• SEM Geek , Thursday, July 17, 2008 2:30 PM

Greg Meyers is an SEO who's been on diaper duty since the recent birth of his son, so naturally, the decision of which diaper brand to choose (Huggies or Pampers) sparked his curiosity about each brand's search marketing strategy.

In terms of Web site usability, Pampers won hands down. "Pampers wins for their 'quick and easy' homepage navigational structure which targets a typical parent who is most likely interested in their products and identifying with the age of the baby (Prenatal, Newborn, Baby, Toddler, Preschooler)," Meyers says. "On the other hand, Huggies' homepage starts with Playing Games, Watching Videos and claiming they are the best." And as a result, actual product info was not easily found.

The two diaper brands both failed in terms of on-page SEO. Both had poor URLs and page-naming conventions that were based on individual browsing sessions, though Pampers had a slight advantage in terms of title tags.

Lastly, Huggies made the grade for paid search, simply because it was the only brand actually spending money. Still, Meyers says that the P&G brand's efforts are a bit misguided. "Huggies ...appears to be investing $$$ into PPC to try and acclaim themselves as the best diaper on the market," he says. "But they fall short in my PPC eyes because they appear to not have a thorough and tested PPC strategy which is resulting in missed opportunities to capture a majority of the Disposable Diaper Market."

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