Web Rankings Homewares

Which websites are maximising their market share?

Searching for Homewares 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

bigw.com.au 520,000 kitchenwaredirect.com.au 52,000

harveynorman.com.au 460,000 domayneonline.com.au 40,000

dealsdirect.com.au 420,000 dStore.com 33,000

target.com.au 390,000 rejectshop.com.au 18,000

oo.com.au 350,000 bedshed.com.au 18,000

ikea.com 320,000 victoriasbasement.com.au 17,000

kmart.com.au 320,000 kingfurniture.com.au 17,000

petersofkensington.com.au 100,000 laura-ashley.com.au 15,000

freedom.com.au 92,000 ozdesignfurniture.com.au 10,000

fantasticfurniture.com.au 77,000

Selected sites

Leading Australian home wares sites were selected for Ranking Based Reach (RBR)

performance analysis.

# Also included were lbeyondfurniture.com.au, comeinside.com.au, loot.com.au, oxfamshop.org.au,

wheelandbarrow.com.au, tasteliving.com.au, plush.com.au, jimmypossum.com.au, top3.com.au, and

spacefurniture.com.au. Doubleclick Ad Planner does not have regional unique visitors Australia per month data for these

sites.

Source: Google DoubleClick Ad Planner, May 2012



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What are people searching for?

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

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

home wares related phrases.

Search Phrase

Local searches per

month Search Phrase

Local searches per

month

outdoor furniture 40,500 homewares online 3,600

furniture 27,100 lounges 3,600

furniture stores 12,100 dining chairs 3,600

beds 12,100 cheap furniture 3,600

bedroom furniture 9,900 lamps 3,600

curtains 8,100 kitchenware 2,900

homewares 6,600 sofa 2,900

bar stools 5,400 cutlery 2,400

wardrobes 4,400 floor lamps 2,400

kids beds 4,400 coffee table 2,400

sofa beds 4,400 mattresses 2,400

dining tables 4,400 bookcases 1,900

furniture online 3,600

Total searches per month

178,300

Total searches per year

2.14 million



5

0

10

20

30

40

50

60

70

80

90

100

Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12

furniture stores homewares kitchenware outdoor furniture

Outdoor furniture searches

show strong seasonal trends

with peaks in December and

January

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 ,July 2012

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



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Google: Search engine results page 1

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

Search results for shops

nearby, displayed with

Google Maps

Up to 3 keyword

related Google ads for

paid search terms lead

the Google ranking:

non of the analysed

websites rank highly

for the paid search

term “homewares”

Organic search results:

freedom.com.au ranks

first in in organic search

results for “homewares”

Search results for shops

nearby, using Google

Places

Level 2 display of paid

keyword adverts

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



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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



8

0%

5%

10%

15%

20%

25%

30%

Ran

kin

gs B

ased

Reach

Rankings based reach: Natural search

Source of ranking data: Google Australia, www.google.com.au, May 2012.

A third of home ware and furniture

websites have relatively strong RBR, but

there is still room for improvement by

optimising for highly relevant and popular

search phrases.

MASSIVE OPPORTUNITY

* includes all websites under the relevant domain name (eg/ including www. and shop.)

The homewares and furniture sector is

highly competitive due to many players in

the market.


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


9

0%

1%

2%

3%

4%

5%

6%

7%

8%

Ran

kin

gs B

ased

Reach

Rankings based reach: Paid search

Source: Google Australia, www.google.com.au, point-in-time data, 05 July 2012.

A small number of home wares

and furniture retailers dominate

key search terms for paid

search.

* includes all websites under the relevant domain name (eg/ including www. and shop.)

Paid search offers the immediate opportunity to place organisations in front of active

buyers. It is both measurable and can be combined with conversion optimisation.

Most furniture and home wares retailers and department stores don’t invest in paid search,

loosing incremental clicks.


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

• The home wares and furniture market is highly competitive,

urging players to optimise their RBR to get ahead of their

competition

• Along with flowers, hardware, plants, build materials, office

equipment, stationery, automotive parts, aviations parts, and

art (‘other products’), home wares and furniture make up 27%

of online purchases in Australia*

• Fantasticfurniture.com.au, freedom.com.au and ikea.com are

currently the most visible sites in the digital home wares and

furniture landscape, achieving a dominant share of voice

thanks to strong positions in organic results

• There is significant opportunity for sites to improve their RBR –

their search engine reach – for important keywords in both

organic and paid search

* ACMA Communications report 2010–11 series: Report 1—e-commerce marketplace in Australia:

Online shopping

Summary &

Observations

Homewares


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Web Rankings Homewares