This document discusses search trends and tips for 2020. It summarizes that search is a key source of intelligence about customers and competitors. It notes that where and how people search is changing, with Google growing in some industries but other platforms like Amazon becoming more important, and more transactions occurring on mobile. It advises marketers to focus on intent-based audiences like browsers, identify which competitors are gaining customers, and use that information to target keywords and win back customers. The key takeaway is that search data provides valuable customer and competitive insights to help companies target audiences and find marginal gains in 2020.

1. 4 Search Trends and Tips for 2020
Lisa Luu
Global Head of Insights, Hitwise
LondonSEOMeetup – January 16th
2020

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3. In the last two years, searches
have grown for:
“Keto” +529%
“Veganism” +52%
“Fitness Trackers” +18%
In the same period, searches
have risen for:
“Bottomless brunches” +186%
“Sausage rolls” +138%
“Vaping” +9%
Do we lie to ourselves?
3
Source: Hitwise, UK. Searches in Jan-May 2019 vs Jan-May 2017.

4. Over-indexed behaviours & statements by generation
Each generation has contradictory behaviours.
GEN Z
Regular organic shopper & gym goer
AND
Searches for “cake”, “pizza” and “burgers”
GEN X
Believes children should have low-fat &
low-sugar
AND
Searches for “vaping” and “gin”
GEN Y
Fitness class regular
AND
Searches for “chocolate”, “buffets” and
“bottomless brunch”
BABY BOOMER
Considers having a healthy diet
AND
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.

5. Aspire
Oppose
Contradict Ourselves
De-bunk
Segment
Grow & Engage
As consumers, we: As marketers, we need to:

6. Changes to Google & Amazon have ripple effects on adtech
The Power of the FANGs
6

7. Mobile adspend has now exceeded desktop.
7Source: IAB and PwC Study, 2018 figures
IAB and PwC study, UK 2019
Mobile Ad Share
51%
Up from 45%
in 2017.
Mobile Adspend
£6.9 B
Up £1.65B
year-on-year.
Total Adspend
£13.4 B
Up 15%
year-on-year.

8. How are search
behaviours shifting?
PART I

9. Source: Hitwise, UK. Includes google.com and google.co.uk occurrences. 10 weeks to 14 Dec 2019 YoY.
Retail
4.0B
Google
Occurrences
~8%
YoY
News
2.3B
Google
Occurrences
+7%
YoY
Finance
2.4B
Google
Occurrences
+12%
YoY
Travel
1.1B
Google
Occurrences
+17%
YoY

10. Source: Hitwise, UK. Mobile vs desktop rate by industry on web browser. 10 weeks to 14 Dec 2019 YoY.
Retail
58%
Mobile Rate *
+8%
YoY
News
71%
Mobile Rate
+16%
YoY
Finance
46%
Mobile Rate
+9%
YoY
Travel
52%
Mobile Rate
+7%
YoY

11. 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

12. 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.

13. Is it all about Google?
PART II

14. 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
Google…
14

15. 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.
15

16. 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.
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17. 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.
17

18. How can you compete by targeting
intent-based audiences?
PART III

19. 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)
In Q4:
The Problem:
Over 50% of Etsy’s Browsers end up buying on Amazon.
The Question:
How can Etsy win back their Browsers?

20. 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
•“Custom labels”
•“Confetti holders”
•“Brigitte Bardot”
•“Love Island bottle”
•“Hen party treasure
hunt”
•“Harry Potter wedding
gifts”
•“Vinyl storage cabinet”
•“Family name signs”
•“Steampunk”
•“Sibling t-shirts”
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.

21. 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
•“Egg chair”
•“Portable
charger”
•“Dream catcher”
•“Beeswax wraps”
•“Plant supports”
•“Gaming chair”
•“SD card”
•“External hard
drive”
•“Fitbit”
•“Nutribullet”
ETSY Browsers: Winning Them Back
2. Why do they go to Amazon?
Search by Audience and Clickstream Data
Identify your audience’s searches to
competitors.
Promote products that you also stock.
Incorporate brand/products for ones you
don’t.

22. How can you find quick wins through
search gaps?
PART IV:

23. 23Source: Hitwise, UK. 12 weeks ending 25 August 2019.
Zalando vs. The Industry
Who is Zalando losing their visitors to?
The Problem:
Zalando is “losing” over 70K visitors directly to ASOS, far
larger than any other retailer.
The Question:
How can Zalando close this gap with ASOS?

24. Feed search gaps into your SEO and content
Zalando: Capitalising on Growth
24Source: Hitwise, UK. 12 weeks ending 25 August 2019.
▪ “High waisted bikini”
▪ “Jumpsuit”
▪ “Maxi dress”
Feed product and non-branded
searches into PPC for
quick wins
▪ “Wedding guest dress”
▪ “Bridesmaid dress”
▪ “Prom dress”
Identify seasonal searches to
drive product promotions
▪ “Ann Summers”
▪ “The Ordinary”
▪ “PrettyLittleThing”
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
engagement

25. Summary
Part V

26. 4 Search Trends & Tips for 2020
Key Takeaways
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.
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27. www.hitwise.com
contact@Hitwise.com
Thank you! Lisa Luu
Global Head of Insights
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