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Australian Fashion Web Rankings


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Australian Fashion Web Rankings

  1. 1. 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, © FIRST., part of the BeyondD Pty Ltd Group. 2
  2. 2. Selected sitesLeading Australian fashion sites were selected for Ranking Based Reach (RBR)performance analysis. Regional unique visitors Regional unique visitors Sites# Australia per month Sites# Australia per month 430,000 47,000 320,000 33,000 260,000 32,000 120,000 32,000 120,000 23,000 94,000 17,000 64,000 15,000 58,000 14,000 57,000 12,000# Alsoincluded were,, and Doubleclick Ad Plannerdoes not have regional unique visitors Australia per month data for these sites. Source: Google DoubleClick Ad Planner, May 2012Copyright © FIRST., part of the BeyondD Pty Ltd Group. 3
  3. 3. What are people searching for?In order to identify which websites are leading in search we researched frequently usedfashion related phrases. Local searches per Local searches per Search Phrase month Search Phrase month Total searches per month formal dresses 33,100 pyjamas 2,900 173,280 lingerie 27,100 coats 1,900 cocktail dresses 18,100 online fashion 1,900 swimwear 14,800 womens clothing 1,900 maternity clothes 12,100 jackets 1,600 Total searches per year evening dresses 9,900 maternity dresses 1,600 2.08 million plus size clothing 9,900 pants 1,600 dresses online 8,100 skirts 1,600 party dresses 5,400 black dress 1,300 designer dresses 4,400 evening wear 1,300 maxi dresses 4,400 ladies fashion 1,000 bikinis 3,600 cardigans 880 leather jackets 2,900 Source: Google Keyword Tool, exact Australian exact match, May 2012Copyright © FIRST., part of the BeyondD Pty Ltd Group. 4
  4. 4. Search trendsThe chart below illustrates interest in key search terms (dresses category) in Australia over the last 5 years. Fashion searches show In the last 8 years we have observed a rapid increase in searches strong seasonal trends – relating to fashion. Over 30% of online purchases are clothing and jewellery peaks around shoes* Christmas, dresses – in spring100 90 80 70 60 50 40 30 20 10 0 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12 evening dresses (21) cocktail dresses (27) designer dresses (18) formal dresses (68) Source: Relative total keyword performance on a normalised scale 1 to 100, Google Insights, Australia, May 2012 *ACMA „Consumer engagement in E-commerce‟, Nov 2010 Copyright © FIRST., part of the BeyondD Pty Ltd Group. 5
  5. 5. Google: Search engine results page 1 What the consumer sees: The top of the Google search results page for a search on „formal dresses‟. Search results for shops nearby, displayed with “Top” paid search Google maps results, related to the term “formal dresses”. Organic search results:Note how there are only “Side” paid search2 organic results above resultsthe fold, compared to 10 paid ads, 4 shop listings and a shop linked map.Search results for shops nearby, using Google Places Copyright © FIRST., part of the BeyondD Pty Ltd Group. 6 Source: Google Keyword Tool, exact Australian phrase match, May 2012
  6. 6. 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. 7
  7. 7. Rankings based reach: Natural search 30% The RBR leader is significantly ahead of Many retail fashion and designer the competition. websites have low RBRs – forfeiting search engine traffic to their competitors. 25%Rankings Based Reach 20% These websites can compete by optimising for highly relevant and popular search phrases. 15% International competitor with free AU shipping and a local return address. MASSIVE OPPORTUNITY 10% 5% 0% * includes all websites under the relevant domain name (eg/ including www. and shop.) Source of ranking data: Google Australia,, May 2012.Copyright © FIRST., part of the BeyondD Pty Ltd Group. 8
  8. 8. Rankings based reach: Paid search 50% 45% A small number of fashion players dominate key search terms for paid search. 40% 35%Rankings Based Reach 30% Paid search offers the immediate opportunity to 25% place retailers in front of active buyers. It is both measurable and can be combined with 20% conversion optimisation. 15% MASSIVE OPPORTUNITY 10% 5% 0% * includes all websites under the relevant domain name (eg/ including www. and shop.) Source: Google Australia,, point-in-time data, 30 May 2012. Copyright © FIRST., part of the BeyondD Pty Ltd Group. 9
  9. 9. Fashion – Summary & Observations• Over 30% of online purchases in Australia are fashion-related• Local search results (Google Places) are integral part of search result pages. 40% of retail searches from mobile devices have local intent• is currently the most visible site in the digital fashion landscape, achieving a dominant share of voice thanks to strong positions in both organic and paid results• While Australia is experiencing rapid growth of digital commerce, the perceived lack of a household name is enticing customers to buy from overseas competitors such as or Net a Porter.• Search strategy, integrating both organic and paid search, will be a key to customer acquisition and increasing revenues and growing online business in the coming years
  10. 10. About FIRST.Respected digital veterans are the foundation our agency is built upon: each team holdsa core capability that feeds into a business‟ digital requirements. Our expertise in digitalhas been built on over 14 years‟ experience in digital strategy, web design and build,search marketing and digital campaigns.FIRST RATE, our award winning team of Internet marketers, has helped over 300companies across 100 industries achieve digital success. We provide companies with adigital roadmap to success centred around a “digitally-led” sales and marketing strategy.Our services span search (SEO and SEM), email, performance media, conversionoptimisation and advanced analytics. We produce leading creative across all digitalareas. And we build ecommerce sites, CMS driven sites, mobile apps, social mediainitiatives and microsites. Most importantly, our work is underpinned by a focus ondelivering the return on investment our clients expect.Copyright © FIRST., part of the BeyondD Pty Ltd Group. 11
  11. 11. Contact us Oakley Kaddish Phone +61 (02) 9339 6783 Email Web LinkedIn © FIRST., part of the BeyondD Pty Ltd Group. 12