Web Rankings - Women's Footwear

Which websites are maximising their market share?

Searching for Women’s Footwear Online

Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au

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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 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, http://www.first.com.au

http://www.first.com.au/



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Sites#

Regional unique visitors

Australia per month Sites#

Regional unique visitors

Australia per month

ozsale.com.au 620,000 novoshoes.com.au 22,000

theiconic.com.au 470,000 tonybianco.com.au 22,000

westfield.com.au 320,000 peeptoeshoes.com.au 11,000

styletread.com.au 160,000 zushoe.com.au 10,000

wittner.com.au 36,000 wantedshoes.com.au 10,000

dianaferrari.com.au 30,000 shoesofprey.com 10,000

ninewest.com.au 22,000 shoeshed.com.au 9,500

betts.com.au 22,000 paylessshoes.com.au 8,700

Selected sites

Leading Australian women’s foot wear sites were selected for Ranking Based Reach

(RBR) performance analysis.

# Also included were paulcarroll.com.au, shoebox.com.au, mollini.com.au, shoeshow.com.au, frankie4.com.au,

aldoshoes.com, and rabenfootwear.com. Doubleclick Ad Planner does not have regional unique visitors Australia per

month data for these sites. Source: Google DoubleClick Ad Planner, August 2012



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What are people searching for?

Source: Google Keyword Tool, exact Australian phrase match, August 2012

In order to investigate which websites are leading in search we researched frequently used

women’s foot wear related phrases.

Search Phrase

Local searches per

month Search Phrase

Local searches per

month

nude pumps 5,400 shoe shops 1,600

stilettos 5,400 womens boots 1,600

wedding shoes 5,400 ballet flats 1,000

high heels 4,400 wedge shoes 880

heels 3,600 flat shoes 590

online shoes 3,600 heels online 590

wedges 3,600 pumps shoes 480

womens shoes 2,900 over the knee boots 390

ladies shoes 2,400 flat boots 320

ankle boots 1,900 stiletto shoes 260

espadrilles 1,600 womens sandals 260

shoe sales 1,600

Total searches per month

49,770

Total searches per year

597,240



5

0

10

20

30

40

50

60

70

80

90

100

Jul-07 Jul-08 Jul-09 Jul-10 Jul-11 Jul-12

womens shoes high heels shoe sale shoes online

Search trends

Sourc e: Rela tive tota l keyword performanc e on a norma lised sc a le 1 to 100, Google Insights, Austra lia , August 2012

The chart below illustrates the number of searches carried out for key terms in Australia over the last 5 years.

Peaks in search volume in autumn and spring

indicate massive interest in seasonal shoe

sales.

Search volume for “shoes online” has been increasing significantly since 2007, indicating

growing potential for online shoe sales.



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Google: Search engine results page 1

Source: Google Keyword Tool, exact Australian phrase match, August 2012

Adwords “side” ads

related to the term

“womens shoes”

What the consumer sees: The top of the Google search results page for a search on ‘womens shoes’.

“Top” position Adwords ads

dominate the Google

search results page:

styletread.com.au and

theiconic.com.au hold

high positions for the paid

search term “womens

shoes”.

Page ranking for organic

search terms:

styletread.com.au and

theiconic.com.au also

dominate organic search

results for “womens

shoes”



7

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



8

0%

10%

20%

30%

40%

50%

60%

Ran

kin

gs B

ased

Reach

Rankings based reach: Natural searc h

Source of ranking data: Google Australia, www.google.com.au, August 2012. * includes all websites under the relevant domain name (eg/ including www. and shop.)

The 2 RBR leaders – two big

Australian retailers offering

multiple brands - are significantly

ahead of the competition.

Many retail fashion and designer websites have low

RBRs – forfeiting search engine traffic to their

competitors.


http://www.google.com.au/


9

0%

10%

20%

30%

40%

50%

60%

Ran

kin

gs B

ased

Reach

Rankings based reach: Paid search

Source: Google Australia, www.google.com.au, point-in-time data, August 21, 2012.

Google Inc, Impact of ranking Of organic search results on the incrementality of search ads, March 19, 2012

* includes all subdomains

Paid search offers the immediate opportunity to

place retailers in front of active buyers.

Investment in paid search can bring up to 89%

incremental traffic*

Compared to other sectors, footwear players put

a relatively high focus on paid search. Paid

rankings are dominated by the same retailers

that dominate natural search results.


http://www.google.com.au/

• Search trends for “shoes online” show an increasing interest in

online shoe sales, indicating major potential for additional

online sales.

• styletread.com.au and theinconic.com.au are currently two of

the most visible sites in the digital women’s footwear

landscape, achieving a dominant share of voice thanks to

strong positions in both organic and paid results.

• Due to their limited online presence many foot wear brands

forfeit online market share to department store websites. This

can result in a loss in direct sales, decreased margins, and loss

of control over purchase process.

• There is a correlation between RBR and digitally-led sites

focused on search performance.

Summary &

Observations

Women’s

Footwear


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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 RATE, 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

Email [email protected]

LinkedIn au.linkedin.com/in/oakleykaddish/


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Web Rankings - Women's Footwear

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