SEO
(Search engine Optimization)
We all know the Internet is responsible for bringing competition “a click away” from the customer. But consumers have a vested interest in using search engines to ensure the best value before making a purchase.
· In September 2002, a Jupiter Research survey confirmed that Search is one of the top two uses of the Internet for 79% of respondents – second only to email at 93% – while searching for product information was third most popular for nearly two-thirds (63%) of users.
· A recent Georgia Tech study found search engines are used by 85% of Internet users to locate products and services.
· A 2001 Jupiter Research study found that 28% of people looking for products online actually type a product name into a search engine – three times more frequently than by brand name (9%), and six times more frequently than by company name (5%).
· According to shopping engine BizRate, 94% of online consumers compare products and prices across an average of four websites before purchasing.
· NPD Group recently found that natural search listings outperformed banners and other forms of online advertising by three to one when it comes to unaided brand recall, favorable opinion ratings, and inspiring purchases – with 55% of online purchases being made on sites found through search engines.
Despite the importance of search for consumers, our recent “State of Search Engine Marketing 1.0” research conducted with Catalog Age Magazine found the average e-commerce website - including leading catalogers and etailers – with over 95% of important website product content invisible to dominant search engines.
With only 5% of their inventory visible to searchers, most retailers and catalogers are failing to properly leverage their information assets, and are losing sales to a quiet network of micro-competitors.
How much is this condition costing the average retailer? According to October 2002 data, Nielsen NetRatings found that the 129 million U.S. home and work Internet users spend roughly 50 million hours a month searching the Web for information. Over 80% of the time spent – 38 million hours, was powered by one engine: Google. By comparison, MSN powers only 5 million hours – 10% of all search time, while Alta Vista, Lycos and other engines collectively power the remaining 10% of search time.
Natural search engine listings (mostly Google) are driving up to 35% of online orders for leading catalogers that have applied the new principles of natural search optimization. In fact, one cataloger’s 20,000 products indexed by Google are driving $200,000 a month in sales and gross profits – as each sale carries no acquisition costs. The leverage and resulting profits from natural optimization by far exceeds other advertising means such as keyword bidding.
(Search engine Optimization)
We all know the Internet is responsible for bringing competition “a click away” from the customer. But consumers have a vested interest in using search engines to ensure the best value before making a purchase.
· In September 2002, a Jupiter Research survey confirmed that Search is one of the top two uses of the Internet for 79% of respondents – second only to email at 93% – while searching for product information was third most popular for nearly two-thirds (63%) of users.
· A recent Georgia Tech study found search engines are used by 85% of Internet users to locate products and services.
· A 2001 Jupiter Research study found that 28% of people looking for products online actually type a product name into a search engine – three times more frequently than by brand name (9%), and six times more frequently than by company name (5%).
· According to shopping engine BizRate, 94% of online consumers compare products and prices across an average of four websites before purchasing.
· NPD Group recently found that natural search listings outperformed banners and other forms of online advertising by three to one when it comes to unaided brand recall, favorable opinion ratings, and inspiring purchases – with 55% of online purchases being made on sites found through search engines.
Despite the importance of search for consumers, our recent “State of Search Engine Marketing 1.0” research conducted with Catalog Age Magazine found the average e-commerce website - including leading catalogers and etailers – with over 95% of important website product content invisible to dominant search engines.
With only 5% of their inventory visible to searchers, most retailers and catalogers are failing to properly leverage their information assets, and are losing sales to a quiet network of micro-competitors.
How much is this condition costing the average retailer? According to October 2002 data, Nielsen NetRatings found that the 129 million U.S. home and work Internet users spend roughly 50 million hours a month searching the Web for information. Over 80% of the time spent – 38 million hours, was powered by one engine: Google. By comparison, MSN powers only 5 million hours – 10% of all search time, while Alta Vista, Lycos and other engines collectively power the remaining 10% of search time.
Natural search engine listings (mostly Google) are driving up to 35% of online orders for leading catalogers that have applied the new principles of natural search optimization. In fact, one cataloger’s 20,000 products indexed by Google are driving $200,000 a month in sales and gross profits – as each sale carries no acquisition costs. The leverage and resulting profits from natural optimization by far exceeds other advertising means such as keyword bidding.
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