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prcdirect.co.uk

Sector Report
November 2012
A 360˚ analysis of the most important search terms, trends and benchmarking
data in the White Goods sector. This report provides an exclusive snapshot of
the online search and Social Media market for your sector right now. From the
size of your potential audience to the top performing companies, it’s all here.
Product focus: Dishwasher & Laundry products, Cooking products and
Refrigeration products.
Issue 15
White Goods
The most visible websites, advertisers
and brands on Google UK
Flights
sector report, Issue 9, March 2011
Introduction
Flights
sector report, Issue 9, March 2011
Introduction
Greenlight’s
Reports
provide you
with a comprehensive
Welcome to industry
the 2013renowned
PredictionsSector
edition
of Greenlight’s
Magazine.
As 2012
comes to
anthe
end,
we look
at whatOur
2013
holdsanalyse
for the Search
industry.
Our directors
insight
into
Search
industry.
reports
the most
visible websites
and
provide insights
into the
canlistings
be expected
in SEO,
PPC
andas
advertisers
on Google
UKadvancements
in the natural that
search
and paid
media
space
Social
whilst Google
highlights
expect
fromsphere.
the 2013 consumer.
well
asMedia,
which brands
were most
visible what
in theto
social
media
With
the Natural
Search,
Paid Media
and
Socialprovide
Media data
provided
by Hydra, weinsight
are able
to
Greenlight’s
industry
renowned
Sector
Reports
you with
a comprehensive
into
track,
record
and
analyse
consumer
search
behaviour
in
any
market
vertical
on
a
monthly
the Search industry. Our reports analyse the most visible websites and advertisers on Google
basis.
UK in the Natural Search listings and Paid Media space, as well as which brands were most
visible in the Social Media sphere.
Each report examines the total search engine audience size; the most visible websites and
advertisers in Google’s natural search and paid media results; paid media ad copy analysis and
With theallocation
Natural Search,
Paidon
Media
andimprove
Social Media
data powered
by Hydra,
are able to
budget
strategies
how to
your website’s
audience
reach.we
Additionally,
track
record
and
analyse
consumer
search
behaviour
in
any
market
vertical
on
a
monthly
basis.
our reports feature a social media section which looks at the visibility of the top 15 integrated
websites in the social media space.
Each report examines the total search engine audience size; the most visible websites
We
also proud
to present
the latest
edition
Greenlight’s
Magazine.
This quarter’s
and are
advertisers
in Google’s
Natural
Search
and of
Paid
Media results;
Paid Media
ad copy edition
focuses
on
the
results
of
Greenlight’s
Search
and
Social
Media
Survey
2011/2012.
Inreach.
this
analysis and budget allocation strategies on how to improve your website’s audience
edition,
our
in
house
experts
discuss
the
findings
of
the
survey
which
asked
500
internet
Additionally, our reports feature a Social Media section which looks at the visibility of theusers
top
for
their thoughts
and views
Mobile,
Facebook
15 integrated
websites
in theon
Social
Media
space. Advertising, Fan Acquisition and searching
online in multiple languages.
We hope you enjoy the latest version of our Sector Report and Magazine. If you have any
We hope you enjoy the latest version of our sector report and magazine. If you have any
questions, please feel free to contact our Sales and Marketing team at:
questions, please feel free to contact our Sales and Marketing team at:
[email protected].
[email protected]
Kind regards,
Alicia Levy
Chief Marketing Officer
3
1
www.greenlightsearch.com
www.greenlightsearch.com
www.greenlightdigital.com
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T: +44 (0)20 7253 7000
The most visible websites, advertisers and brands on Google UK
Contents
3
Executive Summary
4
Total audience size
5
Natural Search: Which websites were most visible November?
6
Natural Search: Refrigeration products
7
Natural Search: Dishwasher & Laundry products
8
Natural Search: Cooking products
10
Paid Media: Which advertisers were most visible in November?
11
Paid Media: Refrigeration products
12
Paid Media: Dishwasher & Laundry products
13
Paid Media: Cooking products
14
Paid Media bidding strategies
15
Integrated Search: Which websites/advertisers performed well?
