2. Calculating share of search
• 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.first.com.au
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 2
3. Selected sites
Leading Australian home wares sites were selected for Ranking Based Reach (RBR)
performance analysis.
Regional unique visitors Regional unique visitors
Sites# Australia per month Sites# Australia per month
bigw.com.au 520,000 kitchenwaredirect.com.au 52,000
harveynorman.com.au 460,000 domayneonline.com.au 40,000
dealsdirect.com.au 420,000 dStore.com 33,000
target.com.au 390,000 rejectshop.com.au 18,000
oo.com.au 350,000 bedshed.com.au 18,000
ikea.com 320,000 victoriasbasement.com.au 17,000
kmart.com.au 320,000 kingfurniture.com.au 17,000
petersofkensington.com.au 100,000 laura-ashley.com.au 15,000
freedom.com.au 92,000 ozdesignfurniture.com.au 10,000
fantasticfurniture.com.au 77,000
# Also included were lbeyondfurniture.com.au, comeinside.com.au, loot.com.au, oxfamshop.org.au,
wheelandbarrow.com.au, tasteliving.com.au, plush.com.au, jimmypossum.com.au, top3.com.au, and
spacefurniture.com.au. Doubleclick Ad Planner does not have regional unique visitors Australia per month data for these
sites.
Source: Google DoubleClick Ad Planner, May 2012
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 3
4. What are people searching for?
In order to investigate which websites are leading in search we researched frequently used
home wares related phrases.
Local searches per Local searches per
Search Phrase month Search Phrase month
Total searches per month
outdoor furniture 40,500 homewares online 3,600 178,300
furniture 27,100 lounges 3,600
furniture stores 12,100 dining chairs 3,600
beds 12,100 cheap furniture 3,600
bedroom furniture 9,900 lamps 3,600
Total searches per year
curtains 8,100 kitchenware 2,900 2.14 million
homewares 6,600 sofa 2,900
bar stools 5,400 cutlery 2,400
wardrobes 4,400 floor lamps 2,400
kids beds 4,400 coffee table 2,400
sofa beds 4,400 mattresses 2,400
dining tables 4,400 bookcases 1,900
furniture online 3,600
Source: Google Keyword Tool, exact Australian phrase match, May 2012
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 4
5. Search trends
The chart below illustrates the number of searches carried out for key terms in Australia over the last 5 years.
100
Outdoor furniture searches
show strong seasonal trends
90 with peaks in December and
January
80
70
60
50
40
30
20
10
0
Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12
furniture stores homewares kitchenware outdoor furniture
So urc e: Rela tive tota l keyw ord p erform a nc e on a norm a lised sc a le 1 to 100, Goog le Insig hts, Austra lia ,July 2012
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 5
6. Google: Search engine results page 1
What the consumer sees: The top of the Google search results page for a search on ‘homewares’.
Up to 3 keyword
related Google ads for Search results for shops
paid search terms lead nearby, displayed with
the Google ranking: Google Maps
non of the analysed
websites rank highly
for the paid search
term “homewares”
Organic search results: Level 2 display of paid
freedom.com.au ranks keyword adverts
first in in organic search
results for “homewares”
Search results for shops
nearby, using Google
Places
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 6
Source: Google Keyword Tool, exact Australian phrase match, May 2012
7. The importance of top rankings
40%
paid organic
35%
30%
Proportion of clicks
35% of users click
25% on the top organic
search result
20%
15% Almost 95% of organic
traffic goes to the top 10
results
10%
5%
0%
1 2 3 4 5 6 7 8 9 10 11 12
Search engine position
Source: Chikita, 2010 (Organic Search) & Accuracast 2009 (Paid Search)
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 7
8. Rankings based reach: Natural search
30% A third of home ware and furniture
websites have relatively strong RBR, but
there is still room for improvement by
optimising for highly relevant and popular
25% search phrases.
Rankings Based Reach
20%
The homewares and furniture sector is
highly competitive due to many players in
the market.
15%
MASSIVE OPPORTUNITY
10%
5%
0%
* includes all websites under the relevant domain name (eg/ including www. and shop.) Source of ranking data: Google Australia, www.google.com.au, May 2012.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 8
9. Rankings based reach: Paid search
8%
A small number of home wares
and furniture retailers dominate
7% key search terms for paid
search.
6%
Rankings Based Reach
5% Paid search offers the immediate opportunity to place organisations in front of active
buyers. It is both measurable and can be combined with conversion optimisation.
4%
3% Most furniture and home wares retailers and department stores don’t invest in paid search,
loosing incremental clicks.
2%
1%
0%
* includes all websites under the relevant domain name (eg/ including www. and shop.) Source: Google Australia, www.google.com.au, point-in-time data, 05 July 2012.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 9
10. • The home wares and furniture market is highly competitive,
Homewares
urging players to optimise their RBR to get ahead of their
competition
Summary &
Observations • 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
11. About FIRST.
Respected digital veterans are the foundation our agency is built upon: each team holds
a core capability that feeds our client’s digital requirements. Our expertise in digital has
been built on over 14 years’ experience in digital strategy, web design and build, search
marketing and digital campaigns.
Our award winning team of digital marketers have ensured that over 300 companies
across 100 industries achieve digital success. We provide companies with a digital
roadmap that is centered around a “digitally-led” sales and marketing strategy.
Our services span search (SEO and SEM), email, performance media, conversion
optimisation and advanced analytics. We produce leading creative across all digital areas
including 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., part of the BeyondD Pty Ltd Group. http://www.first.com.au 11
12. Contact us
Email oakley.kaddish@gmail.com
LinkedIn au.linkedin.com/in/oakleykaddish/
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 12
