Groceries Online - NZ SEO Reach 2014
description
Transcript of Groceries Online - NZ SEO Reach 2014
Title page
Which websites are maximising their
market share? Searching for Groceries
Online
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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
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
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Selected sites
The following New Zealand grocery sites were selected for Ranking Based Reach (RBR)
organic search performance analysis.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
Sites
countdown.co.nz
farrofresh.co.nz
foursquare.co.nz
huckleberryfarms.co.nz
mightymart.co.nz
newworld.co.nz
noshfoodmarket.com
paknsave.co.nz
supermarketonline.co.nz
supervalue.co.nz
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What are people searching for?
Source: Google Keyword Tool, New Zealand exact match, Jan 2014
In order to identify which websites are leading in organic search FIRST researched
frequently used grocery-related phrases.
Search Phrase
Local searches per
month Search Phrase
Local searches per
month
chocolate cake recipe 6,600 gluten free 1,600
chicken recipes 5,400 lactose intolerance 1,600
huggies 5,400 easy desserts 1,300
cupcake recipe 4,400 fruit 1,300
online shopping 4,400 healthy food 1,300
chocolate 3,600 wine 1,300
food 3,600 vegetarian meals 1,000
cake 2,400 dairy 720
dinner ideas 2,400 supermarket 720
ice cream 2,400 online supermarket 90
pasta recipes 2,400 fresh food 30
cheese sauce 1,900 food shopping 10
cookies 1,600
Total searches per month (NZ)
57,470
Total searches per year
689,640
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Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
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Search trends
Source: Relative total keyword performance on a normalised scale of 1 to 100, Google Trends, New Zealand, January 2014
The chart below illustrates interest in key search terms “online supermarket” and “online food” in New Zealand over the
last 10 years.
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20
40
60
80
100
120
online supermarket online food
As the search trends show, there is large
potential for the search terms “online
supermarket” and “food online”.
To be successful, companies need to focus
on SEO all-year-round to generate revenue
from seasonal spikes.
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Search trends for “gluten free”
Gluten free products are playing an increasingly
important role for consumer buying decisions and
consumer search volume has been steadily rising over
the past 10 years.
Supermarkets therefore need to consider niche
consumer search behaviour, such as “gluten free”
search terms, in their content marketing strategies.
0
20
40
60
80
100
120
01/04 01/05 01/06 01/07 01/08 01/09 01/10 01/11 01/12 01/13
gluten free
gluten free
Source: Relative total keyword performance on a normalised scale of 1 to 100, Google Trends, New Zealand, January 2014
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
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Pak’n’Save and New World left behind
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New World Countdown Pak n Save
The search term “Countdown” has been steadily rising
since the end of 2010 and passed New World in October
2011. Pak’n’Save has been left behind by its biggest
competitor, Progressive-owned Countdown.
To combat being left behind, runner-up
supermarkets need to drive consumer brand
recognition via search, display, social and email
remarketing campaigns.
Source: Relative total keyword performance on a normalised scale of 1 to 100, Google Trends, New Zealand, January 2014
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Farro Fresh and Nosh Food Market are catching up
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01/04 01/05 01/06 01/07 01/08 01/09 01/10 01/11 01/12 01/13
farro
nosh
Nosh and Farro show large search volumes
during Christmas seasons. This is no wonder as
both stores offer extensive choices for niche fresh
food products including cheese, ham and
delicatessen.
There is a real opportunity for Farro and Nosh
to establish themselves online as the defacto
standard for “the freshest food”
Source: Relative total keyword performance on a normalised scale of 1 to 100, Google Trends, New Zealand, January 2014
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Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
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Google: Search engine results page 1
What the consumer sees: The top of the Google search results page for a search on “online supermarket”
Up to 2 keyword-
related Google ads for
paid search terms lead
the Google search
results page: New
World and Countdown
rank in first and second
position for the search
term “online
supermarket”
Organic search results:
Countdown.co.nz
ranks first for the
search term
“online supermarket”.
Surprisingly, relative
newcomer
“Supermarket Online”
ranks second and is
beating New World.
Mighty Mart, and
Supermarket Online
have chosen not to
utilise paid search
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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
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Rankings Based Reach: Natural Search
Source of ranking data: Google New Zealand, www.google.co.nz, January 2014. * includes all websites under the relevant domain name (eg, including www. and shop.)
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
Ran
kin
gs
Based
Reach
MASSIVE OPPORTUNITY
The RBR leader is
quite a bit ahead of the
competition.
Pak’n’Save will need sustained focus
on natural search optimisation should
it wish to challenge the leading
supermarkets online.
Supermarket Online is
only selling groceries
online and is doing
quite well compared to
its much larger
competitiors!
These websites can compete by
optimising for highly relevant and popular
search phrases.
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Consumer Research: Supermarket Brand Recognition
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Nosh Food Market is nearly twice
as well known as Farro Fresh –
and NZ consumers also buy
products nearly twice as much at
Nosh (see next slide).
The three top supermarkets (Countdown,
Pak’n’Save and New World) are very
well-known. As expected, 97% - 98% of
Kiwis have heard of these brands.
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 Jan 2014 (n=3,133).
Question 1: Which of the following supermarket brand
names do you recognise? (Tick all that apply).
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Consumer Research: Supermarket Purchasing Behaviour (Offline)
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Although people know Countdown
and Pak’n’Save equally well, they
bought groceries 19% more often at
Countdown (offline).
Almost 88% of people
know Foursquare (see
previous slide), but only
28% tend to buy groceries
there.
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 Jan 2014 (n=3,133).
Question 2: From which of the following supermarkets
have you purchased in the last 3 months in person
(offline)? (Tick all that apply).
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Consumer Research: Supermarket Purchasing Behaviour (Online)
Countdown is the market
leader for online
purchasing. Pak’n’Save
does not sell grocieries
online. New World has
recently started some
trials in the Wellington
area.
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0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
Countdown New World Mighty Mart Supermarket Online
Farro Fresh Huckleberry Farms
Although Mighty Mart is not as
well-known as Supermarket
Online, slightly more people
have actually purchased
groceries online at Mighty Mart.
That is a great result.
This representative survey was carried out by 3Di Research on
the Great Sites platform Jan 2014 (n=3,133).
Question 3: From which of the following supermarkets
have you purchased in the last 3 months online via their
website ? (Tick all that apply).
Groceries
Summary &
Observations
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz * Source: How Digital Influences How We Shop Around the World, AC Nielsen, August
2012
• The groceries sector in New Zealand is dominated by Countdown, New
World and Pak’nSave. All three of them have invested in paid search for
incremental clicks.
• Most grocery and supermarket websites have a very low organic RBR
score, under 1% (!). This represents a big opportunity for natural search
optimisation.
• A study involving 56 countries (including New Zealand) showed that
consumer intention to buy food and beverages online increased by 44
percent in two years (2010 to 2012) and 6 from 10 global respondents
used the Internet for grocery shopping research.*
• A considered search strategy that integrates both organic and paid
search should be a key customer acquisition channel for
supermarkets, driving revenue and growing the supermarket’s share
of digital spend.
• Buying groceries online in NZ is a new, upcoming industry. Countdown is
the market leader, but New World is making attempts to compete in this
market. Although Mighty Mart is the least known supermarket, it seems to
be generating more purchases than its closest competitors (excluding
Countdown and New World).
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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.
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Contact us
Contact FIRST to find out more.
Phone +64 (9) 920 1740
Email [email protected]
Web http://www.firstdigital.co.nz/
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