Author Archives: Roland

About Roland

Always happy to learn and try-out new things.
Inbound marketing and CRO have something in common.
“Testing”

Inbound Marketing Specialist at FIRST

Searching for toys online – NZ toys industry SEO report

published by on 28th November 2014 under Industry Reports, Search Engine Optimisation (SEO)

Toys seo industry report

For the full report (PDF) please use our download form

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.

 

rbr seo industry report new

 

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.

For the full report (PDF) please use our download form

Websites included in this toy stores SEO industry report comparison:

* fishpond.co.nz
* iqtoys.co.nz
* toyco.co.nz
* toyplanet.co.nz
* toyworld.co.nz
* thewarehouse.co.nz
* trademe.co.nz
* mightyape.co.nz
* farmers.co.nz/toys
* bebabo.co.nz
* babycity.co.nz
* jumpinjacks.co.nz
* funtoy.co.nz
* crackerjacktoys.co.nz
* babyfactory.co.nz
* toysrus.com
* babystuff.co.nz

* includes all websites under the relevant domain name (eg, including www.)

 

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Searching for a gift online – NZ gift industry seo report

published by on 13th November 2014 under Industry Reports, Search Engine Optimisation (SEO)

gifts-seo-industry-report

For the full report (PDF) please use our download form

Which gift providers are maximising their market share online?

Find out which providers are taking the lead in the gift 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 gifts online in New Zealand, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover for which occasion Kiwis ordered gifts online most frequently and for whom they would buy gifts mostly.

In this report we discovered:

  • New Zealand owned and operated company “Not Socks” is leading the RBR, closely followed by global player “Gifts”. Gift provider “RedBalloon” on third position with quite a big gap to the second position.

  • In general, search results are broadly dispersed among a wide range of competitors. In this competitive market, a few online gift providers have recognized the urgency of ranking well in organic search, nevertheless there are still many companies which are not at all present within organic search.

  • We discovered that gift-related search terms show seasonal peaks in December and at the beginning of the year. 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 nearly 3 out of 4 Kiwis have ordered a gift online already and that gifts would be ordered for birthday’s most frequently. Moreover we discovered that the quality of the gift and money back guarantees played an important factor for most respondents when ordering online.

  • A digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for gift providers.   

RBR-gifts-seo-industry-report-small

 

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.

For the full report (PDF) please use our download form

Websites included in this gift providers SEO industry report comparison:

* acquisitions.co.nz
* funkygifts.co.nz
* giftguru.co.nz
* giftideas.co.nz
* giftloft.co.nz
* gifts.com
* mygoodness.co.nz
* notsocks.co.nz
* raptaboutgifts.co.nz
* redballoon.co.nz
* redcurrent.co.nz
* thinkgeek.com

 

 

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Searching for a cruise holiday online – NZ Cruise Holiday Industry SEO Report

published by on 22nd October 2014 under Industry Reports, Search Engine Optimisation (SEO)

cruise holiday seo industry report image

For the full report (PDF) please use our download form

Which Cruise Holiday Providers are maximising their market share online?

Find out which cruise providers are taking the lead in organic search and how they’re doing it.

FIRST has investigated the organic search engine rankings for NZ consumer searches focused on cruise holiday bookings 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 when searching for a cruise holiday and what their preferred travel destinations are.

In this report we discovered:

  • The 2013 Cruise Industry Source Market Report shows that New Zealand cruise passenger numbers reached a record high of 59,316 in 2013, a 23 per cent increase on 2012.* Following this trend, cruise providers not ranking at prominent positions in search are missing out potential sales and should invest in a robust digital strategy to be competitive online.
  • Global player Princess Cruises is leading the RBR, closely followed by P&O Cruises and quite a bit behind Lets Cruise.
  • In general, search results are broadly dispersed among a wide range of competitors. In this competitive market, some cruise providers have recognized the urgency of ranking well in organic search, nevertheless there are still many companies which are not at all present within organic search.
  • In our survey we revealed that of all respondents who have not booked a cruise so far, more than 40% of Kiwis would use a search engine first to find a cruise. Moreover we discovered that 72% of respondents who have never been on a cruise holiday would like to book a cruise in the future. This offers great opportunities for cruise holiday providers.
  • A digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for cruise holiday providers.

 

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.

