Apr, 29th, 2013
To find out more, download the full report (PDF) via our download form.
FIRST looked into the search engine results for mobile phone plans online for its Ranking Based Reach performance analysis report. The results were surprising – at the time of reporting, Australia’s leading telcos did not dominate natural search results pages for mobile phone plans.
Here’s a summary of what was discovered:
- Top contenders. At the time of reporting, big telcos such as Telstra, Optus and Vodafone were not dominating the natural search results for mobile phone plans, but rather only in the paid search results.
- Natural search results. There were two clear winners for natural search results, with many mobile phone websites resulting in low rankings-based results and thus forfeiting search engine traffic to their competitors.
- Paid search results. The major players have invested in paid search and because of this they dominate in the search engine results pages.
- Top phrases. The leading keyword phrase at the time of reporting was “mobile phones”, followed by “iphone 4 price” and “mobile phone plans”.
- Growth in mobile data usage. Given the transition to a smartphone user environment and growth in mobile data usage, the range of available services and providers has led to a more dynamic mobile applications market in Australia.
To find out more, download the full report (PDF) via our download form.
FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. 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.
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Mar, 27th, 2013
To find out more, download the full report (PDF) via our download form.
The babywear search keyword market share is being dominated by the big chain clothing stores, according to FIRST’s RBR report, with smaller businesses missing out due to a lack of keyword phrases.
Here’s a summary of what was discovered:
- Big retailers dominate: The big retailers, such as Big W, Target and Kmart, are dominating the search engine page results for baby and kids wear
- Boutique sites struggle: Boutique shops have significant work to do in regards to increasing their market share in relation to search engine ranking
- Top phrases: The two leading keyword phrases were “baby clothes” and “onesies”, which were then followed by “baby shops” and “kids clothing”
- Growing category: Over the past five years, the number of searches for baby clothing has been steadily on the rise
- Clear market leader: There is one clear winner at 47% for rankings-based reach, which indicates the site garnering the most results for natural search, with the closest competitor sitting at a low 11%. The majority of websites listed in the report are forfeiting highly relevant and popular search keyword phrases
- Paid search: At the time of reporting only a handful of websites have invested in paid search, which is unfortunate as the results for paid search will bring these companies to the top of the page results when people are searching for babywear. Since most of the competitors are barely appearing in the natural search results, it’s highly recommended that paid search is used to get the brand noticed by searchers
- Potential opportunity: According to the report, a massive potential for increasing baby and kids clothing online sales is being missed.
To find out more, download the full report (PDF) via our download form.
FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. 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.
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Dec, 20th, 2012
For the full report (PDF) please use our download form
Summary & Observations
• Originenergy.com.au is the most visible electricity site, achieving a dominant share of voice thanks to a strong position in paid results
• Electricity customers show high interest in solar power, which is an opportunity for electricity providers to optimise their websites for related search terms.
• Currently (July 2012) none of the mayor electricity providers in Australia holds a high position for popular paid search terms such as ‘solar energy’, losing out on incremental clicks.
• Digital online strategy, integrating both organic and paid search, is a key to customer acquisition, increasing revenues and growing online business in the coming years.
• There is a correlation between RBR and sites that have had a long term presence in the market and have invested in online.
FIRST uses a its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in the search engines. 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.
For the full report (PDF) please use our download form
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Oct, 22nd, 2012
For the full report (PDF) please use our download form
Summary & Observations
The home wares and furniture market is highly competitive, urging players to optimise their RBR to get ahead of their competition
Along with flowers, hardware, plants, build materials, office equipment, stationery, automotive parts, aviations parts, and art (‘other products’), home wares and furniture make up 27% of online purchases in Australia*
Fantasticfurniture.com.au, freedom.com.au and ikea.com are currently the most visible sites in the digital home wares and furniture landscape, achieving a dominant share of voice thanks to strong positions in organic results
There is significant opportunity for sites to improve their RBR – their search engine reach – for important keywords in both organic and
paid search* ACMA Communications report 2010–11 series: Report 1—e-commerce marketplace in Australia: Online shopping
FIRST uses a its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in the search engines. 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.
For the full report (PDF) please use our download form
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Oct, 12th, 2012
For the full report (PDF) please use our download form
Summary & Observations
For the year to April 2012, there was a slowdown in online sales growth in the Electronics sector*, which implies a higher need for better online search results.
Mainstream electronics retailers have low RBRs. There is significant opportunity for all retailers to improve their RBR – their search engine reach – for important keywords in organic search.
Currently JB Hi Fi and Harvey Norman stand out in the search landscape capturing big proportion of the voice thanks to prominent paid and organic presence.
Due to their low RBRs search results may be broadly dispersed among a wide range of competitors. In the competitive, margin driven electronics market, retailers are missing out optimising on the most cost effective marketing channel: Search.
There is a correlation between RBR and sites that have had a long term presence in the market and have invested in online.
FIRST uses a its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in the search engines. 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.
For the full report (PDF) please use our download form
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