Introduction

SEO is an important consideration for marketers because it tells how much customer has searched about a company. In shoes industry puma and vans are competitors however they have different target markets. Puma targets more of athletes (Puma, 2015) whereas vans target mainly skaters  (Vans, 2016). Both of these brands have high recognition in market. The objective is to determine which of the two sites has higher SEO.

Screen Captures of both home pages:

SEO Considerations	Puma	Vans
URL:	http://ca.puma.com	http://www.vans.ca
Keywords used on each site:	·         Puma Sneakers ·         Puma Ballerinas ·         Puma Running ·         Puma Training ·         Puma Soccer ·         Puma Golf ·         Puma Sandals	·         Vans ·         vans shoes ·         vans pro skate ·         vans surf ·         vans OTW collection ·         vans LXVI ·         snow
Frequency of Keywords:	high	Intermediate
Locations of keywords:	Under products and on home page	Under products and some new arrivals on home page
Keywords in URL:	Puma, men’s , woman’s, kid’s	Vans
<title>	Shoes, Clothing and Sportswear - PUMA® Official Online Store	Vans | Shoes, Clothing, News and More | Shop Now
<meta name="description" content=“”/>	Shop the largest selection of PUMA&reg; styles online including shoes, running gear, &amp; more. Plus: Free Shipping with min. purchase &amp; Free Returns on all US orders.	Shop at Vans for shoes, clothing and accessories. Browse event news, upcoming products, contests, videos, and much more! Authentic since 1966
<meta name="keywords" content=""/>	Puma CA
Site upload speed:	4.20 sec	3.88 sec
Quality of written content:	high	intermediate
Quality of Visual Content:	high	high
Alt Text used:	Forever faster puma	Of the wall
Captions used:	The ignite ultimate	Vans Hi standard series
Quality of Layout:	excellent	excellent
Call-to-action:	Store locator, new arrivals , trending now. Show soccer, shop motorsport ,shop training, shop now, shop men’s shop women’s	See the product, store locator
Anchor Text:	Football, Running, Training, Golf, and Motorsport	Snowboard jam, skate, surf , snow, men woman
Mobile Friendly:	yes	yes
Content is “shareable”:	yes	yes
Links to Social Media:	Facebook, twitter, YouTube, Pinterest and Instagram	Facebook, twitter, YouTube, Pinterest and Instagram
SERP ranking results when using keywords from this table:	200	220

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Summary:

Both of the websites have exquisite strengths and also little similarities. Puma’s strength is that they have higher frequency of keywords which allows customer to have an easy access to their official website, their keywords have 200 results on SERP. Vans strength is that keywords like Vans, vans, shoes vans pro skate vans surf vans OTW collection vans LXVI snow have quiet high rankings on SERP. The similarities are that both of these brands use same social media accounts to link with customers and last but not the least they both have a store locator on their official website.

Conclusion:

It was very hard to determine the best SEO between two brands but after considering all the facts I believe the winner is Vans because it has slightly more results of SERP than puma. Also Vans website takes 3.88 sec to upload however puma’s website takes 4.20 sec.