► womens clothing stores online - seo reach nz 2013
TRANSCRIPT
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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Our RBR Methodology
• Rankings Based Reach (RBR)* provides a simple way to compare a website’s search
engine rankings with its competitors.
• RBR is an estimate of the percentage of available search traffic a website will receive
for a set of phrases – this gives the sites share of search or reach.
• It is weighted based on the popularity of each search phrase and the relative click
through rate (CTR) of each ranking position.
*Source: Rankings Based Reach (RBR) is a methodology developed by FIRST., http://www.firstdigital.co.nz
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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Selected Sites & Search Phrases
The following websites and search phrases were selected for Ranking Based Reach
(RBR) performance analysis.
Copyright © FIRST. www.firstdigital.co.nz
Search Phrases
dresses
formal dresses
cocktail dresses
dress
clothing online
online clothes shopping
evening dresses
dresses online
dresses online nz
womens clothing
party dresses
maxi dresses
Selected Websites
bellebird.co.nz onlineboutique.co.nz
carolineeve.co.nz pagani.co.nz
dressesonlinenz.com postie.co.nz
ezibuy.co.nz sissy.co.nz
farmers.co.nz superette.co.nz
fashionz.co.nz susurrus.co.nz
federation.co.nz verge.co.nz
glassons.com wildpair.co.nz
hifashion.co.nz
kandk.co.nz International Websites
longisland.co.nz asos.com
maxshop.com boohoo.com
mode.co.nz theiconic.com.au
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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Search Trends – ‘Dresses’
Source: Relative total keyword performance on a normalised scale of 1 to 100, Google Trends, New Zealand, May 2013
*Nielsen ‘Nielsen 2010 Online Retail Report ’, March 2010
The chart below illustrates search volume in New Zealand for the search term ‘dresses’ over the last 5 years.
In the last 5 years we have observed a rapid increase in searches
relating to dresses. Over 25% of online purchases are clothing,
shoes and accessories*
Strong seasonal trends
– dresses peak around
winter
The volume for the
search term
“dresses” has been
on a steady increase
over the past 5 years.
Copyright © FIRST. www.firstdigital.co.nz
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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Google: Search Engine Results Page
What the consumer sees: the top of the Google search results page for a search on ‘dresses’.
“Top” paid search
results – (up to 3
results)
Organic search
results: with images /
news between.
“Side” paid search
results
“Top” organic search
result (The only one
‘above the fold’ in this
case)
Google Local listings
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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Rankings Based Reach: Organic Search (Desktop)
Source of ranking data: Google New Zealand, www.google.co.nz, May 2013.
These websites can compete by
optimising for highly relevant and popular
search phrases.
MASSIVE OPPORTUNITY
The RBR leaders
are a fair bit ahead
of the competition.
The RBR leaders are
international sites with
good delivery and
returns policies
Many retail clothing websites have low
RBRs – forfeiting search engine traffic to
their competitors.
Copyright © FIRST. www.firstdigital.co.nz
-10%
0%
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70%
Ran
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ased
Reach
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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0%
10%
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30%
40%
50%
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70%
Ran
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ased
Reach
Rankings Based Reach: Organic Search (Mobile)
Source of ranking data: Google New Zealand, www.google.co.nz, May 2013 in Auckland on iPhone.
These websites can compete by
optimising for mobile searches.
MASSIVE OPPORTUNITY
The RBR leaders
are even more
pronounced in
mobile.
WildPair are not visible
in mobile search where
they are in desktop
In mobile search, it is more important
than ever to rank on the first page.
Searches on mobile / tablet devices
account for approx 15% of total searches
Copyright © FIRST. www.firstdigital.co.nz
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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Search Trends - Brands
Source: Relative total keyword performance on a normalised scale of 1 to 100, Google Trends, New Zealand, May 2013
The chart below illustrates interest in New Zealand for selected clothing retail brands over the last 5 years.
In the last 5 years we have observed in increase in brand
searches, perhaps faster than non-brand searches. International
players have increased advertising in New Zealand and have
gained a good deal of branded search volume.
Glassons has now
caught up to Ezibuy in
terms of volume of
brand searches
ASOS have topped
this brand search
comparison over the
last 2 years
Copyright © FIRST. www.firstdigital.co.nz
1.8 million New Zealanders made an online purchase in 2012*, Over 25%
of online purchases in New Zealand are fashion-related
The organic search results for the key phrases selected are dominated
by international players asos.com and boohoo.com
ASOS also topped the volume of brand searches, which will likely have a
flow-on to increased market share in NZ (a threat to NZ retailers)
EziBuy is currently the most visible NZ-based site compared to other NZ
women’s clothing / dresses websites thanks to strong positions in organic
results across a range of keywords
The majority of NZ women’s clothing sites lack the top keywords that
people are using in search engines, which represents a real opportunity.
Noticeably absent are the large stores like Farmers and The Warehouse.
There is significant variation in the search phrases people are using.
A strong search strategy (including mobile), will be a key to online
brands, customer acquisition, increasing revenues and growing online
business in the coming years, competing against global players.
Women’s Clothing - Dresses
– Summary & Observations
Source: The Household Use of Information and Communications Technology (ICT) Survey, Statistics NZ Copyright © FIRST. www.firstdigital.co.nz
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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About FIRST.
Our expertise in digital has been built on over 14 years experience in digital strategy, web design and
build, search marketing and digital campaigns.
We provide companies with a digital roadmap to success centred around a “digitally led” sales and
marketing strategy and we have helped over 300 companies across 100 industries achieve digital
success.
Our services span search (SEO and SEM), email, performance media, conversion optimisation and
advanced analytics. We produce leading creative across all digital areas. And we build eCommerce
sites, CMS-driven sites, mobile apps, social media initiatives and microsites. Most importantly, our
work is underpinned by a focus on delivering the return on investment our clients expect.
Copyright © FIRST. http://www.firstdigital.co.nz
Contact FIRST to find out more.
Phone +64 (9) 920 1740
Email [email protected]
Web www.firstdigital.co.nz