17
Social Media: Which brands interacted well?
18
Disclaimer: Learn more about our research
Get in touch to discuss your site’s specific performance.
2
White Goods Sector
Report, Issue 15, November 2012
Executive
Summary
This latest report profiles search behaviour in the White Goods sector. It analyses which brands, retailers and review
sites were the most visible in both the Natural Search and Paid Media results (and thus had the greatest share of
consideration) when UK consumers searched for White Goods on Google UK. The report also assesses which brands
interacted well on Social Media networks. In our analysis we established that:
In November, more than 830,000 searches were made for white goods.
Queries for refrigeration-related products accounted for over one third (39%) of all
searches made for the sector.
The search term ‘fridge freezers’ was queried 49,500 times, accounting for 6% of
all searches made for the sector.
Appliances Online was the most visible website in the Natural Search listings,
achieving a 59% share of voice.
Currys was the most visible advertiser in the Paid Media space, attaining a 90%
share of voice.
Currys ranked at the top of our Integrated Search league table, as it achieved a
dominant share of visibility in the Paid Media space.
John Lewis ranked at the top of our Social Media league table, as it achieved a Klout
score of 83.
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Total audience size (830,000 searches – November 2012)
Approximately how many searches were performed in November using terms
relating to White Goods?
In November, there were more
than 830,000 searches for White
Goods-related terms.
Number of searches by type (November 2012)
Searches for refrigerationrelated terms remained the most
Dishwasher & Laundry products
251,488 | 30%
popular, accounting for 39% of all
Refrigeration products
325,986 | 39%
searches made for the sector.
As depicted in the line graph
below, the number of searches
made for the keywords
examined in the past few months
remained constant.
Cooking products
253,232 | 30%
Search trends for the most searched for terms over the previous 12 months
80,000
70,000
60,000
50,000
40,000
30,000
Fridge freezers
20,000
Washing machine
Microwave
10,000
Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
4
White GoodsSearch
Sector Report, Issue 15, November 2012
Natural
Which sites were most visible in November?
Given that UK web users conducted more than 830,000 searches for White
Goods in November 2012, which individual terms were most searched for and
which websites were most visible in the Natural Search listings on Google UK?
Keyword breakdown (November 2012)
In November, the search term
‘fridge freezers’ was queried
49,500 times, accounting for
Fridge freezers
49,500 | 6%
6% of all searches made for
Washing machine
40,500 | 5%
Washing machines
22,200 | 3%
the sector.
Tumble dryer
22,200 | 3%
Appliances Online was the most
Fridge
18,100 | 2%
Mini fridge
18,100 | 2%
visible website in the Natural
Microwave
18,100 | 2%
Search listings, achieving a 59%
Stoves
14,800 | 2%
Fridge freezer
14,800 | 2%
Range cookers
14,800 | 2%
share of voice through ranking
at position one for 28 keywords,
including ‘washing machine’.
Argos attained a 52% share
of visibility through ranking at
Other keywords
597,606 | 72%
position one for 28 keywords,
The top 20 most visible White Goods websites in Natural Search
including ‘fridge’ and
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
appliancesonline.co.uk
486,311
344,394
59%
2
argos.co.uk
433,548
397,157
52%
3
tesco.com
424,254
406,451
51%
4
currys.co.uk
420,670
410,035
51%
5
amazon.co.uk
382,528
448,177
46%
6
which.co.uk
350,868
479,837
42%
7
johnlewis.com
286,229
544,476
34%
8
appliancesdirect.co.uk
268,906
561,799
32%
9
wikipedia.org
127,407
703,298
15%
10
comet.co.uk
111,210
719,495
13%
11
gumtree.com
110,588
720,117
13%
12
espares.co.uk
106,341
724,364
13%
13
sainsburys.co.uk
89,183
741,522
11%
14
clearance-comet.co.uk
88,908
741,797
11%
15
coopelectricalshop.co.uk
76,362
754,343
9%
16
asda.com
73,620
757,085
9%
17
bootskitchenappliances.com
64,889
765,816
8%
18
appliancecity.co.uk
53,753
776,952
6%
19
pricerunner.co.uk
51,996
778,709
6%
20
reevoo.com
46,621
784,084
6%
5
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‘fridge freezer’.
