I got curious yesterday after doing a simple search for ‘nike shox’ which I imagined would just take me straight to a beautifully designed flash interface at Nike.com to glamorize the shoe. Well I didn’t get that… I then realized it would be more interesting to see exactly what google is doing for Nike or vise versa how Nike takes advantage of google.
My conclusion is Nike doesn’t take advantage of search. Nike’s SEO (search engine optimization) sucks pretty badly. If they did two things they would probably get the results they’re looking for.
1) Use the title tag! Using ‘Nike.com’ as your <title> is useless.
2) Use nice URLs so the keywords appear in the URL as well.
Some might jump to conclusions and say this is a consequence of using flash or some other technology. But I think it’s a pretty clear case of a web shop that doesn’t really care about search results.
