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Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 2
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, http://www.first.com.au
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 3
Sites#
Regional unique visitors Australia per
month Sites#
Regional unique visitors Australia per
month
westfield.com.au 430,000 sportsgirl.com.au 47,000
myer.com.au 320,000 saba.com.au 33,000
asos.com 260,000 jacquie.com.au 32,000
countryroad.com.au 120,000 portmans.com.au 32,000
davidjones.com.au 120,000 bardot.com.au 23,000
witchery.com.au 94,000 laura-ashley.com.au 17,000
supre.com.au 64,000 rmwilliams.com.au 15,000
net-a-porter.com 58,000 frenchconnection.com.au 14,000
suzannegrae.com.au 57,000 marcs.com.au 12,000
Selected sites
Leading Australian fashion sites were selected for Ranking Based Reach (RBR) performance analysis.
# Also included were alexperry.com.au, charliebrown.com.au, lisaho.com and alannahill.com.au. Doubleclick Ad Planner does not have regional unique visitors Australia per month data for these sites.
Source: Google DoubleClick Ad Planner, May 2012
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 4
What are people searching for?
Source: Google Keyword Tool, exact Australian exact match, May 2012
In order to identify which websites are leading in search we researched frequently used fashion related phrases.
Search PhraseLocal searches
per month Search PhraseLocal searches
per month
formal dresses 33,100 pyjamas 2,900
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
evening dresses 9,900 maternity dresses 1,600
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
Total searches per month
173,280
Total searches per year
2.08 million
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 5
Search trends
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
The chart below illustrates interest in key search terms (dresses category) in Australia over the last 5 years.
Jan-07 2007-11-25 - 2007-12-012008-10-12 - 2008-10-182009-08-30 - 2009-09-052010-07-18 - 2010-07-242011-06-05 - 2011-06-110
10
20
30
40
50
60
70
80
90
100
evening dresses (21) cocktail dresses (27) designer dresses (18) formal dresses (68)
In the last 8 years we have observed a rapid increase in searches relating to fashion. Over 30% of online
purchases are clothing and shoes*
Fashion searches show strong seasonal trends – jewellery peaks around Christmas, dresses – in
spring
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 6
Google: Search engine results page 1
Source: Google Keyword Tool, exact Australian phrase match, May 2012
Search results for shops nearby, displayed with Google maps
“Top” paid search results, related to the term “formal
dresses”.
Organic search results: Note how there are only 2 organic results above the fold,
compared to 10 paid ads, 4 shop
listings and a shop linked map.
Search results for shops nearby, using
Google Places
“Side” paid search results
What the consumer sees: The top of the Google search results page for a search on ‘formal dresses’.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 7
1 2 3 4 5 6 7 8 9 10 11 120%
5%
10%
15%
20%
25%
30%
35%
40%paid organic
Source: Chikita, 2010 (Organic Search) & Accuracast 2009 (Paid Search)
35% of users click on the top organic search
result
Almost 95% of organic traffic goes to the top
10 results
The importance of top rankings
Search engine position
Pro
port
ion o
f cl
icks
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 8
*.wes
tfield
.com
.au
*.aso
s.com
*.lau
ra-a
shle
y.com
.au
*.cha
rlieb
rown.
com
.au
*.witc
hery
.com
.au
*.sup
re.co
m.a
u
*.lisa
ho.co
m
*.bar
dot.c
om.a
u
*.mye
r.com
.au
*.por
tman
s.com
.au
*.fre
nchc
onne
ction
.co...
*.net
-a-p
orte
r.com
*.jac
quie
.com
.au
*.sab
a.co
m.a
u
*.dav
idjo
nes.c
om.a
u
*.cou
ntry
road
.com
.au
*.mar
cs.co
m.a
u
*.ala
nnah
hill.c
om.a
u
*.zar
a.co
m
*.rm
william
s.com
.au
*.ale
xper
ry.co
m.a
u
*.spo
rtsgi
rl.co
m.a
u
*.suz
anne
grae
.com
.au
0%
5%
10%
15%
20%
25%
30%
Ran
kin
gs
Bas
ed R
each
Rankings based reach: Natural search
Source of ranking data: Google Australia, www.google.com.au, May 2012.
These websites can compete by optimising for highly relevant and
popular search phrases.
MASSIVE OPPORTUNITY
* includes all websites under the relevant domain name (eg/ including www. and shop.)
The RBR leader is significantly ahead of the competition.
International competitor with free AU shipping and a
local return address.
Many retail fashion and designer websites have low RBRs – forfeiting
search engine traffic to their competitors.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 9
asos
.com
mye
r.com
.au
westfi
eld.c
om.a
u
net-a
-por
ter.c
om
coun
tryro
ad.c
om.a
u
saba
.com
.au
char
liebr
own.
com
.au
david
jones
.com
.au
supr
e.co
m.a
u
frenc
hcon
nect
ion.c
o...
zara
.com
jacqu
ie.co
m.a
u
rmwilli
ams.
com
.au
laura
-ash
ley.c
om.a
u
spor
tsgir
l.com
.au
lisah
o.co
m
suza
nneg
rae.
com
.au
mar
cs.c
om.a
u
witche
ry.c
om.a
u
alexp
erry
.com
.au
alann
ahhil
l.com
.au
bard
ot.c
om.a
u
portm
ans.
com
.au
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Ran
kin
gs
Bas
ed R
each
MASSIVE OPPORTUNITY
Rankings based reach: Paid search
Source: Google Australia, www.google.com.au, point-in-time data, 30 May 2012.
A small number of fashion players dominate key search terms for paid
search.
* includes all websites under the relevant domain name (eg/ including www. and shop.)
Paid search offers the immediate opportunity to place retailers in front of active buyers. It is both measurable and
can be combined with conversion optimisation.
• 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
• Westfield.com.au 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 asos.com 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
Fashion – Summary & Observations
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 11
About FIRST.
Respected digital veterans are the foundation our agency is built upon: each team holds a core capability that feeds into a business’ digital requirements. Our expertise in digital has 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 300 companies across 100 industries achieve digital success. We provide companies with a digital roadmap to success centred around a “digitally-led” sales and marketing strategy.
Our services span search (SEO and SEM), email, performance media, conversion optimisation and advanced analytics. We produce leading creative across all digital areas. And we build ecommerce sites, CMS driven sites, mobile apps, social media initiatives and microsites. Most importantly, our work is underpinned by a focus on delivering the return on investment our clients expect.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 12
Contact us
Oakley Kaddish
Phone +61 (02) 9339 6783Email [email protected] www.firstrate.com.auLinkedIn au.linkedin.com/in/oakleykaddish
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