Natural Search: Refrigeration products
Searches for refrigeration products accounted for over 325,000 searches in
November 2012. How did these searches break down?
In November, the keyword ‘fridge
freezers’ was queried 49,500
times, accounting for 15% of all
Fridge freezers
49,500 | 15%
searches made for the subsector.
Fridge
18,100 | 6%
visible website, achieving a 61%
Mini fridge
18,100 | 6%
Other keywords
172,586 | 53%
Fridge freezer
14,800 | 5%
at position one for ten keywords,
including ‘chest freezer’.
Currys attained a 60% share of
Fridges
12,100 | 4%
Hotpoint fridge freezer
6,600 | 2%
voice, through ranking at position
Chest freezer
9,900 | 3%
Cheap fridge freezers
8,100 | 2%
Smeg fridge
8,100 | 2%
American fridge freezer
8,100 | 2%
one for eight keywords, including
‘American style fridge freezers’.
Which websites were most visible for refrigeration product-related search terms?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
199,980
126,005
61%
2
currys.co.uk
195,711
130,274
60%
3
tesco.com
184,865
141,120
57%
4
argos.co.uk
182,696
143,289
56%
5
amazon.co.uk
163,224
162,761
50%
6
johnlewis.com
147,073
178,912
45%
7
124,151
201,834
38%
8
which.co.uk
89,741
236,244
28%
9
gumtree.com
66,812
259,173
20%
10
52,322
273,663
16%
11
comet.co.uk
51,264
274,721
16%
12
45,307
280,678
14%
13
sainsburys.co.uk
43,205
282,781
13%
14
appliancecity.co.uk
32,421
293,564
10%
15
espares.co.uk
31,126
294,859
10%
16
30,957
295,028
9%
17
ebay.co.uk
26,355
299,630
8%
18
drinkstuff.com
21,188
304,797
6%
19
appliance-world.co.uk
20,944
305,041
6%
20
reevoo.com
20,379
305,606
6%
6
White Goods Sector Report, Issue 15, November 2012
Natural Search: Dishwasher and Laundry products
Searches for dishwasher and laundry products accounted for almost 251,000
searches in November 2012. How did these searches break down?
In November, the search term
‘washing machine’ was queried
Washing machine
40,500 | 16%
the subsector.
Tumble dryer
22,200 | 9%
Other keywords
110,188 | 44%
Washing machines
22,200 | 9%
at position one for 12 keywords,
including ‘tumble dryers’.
Tumble dryers
9,900 | 4%
Integrated washing machine
5,400 | 2%
Beko washing machine
6,600 | 3%
Which? attained a 61% share
Cheap washing machines
9,900 | 4%
Bosch washing machine
9,900 | 4%
Hotpoint washing machine
8,100 | 3%
Bosch washing machines
6,600 | 3%
of voice through ranking at
position one for seven search
terms, including ‘slimline
Which websites were most visible for dishwasher and laundry product-related search terms?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
189,646
61,841
75%
2
which.co.uk
154,019
97,468
61%
3
argos.co.uk
141,312
110,175
56%
4
tesco.com
139,742
111,745
56%
5
currys.co.uk
134,654
116,833
54%
6
amazon.co.uk
110,779
140,708
44%
7
johnlewis.com
71,693
179,794
29%
8
espares.co.uk
58,724
192,763
23%
9
53,970
197,517
21%
10
37,861
213,626
15%
11
sainsburys.co.uk
36,744
214,743
15%
12
pricerunner.co.uk
28,061
223,426
11%
13
wikipedia.org
28,005
223,482
11%
14
gumtree.com
26,547
224,940
11%
15
ransomspares.co.uk
24,820
226,667
10%
16
asda.com
24,566
226,921
10%
17
miele.co.uk
22,294
229,193
9%
18
bosch-home.co.uk
20,419
231,069
8%
19
reevoo.com
17,790
233,697
7%
20
14,293
237,195
6%
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washing machine’.
Natural Search: Cooking
Searches for cooking products accounted for more than 253,000 searches in
November 2012. How did these searches break down?
