top of page

The Internet Design Of Starbucks

​

Learn about how Starbucks currently operates their digital platforms

and how they can improve.

1

2

3

4

Situational Analysis

SWOT Analysis

Marketing Objectives

SEO

5

6

7

8

KPI

Marketing Strategies & Tactics

SEO Link Analysis

SEO Keywords

Situational Analysis

Grey and White Staff Finance Resume _edited.jpg
Grey and White Staff Finance Resume (1)_edited.jpg

​

  • Educated middle to high class 25 to 40 year olds (white collar workers)

    • 47% of all adults are middle class and 12% are upper class = 154,865,000 people

    • 44% of Americans drink 2 to 3 cups of coffee throughout the day while 16% drink 4-5 a day​

SWOT Analysis

S

trengths

  1. Strong loyalty base

  2. Convenient/Accessible

  3. Growth in stores

O

pportunities

  1. Creative seasonal/holiday menu

  2. Business diversification & product specifications

W

eaknesses

  1. Unsatisfactory reputation of employee treatment

  2. Imitatable drinks

T

hreats

  1. Tight competition

  2. New entrants

  3. Pandemic

  4. Change in customer preferences

Marketing Objectives

  • SEO

    • ​Optimize the click-through rate by focusing on improving the impact of keywords and leverage our position in search results

  • Search Advertisements

    • ​Investing in a unique and distinct keyword and in search engines allows Starbucks to rank higher in search results.

  • Social Media

    • ​Engage with consumers through an online presence, setting a personality that is reliable, fun and trendy to their audience.

SEO For The Starbucks Site

  • Appropriate title tag, meta description, and many header tags

  • Links are crawlable, links have descriptive text, and images have alt attributes

  • Page Rank is 8/10

  • Bounce Rate is 57.9%

    • Should add a search bar

  • 157 internal links broken

    • Essential to navigation 

    • Look into the details of their site to enhance user experience 

Keywords For SEO

Starbucks coffee

Starbucks Manhattan

Starbucks near me

Ice coffee NYC

Coffee and dessert

Local coffee shops

Cafe with WiFi near me 

Great quality cafe 

Study cafe around me 

Great quality coffee

SEO: Link Analysis

  • 11.4 M backlinks

  • 111 K referring domains

    • 31% of their referring domains have an authority score of 11-20 and 22% have a score of 0-10

    • The nofollow attribute is added to Pinterest and Github, but their authority scores are above 90. These sites should be added to the follow links. 

  • 1.2 K outbound links

  • Should invest more time and effort into gaining high quality follow links. 

  • 580 thousand non-repeating inbound links 

    • Can increase this by getting featured in highly rated blogs, press, and obtaining other editorial links.

Marketing Strategies & Tactics

  • Social Media Strategy 1: Facebook Utilization 

    • Live videos & video implementation

    • Lifestyle shots showcasing “The Starbucks Experience” around the world

      • Helps to drive traffic to lesser known locations

    • Create a welcoming space through the comment section to push people to 

      • Share their experiences at Starbucks

      • Talk about their favorite drinks/pastries/snacks

    • “Starbucks Feedback & Suggestions” link in the about section

      • Customers can submit feedback and submit new drink ideas here!

  • Social Media Strategy 2: TikTok Amplification 

    • Objective: Raising brand awareness 

      • 39.9k average views per post to 85k average views per post within the next year.

      • Engagement rate from 4% to 12% within the next year. 

    • “Revamp and Revive Campaign”

      • Analyze trending sounds

      • Use trending hashtags

      • Using influencers

        • #holidaydrankrank Challenge

      • Hiring a new social media manager 

KPI

KPI & Cost Analysis of TikTok/ Facebook
Implementation

  • TikTok & Facebook Engagement: Like, comment, repost, and follow levels before and after a one year period with formula.

  • Start of Year 1 = number of likes, comments, shares, etc  / number of followers (x 100)

Versus

  • End of Year 1 = number of likes, comments, shares, etc  / number of followers (x 100)

  • TikTok Influencer success:

    • $2,000 per influencer; 15 influencers 

    • Total spent yearly: $30,825 

    • Each influencer chosen will receive 2% of every purchase made under their personalized code

    • Using the codes, Starbucks will be able to track the success of each influencer

  • Starbucks Feedback & Suggestions Link for Facebook

    • Goal→ At least 5% of the Starbucks followers on Facebook (1.7 million respondents)

    • For every 3000 feedback and suggestion, one tumblr will be rewarded to a customer. 

      • 570 tumblrs in first six months

      • Budget for Tumblr Incentive: $12,000.

KPI
of
SEO 

  • SEO → Include search bar to homepage.

    • Greater look at site structure & functionality.

  • KPI → Bounce rate prior and after the installment of a search bar.

    • NoFollow & Follow Links → Increase the number of follow links (2.3 m) and decrease the number of nofollow links (8.9 m)

    • Start of Month 0: Bounce Rate, Percentage of NoFollow & Follow Links, Authority Score 

Versus

  • End of Month 6: Bounce Rate, Percentage of NoFollow & Follow Links, Authority Score

KPI of Search Ads

  • Search Ad → Search Ad, Menu Ad, App Ad, Shopping Ad

  • KPI → Quality Score, Click Through Rate, Number of Impressions

  • Persona → Customize advertisements towards Starbucks personas such as Aaron Smith & Jenny Wu

  • Start of Month 0: Quality Score, Click Through rate, Number of Impressions

Versus

  • End of Month 6: Quality Score, Click Through rate, Number of Impressions

bottom of page