If you build it, they will come . . .
Passing Hasbro this year as the world’s second biggest toy manufacturer, Lego is the subject of my SEO keywords search today. Being mother to an 8-year-old boy, it’s hard for me to imagine anyone not being familiar with the Lego brand. It should come as no surprise since Lego controls 85% of the construction-toy sector here in the United States. They are even about to release a movie I’ve seen heavily advertised on DisneyXD and other channels my son likes to watch, which I actually think I will enjoy seeing.
The Lego brand has been steadily on the rise with the Lego Group’s share of the global market 7.1% in 2011, 8.6% in 2012, and 8.8% in 2013, so I was expecting some great results from my SEO keyword search. I discovered through research that Lego was known for their creativity, constructive play, and strategic play. But, let’s face it, Legos are toys kids play and create with. They’re educational building tools, but they’re sets of toys. So with all that in mind, the keywords I searched for and the results were:
- building blocks (10th page, last result)
- constructions sets (1st page, last result)
- educational toys (2nd page, 1st result)
- building sets (2nd page, 1st result)
- blocks (3rd page, 8th result)
- bricks (2nd page, 2nd result)
- star wars toys (2nd page, 4th result)
- building bricks (1st page, 9th result)
- strategic play (1st page, 8th result)
- creative play (6th page, 2nd result)
Now, in my recording of these results, I think it’s important to note that I only recorded results from official Lego sites. Often, sites like Amazon, Target, ToysRus and others would appear in the search results higher than the official Lego pages. I think the vast majority of Lego buyers are probably doing what my professor, Dr. Selepak, is doing and going directly to Amazon, or other trusted shopping sources. These sites are, obviously doing their own promotion through SEO, and it’s a win-win for all involved. The results I listed above also don’t show other things like blogs, lists, and other sites that had the word “LEGO” either in their title or description. I did an extra search for “legos” just for fun, and the first three were official Lego sites, followed by Wikipedia, then retailers ToysRus, Amazon, and Target.
I am by no means an expert on code, but in taking a look at the Lego website coding, I saw little evidence that SEO best practices were used. By the nature of the product and the vast number of varieties available, many of the keywords were found in the text descriptions throughout the website, but the code chose to refer to items by their product names, which were much less descriptive.
I found the most surprising and interesting find to be the keywords, “building blocks” coming so far down the list results of my search. When I think of Legos, they’re essentially building blocks. However, in researching for this assignment, I learned they’re so much more. They’re a brand that was almost bankrupt just over a decade ago, due largely in part to trying to create things that were “un-Lego-y.” Now they’re using ideas that are “obviously Lego” and making them profitable again. With large growth in Asia and a focus in that developing market, I am hopeful they will be around for many years to come!