SEO

Post-Assignment: Reaching Out to Teavana

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Even after my assignment for Digital Research Methods was over, I am still thinking about Teavana’s SEO and SEM strategies. I love tea and SEO, so go figure. I want to know more about how Starbucks, Tazo, and Teavana plan to co-inhabit one space.

Teavana FB

So, I just reached out to Teavana’s social media team on Facebook. We will see if they respond. I know that they will see the post at least twice- directly through Facebook and through their web monitoring software. It’s worth a shot. Just trying to find answers here!

 

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Tea Time! Teavana’s Tailored SEO Tactics

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So I have a bad addiction to tea. Not just any tea—Teavana’s loose leaf tea. Every afternoon, I drink a whole teapot full of liquid happiness. Could be worse, right? Apparently I’m not alone.

The first time I was dragged into a Teavana store by my boss (yes, we go shopping together), I thought she was crazy for spending so much money on tea. It’s the same tea that you buy in grocery stores right, you know, a box of 30 tea bags for $4.99? Wrong! And so the addiction began…

Teavana has a loyal customer base. Once you try the tea, you are sucked in for life. The problem is, getting people into the store to try the tea. Keeping this in mind, Teavana has developed a very intricate SEO strategy in hope of being noticed my consumers who are just browsing for tea related products. In a society where coffee is the dominant hot beverage, it is important for Teavana to create both brand and category awareness in order to increase the customer base, thus increasing product sales.

Based on my knowledge of Teavana, I chose to Google the following key words. Beside the keyword, I have noted the position in which Teavana’s website first appeared.

  1. Hot Tea (#4)
  2. Herbal Tea (#1- Sponsored Post)
  3. Teapot (#7)
  4. Oolong Tea (#1- Sponsored Post)
  5. Tea Sale (#1)
  6. Tea Store (#1- Sponsored Post)
  7. Tea Blend (#2)
  8. Tea (#2)
  9. Tea Strainer (#4)
  10. Loose Leaf Tea (#1, #2, #3, and Sponsored on Side Panel)

teavana SEO

In the coding on Teavana’s website, the following keywords were mentioned:  Teavana, buy tea online, oolong tea, black tea, white tea, herbal tea, rooibos tea, mate tea, tea products, tea accessories, tea bags, and loose leaf tea. The following sentence also appeared in the coding: “Buy fresh, high quality loose leaf teas online from Teavana. From Rooibos to Oolong and everything in between, Teavana has great tea gifts and products for enjoying afternoon tea.” The words in bold are words that I chose for my Google search.

Although I wasn’t surprised that Teavana would show up with these keywords, I was surprised at the amount of sponsored posts and the high organic SEO positions. It was also interesting that their main competitors, Tea Forte, Mighty Tea, and Bigelow Tea, were always mentioned after Teavana in all ten searches. Are they not utilizing SEO as well as Teavana? Has Teavana’s SEO always been so important to them? Has their acquisition by Starbucks had any effect on their SEO and PPC marketing strategies? I feel like I have more questions now than when I started. Perhaps, that’s one of the main points of research.

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