In November, the keyword
‘microwave’ was searched for
Microwave
18,100 | 7%
Range cookers
14,800 | 6%
the subsector.
Stoves
14,800 | 6%
Cookers
12,100 | 5%
Other keywords
133,232 | 53%
Gas cookers
12,100 | 5%
Cooker hoods
12,100 | 5%
website, achieving a 43% share of
voice through ranking at position
one for eight keywords, including
‘electric cookers’.
Amazon UK attained a 42% share
Slow cooker
9,900 | 4%
Electric cookers
8,100 | 3%
Argos was the most visible
of visibility through ranking at
Microwave oven
9,900 | 4%
Ovens
8,100 | 3%
position one for 14 search terms,
including ‘slow cooker’.
Which websites were most visible for cooking product-related search terms?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
argos.co.uk
109,539
143,692
43%
2
amazon.co.uk
108,524
144,707
42%
3
which.co.uk
107,108
146,123
42%
4
tesco.com
99,646
153,585
39%
5
96,684
156,547
38%
6
90,785
162,446
36%
7
currys.co.uk
90,305
162,926
36%
8
wikipedia.org
82,720
170,511
33%
9
johnlewis.com
67,462
185,769
27%
10
comet.co.uk
47,174
206,058
19%
11
asda.com
44,960
208,271
18%
12
stoves.co.uk
25,241
227,990
10%
13
22,293
230,939
9%
14
rangemaster.co.uk
21,791
231,440
9%
15
homebase.co.uk
21,158
232,073
8%
16
stovesareus.co.uk
20,991
232,240
8%
17
stovesonline.co.uk
20,841
232,391
8%
18
rangecookers.co.uk
19,045
234,186
8%
19
stovax.com
18,482
234,750
7%
20
gumtree.com
17,227
236,004
7%
8
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The most
visible websites, advertisers and brands on Google UK
Paid
Media
Which advertisers were most visible in November?
We have conducted a detailed level of monitoring and analysis to determine
which advertisers appeared most prominently in the Paid Media space. An
advertiser’s share of voice is based on: how often they were present in Google,
which ad position they bid for, and the associated search volume for the keywords
they bid on. These advertisers have been scored in the league table below, which
represents visibility across the top 90 keywords in November 2012.
In November, Currys was the most
share of voice through bidding
on 82 keywords, at an average
position of two.
John Lewis attained an 89% share
of visibility through bidding on
81 keywords, at an average ad
position of four.
Of the advertisers featured in the
league table, Electrical Goods bid
on the least number of keywords
The top 20 most visible White Goods advertisers in Paid Media
(27), however it achieved a 20%
No.
Advertiser
Share of voice
Keywords
appearing for
Avg.
Position
1
currys.co.uk
90%
82
2
2
johnlewis.com
89%
81
4
3
79%
71
3
4
argos.co.uk
67%
74
6
5
tesco.com
61%
51
5
6
ecompare.co.uk
46%
59
7
7
lg.com
45%
55
7
8
pricerunner.co.uk
45%
72
8
9
44%
40
5
10
panasonic.co.uk
38%
30
3
11
amazon.co.uk
37%
66
7
12
beko.co.uk
36%
41
4
13
asda.com
35%
38
7
14
bandqappliances.com
30%
35
2
15
365electrical.com
27%
32
6
16
which.co.uk
22%
40
8
17
crowdstorm.co.uk
21%
59
9
18
wholesaleelectricsjersey.co.uk
20%
28
8
19
electrical-goods.co.uk
20%
27
9
20
20%
40
8
share of voice.
10
Paid Media: Refrigeration products
Searches for refrigeration products accounted for over 325,000 searches
in November 2012. Here we assess which advertisers were most visible for
these keywords.
In November, Currys was the
most visible advertiser, achieving
a 95% share of voice through
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
currys.co.uk
95%
29
2
2
johnlewis.com
90%
29
5
3
88%
28
3
4
argos.co.uk
73%
25
5
5
panasonic.co.uk
65%
18
2
6
asda.com
62%
24
7
position of five.
