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Traditional Retailers Need To Improve Search Presence

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Online retailers such as Amazon are doing well with their search presence compared to traditional retailers, according to a study from Internet marketing firm Internet Engine.

"The Retail Search Presence Study" found that online retailers have a very strong presence, representing over 30 percent of the listings shown, while bricks and mortar retailers consistently have had the weakest presence of any group showing up only 12 percent of the time.

With search activity growing more to more than 10 billion searches each month and Forrester Research reporting that 24 percent of all off-line purchases are influenced by the Internet, it is important to maintain a strong search presence.

"On-line retailers have developed and maintained a dominant presence in search marketing," said Thom Disch, Internet-Engine’s CEO and the director of the study.

"To put this in perspective, when a shopper does a search on the Internet, he or she will find three listings from on-line retailers for every one listing from a traditional retailer. I find it very surprising that brick and mortar retailers have not invested more dollars in search marketing, since e-commerce sales have grown 28% since 2006 (according to comScore) while total retail sales have grown by only 3% over the same time period."

Traditional Retailers Need To Improve Search Presence

While traditional retailers have increased their search presence slightly over the past three years, they still remain behind every other group including manufacturers.  "The manufacturers are making a good investment by establishing their web presence and using the Internet and search marketing to get in front of the consumer when the shopper is in the decision making process," Disch.

The study compared paid and organic search results, finding that the organic listings of traditional retailer Web sites have only a 2 percent share of total listings. This is significantly smaller that the share of organic listings for ecommerce sites at 17 percent, shopping comparison sites at 11 percent and manufacturer’s sites at 10 percent.

"Not appearing in the free listings means that the brick & mortar retailers must spend more of their money on paid search listings which ultimately will have a negative impact on their overall profitability," said Disch.

"Investing in search optimization techniques to increase the organic or free listings would help these traditional retailers by balancing their listing placements, reducing their overall costs and increasing their market presence."

 

Traditional Retailers Need To Improve Search Presence
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  • http://www.seosean.com SEO Services >

    I guess that’s true I have noticed myself that traditional retailer don’t generally show up in the search results for products that I search for and I tend to find more online retailers – but I guess I would expect an online retailer to have the edge on that or at least they better as they don’t usually have a brick and mortar sore to fall back on for sales.

  • http://www.seocornwall.com Iain Venn

    This article shows the alarming gulf between the online retailers who are growing stealthily to those high street retailers who haven’t yet truly grasped the importance of the internet.

    Here in the UK, we have just lost Woolworths on the high street and it is clear one of the major factors in their demise was the growth of the internet.

    There is talk they will relaunch on the internet, but they are going to have to go some to compete against the established online retailers.

    In the current recession, ‘bricks and mortar’ retailers will be too scared to invest in the internet, giving online retailers even more power to grow.

    The internet is beginning to change the face of retailing and it will be interesting to see how the high street changes over the next few years.

    • http://www.roomfurniturechina.com wholesale bedroom furniture

      I didn’t see the point of Twitter until I joined to give it a try. Now I use it on almost daily basis to post news and build followes which may in turn become customers one day. I have already seen some traffic from it.

  • http://www.indiesurf.com Darren Tan

    Online retailing is definitely growing strong.. It reduces overhead cost and so much more. Plus, the trend of shopping online is growing as well.. Traditional retailers are losing out for sure..

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