This presentation discusses search engine optimization across Amazon, Google, and YouTube. It analyzes keyword data and traffic trends to understand differences in search behaviors. Key findings include that mobile search is growing rapidly, especially on Amazon and Google, and that a market-specific strategy is needed since behaviors vary between countries. The presentation recommends aligning SEO strategies with user intent for each search engine and focusing on market-led, engine-led, and user-led approaches going forward.

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The Game of Search Across
Amazon, Google and
YouTube

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● Over 10 years of experience in SEO
○ Agency- and SaaS-side SEO
○ Search Engine Watch
○ Information Retrieval
● Joined Similarweb in March 2021
Your presenter
Gerald Murphy
Senior Solution Business Manager,
Digital Marketing Intelligence Solution (SEO)

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Similarweb
empowers you
with the insights
you need to make
better decisions
Similarweb is the official measure of
the digital world.
We provide decision makers with the
most reliable data, offering 360°
visibility of the digital world.
Similarweb insights, from every market,
in every category, enable companies
to find untapped opportunities to
grow their business.

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Similarweb
provides insights
for any website,
app, industry and
market
Websites
100M+
Apps
4.7M+
Countries
190+
Industries
210+
Search Terms
1B+
E-commerce
product SKUs
250M+

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Digital is growing
New traffic peaks
2020 saw record traffic to
eCommerce websites
New eCommerce peak?
We analysed web traffic of the
top 100 eCommerce websites in
UK and found that in Q1 2021
web traffic, across all digital
marketing channels, was more
than Q4 2018
Understanding traffic trends has
never been more important.
United Kingdom: Web traffic
Desktop & mobile web traffic, eCommerce and Shopping, Aug 2018 - Jul 2021
Data in millions

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Mobile search is growing
United Kingdom: Desktop traffic
Web traffic to top 100 eCom UK brands, Desktop, Aug 2018 - Jul 2021
United Kingdom: Mobile traffic
Web traffic to top 100 eCom UK brands, Mobile, Aug 2018 - Jul 2021

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Mobile search is important but it’s not always about mobile in the digital world
United Kingdom: Desktop and mobile traffic
Desktop & mobile web traffic, eCommerce and Shopping, Aug 2018 - Jul 2021
Desktop channels
Direct, email and display traffic
is dominate on desktop
Mobile channels
Referrals, search and social
have a lot more mobile traffic.
Search on mobile is by far more
popular than any other channel
This reinforces the need to think
about search strategy.

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Unique users are growing and are becoming more complex
United Kingdom: Unique users
Unique users, desktop & mobile web traffic, eCommerce and Shopping, Aug 2018 - Jul 2021
Individuals to groups
A cookieless world will make
user behaviour even more
important as analytics will likely
turn from user to cohort
analysis
Engine to search engines
Having a search engine specific
strategy is key to better
understanding the user. What do
they search for
More sophisticated searches
We Google things, watch
reviews on YouTube, and price
compare on Amazon

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SEO is complex because multiple search engines are involved

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This got us thinking...

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...do we search or click more on Amazon,
Google and YouTube?

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Take the top ~20,000 keywords from
each search engine
Google, Amazon and YouTube
Analyze the overlap and differences of
keywords in each topic for the big 3
Analysis one
Analyze search volume trends
by search engine
How search engines compare for the
most clicked keywords...

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Build a market strategy
Replicating a UK strategy in another market is inefficient

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33% additional searches on Amazon search in US compared to UK
United States: Searches
Number of searches, Desktop, Jan 2020 - Jul 2021
United Kingdom: Searches
Number of searches, Desktop, Jan 2020 - Jul 2021

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17% additional clicks on Google search in UK compared to US
United States: Clicks
Number of clicks, Desktop, Jan 2020 - Jul 2021
United Kingdom: Clicks
Number of clicks, Desktop, Jan 2020 - Jul 2021

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YouTube is not going to drastically
increase traffic

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YouTube UK’s engaged audience keeps demand and clicks static
United Kingdom: Searches
Number of searches, Desktop, Jan 2020 - Jul 2021
United Kingdom: Clicks
Number of clicks, Desktop, Jan 2020 - Jul 2021

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Analysis two
Is there a difference in searches when
we look at ~60,000 keywords of 5
popular 2020 industries
> Covid
> Games console
> Office furniture
> Phones
> Garden furniture
E.g. ‘face masks’ and ‘covid vaccine’
E.g. ‘xbox’ and ‘2 player games’
E.g. ‘garden storage box’ and ‘patio sets’
E.g. ‘filing cabinet’ and ‘office chairs’
E.g. ‘iPhone’ and ‘sim phones’

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Search volume and clicks are two very
different metrics

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Amazon and YouTube are the least likely to overlap
United Kingdom: Number of keywords
Number of keywords, Desktop, Jan 2020 - Jul 2021
United Kingdom: Number of keywords
Number of keywords, Desktop, Jan 2020 - Jul 2021

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40% of Google searches on Covid made 60% of Google clicks
United Kingdom: Searches
Number of searches, Desktop, Jan 2020 - Jul 2021
United Kingdom: Clicks
Number of clicks, Desktop, Jan 2020 - Jul 2021

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User behaviour and keyword research
should align

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User behaviours

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Branded and non-branded keywords have click similarities
Facebook
Google
Amazon
YouTube

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Branded and non-branded keywords have click similarities
Duvet
Best duvet cover sets
Duvet cover sets
Best duvet inserts

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Align keyword research with search
engine intent

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Duvet cover: Amazon
Consideration
18 / 20
Awareness
2 / 20
Search and clicks

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Duvet cover: Google
Branded
7 / 20
Consideration
9 / 20
Awareness
4 / 20
Zero clicks

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Duvet cover: YouTube
Branded
2 / 20
Decision
4 / 20
Consideration
3 / 20
Awareness
0 / 20
Inspirational
4 / 20
Clicks

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What 3 things should we do every time
from today?

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1) Market-led
strategy
❏ Multi-market brands need market-specific strategies, do
not duplicate one strategy for multiple countries
Amazon is much bigger in US vs UK

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2) Engine-led
strategy ❏ Research each engine separately (e.g. researching
Google’s video SERP Features is not ‘doing YouTube
optimisation’
Games consoles keywords provides a large opportunity for
YouTube

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3) User-led
strategy
Buyer’s journey and keyword intent
Awareness - searcher does not know what they want
Paper
Consideration - searcher is closer to what they want
Printer paper
Decision - searcher knows what they want
A4 printer paper
Inspirational - searcher wants outside of the box ideas
How to make an aeroplane out of printer paper

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Questions?

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THANK YOU.
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