7
tesco.com
60%
15
5
8
lg.com
55%
23
7
Achieving a 57% share of voice,
9
ecompare.co.uk
46%
14
6
Panasonic displayed the most
10
haier.co.uk
45%
13
5
visible individual ad creative,
11
beko.co.uk
45%
22
3
advertising a month’s worth of
12
bandqappliances.com
42%
17
2
13
pricerunner.co.uk
37%
24
8
14
365electrical.com
37%
14
6
15
33%
9
5
16
lowpriceshopper.co.uk
29%
21
10
17
amazon.co.uk
27%
20
8
18
27%
15
7
19
crowdstorm.co.uk
27%
22
7
20
smeg-outlet-store.co.uk
26%
15
5
bidding on 29 keywords, at an
average ad position of two.
John Lewis attained a 90% share
fruit and vegetables with selected
fridge freezers.
Which ad creatives were most visible for refrigeration product terms?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
panasonic.co.uk
Panasonic Fridges Offer | panasonic.co.uk
4 Weekly Deliveries of Fresh Fruit & Veg
with Selected Fridge Freezers
www.panasonic.co.uk/fridge_freezers
12
57%
2
panasonic.co.uk
12
54%
3
panasonic.co.uk
Panasonic Fridge Freezers | panasonic.co.uk
12
50%
4
panasonic.co.uk
Panasonic Fridge-Freezers | panasonic.co.uk
Japanese Expression of Minimal Simplicity
and Easy-to-Open Design
www.panasonic.co.uk/fridge-freezers
12
39%
5
argos.co.uk
Fridges at Argos
Save £120 on Selected Large Kitchen
Order Online at Argos & Save Today.
www.argos.co.uk/Fridges
119
36%
11
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Paid Search: Dishwasher and Laundry products
Searches for dishwasher and laundry products, accounted for almost 251,000
searches in November 2012. Here we assess which advertisers were most
visible for these keywords.
In November, Currys was the
most visible advertiser achieving
a 96% share of voice through
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
currys.co.uk
96%
29
3
2
95%
26
3
3
johnlewis.com
92%
25
3
Appliances Online attained a 95%
4
tesco.com
72%
19
4
share of visibility through bidding
5
68%
22
5
on 26 keywords, at an average ad
6
argos.co.uk
63%
25
7
position of three.
7
lg.com
63%
27
7
8
pricerunner.co.uk
55%
27
8
Achieving a 41% share of voice,
9
beko.co.uk
47%
15
5
Samsung displayed the most
10
panasonic.co.uk
45%
12
5
11
ecompare.co.uk
45%
27
9
12
samsung.com
41%
9
2
13
37%
18
9
14
33%
13
9
15
which.co.uk
30%
20
8
16
asda.com
28%
11
7
17
27%
16
7
18
amazon.co.uk
25%
21
9
19
crowdstorm.co.uk
22%
22
9
20
makro.co.uk
22%
9
5
average ad position of three.
visible individual ad creative,
advertising washing machines
which use 70% less energy.
Which ad creatives were most visible for dishwasher and laundry product-related terms?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
samsung.com
Samsung Washing Machines Uses up to 70% less energy.
Cool redefined by Samsung ecobubble™.
www.samsung.com
5
41%
2
johnlewis.com
Buy washing machines at John Lewis
with Free Delivery & 2 Yr Guarantee
www.johnlewis.com/washing-machines
121
41%
3
johnlewis.com
Washing Machines Online | johnlewis.com
121
41%
4
johnlewis.com
Washing Machines Online - johnlewis.com
121
40%
5
currys.co.uk
Washing Machine Deals | Currys.co.uk
Up To 40% Off Selected Appliances.
Free Delivery & Recycling at Currys
currys.co.uk/TopPriceWashingMachine
205
35%
12
Paid Media: Cooking
Searches for Cooking products accounted for more than 253,000 searches
in November 2012. Here we assess which advertisers were most visible for
these keywords.
In November, John Lewis was the
most visible advertiser achieving
an 84% share of voice though
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
johnlewis.com
84%
27
5
2
currys.co.uk
79%
24
2
3
argos.co.uk
63%
24
5
Currys attained a 79% share
4
amazon.co.uk
61%
25
6
5
tesco.com
53%
17
5
6
50%
17
3
position of two.
