E-Commerce retailers and brand are learning that optimizing product content makes good business sense.

1. eCommerce:
Product
Content
and
ì
Search
Visibility
Study
Study
by
Content
Analy/cs
Q4
2014
Copyright
2014,
Content
Analy5cs

2. ì
Executive
Summary
Product
Content
and
Search
Visibility
Study
Copyright
2014,
Content
Analy5cs

3. 1st
Page
or
Bust
ì Almost
all
Google
referrals
come
from
page
1
results…
Google
eCommerce
Referrals
91.5%
4.8%
1.7%
0.6%
1st
Page
2nd
Page
3-­‐
5
Page
5
-­‐
10
Page
Analysis
describing
user
behavior,
not
specific
search
algorithms
Research
conducted
by
Chi/ka
Insights,
2013
www.Copyricghhit/
2k0a1.c4o,
mCo/nintesnigth
Atns
aly5cs

4. 1st
Page
or
Bust
ì If
your
product
falls
aSer
page
2,
you’re
prac/cally
invisible
to
the
consumer
Google
eCommerce
Referrals
91.5%
4.8%
1.7%
0.6%
1st
Page
2nd
Page
3-­‐
5
Page
5
-­‐
10
Page
Research
conducted
by
Chi/ka
Insights,
2013
Copyright
2014,
Content
Analy5cs
www.chi/ka.com/insights

5. What
Drives
Better
Search
Rank?
ì Keywords:
ì Descrip/ve
/tles
ì Keyword-­‐rich
descrip/ons
ì Lis/ng
Quality:
ì Images
ì Videos
ì Discounts
ì Item
in-­‐stock
ì Reviews
ì High
number
ì High
score
Keywords
Reviews
Lis/ng
Quality
Be[er
Search
Rank
Copyright
2014,
Content
Analy5cs

6. ì
Correlating
Content
to
Rank
Detailed
findings
Copyright
2014,
Content
Analy5cs

7. Criticality
of
Keywords
ì Highly
visible
items
have
the
complete
search
query
in
both
the
/tle
and
descrip/on
Likelihood
to
be
found
Copyright
2014,
Content
Analy5cs
Search
Query
Usage
Both
Title
&
Descrip/on
Either
Title
OR
Descrip/on
None
1
2
3
4
5
6
7
8
9
Page
Rank
Represents
median
value
of
presence
of
search
queries
in
/tle
or
descrip/on
across
17,000
SKUs
analyzed
on
Walmart.com

8. ì
Impact
Listing
Quality
Detailed
findings
Copyright
2014,
Content
Analy5cs

9. Richer
Product
Content
=
Better
Rank
Product
Content
ABributes
Page
Rank
Keyword
Well
Image-­‐
In-­‐Stock
Has
Rich
Reviewed
Rich
Video
%
Page
1
%
Page
2+
%
Page
3-­‐10
%
Items
Page
11+
x
x
x
x
x
5%
25%
50%
50%
x
x
x
x
5%
5%
50%
50%
x
x
x
5%
5%
50%
50%
x
x
5%
25%
75%
x
5%
95%
None
of
the
above
5%
95%
Interpreta/on:
In
row
1,
represen/ng
products
with
very
rich
content,
25%
of
items
rank
in
page
2
or
be[er;
50%
rank
page
10
or
be[er;
final
column
represents
%
of
items
in
Page
11
or
be[er,
effec/vely
invisible
to
site
users.
Copyright
2014,
Content
Analy5cs

10. Highly
Visible
Items
Have
20+
Reviews
ì Direct
correla/on
between
number
of
reviews
and
page
rank
ì Regardless
of
posi/ve
or
nega/ve
reviews
ì Red
line:
Median
value
for
#
reviews
Copyright
2014,
Content
Analy5cs
!

11. Highly
Visible
Items
Have
2+
Product
Images
ì The
number
of
images
is
highly
correlated
to
page
rank
Copyright
2014,
Content
Analy5cs
!

12. Product
Profiles
and
Visibility:
Images
ì Items
with
images
are
50%
more
likely
to
be
found
on
Page
1
9.2%
6.6%
9.3%
7.8%
10.0%
9.0%
8.0%
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
Items
with
Images
Items
Without
Images
Page
1
Page
2
Copyright
2014,
Content
Analy5cs

13. Product
Profiles
and
Visibility:
Video
ì Items
with
video
are
also
more
likely
to
appear
on
page
1
13.2%
6.6%
10.6%
7.9%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
Items
With
Video
Items
Without
Video
Page
1
Page
2
Copyright
2014,
Content
Analy5cs

