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Online Tea Retailers

INDUSTRY REPORT

February 1, 2011

TEAVANA

Prepared by


THE ONLINE MARKET AT A GLANCE

A

re you confident that you’re doing everything you can to maximize your online profile?

Our research shows that you have some of the most comprehensive information and resources of any other online tea retailer. You have a great website and rank well for dozens of keywords. You’re doing the right things, but are you doing all you could online?

• Premier Link Publicity: Get your content in

front of a wider audience and build your site’s strength simultaneously as we secure links from relevant, quality sites.

• Content Strategy: Structure and organize

content to be more search-engine and user friendly. This would also include building out new content that highly publicizes any up-to-the-minute information, PR opportunities, and expanding your blog content. Our aim would be to expand your categories section to encompass noteworthy information that would help attract traffic and link juice from major authorities in the industry. We would target eco campaigns, fair trade organizations and media interested in publicizing this subject matter to greater increase Teavana’s message, brand and exposure.

• Your link profile is modest compared to your competitors (outranked by EnglishTeaStore.com and Harney.com and dwarfed by Adagio.com and Peets.com.) • You rank below the fold for your most critical keywords • Your competitors have dozens, even hundreds more reviews of their products

Bottom Line Teavana.com has good content and resources. However, you have strong competition, and cannot afford to be ordinary! While your advertising and print marketing is A-level, Teavana needs the online edge it could get with the strength of a robust link profile in this crowded niche. We will show analytics data we collected for some critical keywords (iced teas, Darjeeling tea, earl grey tea) for which you’re not ranking. Teavana.com’s Google rank (as of January 19, 2011) for the first two keywords appeared on the 5th page of Google’s Search Engine Results Pages (SERPS), and the third keyword on the second page, ranking 44th, 43rd, and 19th, respectively. Given the considerable stature, resources, and authority of your company in the field, this is a critical problem. Your website should not be returning fifthpage results for these high-traffic, relevant keywords; you should be among the first! We see that you have made considerable progress towards dominating your field online; and your next critical step towards making this happen is having a lot of relevant, high-quality sites linking to yours. You already have the great content, now you have to let the world know about it and where to find you. The key areas of your site that directly impact the most important, revenue-generating information—is precisely where we would aim to optimize. Specifically, we recommend targeting these key areas: 2

Why We Chose You This report was prepared exclusively for Teavana. We selected your company because we think you’d be an ideal client in that we both love your tea and we could help you achieve amazing results. We like to work with winners, and Teavana.com has the potential to be the outstanding leader in the niche for high quality tea and tea accessories. Our industry-leading strategic marketing is data- and results-driven, and our Link Publicity service is a unique edge on your competitors. In fact, our in-house link publicists work directly with the world-renowned link builder, Eric Ward — who pioneered link building with campaigns for luminaries like National Geographic and Amazon.com. All research was done with external analytics tools and not analysis of actual account structures, internal analytics, settings, or initiatives.

Your Competition You share your online space with a number of sites competing for your keywords. We have identified these organizations as some of your closest competitors for the online audience.

• • • • • •

Adagio.com Rishi-Tea.com Harney.com StashTea.com MightyLeaf.com RepublicOfTea.com


In addition to these other purveyors of high quality tea, Teavana also competes with the large brands of bagged tea like Bigelow and Celestial Seasonings, and those that have additional product lines like Peets and English Tea Store. These brands seem to have little in common with the unique, fine loose tea that is Teavana’s signature, but it’s important to note that you’re all in the same arena—online, competing to be seen. While the more knowledgeable tea enthusiasts may see a clear distinction, first-time buyers and the general public may not. None of these sites have superior article resources compared to yours (and we checked), but some of these sites are actively working on ranking well by managing the content they do have - encouraging a high volume of user-generated content, optimizing for the search engines, and seeking a robust link profile. Despite the high quality of your content, you can’t sit by as these better optimized and publicized sites dominate your space.

Search Engine Ranking Algorithm Search engine algorithms are kept under wraps to prevent unscrupulous sites from gaming the system, but that doesn’t mean they are a complete mystery. Google representatives have stated clearly that a robust, relevant link profile is an important factor (and have endorsed the methods of our mentor, the leading link builder Eric Ward). Search Engine Optimization (SEO) professionals also know a great deal from observing the effects of their work. A survey of these professionals in 2009 revealed the common wisdom regarding search engine ranking algorithm, and is shown in Figure 1 below.

