Which toy stores are maximising their market share online?
Find out which stores are taking the lead in the toy industry in organic search and how they’re doing it.
FIRST has investigated the organic search engine rankings for NZ consumer searches focused on buying toys online in New Zealand, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover where Kiwis go first to find new or used toys and what is most important for them when ordering toys online.
In this report we discovered
- Toyworld is leading the RBR in organic desktop search, leaving Mighty Ape and Fishpond quite a bit behind. In mobile the picture seems quite similar, with a bigger change at Bebabo which wins six positions in mobile.
- In general, search results are broadly dispersed among a wide range of competitors. In this competitive market, a few toy stores have recognized the urgency of ranking well in organic search, nevertheless there are still many companies which are not at all present within natural search.
- We discovered that toy-related search terms show seasonal peaks in November and December. Therefore, optimising search strategies according to consumers seasonal search behaviour (and special occasions) is a key requirement to sell more.
- In our survey we revealed that most people would search on Trade Me first to find toys online, followed by 26% of Kiwis who would directly go to the website of a known toy store. Moreover we discovered that the “Quality of the toy” was considered as the most important factor when ordering toys online.
- A digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for toy stores.
FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. 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.
Websites included in this toy stores SEO industry report comparison:
* includes all websites under the relevant domain name (eg, including www.)