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• 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 site’s 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.firstdigital.co.nz

Copyright © FIRST

• 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

Copyright © FIRST

The following New Zealand gift sites were selected for Ranking Based Reach (RBR) organic search performance analysis.

Sites

acquisitions.co.nz

funkygifts.co.nz

giftideas.co.nz

giftloft.co.nz

mygoodness.co.nz

notsocks.co.nz

redballoon.co.nz

redcurrent.co.nz

thinkgeek.com

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In order to investigate which websites are leading in search FIRST researched frequently used gift -related phrases.

Search Phrase Local searches

per month Search Phrase

Local searches per month

wedding anniversary gifts 1300 gifts nz 320

gifts for men 1300 personalised gifts nz 320

anniversary gifts 1000 mothers day gifts 260

gift baskets 1000 baby gifts 260

gift ideas 880 gift vouchers 210

restaurant gift card 880 gift cards 170

gifts for her 590 birthday gift ideas 140

christmas gift ideas 480 gifts online 110

gifts 480 homemade gifts 110

wedding gift ideas 390

Total searches per month

10,200

Total searches per year

122,400

Source: Google Keyword Tool, New Zealand exact match, Apr 2015

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What the consumer sees: The top of the Google search results page for a search on ‘gifts nz’

Acquisitions is ranking in the 3rd position for the paid search results for the term ‘gifts nz’.

In the organic search results, majority of the analysed companies rank on Google’s first page. The rankings are led by Funky Gifts, The Gift Loft and Not Socks Gifts.

Not Socks Gifts and Redcurrent are dominating the 1st page with two listings each for the term ‘gifts nz’.

RedBalloon is visible in the paid search results ranking in the 9th position. In total there are 11 companies ranked for paid search. That represents the maximum number of paid search results for the first page. Given that, the gifts market is highly competitive.

Paid search results

Organic search results

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0%

5%

10%

15%

20%

25%

30%

35%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

33% of users click on the top organic search result

Almost 92% of organic traffic goes to the top 10 results

Search engine position

Pro

po

rtio

n o

f cl

icks

Source: Chitika, 2013 (Organic Search)

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0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Ran

kin

gs B

ased

Reach

Source of ranking data: Google New Zealand, www.google.co.nz, Apr 2015 * includes all websites under the relevant domain name (e.g. including www.)

MASSIVE OPPORTUNITY

The RBR leader is Not Socks Gifts with an RBR score of 22%. It is followed by Funky Gifts and Gift Ideas with RBR scores of 18% and 10%, respectively. The rest of the gift providers have RBR scores of less than 10%.

There is an opportunity for most of the gift providers to compete by optimising for highly relevant and popular search phrases. By improving their RBR score, they will be able to seize opportunities to boost online sales revenues.

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Graph source: Relative total keyword performance on a normalised scale of 1 to 100, Google Trends, New Zealand, May 2015

This chart illustrates the search volume for the term ‘gifts nz’ in New Zealand over the last 5 years. The trend data suggest that there is consistently high search popularity for the key phrase among New Zealand customers towards the Christmas period, particularly during the month of December . Gift providers therefore need to consider this niche consumer search behaviour in their digital marketing strategies to effectively compete and promote their brands online.

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Source: Relative total keyword performance on a normalised scale 1 to 100, Google Trends, New Zealand, Apr 2015 1Source: Not Socks is a finalist for 2014 TopShop Award, Not Socks Gifts, Sep 2014

The chart illustrates the brand search terms for gift providers. The trend data show that there are low search volumes for gift providers among New Zealand customers. The analysed brands are experiencing a slow downward trend starting 2012. Not Socks Gifts experienced a spike in search demand in October 2014. During that time, the company was chosen as a regional finalist in the TopShop Online Retailer of the Year. To show gratitude to its customers, it ran a promotional campaign and gave customers a $10 credit for its online stores that ran from mid September to end of October 20141. However, after this promotional activity, its search volume declined dramatically.

To remain visible online and combat being left behind, gift providers need to drive consumer brand recognition via search, display, social and email remarketing campaigns.