Ranking Algorithm

The chart shows that link popularity and anchor text of external links dominate, with a combined share of 42% of the ranking algorithm. By increasing the amount of links, particularly those with ideal anchor text, Teavana could gain an edge on its competitors, an edge that will improve your page rank broadly. Trustworthiness of domains, the largest factor, is often associated with methods used for SEO and link building. The term "White Hat" refers to the use of ethical optimization methods in accordance with search engine guidelines. On the other hand, "Black Hat" tactics attempt to trick search engines to raise rankings and in defiance of the search engines’ terms of service. Black Hat tactics, when discovered, are punished by search engines, causing the websites to be lowered in rankings. White Hat techniques, the only techniques used by Rocket Clicks, lead to long-lasting, high-quality results. We will establish links to naturally relevant, quality sites, and help you create a long-lasting foundation for your site. These survey results reinforce the importance of using only ethical, high-quality Search Engine Optimization methods.

So How's Teavana's Link Profile? Let’s take a look at how your link profile stacks up to close competitor Adagio.com in an evaluation by SEOmoz’s Linkscape tool.

Link Profile Analysis Overall www.teavana.com has a weaker link profile than www.adagio.com. Assuming on-page, site-wide, and anchor-text features are already optimized, consider the following notes and suggestions about improving a link profile.

• Understand Strengths: Compared to

www.adagio.com, the biggest link-based strength of www.teavana.com is subdomain mozRank. This means this site has authority in this subdomain; all pages on the subdomain may be well regarded across the web.

• Content Strategy: Compared to

Figure 1. According to a poll of the world’s SEO experts, external links make up 42% of the factors needed to rank well.

The chart breaks down the main factors search engines look at and the importance of each category, according to the world’s top SEO experts.

www.adagio.com the biggest link-based weakness of www.teavana.com is external links. This means this site, for this page, could engage better with an audience outside this site and should gain links from an external audience to this page.

This sums up our own thoughts nicely: you have a site that is authoritative, informative, and well-regarded; your next step is - a publicity campaign focused on building links to other trustworthy, relevant sites. 3


LINK PUBLICITY SYNOPSIS

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acklinks matter — if they’re from the right sources. While many link building services offer measurable, monthly links as part of their services, you should know that the bulk of those links are commonly produced by off-shore link farms. How else do you think they could guarantee a number of links? So while you get a quantifiable number of links coming in on a monthly basis, the truth is that those links are often flagged as spam — thus yielding zero ROI. Worse, your site can be penalized by Google for attempting to manipulate rank. When it comes to backlinks and solid link juice that’ll actually impact your positioning in the SERPs — quality trumps quantity.

Here’s why: Whereas traditional link building focuses on volume, Link Publicity focuses on quality. Link Publicity, Rocket Clicks’ premium link building service, combines the technical expertise to find high-quality backlinks, the long-term strategic vision to ensure site content worthy of quality backlinks, and the artful communication required of high-end link pursuits. Through these pursuits, we link together a site’s most meaningful keywords and associated content with relevant authorities that are trusted by your target audience and search engines alike. Trained by the world's leading expert on responsible link building, Eric Ward, our team has turned the strategy and execution of Link Publicity into a data-driven art form. Anyone can spam a weblog with links, but few can draw in the targeted niche sites and respected .orgs, .edus and .govs that both buoy your site to the top of the SERPs, getting your site in front of interested consumers. To build these types of links, you need to put in the time and effort; you need to make connections; and you need to think about your link building as a PR initiative rather than a stockpile of irrelevant links.

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Benefits of Link Publicity  Increased Traffic Draw increased traffic from better sources with links from sites that your customers, employees, and audience trust. Stronger Ranking for Important Keywords A Link Publicity campaign tells search engines that your site is a quality resource for the keywords that are important to you. Content Organization Compelling content is the fuel of every Link Publicity campaign. Rocket Clicks’ Content Strategy team can recommend, refine and create content that will naturally attract quality backlinks. Own Your Keywords Link Publicity leverages the authority of thought leaders. We ensure that your content stands out, worthy of authoritative attention so you can own your keyword arena. Results with Staying Power With Link Publicity, you get quality, long-lasting links that are not at risk of being delisted or devalued. Backlinks from Link Publicity will stand the test of time. Trust & Authority The key to Link Publicity is finding trusted, authoritative sites to link to your valuable content, which lends prestige and visibility to the rest of your site.

