Disney have a huge advantage when it comes to search engine optimization as they are obviously a huge corporation and more importantly a recognizable brand. The word Disney is specific and know world wide. This is unlike many other companies, for example a search for BP will bring up British Petroleum first but also stands for British Pharmacopoeia. Disney have not yet become over arrogant however and still use many SEO tools. As shown in the picture below Disney use their keyword "Disney" 24 times on just their home page. This conquers with the theory that "A good site-wide average keyword density to aim for is 2%"
Disney also use google Adwords to the max, not only do they pay for advertising. A legitimate tool recognised by many PR practitioners. They also have banner appear on their site, as shown in the image above for Virgin Media. I would argue however that this use of banners could be a risk to the image Disney are trying to portray, as a world class provider of entertainment I question why they are using banners as extra revenue. A tactic avoided by many world class providers such as Apple. Also the ethics of advertising to children is also brought into question. Hosting banners is a clear money making scheme which could be seen as a more negative corporate image of Disney as opposed to the family orientated image we know and love.
In addition one interesting revelation found however was an error disney had with a 503 status in Orlando. During an hour of "downtime" for maintenance they changed their page to express a temporary closure of the page with a message to "please come back later". A message which ended up staying up all weekend as Disney failed to request a "re crawl" by Google. To prevent a problem such as this reoccurring Disney could really benefit from Googles 503 status code which is a flag to google, informing them that work is underway and a re crawl will be required soon. This is also a great tool if a site is overloaded.
Although Disney show us many examples of how to be a leader in SEO they also act as a warning, even the best can make mistakes.
If you truly want to see good results in your sales then I would suggest you to utilize the online marketing platforms because they help me in immense way and I did not have to wait for a long time. Actually, I have selected Facebook and Google Adwords Management services for running the paid ads. The ROI is absolutely great with it.
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