7
ecompare.co.uk
48%
18
6
8
pricerunner.co.uk
43%
21
9
Achieving a 19% share of
9
365electrical.com
37%
13
6
visibility, B&Q Appliances
10
34%
9
5
11
bandqappliances.com
33%
10
3
12
debenhams.com
27%
7
6
13
getappliances.co.uk
22%
8
6
14
21%
13
8
15
21%
9
4
16
pixmania.co.uk
20%
11
8
17
homebase.co.uk
20%
16
11
18
best-price.com
18%
11
8
19
which.co.uk
17%
8
6
20
rangecookers.co.uk
16%
3
3
average ad position of five.
displayed the most visible
individual ad creative, advertising
offers and next day delivery
on appliances.
Which ad creatives were most visible for cooking product-related terms?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
bandqappliances.com
Cookers at B&Q Appliances | bandqappliances.com
View Latest B&Q™ Appliances Offers.
Order By 9PM, Get Next Day Delivery
www.bandqappliances.com/Cooker
12
19%
2
debenhams.com
Shop our Christmas Spectacular.
53
19%
3
cookers.ecompare.co.uk
Top 50 Cookers
Up To 70% Off Cookers
New Models, Compare Cookers
10
18%
4
johnlewis.com
Compare Microwaves Read Customer Reviews & Ratings.
Online at John Lewis.
118
18%
5
currys.co.uk
Cookers At Currys Up To 40% Off Selected Appliances.
Free Delivery & Recycling at Currys
139
16%
13
|
T: +44 (0)20 7253 7000
Paid media bidding strategies
We have monitored Google closely to identify who was advertising in the
paid media space and when they chose to advertise. Our analysis tracks
visibility of advertisers, in terms of bidding frequency, average ad position
and keywords bid on, rather than assessing other performance indicators,
such as sales and cost per acquisition. The data has then been broken down
further to reveal advertising behaviour by individual days of the week and
times of the day.
Day parting strategy
Our research, through working with various white goods retailers, has found
that most white goods-related search queries are performed over the weekend,
particularly Sunday, with fewer searches on weekdays. But, did advertisers
reflect this day parting in their bidding strategies?
Consumer search behaviour
Ad count by day, over a 1-week period (chosen at random; week commencing 5th November)
365 Electrical
30%
Appliance - World
25%
Appliance City
20%
Amazon UK
15%
Boots Kitchen Appliances
Tesco
10%
Argos
5%
John Lewis
0%
Mon 5th
Tue 6th
Wed 7th
Thu 8th
Fri 9th
Sat 10th
Sun 11th
Currys
The majority of advertisers
Appliance City appeared to
Interestingly, all of the advertisers
appeared to have unique
overestimate consumer search
examined appeared to
bidding strategies.
behaviour at the beginning of
underestimate search behaviour
the week.
over the weekend.
14
White
Goods Sector
Report, Issue 15, November 2012
Integrated
Search
Which websites/advertisers performed well?
voice overall? Here we have taken the top websites/advertisers
across both mediums to give an indication of their Integrated
Search performance.
If we look at the visibility achieved by websites in Natural Search
and the impression share gained by those websites as advertisers
in the Paid Media space, who obtained the greatest share of
60%
tesco.com
50%
argos.co.uk
currys.co.uk
amazon.co.uk
which.co.uk
Natural Search Visibility
40%
Strong Natural
Search Visibility
Strong Integrated
Search Visibility
Poor Integrated
Search Visibility
Strong Paid
Media Visibility
johnlewis.com
30%
20%
comet.co.uk
espares.co.uk
10%
asda.com
bandqappliances.com
365electrical.com
pixmania.co.uk
beko.co.uk
ecompare.co.uk
panasonic.co.uk
lg.com
0%
0%
pricerunner.co.uk
20%
40%
60%
80%
100%
Paid Media Visibility
Currys, Appliances Online, Argos,
Amazon UK and Which? and
Interestingly, apart from the
John Lewis and Tesco all achieved
Appliances Direct all achieved
websites which achieved strong
strong Integrated Search visibility.
strong Natural Search visibility.