Our Suggestion  Teavana's link profile could greatly benefit from a targeted Link Publicity campaign. Links help your pages rank better in the search engine results, and the best links are also a way for interested people to find you. We specialize in connecting you with the sites that cater to your target audiences, whether individual tea drinkers, groups of tea enthusiasts, bloggers, tea shops, and more.


We analyzed your website’s link profile against a set of competitors. The link profiles of the sites confirm what we found while reviewing these sites: EnglishTeaStore. com is the only one who seems to be actively soliciting links.

Here are Total Links, External Followed Links, and Linking Root Domains plotted together. This graphic shows this horse race as if from a skybox: Peets is the powerhouse, but English Tea Store has the clear lead. Total Links, in Thousands

Comparison: Link Profiles

-5

60

EnglishTeaStore

52 40 30

Peets

Adagio Harney

20 Stash CelestialSeasoning BigelowRishi 10 MightyLeaf Teavana 0 RepublicOfTea 5 15 -10 External Followed Links, in Thousands

25

55

Figure 4. Bubble size corresponds to the number of root domains linking to these sites. EnglishTeaStore, the only site actively seeking links, has the largest number of links, and Peets has links from the largest number of unique domains. Teavana is lost in the rest of the crowd. Source: SEOmoz Open Site Explorer, January 21, 2011.

Figure 2. English Tea Store’s site has a strong lead in the number of links, followed by Adagio, Harney, and Peets. Comparitevely, Teavana has some catch up to do. Source: SEOmoz Open Site Explorer, January 21, 2011.

Linking Root Domains The Linking Root Domains chart shows that while English Tea Store has maximized its online relationships to get multiple links from many domains, a greater number of unique sites have chosen to link to Peets.

It is pretty clear that those in the pack (Teavana included) have not devoted time or attention to the 42% of the SEO ranking algorithm (remember the pie chart?) that is high quality links to your site. Letting links "just happen" results in links that are good and natural, but this process is glacially slow. As you can clearly see, when those competing for your online space make an effort to develop their link profile, you are left far behind

What does this mean for Teavana? English Tea Store is ranking well for a lot of terms, more than we would have expected from a review of their site. Is this their advantage? We know you know how important it is to rank very well for your critical keywords, with study after study showing that searchers seldom look past the top of the first page of results. This means that Teavana’s information and products needs to rank on the top of the first page, above the fold, in order to be viewed by all searchers. Ranking on page two, even on top, means the percent of your potential audience that you’ll reach drops to single digits.

Figure 3. Peets has attracted links from the highest number of unique domains. Source: SEOmoz Open Site Explorer, January 21, 2011.

Teavana ranks well for a lot of keywords. You’ve done a lot of work in the past few years and it shows. However, you’re still falling below the fold for some really critical, high-traffic terms. Here is where Teavana currently stacks up to its competition in Google rankings for some high-traffic (18 -165k monthly) search terms: See Next Page

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tea pots

darjeeling tea

teas

tea caffeine

orange tea

iced teas

tea gifts

Teavana

earl grey tea

Popular Terms

tea loose

Google Results — Popular Terms

10

18

3

42

13

NIT

7

42

2

Adagio

2

3

8

9

10

48

2

NIT

NIT

Bigelow

46

NIT

37

NIT

15

NIT

34

NIT

5

Celestial Seasonings English Tea Store

NIT

NIT

NIT

NIT

25

14

3

7

NIT

6

2

1

4

2

41

NIT

NIT

1

Harney

14

6

21

NIT

17

NIT

NIT

19

8

4

47

NIT

NIT

22

16

15

6

25

NIT

NIT

33

NIT

NIT

NIT

26

Mighty Leaf

NIT

NIT

Republic of Tea

NIT

NIT

16

NIT

4

NIT

11

NIT

NIT

Rishi

NIT

NIT

26

NIT

35

NIT

40

9

14

Stash

NIT

16

6

NIT

5

4

NIT

18

NIT

Peets

Figure 1. Here’s an opportunity: many of the websites researched here are ranking poorly for highly visible industry keywords. For example, only one of the featured sites are on the first page of Google for the keyword phrase tea caffeine. According to Google, more than 110 thousand searches are done per month for this phrase. Poor positioning for this keyword is costing these sites thousands of potential site visits a month. Source: Google search results, no personal history, as of January 21, 2011.

