Search rules in online retailing

Thu 20 May 2010 20:05, J-P De Clerck

According to Internet Retailer's recent search engine marketing survey, SEM is one of (online) retailing's fundamentals. US retailers keep pouring money into search engine advertising and on search engine optimization projects to move up in natural search results. The report says that for 28% of merchants more than 25% of traffic towards their sites comes from search engine ads. Over half of respondents state that more than a quarter of their traffic originates from natural search.

In a recent article on MediaPost about the report, Forrester’s Shar VanBoskirk says, I quote, “that everything we see from the retail side indicates considerable interest and investment in search related to driving more online sales”.

It hardly is surprising that Google dominates the search engine landscape. Yahoo has been the perennial second-place finisher.

Bing, has been making inroads since its launch in June 2009, MediaPost writes, and it has been getting increasing attention from retailers.

Going graphic

The report further illustrates “that 2010 may also see more retailers using images in their search programs”.

In the survey, 36.4% of retailers “say they are working with search engines to incorporate images into paid and natural search results”. 40.4% plan to do so and 23.2% have no plans to do so.

Enough said, although there is a lot more in the MediaPost article and Internet Retailer's survey, but sometimes images say more than words so here is probably one of the largest infographics you have ever seen.

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