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! Green%Pharms%Web%Strategy%
Green Pharms Dispensary
Web Strategy Review
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The client, Green Pharms has two major competitors in the Flagstaff regional market for medical marijuana and one larger conglomerate competitor just down the road.
DESCRIPTIVE ANALYSIS MARKET AUDIT
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High Mountain Health http://www.highmountainhealth.org/ Greenhouse of Flagstaff http://greenhouseflagstaff.com/ Bloom Dispensary of Sedona http://bloomdispensary.com/
The two local immediate competitors are High Mountain Health and Greenhouse of Flagstaff. Bloom Dispensary is basically a branded franchise operator; they dominate the page ranks for the phoenix metro area, thus will serve as a benchmark.
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Table of Contents
Website Strategy Review !Present Online Conditions 3-8
Google Trend Analysis 4
Neutral Keyword Phrases non-branded search
5-7
Branded & Neutral Search Volume
8
On-Page Optimization
9-10
Crawlability / Technical Performance 9
Relevance 10
Off-Page Optimization
11
Conversion Audit
12-13
SWOT Analysis presentation and categorization of situation
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Trends Analysis
None of the aforementioned businesses have data for Google Trends except for Bloom Dispensary and High Mountain Health. Bloom is frequently searched though out the year and High Mountain Health had a brief peak but has no significance now. The client site and Greenhouse had no trend data. This reflects the market size for Flagstaff area being !
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Current Status Potential customers, specifically new customers with low industry knowledge, will search for this keyword phrase and the following phrases. Being brand neutral, these searches have a great potential to direct new customer to the business. The business location doesn’t even show on the listing order. Keyword Phrase: “Flagstaff Dispensary” Page Rankings as of 4/28/2015 Notes: Associated Listing Site Profile ranks higher than Client Business Website. This is the highest volume neutral brand search term.
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Keyword Phrase: “Flagstaff Medical Marijuana” Page Rankings As of 4/28/2015 Notes: Associated Listing Site Profile ranks higher than Client Business Website. Different keyword, same problems encountered.
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Keyword Phrase: “Flagstaff Medical Marijuana” Page Rankings As of 4/28/2015 Notes: Associated Listing Site Profile ranks higher than Client Business Website. Continuing with page rank and location listing visibility being an issue.
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Branded & Neutral Search Volume
Search Volume was low for neutral searches. By restricting the locale to the market they serve, Branded Search Volume showed the flagstaff medical marijuana market had definite brand knowledge and/or preference. A large amount of searches are made for the competitor’s business. From the data below it is clear that the competitors have greater brand awareness. In addition, customers are returning to these sites. The competitor’s sites features and pages must be evaluated in comparison to the client site. A comparison would reveal what the site is missing or lacking. Green Pharms does not register for any volume on Google Keyword searches. Interestingly, the old business name “GreenPharmacy” registers with 10 monthly searches. All of this suggests that there are returning visitors but having site access troubles. The most importance inference to made is that, the existing strategy for attracting new and returning visitors is not working.
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AREA PASS? RECOMMENDATION
Brand name searchable X
Site indexed accurately X There is a minor disparity; all pages actually visible on site are seen on both Bing and Google.
All pages close to home X
HTML sitemap found Fail No website html sitemap exists. They need to create one and have the websites footer have mini sitemap as well.
XML sitemap found X
Robots.txt found, links to XML sitemap
X The webpage does exist but it doesn’t actually allow but the web administrator to access.
404 page found/helpful X
404 errors X
301 redirects used X Yes, in the case of specific sharing links for Google Plus 302 redirects are used. These redirects create Google Plus posts.
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On-Page Optimization
CRAWLABILITY/TECHNICAL PERFORMANCE !
Summary: Basically everything on the site works likes it’s supposed to. The only failure is the omission of the HTML sitemap and a mini-sitemap on the footer of the pages. !
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On-Page Optimization
RELEVANCE !
Summary: Website definitely needs a reworking for on-page optimization. Attention to the smaller details is needed for marking the site more effective and purposeful.
AREA PASS? RECOMMENDATION
Title tag uniqueness, keyword usage, and length
X Uniqueness may be subjective, unique strain names used.
Title tag consistency X Use “Flagstaff Medical Marijuana Dispensary” instead of Green Pharms Medical Marijuana Dispensary.
Meta description keywords, length, call to action
Fail Lack descriptions for all pages on site, and meta descriptions that actually exist are not pertinent and have lack a clear call to action.
Keywords in URLs X Keywords are included in the domain name but the URL extensions don’t include any major keywords.
Blog URLs N/A
One H1 per page, H1 includes the main keyword
X No H1 for the Main Page, but all pages on the site have a logical and concise tag.
Content indexable X
Content per page (100+) X Main Page and Product Pages have the content requirement.
Content keyword usage (including geographic terms, synonyms, etc. when appropriate)
Fail The text on the Main Page and Product Pages is not well thought out and needs revision. It has the keywords but fails to fulfill any real purpose.
No over-optimization N/A The business needs to work on optimizing their own site before they can possibly over-optimize.
Unique content on-site Fail They have some unique content on their site, but important product pages had info that was directly copied from another.
Internal links X
Only links to good sites X Minimal outbound links. In fact, I only found outbound links to source sites for information.