Link Publicity Blueprint We’ve observed some Link Publicity campaign opportunities particular to your site, and some types of groups that would be a natural source for links. Tea Info Articles We acknowledge the effort you have put into developing content, and recommend you take it a step further. How about giving it space higher up on your home page? These articles are worth sharing! We would monitor Yahoo! Answers, Answers.com, Mahalo Answers, etc. for new questions about tea — these could serve as a helpful resource. We would also connect with blogs about high quality tea — their readers may be flattered to get a sneak preview of an upcoming article. Reaching Out The love of tea has inspired some people to create social clubs devoted to sharing their passion. Connecting with these groups could introduce Teavana to an audience that is primed to appreciate the quality and presentation that is the hallmark of your tea. We recommend connecting by sponsoring their site for a year, giving them a coupon code of their own, sending them some complementary samples to review, or if the club is particularly deserving, a testimonial from Teavana that they can place on their site.

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Get Reviewed — Products Is your tea reviewed everywhere it should be? As your Link Publicity team we would search out any reputable sites that review tea and tea accessories. We are confident that the high quality of your products will win favorable reviews and you have nothing to lose by asking to be included. Get Reviewed — Places Each Teavana location can develop a review profile in places like Yelp, Google, BizRate, Chowhound, and more. These reviews are always a good thing — even negative reviews provide an opportunity to resolve the problem, and by their existence provide credibility for the good reviews. Encourage reviews with a note on sales receipts or business cards at each store asking customers to stop by Yelp (or others) and share their experience. Incentivize this by offering a small discount to anyone who prints their review and brings it in. Get Reviewed — Teavana.com You’ve got some great reviews on your site, but you could have more. One of your competitors has done a great job of this — take a look at Adagio’s site, and click on Rewards in the menu bar across the top. Is it shallow and insulting to give people points to do something they might be inspired to do anyway? Adagio’s customers don’t seem to think so, and it is working. For example, look at the product page for their Rooibos Vanilla Chai Tea. http://www.adagio. com/chai/rooibos_vanilla_chai.html?SID=e9711d8 cf40554b33e856a11cd42a84b Great picture, very informative – just like yours, and with 186 reviews. Your Rooibos Chai Rooibos Tea page is equally beautiful and informative, but with 65 reviews, about a third as many. It gets worse — their White Peach Tea http://www.adagio.com/white/white_peach.html? SID=e9711d8cf40554b33e856a11cd42a84b has 523 reviews, your Precious White Peach® White Tea has 22. You don’t need to incentivize exactly the way that Adagio has, but you need to find a way that works for you. We’ve seen other high-quality retailers have success with gift card drawings, one chance for each review from a verified reviewer. Local, Local, Local The loudest buzz in internet marketing these days is local search. You’ve noticed that Google inserts local listings into search results whenever appropriate, and you have claimed your Google place pages for each physical location — good work! Each of these place pages can be developed with photos, videos, reviews by Google users and more. Sharing is Good You only have three ways you're sharing your product pages. Every page on your site is worth sharing, and the 60 extra seconds it takes a visitor to share on Digg, StumbleUpon or Steepster can be a deal breaker.


CALL TO ACTION

CALL US FOR A FREE CONSULTATION

W

e genuinely respect your contribution to the high quality tea industry and the resources that you provide to that industry, the tea — drinking public, and tea shops. However, we are confident that our boutique online marketing services will propel your reach online to become the premier source for this information.

At Rocket Clicks, we believe that iron sharpens iron — which is why we partner with industry leaders and cutting-edge online enterprises. Your organization is poised to dominate this space, yet others are actively gaining on you. People want to link to the top site, the top authority, and this momentum is hard to overcome. Our Link Publicity and SEO services can reverse this trend, but your competition is already actively building links and there’s no time to lose. Outsourced link building and account management can be detrimental to your bottom line without complete transparency from the third-party agency. This is a problem that many online businesses struggle with, as outsourcing is a necessity to handle the sheer volume of an online marketing push. So we ask you, can you do more to improve your online profile? I think you'll find the answer is YES.

Rocket Clicks offers comprehensive Search Engine Optimization, Paid Search Management and Link Publicity services. Call us today, and we can explain to you in-depth how we can add the extra niche expertise to maximize your conversions and boost your sales. Please contact our Business Development Manager, Steve Kroll at (262) 437-2314 if you would like more information.

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Industry Report: Teavana  

Industry Report for Teavana