other in the Territories of Canada.

Conclusion:

These two brands will continue to develop over the years as a goal would be for marketers to target a different age demographic with maybe new recipes and ideas to include these brands. Canadian Club may be more popular in the country of Canada overall due to 100% Canadian Whiskey and Rye used however, This SEO Audit proves statistically that Chivas Regal has the higher SEO and that could be attributed to being shared and searched not just in Canada and it’s homeland of Scotland, but more higher populated countries around the world. At the end of the day, it’s the products quality and smooth taste that defines the satisfaction of the consumer. Cheers!

APA Citations:

Google Trends - Web Search interest - Canada, Past 12 Months. (n.d.). Retrieved May 20, 2016, from https://www.google.com/trends/explore#q=/m/082bv, /m/05pn15, /m/046hzh
Home. (n.d.). Retrieved May 20, 2016, from http://www.chivas.com/en/int/
LSIGraph: LSI Keyword Generator. (n.d.). Retrieved May 20, 2016, from http://lsigraph.com
Open Site Explorer: Link Research & Backlink Checker | Moz. (n.d.). Retrieved May 20, 2016, from https://moz.com/researchtools/ose/links?site=http://www.canadianclub.com/
Open Site Explorer: Link Research & Backlink Checker | Moz. (n.d.). Retrieved May 20, 2016, from https://moz.com/researchtools/ose/links?site=http://www.chivas.com/

Whisky Whisdom | The Book of Whisdom. (n.d.). Retrieved May 20, 2016, from http://canadianclub.com/
Posted by at
Labels: , , , ,

1 comment:

Subscribe to: Post Comments (Atom)