In this search, it is believed that the customers would be interest in looking for Zara’s product or shops. Hence, in choosing the relevant keywords for this search we had to take this fact into consideration. To perform this, three keywords were chosen and they are; Zara, Zara fashion and Zara shop. These would be searched using the three search engines, that is, Google, Bing and Yahoo (Jones, 2008). To begin with, entering the keyword “Zara” in all the three search engines displays a variety of sites all under Zara Company. This shows that the position of Zara in these search engines is placed in a better place. Secondly, the keyword “Zara fashion” in all the three search engines displays the various products that Zara sells to its clients. The first page on all the search engines presents the different types of products offered by Zara. Consequently, the last keywords to be searched, that is, “Zara shop” also showed the several shops owned by Zara in different countries around the world. This engine searches thus depict that Zara is well placed online and thus very accessible through such search engines.
In another search we use two other major competitors of Zara to see how they perform in the online section of the fashion business. The two firms are Mango and H&M which are some of Zara’s competitors in the fashion industry. Between these two firms it is H &M that has a search result that would match that of Zara. This is with regard to the content of the materials that can be found regarding their business (Miller, 2012). For instance, searching the keyword “H&M” brings a variety of websites all from H&M. This is just as the case with Zara’s search. However, Mango does not portray the same capability in the search engines as compared to Zara and H&M. A search on the keyword “Mango” provides a lot of other addresses that are not related to the Mango fashion company. This comparison based on the perspective of search engines implies that Zara should optimize its Ads in all the search engines so as to remain as the top brand. The search engines demonstrate that H&M has also made quite some strides in the area of online marketing. Thus, Zara should work hard to ensure that it captures the best position in these search engines so as to remain in a competitive position.
The searches for these fashion companies were done in three internet search engines, that is, Google, Bing and Yahoo. In all the companies we chose three keywords which were similar in some aspects. The key words that were selected for Zara were; Zara, Zara fashion and Zara shop. Consequently, the search words for H&M were as follows; H&M, H&M fashion and H&M shop. Finally, the keywords for the Mango Company included; Mango, Mango fashion and Mango shop. All these key words were all searched via the provided search engines. After conducting all the searches, the results showed that Zara and H&M were in an almost equal position in all the keywords entered (Sheehan, 2010). Hence, this portrays that there exists strong competition between the two firms. Both firms have laid down strong approaches towards online marketing of their businesses. However, Mango could not match up the levels of Zara and H&M. This implies that the company would require more efforts in its online marketing strategies so as to be able to reach the levels of Zara and H&M.
Jones, K. B. (2008). Search engine optimization: Your visual blueprint to effective Internet marketing. Indianapolis, IN: Wiley.
Miller, M., & Que, J. M. (2012). B2B digital marketing: Using the Web to market directly to businesses. Indianapolis, Ind: Que.
Sheehan, B. (2010). Online marketing. Lausanne: AVA Academia.