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0%

10%

20%

30%

40%

50%

60%

70%

80%

No Yes

Question 1: Have you ever ordered a gift online (e.g. for anniversary, birthday, etc.)?

Nearly 3 out of 4 Kiwis have ordered gifts online.

This representative survey was carried out by 3Di Research on the Great Sites platform, Nov 2014 (n=2,263).

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0%

5%

10%

15%

20%

25%

30%

35%

price / offer nothing if not offline / not locally available / had money

don't know / not sure

free delivery having credit card or visa

safe / secure payment

easy payment /

ease of shopping

would consider it as

saves time

value for money / quality

Question 2: What would encourage you to order a gift online?

Price /offers played a major role for ordering gifts online.

This representative survey was carried out by 3Di Research on the Great Sites platform, Nov 2014 (n=673).

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0%

10%

20%

30%

40%

50%

60%

70%

80%

Birthday No specific occasion required

Christmas Mother’s Day / Fathers Day

Special occasion (e.g. academic

graduation etc.)

Anniversary Wedding Valentine’s Day

Question 3: For which occasion do you order gifts online most frequently?

Birthday is the most popular occasion among Kiwis. Almost 70% of the respondents have ordered birthday gifts online.

This representative survey was carried out by 3Di Research on the Great Sites platform, Nov 2014 (n=1,735).

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0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Question 4: For whom do you order gifts online mostly?

Almost 45% of Kiwis mentioned that they often ordered gifts online for their children. This is followed by gifts given to friends and partners.

This representative survey was carried out by 3Di Research on the Great Sites platform, Nov 2014 (n=1,735).

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3.0

3.2

3.4

3.6

3.8

4.0

4.2

4.4

4.6

Question 5: What is most important for you when ordering gifts online? (Rank the following on a scale of 1-5, 1 being least important, 5 of great importance)

For majority of the respondents the top 3 most important factors when ordering gifts online are: quality, money back guarantee and the price/offers/ specials.

This representative survey was carried out by 3Di Research on the Great Sites platform, Nov 2014 (n=1,735).

Recommendations from others were perceived as less important for Kiwis when ordering gifts online.

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• Currently, Not Socks Gifts stands out in the search landscape, capturing a big proportion of the

demand thanks to prominent organic search presence.

• We discovered that gift-related search terms show seasonal peaks in December. Therefore,

optimising search strategies according to consumers’ seasonal search behaviour is vital in

generating online sales revenue.

• In our survey, we revealed that nearly 3 out of 4 Kiwis have ordered a gift online. Additionally,

important factors for ordering gifts online include quality of the gift, money back guarantee and

the price/offer/specials. These point to the need and urgency for gift providers to create online

brand awareness and effectively promote their products to online customers.

• According to Julie Moore, co-owner of Moore Wilson’s at Wellington, “an online presence takes

us from being regional to a truly national business. Online has proven complementary to our

business, with a cross-over in customers shopping online and in the store, as well as new

customers who shop online1.”

• Majority of the analysed gift providers have low RBR scores, below 10%. There is significant

opportunity for these companies to improve their RBR or search engine reach – for important

and popular keywords in organic search.

• Search results are broadly dispersed among a wide range of competitors. In the competitive and

margin-driven gifts market, providers need to optimise the most cost effective marketing

channel - search.

• A data-driven digital strategy that integrates both organic and paid search should be a key

customer acquisition and revenue driver for gift providers.

1Source: A century of experience, NZ Gift and Homeware Fair Magazine, Mar 2015

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FIRST is an award-winning team of smart Digital Marketers who have helped over 300 companies across 100 industries achieve success online. We help our clients to grow online sales, revenue and improve their ROI. Our expertise in digital marketing has been built on over 15 years experience in digital strategy, analytics, conversion, search marketing and digital campaigns. Get in touch to find out more…

Phone +64 (9) 920 1740

Email info@firstdigital.co.nz

Web http://www.firstdigital.co.nz

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http://www.firstdigital.co.nz/blog

http://twitter.com/first_nz

Grant Osborne General Manager NZ