14. Product
Profiles
and
Visibility:
In-­‐Stock
ì In-­‐stock
items
are
more
than
700%
more
likely
to
appear
on
page
1
LeS
chart
shows
distribu/on
of
page
rank
for
items
which
are
in
stock
Right
chart
shows
distribu/on
of
page
rank
for
items
which
are
out
of
stock
Copyright
2014,
Content
Analy5cs

15. ì
The
Nuances
of
Online
Pricing
Detailed
findings
Copyright
2014,
Content
Analy5cs

16. In
Aggregate,
Price
Isn’t
a
Big
Factor
ì Items
found
on
page
1
and
2
have
about
the
same
prices
as
items
found
on
page
10
Copyright
2014,
Content
Analy5cs

17. Effect
of
Price
on
Different
Search
Types
Brand
Search
ì Case
Study:
“Hello
Ki[y”
ì Shopper
wants
to
see
what
her
favorite
brand
has
to
offer
Commodity
Search
ì Case
Study:
“HDMI
Cable”
ì Shopper
wants
item
at
a
good
price
Targeted
Search
ì Case
Study:
“Ninja
Blender”
ì Shopper
knows
exactly
what
product
she
wants
Copyright
2014,
Content
Analy5cs

18. Commodity
Search
Results:
Price
Matters
Page
Rank
Price
25%
50%
75%
All
$7.49
$44.95
$145.00
1
$4.77
$7.16
$9.56
2-­‐5
$7.97
$11.76
$13.97
ì “HDMI
Cable”
search
ì Lower
prices
produce
out-­‐size
results
ì One-­‐quarter
of
search
results
are
for
items
over
$145,
but
these
premium
products
are
so
low-­‐ranked,
they’re
all
but
‘search-­‐invisible’
ì Products
priced
below
$45
have
significant
visibility
boost
ì Op/mum
price
for
visibility
is
$7.16
*
Percentage
headers
indicate
that
x%
of
items
fall
at
or
below
this
value.
For
example,
when
we
consider
all
search
results,
50%
are
priced
at
or
below
$44.95
Copyright
2014,
Content
Analy5cs

19. Brand
Search
Results:
Reasonable
Pricing
Page
Rank
Price
25%
50%
75%
All
$9.97
$19.98
$30.09
1
$12.65
$14.86
$31.71
2-­‐5
$7.97
$11.76
$13.97
ì “Hello
Ki[y”
search
ì All
results
have
en/re
search
string
in
/tle
ì Product
price
is
more
significant
ì Items
priced
below
$19.98
are
much
more
visible
than
more
expensive
items
ì Op/mum
price
for
search
visibility
is
$15
*
Percentage
headers
indicate
that
x%
of
items
fall
at
or
below
this
value.
For
example,
when
we
consider
all
search
results,
50%
are
priced
at
or
below
$19.88
Copyright
2014,
Content
Analy5cs

20. Targeted
Product
Search
Results:
Lower
Pricing
Hurts
Results
Page
Rank
Price
25%
50%
75%
All
$25.08
$39.90
$78.62
1
$71.72
$99.00
$149.74
2-­‐5
$22.64
$33.34
$59.90
ì “Ninja
Blender”
search
ì Page
Rankings
correlate
to
original
product
search
and
accessories
ì Page
1
items
are
blenders
($$$)
ì Page
2
items
are
accessories
($)
ì Items
priced
above
$78.62
are
favored
in
search
results
ì Op/mum
price
for
visibility
is
$99.00
*
Percentage
headers
indicate
that
x%
of
items
fall
at
or
below
this
value.
For
example,
when
we
consider
all
search
results,
50%
are
priced
at
or
below
$39.90
Copyright
2014,
Content
Analy5cs

21. ì
Study
Recommendations
Page
Rank
=
Traffic
=
Sales
Copyright
2014,
Content
Analy5cs

22. Getting
to
Page
1
ì Enrich
product
lis/ngs
ì Photos
ì Videos
ì Keywords
ì Discounts
for
commodity
goods
ì Display
good
value
in
your
category
ì Have
stock
ready
to
ship
ì Engage
customers
to
provide
feedback
ì Lots
of
reviews
ì Sa/sfy
your
customers
ì Good
reviews
Copyright
2014,
Content
Analy5cs

23. ì
Research
Methodology
2014
Copyright
2014,
Content
Analy5cs

24. Research
Methods
ì Research
/meframe:
Q3
2014
ì Analyzed
search
performance
of
products
based
on
product
page
content,
item
specifics,
keywords,
images,
etc.
ì Over
17,000
products
sampled
on
Walmart.com
ì Longitudinal
study
showing
product
rankings
over
/me
ì Full
product
informa/on
collected
on
all
search
results
Copyright
2014,
Content
Analy5cs