Sometimes you have to start at the basics. I did a little SEO audit with CVS. First did a little digging on what the news was covering as it relates to CVS. Here’s a recent headline: “CVS to buy 1,600 drugstores from Target” (Thomas, Bray, Tabuchi, 2015). The article goes on to mention pharmacy.
Based on that research, I picked the following three words to search on desktop and mobile:
- Print Photos
I was quite surprised and slightly disappointed in the results. “Drugstore” is bought out almost exclusively by drugstore.com. It was more than three quarters of the way down the page before you see CVS and it was tied to “photo”. On mobile, CVS didn’t even show up.
When searching “pharmacy,” CVS fared somewhat better, particularly on mobile, where they featured their online site.
From a desktop perspective, it ironically brought up CVS photo.
With the rise of mobile, one might say CVS is wise to focus their efforts there.
If you look at the graph below, one word search is hugely competitive but two word search, e.g “photo print”, isn’t. There might be some ways that CVS could improve SEO by leveraging alternate search terms. Finally, CVS should be focused on words that drive profit, and the only way to know that is by leveraging the data.
What words would you have searched?
Thomas, K., Bray, C. Tabuchi, H. (2015, June 15). CVS to buy 1,600 Drugstores from Target for $1.9 billion. The New York Times. Retrieved from http://www.nytimes.com/2015/06/16/business/dealbook/cvs-agrees-to-buy-targets-pharmacy-business-for-1-9-billion.html?_r=0.