Web Rankings Women's Jewellery

Which websites are maximising their market share?

Searching for Jewellery Online

Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 2

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/



Selected sites

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

performance analysis.

# Also included were costellos.com.au, customjewellers.com.au, diamondexchange.com.au, diamondspecialist.com.au,

goldenet.com.au, goldmark.com.au, jfj.com.au, justjewellery.com.au, matthewsjewellers.com, meandmyjeweller.com.au,

ninasjewellery.com.au, peterlang.com.au, showcasejewellers.com.au, starjewels.com.au, and zamels.com.au.

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

Source: Google DoubleClick Ad Planner, August2012

Sites#

Regional unique visitors

Australia per month

theiconic.com.au 520,000

westfield.com.au 320,000

tiffany.com.au 36,000

michaelhill.com 18,000

bevilles.com.au 13,000

gilletts.com.au 11,000



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

jewellery related phrases.

Search Phrase

Local searches per

month Search Phrase

Local searches per

month

engagement rings 22,200 bracelets 1,600

jewellery 18,100 costume jewellery 1,600

watches 9,900 necklaces 1,600

diamonds 6,600 diamond ring 1,300

jewellery stores 6,600 eternity ring 1,300

jewelry 6,600 fashion jewellery 1,300

wedding rings 4,400

antique engagement

rings 1,000

jewellery online 3,600 gold jewellery 1,000

earrings 2,900 pink diamond 1,000

jewellers 2,900 watches australia 720

rings 2,900 gold rings 480

watches online 2,900

jewellery online

australia 480

antique jewellery 1,600

Total searches per month

104,580

Total searches per year

1,254,960



0

10

20

30

40

50

60

70

80

90

100

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

engagement rings wedding rings jewellery stores gold rings

Search trends

Source: Relative total keyword performance on a normalised scale 1 to 100, Google Insights, Australia, August 2012

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

Peaks in the search volume for

“jewellery stores” occur regularly

around Christmas, demonstrating

a seasonal impact and the

popularity of jewellery as a

Christmas gift.

The number of searches carried out for “engagement

rings” has been increasing significantly since July

2007, while in relation the number of searches for

“wedding rings” has remained constant..



Google: Search engine results page 1

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

What the consumer sees: The top of the Google search results page for a search on „jewellery‟.

Google Maps search

results related to the

term “jewellery” – the

locations are displayed

on a Google Maps view

on the right hand side of

the page

For the search term

“jewellery”, there are no

“top” position Adwords

ads – bevilles.com.au

organically ranks #1 for

Additional page ranking

for organic search terms



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



0%

5%

10%

15%

20%

25%

30%

35%

Ran

kin

gs B

ased

Reach

Rankings based reach: Natural search

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.)

2 jewellery players

are significantly

ahead of the

competition

The jewellery market is highly

competitive. The natural search rankings

show a strong performance by well-

known Australian and international

jewellery brands, but there is still a lot of

growth potential.

These websites can compete by

optimising for highly relevant and popular

search phrases such as “engagement

rings”, “wedding rings” or “jewellery

online”.


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


0%

2%

4%

6%

8%

10%

12%

14%

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

Investment in paid search can bring up to 89%

incremental traffic*.

Most of the analysed websites do not invest in

paid search for popular search terms such

“engagement rings”, “wedding rings” or “jewellery

online”, forfeiting search engine traffic to their

competitors..

Paid search is dominated by a small number of

jewellery players.


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

• Online searches carried out for “engagement rings” have been

increasing significantly since 2007 in relation to “wedding

rings”, indicating a shift in consumer behaviour.

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

their search engine reach – for important keywords in both

organic and paid search.

• Although some of the jewellery sites analysed demonstrate

strong RBR results, there is massive opportunity to increase

site traffic and gain online market share.

• Diamondexchange.com.au and michaelhill.com.au are

currently among the most visible sites in natural

search, achieving a dominant share of voice.

However, investment in paid search could bring them up to

89% incremental traffic.

Summary &

Observations

Jewellery


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

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initiatives and microsites. Most importantly, our work is underpinned by a focus on

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Web Rankings Women's Jewellery