Amazon is the most visible UK website overall in Google’s UK page one results when people search for consumer electronics topics such as computers, laptops, video and mobile phones according to a new study by Searchmetrics. YouTube takes second place, ahead of both Currys and Argos demonstrating the importance of providing relevant video content for people searching for consumer electronics.
For searches related to mobile phones, carphone warehouse is the most visible on page one, with nearly double the market share of second-placed buymobiles, with Argos coming third.
The research analysed Google’s UK search results for 1,000 keywords related to consumer electronics topics. It reveals that 49 per cent of searches are from people looking for information, rather than those intent to buy. This suggests their websites may not be providing adequate content for the people looking for background information and advice, leading to a loss of engagement and potential revenue.
Which websites are winning market share on Google page one for consumer electronics related searches?
- Amazon.co.uk (10.8 per cent)
- Youtube.com (8.5 per cent)
- Currys.co.uk (8.3 per cent)
- Argos.co.uk (7.9 per cent)
- Laptopsdirect.co.uk (7.8 per cent)
- ebuyer.com (4.7 per cent)
- carphonewarehouse.com (3.9 per cent)
- ao.com (3.4 per cent)
- dell.com (3.2 per cent)
- very.co.uk (2.4 per cent)
Which websites are winning market share on Google page one for mobile phone related searches?
- Carphonewarehouse.com (23 per cent)
- buymobiles.net (12 per cent)
- argos.co.uk (11 per cent)
- mobilephonesdirect.co.uk (9 per cent)
- mobiles.co.uk (8 per cent)
“Attracting informational traffic to your eCommerce-focused site is a strong way to create brand awareness at the top of the ‘sales funnel’, that will then translate into conversions down the line,” said to Stephen Bench-Capon, senior content marketing Manager, Searchmetrics. “This means that retailers’ content marketing strategies should include creating informative blogs and articles that address people’s questions such as ‘how to connect a computer to a tv wirelessly’ or ‘how to set up a projector’. Running a YouTube channel that answers these types of questions in an understandable, straightforward way, is also very powerful.”
In fact, nearly all (99.5 per cent) of the search traffic to YouTube for consumer electronics searches is for informational searches, meaning Google’s algorithm recognises that consumers who are looking for information on products and for post-purchase help are often best served through video content.
As well as video, the research indicates that consumer electronics retailers should target, Images, Google Shopping ads and other features or widgets (known collectively as SERP Features) that Google regularly integrates directly into its page one search results. For example, 73 per cent of mobile search results for consumer electronics include Videos on page one and 47 per cent include Image boxes.
The analysis finds that Amazon.co.uk is the website most likely to appear in Images boxes and also the domain that places the most Google Shopping Ads for consumer electronics searches (appearing in 16 per cent of all Images boxes and 49 per cent of all Google Shopping boxes).
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