Integrated Search, no website
achieved strong visibility in the Paid
Media space.
15
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T: +44 (0)20 7253 7000
The most visible White Goods websites in Natural Search and Paid Media
No.
Website / advertiser
Natural Search
Paid Media
In November, Currys featured at
1
currys.co.uk
51%
90%
the top of our Integrated Search
2
59%
79%
league table as it achieved a
3
johnlewis.com
34%
89%
dominant share of visibility
4
argos.co.uk
52%
67%
5
tesco.com
51%
61%
6
amazon.co.uk
46%
37%
7
which.co.uk
42%
22%
8
8%
44%
9
32%
20%
Appliances Online ranked
10
pricerunner.co.uk
6%
45%
second in our league table as it
11
ecompare.co.uk
0%
46%
achieved a high share of visibility
12
lg.com
0%
45%
in the Natural Search and Paid
13
asda.com
9%
35%
14
beko.co.uk
3%
36%
15
panasonic.co.uk
0%
38%
16
bandqappliances.com
3%
30%
17
365electrical.com
3%
27%
18
espares.co.uk
13%
10%
visibility in the Natural Search
19
comet.co.uk
13%
9%
listings and relied solely on
20
pixmania.co.uk
4%
17%
the visibility gained in the
21
crowdstorm.co.uk
0%
21%
Paid Media space to gain the
22
4%
16%
searchers consideration.
23
0%
20%
24
0%
20%
25
appliancecity.co.uk
6%
12%
26
homebase.co.uk
4%
14%
27
makro.co.uk
0%
19%
28
lowpriceshopper.co.uk
0%
17%
29
haier.co.uk
0%
17%
30
0%
16%
31
getappliances.co.uk
0%
16%
32
samsung.com
3%
13%
33
wikipedia.org
15%
0%
34
gumtree.com
13%
0%
35
bhsdirect.co.uk
0%
13%
36
sainsburys.co.uk
11%
0%
37
11%
0%
38
debenhams.com
0%
9%
39
9%
0%
40
prcdirect.co.uk
0%
9%
in the Paid Media space and
sizable visibility in the Natural
Search listings.
Media listings.
Interestingly, there were several
advertisers which achieved no
16
White Goods
Sector Report,
Issue 15, November 2012
Social
Media
Marketing
Which brands have the most influence?
Social Media provides consumers with a dynamic platform upon which to talk about and engage with brands. Smart brands recognise the
importance of effectively employing this medium in order to inspire positive conversation around their products. The most influential brands
engage on a daily basis with consumers, driving traffic to their online and offline properties.
To gauge their influence, we’ve had a look at the top 15 brands and measured their engagement by monitoring their fans and followers across
various Social Media platforms, shown in the table below. Facebook, Twitter, LinkedIn and YouTube presences were all measured, whilst Klout
scores have been obtained, quantifying the influence of that brand across the social networks analysed.
No.
Brand
Twitter
Followers
Facebook
Fans
Google+
Followers
YouTube
Views
YouTube
Subscribers
1
John Lewis
40,552
562,733
90,163
11,496,097
3,721
83
2
Appliances Online
11,699
593,466
29,651
2,523,106
2,176
74
3
Argos
33,164
592,756
0
13,087,291
2,018
69
4
Asda
67,750
573,449
0
442,941
296
69
5
Amazon UK
65,215
2,944,577
81
0
0
68
6
Currys
7,255
51,521
1,074
783,241
572
65
7
LG
19,431
1,094,855
4,149
23,201,352
8,216
64
8
Tesco
7,195
1,059,062
1,883
341,467
143
62
9
Panasonic
12,550
216,754 2,777
9,828,229
6,178
61
10
Which?
6,354
0
219
15,477,169
9,903
58
11
Price Runner
3,268
39,191
212
24,925
15
47
12
Appliances Direct
102
6,629
25
0
0
23
13
Boots Kitchen Appliances
179
0
0
0
0
0
14
eCompare
0
0
0
0
0
0
15
Beko
0
0
0
8,499
34
0
17
Klout Score
John Lewis ranked at the top of
Amazon UK had the largest
Which? had more than 15 million
our Social Media league table, as it
number of Facebook fans (more
views on its YouTube channel.
achieved a Klout score of 83.
than 2.9 million).
