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Which Gift Provider Is Leading In Organic Search – NZ SEO Industry Report & Consumer Survey

Tuesday 18 November 2014, 11:28AM

By FIRST.

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Gift SEO industry report
Gift SEO industry report Credit: FIRST.

If you are interested in the gift industry market this article might attract your attention. FIRST, a New Zealand based leading digital marketing agency has just released a new industry report showing how visible gift providers are within Google’s Search Engine. Furthermore a consumer survey was carried out discovering that the most popular occasion for buying gifts is birthday and nearly 70% of Kiwis would buy gifts for this event.

By utilising their bespoke metric called RBR (Rankings Based Reach) FIRST revealed that “Not Socks” leads the RBR for the analysed search terms in New Zealand – followed by “Gifts” and “RedBalloon”.

FIRST discovered that there are a lot of smaller and not so many bigger players in the gift industry market, moreover there are overseas competitors that try to gain market share in New Zealand like gifts.com and thinkgeek.com.

Especially smaller players and start-ups will need sustained focus on different channels which could/should include search, email marketing, display campaigns, social media (Facebook, google+, twitter etc.) and creating a sophisticated digital strategy and increasing web sales by maximising conversion rates.

When FIRST analysed the ranking positions of these companies in mobile search they also discovered that there were hardly any differences to desktop search. Actually a bigger difference in the ranking position could just be discovered at My Goodness, which had a 3 times higher RBR in mobile compared to desktop search.

Another area FIRST took a look at was the search trends for specific gift related search terms. It would make sense for companies trying to rank for search terms that are frequently searched and are trendy to increase web sales. Although the search volume is not very high, the “gifts nz” search term shows a constant increase in the search trends since a couple of years with spikes in December.

The consumer survey revealed that Kiwis would most likely order gifts online for their children, friends and their wife / girlfriend. Very interesting was also that most respondents perceived the quality of the gift as most important, followed by money back guarantees. Price / offers and specials where just ranking on third position.

Interested to read the full seo industry report including the consumer survey? It can be downloaded from the FIRST website for free.