Hitwise 4 search trends and tips for 2020 - Lisa Luu - LondonSEO
4 Search Trends and Tips for 2020
Global Head of Insights, Hitwise
LondonSEOMeetup – January 16th
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the competition by
audience, visits, and
online behaviours of
your consumers, and
segments to acquire.
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on investment for
paid and organic
media, and affiliates.
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In the last two years, searches
have grown for:
“Fitness Trackers” +18%
In the same period, searches
have risen for:
“Bottomless brunches” +186%
“Sausage rolls” +138%
Do we lie to ourselves?
Source: Hitwise, UK. Searches in Jan-May 2019 vs Jan-May 2017.
Over-indexed behaviours & statements by generation
Each generation has contradictory behaviours.
Regular organic shopper & gym goer
Searches for “cake”, “pizza” and “burgers”
Believes children should have low-fat &
Searches for “vaping” and “gin”
Fitness class regular
Searches for “chocolate”, “buffets” and
Considers having a healthy diet
Searches for “cider”, “wine” and “whisky”
Source: Hitwise and Kantar Media TGI, UK. Gen Z = 18-24 y Over-indexed behaviours compared to the general online population. 4 weeks to 15/06/2019.
Grow & Engage
As consumers, we: As marketers, we need to:
Changes to Google & Amazon have ripple effects on adtech
The Power of the FANGs
Mobile adspend has now exceeded desktop.
7Source: IAB and PwC Study, 2018 figures
IAB and PwC study, UK 2019
Mobile Ad Share
Up from 45%
Source: Hitwise, UK. Includes google.com and google.co.uk occurrences. 10 weeks to 14 Dec 2019 YoY.
Source: Hitwise, UK. Mobile vs desktop rate by industry on web browser. 10 weeks to 14 Dec 2019 YoY.
Mobile Rate *
Organic Rate & YoY Change by Industry
Organic search still dominates throughout the year.
11Source: Hitwise, UK. Organic vs Paid Rate by Industry. * Sep-Nov – YoY % Change.
News: ~0% YoY *
Finance: -1% YoY
Travel: -3% YoY
Retail: -5% YoY
Mobile is preferred for site visits over site purchases.
12Source: Hitwise, UK. August 2019. Weighted average over top 20 retailers.
Top 20 Retailer Average – Visits vs. Purchases
For top retailers, there is an even
split between mobile vs. desktop.
When it comes to web browser,
a higher share of these
purchases occur on desktop.
Internal Searches vs. Google Occurrences (in millions)
Amazon has tipped the scale as a search engine.
Source: Hitwise, UK. Includes google.com and google.co.uk occurrences. 10 weeks to 14 Dec 2019.
Amazon internal searches have
exceeded traffic occurrences from
Rate of Amazon Visits to Internal Search – Monthly YoY
This has grown since Prime Day.
Source: Hitwise, UK. Rate of Amazon visits that led to an internal search. Monthly YoY rate change.
The rate of Amazon internal searches
has grown since Prime Day month,
peaking in November.
Top 5 – Weekly Online Buyers (in millions)
Why is this important? Look at Amazon’s buyers.
Source: Hitwise, UK. Buyers = Total unique users who purchased on UK sites. Weekly to 7/12/2019.
Over retail peak season, Amazon
attracted more online buyers than
the next top 5 retailers combined.
For premium items, research and trust are still key
Source: Hitwise, UK. Sep 2019. # Searches = Volume of searches within retailer's site. % Share = Share of keyword out of all searches within retailer's site.
Top 5 Retailers – “Smart TV” Search Volume & Share
For items like “Smart TV”, more searches
occur on Argos than Amazon.
TV brands have higher cut through on
Argos & Currys.
How can you compete by targeting
19Source: Hitwise, UK. August 2019. Audience = visited vs. bought on Etsy and Amazon’s site. Oct-Dec 2018.
Etsy vs. Amazon
How can Etsy target their “Browser” audience?
Etsy Visitors = 8.0M
Etsy Buyers = 781K (11% Visitors)
Etsy Browsers = 7.2M (89% Visitors)
Etsy Browsers visiting Amazon = 6.9M (95% Browsers)
Etsy Browsers buying on Amazon = 3.8M (53% Browsers)
Over 50% of Etsy’s Browsers end up buying on Amazon.
How can Etsy win back their Browsers?
20Source: Hitwise, UK. August 2019. Audience = visited Etsy’s site, did not transact. Searches = filtered to Top 400 terms to Etsy’s site by this audience.
50% Share 50% Share
•“Love Island bottle”
•“Hen party treasure
•“Harry Potter wedding
•“Vinyl storage cabinet”
•“Family name signs”
ETSY Browsers: Winning Them Back
1. Why do your browsers visit you?
Searches by Audience and by Device
Identify your audience’s searches by device.
Feed keywords into SEO content and promos.
Do this on the fly over peak period.
21Source: Hitwise, UK. August 2019. Audience = visited Etsy’s site, did not transact. Searches = filtered to Top 400 terms to Etsy’s site by this audience.
Etsy also stocks Etsy doesn’t stock
ETSY Browsers: Winning Them Back
2. Why do they go to Amazon?
Search by Audience and Clickstream Data
Identify your audience’s searches to
Promote products that you also stock.
Incorporate brand/products for ones you
How can you find quick wins through
23Source: Hitwise, UK. 12 weeks ending 25 August 2019.
Zalando vs. The Industry
Who is Zalando losing their visitors to?
Zalando is “losing” over 70K visitors directly to ASOS, far
larger than any other retailer.
How can Zalando close this gap with ASOS?
Feed search gaps into your SEO and content
Zalando: Capitalising on Growth
24Source: Hitwise, UK. 12 weeks ending 25 August 2019.
▪ “High waisted bikini”
▪ “Maxi dress”
Feed product and non-branded
searches into PPC for
▪ “Wedding guest dress”
▪ “Bridesmaid dress”
▪ “Prom dress”
Identify seasonal searches to
drive product promotions
▪ “Ann Summers”
▪ “The Ordinary”
Identify brand searches to
expand current range or partner
with new labels
▪ “Billie Eilish Style”
▪ “Women’s Size Chart UK”
Collect advice-related searches
for content to drive
4 Search Trends & Tips for 2020
1. Search is THE source for competitor & customer intelligence.
Unpick needs, aspirations and contradictions among your
customers and potential customers.
2. Where and how we search is changing.
Google is growing (for some industries), but think beyond. Amazon
should be on your radar. Expect more transactions on mobile.
3. Marketing for marginal gains.
That’s reality in 2020. Hone into your intent-based audiences, such
as identifying browsers through search.
4. Use your competitors to find quick wins.
Track who you are losing customers to, and why, by pinpointing
searches to competitors. Feed these keywords to win them back.
Thank you! Lisa Luu
Global Head of Insights
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