Image file names and ALT tags optimized
Fail Images are not named appropriately and there is no ALT text for any of the images.
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Off-Page Optimization
POPULARITY !
Summary: For the client to have success in off-page optimization, they need to develop a plan for l ink building. Overall, they constitute a laggard in a lagging market, which is ripe with opportunity. %
Domain-Level Metrics were used for the chart above. Green pharm is last in all categories. The competitors’ sites have more infrastructure in place to optimize Page Rank than the client. The Bloom Dispensary site is included because they are the leader in overall Arizona market and the page rank leader in numerous keywords. They have a location near Flagstaff that does serve the Coconino market as well. As you can tell all of three local Flagstaff dispensaries lack the support of Linking Root Domains, and Linking C-Blocks. For the Anchor Text Distribution analysis conducted among the websites, all of the websites had empty anchor text, which is a waste of opportunity. Surprisingly the smaller sites, including the client site had better anchor text distribution than Bloom. !
Company Website
Total Backlinks (Domain)
Total Linking Root Domains
Linking C-Blocks
medicalmarijuanasosociety.com 10 7 1 highmountainhealth.org 329 11 4
greenhouseflagstaff.com 1610 18 3 bloomdispensary.com 367 56 17
!Company Website Domain Authority AlexaGlobal Rank Compete Rank
medicalmarijuanasosociety.com 13 18,847,204 No Data highmountainhealth.org 18 5,591,809 Low Data
greenhouseflagstaff.com 22 18,877,448 No Data bloomdispensary.com 28 21,315,215 No Data
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Conversion Audit Website Major Objective: bring in customers and gravitate them towards Green Pharms as brand of choice. Website must create demand and interest for the product for objective to be accomplished. Minor objectives are not incorporated into design of existing site. Potential objectives may include email captures, visitor/market research via tracking, and a/b testing.
AREA PASS?
COMMENTS/RECOMMENDATIONS
Homepage descriptive
X
Homepage call to action
Fail There is no clear call to action. Mainly informational. A menu for serving customers is available but not easily visible. A call button is a plus.
Navigation is clear X .
Site sticks to conventions
X
Checkout process is logical
Fail They don’t have an online order option. Other companies in the same market offer online order and buy, and in store pickup. Major disadvantage in creating instant sales.
Pages are clear, converting
Fail The main page has one major conversion. There is value added thru location page being optimized for Google. Not all pages have contact information. Menu is useful and clean. The FAQ has no information pertinent to the business, very generalized and doesn’t serve to enhance business position or provide any information a quick search couldn’t ring up.
Contact info easy to find
X
Forms work (if applicable)
N/A
Trust signals/Privacy policy
Fail The website has no policies on the bottom. They do incorporate awards achieved onto the home page.
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Links!to!social!profiles! Fail! Links!to!social!media!aren’t!accessible.!There!is!a!tiny!link!on!the!bottom!of!the!page!to!the!Facebook!and!twitter!page.!No!yelp!link.!There!is!a!side!option!function!on!the!site!that!will!post!to!the!social!media!of!your!choice!for!you.!This!action!is!too!aggressive,!especially!with!high!percentage!of!the!market!being!discreet!users.!!
Mobile! Fail! Mobile!site!is!notably!clunky.!Interface!doesn’t!respond!well.!!
Additional!! The!business!should!seriously!consider!advertising!its!promotions!on!its!websites.!The!local!market!is!low!income!on!average.!No!offer!is!made!other!than!premium!product.!There!is!no!brand!equity!to!substantiate!this!claim!other!than!an!award.!!!!The!website!URL!is!unrelated!to!the!business.!The!URL!is!not!helping!the!business!in!terms!of!clarity!or!search.!The!URL!may!be!rich!in!the!keyword!area,!but!greenpharms.com!and!greenpharmsaz.com!are!available!and!would!be!better!for!this!local!business.!!
Conversion Audit Cont.
Summary: Green Pharms’s website is decent but it could be doing a lot more for the business. Numerous additions and revisions need to made to website to optimize conversion.
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SWOT ANALYSIS
Strengths Site Design is contemporary and UI works well on desktop. Main page reveals nature of business. Site is indexed and fully crawlable. Contact information is available on main page, dedicated Google-optimized page, and in the call to action for product pages.
Weaknesses Lacks online ordering, and promotions pages that competitors offer. Mobile site needs better UI, and improvements in functionality and design Attention to the Small Things (Image names, tags, purposeful text, etc.) No real unique content, and the website’s pages need revision on content/call-to-action.
Opportunities Competitor apathy for web strategy is apparent among the immediate competition. Serious gains can be made. Link building. Increase page rank. Build on anchor text distribution success. Use anchor text for highlighting qualifying conditions for the medical marijuana program. More effective if combined with individual pages for ailments. High potential to reach target market of new customers.
Threats Bloom Dispensary will arrive in Flagstaff with a much superior website and online strategy. Search patterns show greater brand awareness for immediate competitors. Client doesn’t show up as among competitors as a business location among all keyword searches.
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The SWOT Analysis provides a quick summary of the online climate for Green Pharms. It puts the overall assessment in context. Ideally, the weaknesses will become strengths, the opportunities will be seized, and strengths solidified. The recommendations are made for most points of emphasis below.