For the full report (PDF) please use our download form

Websites included in this cruise holiday industry report comparison:

* celebritycruises.com
* cruiseabout.co.nz
* cruisecompany.co.nz
* cruisecompete.com
* cruiseholidays.co.nz
* cruisesalefinder.co.nz
* finetravel.co.nz
* flightcentre.co.nz
* goholidays.co.nz
* harveyworld.co.nz
* houseoftravel.co.nz
* icruise.co.nz
* letscruise.co.nz
* pocruises.co.nz
* princess.com
* seeya.co.nz
* unitedtravel.co.nz
* webjet.co.nz

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Searching for accommodation online – NZ Accommodation Industry SEO Report

published by on 6th October 2014 under Industry Reports, Search Engine Optimisation (SEO)

Accommodation Providers Industry SEO Report - NZ Reach

For the full report (PDF) please use our download form

Which Accommodation Providers are maximising their market share online?

Find out which accommodation providers are taking the lead in organic search and how they’re doing it.
FIRST has investigated the organic search engine rankings for NZ consumer searches focused on booking accommodation 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 when searching for accommodation and what type of accommodation New Zealanders typically stay in.

In this report we discovered:

  • In NZ Wotif is leading the RBR (for desktop search), followed by Expedia, AA Travel and Holidayhouses. And also in mobile search Wotif is leading the field, Expedia falling back to 5th position, left behind by players like Booking, Jasons, and AA Travel.
  • In general, search results are broadly dispersed among a wide range of competitors. In this competitive market, some accommodation providers have recognized the urgency of ranking well in organic search, nevertheless there are still many companies which are not at all present within organic search. It would make sense for them to invest in a robust and smart search strategy.
  • In our survey we revealed that Australia is the number 1 travel destination for Kiwis and that most use an online search engine (e.g. Google) to search for accommodation. Moreover, 4 out of 5 Kiwis search online and also book online before leaving for their trip.
  • A digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for accommodation providers.

ranking position accommodation providers nz

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.

For the full report (PDF) please use our download form

Websites included in this accommodation industry report comparison:

www.aatravel.co.nz
www.agoda.com
www.bookabach.co.nz
www.booking.com
www.expedia.co.nz
www.graboneescapes.co.nz
www.heritagehotels.co.nz
www.holidayguide.co.nz
www.holidayhouses.co.nz
www.jasons.co.nz
www.lastminute.co.nz
nz.hotels.com
www.travelbug.co.nz
www.tripadvisor.co.nz
www.trivago.co.nz
www.wotif.co.nz

 

SEO learn more

 

 

Searching for new and used cars online – NZ Car Industry SEO Report

published by on 10th September 2014 under Industry Reports, Search Engine Optimisation (SEO)

cars industry SEO report

For the full report (PDF) please use our download form

Which New Zealand Car Providers are maximising their market share online?

Find out which car providers are taking the lead in organic search and how they’re doing it.
FIRST has investigated the organic search engine rankings for NZ consumer searches focused on new and used cars, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what the first place of choice for Kiwis is when considering purchasing a new or used car.

 

In this report we discovered:

  • According to an article from automotivenews.co.nz, sales of new vehicles in 2014 are expected to top those of a record in 2013, the best year for the New Zealand motor industry since 1984.* As the car sales market in New Zealand is likely to be very profitable, car dealers should make use of this development and implement suitable digital strategies to increase sales. 
  • Autotrader is leading the RBR (for desktop search), followed by Trade Me and Turners. However, in mobile search Trade Me just ranks on ninth position, left behind by players like AA, Turners, AutoBase and others.
  • In general, search results are broadly dispersed among a wide range of car industry competitors. In this competitive market, some automotive providers have recognized the urgency of ranking well in organic search, nevertheless there are still many companies (especially car brand companies) which are not at all present within organic search. It would make sense for them to invest in a robust and smart search strategy. 
  • In our survey we revealed that buying from a car auction is rather unpopular among Kiwis, and that 75% of the respondents would buy their car at a car dealer. 
  • A digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for car dealers, both online and offline/in store.

 

new cars RBR image for blog post

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.

For the full report (PDF) please use our download form

Websites included in this car industry report comparison:

www.2cheapcars.co.nz
www.aa.co.nz
www.audi.co.nz
www.autobase.co.nz
www.autotrader.co.nz
www.bmw.co.nz
www.buyrightcars.co.nz
www.carfair.co.nz
www.drivesouth.co.nz
www.ford.co.nz
www.holden.co.nz
www.honda.co.nz
www.hyundai.co.nz
www.kia.co.nz
www.mazda.co.nz
www.mercedes-benz.co.nz
www.nissan.co.nz
www.subaru.co.nz
www.suzuki.co.nz
www.toyota.co.nz
www.trademe.co.nz/motors
www.turners.co.nz
www.volkswagen.co.nz

 

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