Last year, every time I went out to listen to other people’s training, everyone was talking about Anker. In fact, I have always wanted to write an article that deeply interprets the operation of Internet brands. I have been busy and helpless.
In October 2011, Anker was born in California, USA. It was founded by Steven Yang, a Google engineer. He is a Chinese and a globally registered brand. It mainly produces smart digital peripheral products such as mobile power banks, chargers, Bluetooth peripherals, data cables, etc. The main markets currently cover North America, Japan and many European countries.
The number of fans currently exceeds 30 million fans
Of which about 10 million are loyal fans of Anker. It has now grown into one of the top ten export brands in China. Haha, it’s awesome, think about the profit comparison between Apple and Huawei. The added value of the brand is far from the real added value of the product. At present, the government is promoting a national brand plan. I think it is for every businessman with ideals and feelings. For the company’s profits, for those who trust themselves and work hard with themselves to live a good life, and for the ideals of the nation. I think Anker’s model of relying on the Internet to achieve its own brand in just a few years is still worth learning and in-depth research. Below, we will briefly analyze Anker’s success model based on Uncle Google’s understanding of Internet brand marketing.
First, let’s look at anker’s official
Website (https://www.anker.com/), which has high-quality 3D rendered images and a European and American minimalist style. It does have the style of a big brand.
Let’s take a look at the website’s inclusion in Google. Enter site:anker.com in Google. From the data results obtained, we can see that anker has about 11,600 pages included. Then the uncle studied why anker has so many pages. The uncle did not see many products in anker’s product line. Compare site:www.anker.com (2,800 small languages and English main site included) with site:community.anker.com (8,900 fan community included).
From this, it can be seen
That anker still attaches great importance to fan economy and user experience of products. To establish a timely and effective way to communicate with users and fans in a timely manner. In the SEO toolbar in the figure below, you can see that the LD (backlink) data is as high as more than 40,000. It is temporarily determined that anker attaches importance to SEO. Disp Ads 25, there are 25 keywords, and anker also bids. But what is strange is that the domain name anker actually existed in 1996? Isn’t Anker a brand that started in 2011?
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Let’s continue to analyze the domain name history of anker
Because the brand domain name established in 2011 already existed in 1996. This is very strange. I use https://web.archive.org/web/*/https://www.anker.com. to check what this site was used for before. I roughly looked at it and it was actually used in 2016. But the main purpose was to drive traffic to Amazon. Before that, anker com jumped to tips for developing your career as a social media analyst and the author tried to use this domain name as the main promotion. But later it was changed to ianker301 to jump to anker. Before 2014, this domain name was always blank.
No one used it to build a website
It was a small language website in the early days. As for what the small language is used for, I didn’t go into it. I roughly looked agb directory at the whois information of ianker. The domain name was registered on October 13, 2010, so I guess that because it was too difficult to promote the ianker domain name, the founder later bought the domain name from the owner of the anker domain name.
Then I analyzed how such a big brand like anker bid
I used semrush to roughly check anker’s adwords bidding. Most of it was to maintain its own brand. It was all bidding rankings for its own brand words.
Then I looked at anker’s natural ranking traffic. I looked at it on SEMRUSH. The ranking keywords and keywords with large traffic are different from traditional companies. Anker’s natural rankings are also brand words. There are no product words. This makes me very strange. It is rare to see that international brands have made their own brand traffic so strong in a few years. So I judged that anker did not use the traditional SEO idea to divert product words.
Instead, it has been maintaining
Its own brand word ranking traffic, and brand words are originally its own. Anker did not pay attention to SEO, but rose through brand promotion, and I checked https://www.similarweb.com/ and found that direct search traffic accounted for 30%. So the question is, how did such a large brand traffic come up in just 5 years? So I started to study how Anker does brand promotion. Of course, the key to Anker’s success is still the product. We only analyze it from the Internet aspect. Let’s first use ahrefs to look at the source of the website’s external links. I exported the external links through ahrefs and found that they were all some deal sites with large traffic.
The deal sites not only link
To the main site, but also guide customers to Amazon for transactions. Killing two birds with one stone, too smart and perfect. So how does Anker get users to help promote it? Let’s take this question with us and continue to analyze other aspects. Use the link command in Google to check the website that has the link to Anker’s official website. Enter link:anker.com in Google, and you can see from the figure below that there are 927w pages containing this link. We remove the website that has the link to Anker’s official website and check other promotion channels. In the search results on the first page, we saw Wikipedia, which has a brief introduction to the Anker brand. Of course, the domestic Baidu Encyclopedia, which is similar to Wikipedia, also has an introduction to the Anker brand.
