home appliances and whiteware stores online - nz seo reach 2014

Searching for Home Appliances Online

Which websites are maximising their market share?

Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz

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 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

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



3

Selected sites

The following New Zealand home appliance and whiteware sites were selected for

Ranking Based Reach (RBR) organic search performance analysis.


Sites

100percent.co.nz homekit.co.nz

albanyextreme.co.nz lvmartin.co.nz

applianceshed.co.nz magnessbenrow.co.nz

bettaelectrical.co.nz mitre10mega.co.nz

briscoes.co.nz noelleeming.co.nz

bunnings.co.nz smithscity.co.nz

farmers.co.nz thegoodguys.co.nz

fisherpaykel.com/nz thewarehouse.co.nz

harveynorman.co.nz




4

What are people searching for?

Source: Google Keyword Tool, New Zealand exact match, Feb 2014

In order to identify which websites are leading in organic search FIRST researched

frequently used home appliances and whiteware related phrases.

Search Phrase

Local

searches per

month

Search Phrase

Local

searches per

month

blender 2,400 portable air conditioner 390

heat pumps 2,400 coffee machine 320

vacuum cleaners 1,300 kettle 320

washing machine 1,300 toaster 320

dishwasher 880 whiteware 320

fridge 880 dryer 260

fan 720 steam cleaner 260

gas heaters 720 air conditioner 170

kitchen appliances 720 home appliances 110

microwave 720 kitchen scales 110

freezer 390 gas cooktops 90

homewares 390 ironing boards 20

ovens 390

Total searches per month (NZ)

15,900

Total searches per year

190,800





5

Search trends

Source: Relative total keyword performance on a normalised scale of 1 to 100, Google Trends, New Zealand, February 2014

The chart below illustrates interest in key search terms “fridge” and “freezer” in New Zealand over the last 7 years.


0

10

20

30

40

50

60

70

80

90

100

01/07 06/07 11/07 04/08 09/08 02/09 07/09 12/09 05/10 10/10 03/11 08/11 01/12 06/12 11/12 04/13 09/13

fridge freezer

The search volumes for these two search terms are

constantly rising. We can see that the term “fridge” is quite a

bit ahead compared to the term “freezer”.

Companies selling whiteware should focus on search

terms that are trending upwards, have decent search

volume and 'search intent'. Targeting terms like 'fridge'

and 'freezer' should be a part of a successful SEO

strategy to improve market presence.




6

Search trends for “home appliances” and “homewares”



0

20

40

60

80

100

120

home appliances homewares

As the search trends show, there is growing

online demand for people searching for home

appliances and wares.

Companies selling homewares and home

appliances can capture a lot of this search

demand by increasing their online

presence for related searches.




7

Harvey Norman beats its strongest competitors online

The chart illustrates that brand search terms like Noel Leeming, Briscoes and Harvey Norman show strong seasonal trends with peaks in

the Christmas season. As we can see, Briscoes seems to be catching up to Noel Leeming. Harvey Norman is leading the way. The Good

Guys have improved their online brand reach recently. 100 Percent should invest in natural search optimisation if they want to catch up.

To combat being left behind, runner-up stores (for home appliances and whiteware) need to drive consumer brand recognition

via search, display, social and email remarketing campaigns.






8

Search trends for “nespresso machine”



0

20

40

60

80

100

120

2011-01 2011-06 2011-11 2012-04 2012-09 2013-02 2013-07 2013-12

nespresso machine

Retail stores not ranking for “nespresso machine” in the

Google search engine are limiting their possibilities for

online sales as this search term is playing an

increasingly important role for consumer buying

decisions. The search volume has been constantly rising

over the last few years.

Stores selling nespresso machines, therefore need

to consider niche consumer search behaviour, such

as “nespresso machine” search terms, in their

content marketing strategies.




9

Google: Search engine results page 1

What the consumer sees: The top of the Google search results page for a search on “home appliances”

In the paid search Noel

Leeming ranks at fifth

position just before The

Good Guys. Ranking

on the paid top

positions for the search

term “home

appliances” is highly

competitive.

Up to 3 keywords- related

Google ads for paid search

terms lead the Google

search results page: Able

Appliances and HomeKit

rank at first and second

position followed by

RentRite for the search

term “home appliances”.

Able Appliances do not

offer any small devices as

kettle, fans or toasters and

mainly offer whiteware.

RentRite on third position

rents whiteware items.

HomeKit ranks on highest

position of shops that offer

whiteware and home

appliances online and was

recently founded in 2009.

Under the organic search

results Fisher & Paykel

(who is a manufacturer)

ranks very good on

second position. Noel

Leeming ranks on 9th

position followed by Betta

Electrical (not seen on this

slide).



10

0%

5%

10%

15%

20%

25%

30%

35%

40%

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

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

po

rtio

n o

f clic

ks





11

0%

10%

20%

30%

40%

50%

Ran

kin

gs B

ased

Reach

Rankings Based Reach: Natural Search

Source of ranking data: Google New Zealand, www.google.co.nz, February 2014. * includes all websites under the relevant domain name (eg, including www. and shop.)


The RBR leader is far

ahead compared to it’s

competitors with an

excellent RBR of over

40%. Overall, only two

companies have a RBR

over 10%, which means

that there is still a lot of

room for improvement.

Nearly all companies will need

sustained focus on natural search

optimisation should they wish to

challenge Noel Leeming as the

market leader online.

These websites can compete by

optimising for highly relevant and popular

search phrases.

MASSIVE OPPORTUNITY

HomeKit is only selling

home appliances and

whiteware online, but is

ranking low for relevant

search terms in the

organic search. A

successful strategy should

focus on improving their

RBR.


http://www.google.co.nz/



12

Consumer Research: Brand Recognition

Almost half of all mentioned store brand

names have a market recognition of more

than 90%. Starting with Harvey Norman

as the market leader, followed by The

Warehouse and Noel Leeming.

Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz This representative survey was carried out by 3Di Research on

the Great Sites platform Feb 2014 (n=2,470).

Question 1: Which of the following store brand names do

you recognise? (Tick all that apply).

Although most Kiwis know

Harvey Norman, only about 27%

of all New Zealanders tend to

buy home appliances and

whiteware there (see next slide).

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%




13

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Consumer Research: Purchasing Behaviour (Offline)



Question 2: From which of the following stores have you

purchased in the last 3 months in person (offline)? (Tick

all that apply).

82% of all Kiwis

recognize Smiths City,

(see previous slide) but

only 1 of 14 New

Zealanders is shopping

there.

Although the brand recognition of

Noel Leeming is nearly as high as

the one of The Warehouse (see

previous slide), only 33% of people

tend to shop there.




14

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

Consumer Research: Purchasing Behaviour (Online)



Question 3: From which of the following stores have you

purchased in the last 3 months online via their website ?

(Tick all that apply).

There is large potential in selling

home appliances and whiteware

online and nearly all stores are

making efforts of being

representative. This market

offers large potential but is also

highly competitive.

About 12% of Kiwis

buy products from The

Warehouse online.

Briscoes and Noel

Leeming are just

making one fourth of

online sales compared

to it’s strongest

competitor.



Home Appliances and Whiteware


• The home appliances and whiteware market is highly competitive,

urging players to optimise their RBR to get ahead of their

competition.

• Noelleeming.co.nz has set a clear course to follow, but also

fisherpaykel.com/nz (who is a manufacturer), briscoes.co.nz, and

harveynorman.co.nz are currently the most visible sites in the digital

home appliances and whiteware landscape, achieving a dominant

share of voice thanks to strong positions in organic results.

• A considered search strategy that integrates both organic and paid

search should be a key customer acquisition channel for stores

offering home appliances and whiteware, driving revenue and

growing the stores share of digital spend.

• More than half of all home appliances and whiteware websites have a

very low organic RBR score, under 1% (!). This represents a big

opportunity for natural search optimisation.

Summary &

Observations



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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, 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.





17

Contact us

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Phone +64 (9) 920 1740

Email [email protected]

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

http://www.linkedin.com/company/first-digital

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


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Our Mission

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transforming businesses and

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We innovate, test and

optimise to create a

competitive advantage to

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home appliances and whiteware stores online - nz seo reach 2014

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