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Learn more about our research
Get in touch
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is currently attracting, why not get in touch? We can show you the exact size
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How the report was created
Disclaimer:
We used industry data to classify a selection of the most popular search
The information provided in this report is for information
terms that customer use within that sector. We also take a set of generic,
only and should not be relied upon to enter into any
general sector specific keywords that are used when searching. This gave us
business transaction or to make any commercial
an indication as to the size of the audience that used Google UK.
decision. Whilst Greenlight has made every effort to
For Natural Search, we analyse the Natural Search rankings on Google
to see which websites and brands are positioned on page one for each
term. That way we were able to build up an aggregate view of the most
commonly appearing and prominent websites, as well as the respective
size of the audience they are reaching as a result of having that
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December 2013 | Issue 06
The 2013 Prediction Edition
S
3
5
8
EDITOR
Alicia Levy
9
MARKETING & PRODUCTION
Ashley Burgess
COVER
Bryant Arnold
DESIGN & LAYOUT
Ben Mckeown
CONTRIBUTORS
Andreas Pouros
Adam Bunn
Matt Bush
Tom Lidbetter
Sam Haseltine
Hannah Kimuyu
PUBLISHED BY GREENLIGHT
Level 14, The Broadgate Tower
Primrose Street
London, EC2A 2EW
t: +44 (0)20 7253 7000
e-mail: [email protected]
© Greenlight 2012 – all rights reserved
1
12
tudying trends is very
useful when making
FOREWORD
predictions because a
2013 will be the year
prediction in essence, should
that Microsoft becomes
be the observation of a trend
relevant once again
with the expectation that it will
continue at a certain pace, to
SEO
materially change the reality
2013, the year of
of the people who will live that
Negative SEO and
change. Within that context, we
‘secondary searches’
have the luxury this year of a
number of observable trends:
THE 2013 CONSUMER
Google’s market share of
Google provides insights
Search dipped below 90% in the
into how consumers
UK, its lowest point in 5 years.
searching habits will
Microsoft’s Bing picking up the
change in 2013
difference
The Apple iPad has seen its
RESPONSIVE WEB
market share drop from 60% to
DESIGN
50% this year, with devices from
The importance of
the likes of Samsung and Google
having a Responsive
making steady progress
Web Design site
140% more Microsoft Mobile
OS systems were shipped this
CONTEXT WILL BE
year compared to last
KING
Netflix’s market share grew,
Improvements in the
against analyst predictions that
interpretations of Social
Amazon, Hulu and HBO Go would
Media posts in the
decimate it
contextual analysis
On mobile devices, it’s
space
not Netflix but YouTube that
dominates bandwidth usage
SEARCH & DISPLAY
(Google Play was 7th, followed by
2013
Netflix and iTunes)
The start of a united
In two-way communications,
Search & Display vision
Microsoft’s Skype increased its
market share of the IM market,
and now holds 83% of it with
the absorption of Windows Live/
Messenger
On desktops, Google Chrome,
Firefox, and Apple’s Safari all lost
market share to Microsoft’s IE9
this year
December 2012 Data so far suggests
Microsoft’s Xbox will be the best
contents
These trends suggest that
Microsoft has been stealthy
like a ninja, making significant
inroads into its competitors
businesses whilst the world’s
gaze has been focussed on Apple
FOREWORD
by Andreas Pouros
selling games hardware of the
year, aided by the release of Black
Ops 2, Halo 4, and the securing of
the third Skyrim expansion pack,
‘Dragonborn’, ahead of a PC or
PS3 release
For me, taken in aggregate,
these trends suggest that
Microsoft has been stealthy like a
ninja, making significant inroads
into its competitors businesses
whilst the world’s gaze has been
focussed on Apple, Facebook and
Google over the last 12 months.
Specifically:
In Search
Bing has for the first time
eaten into Google’s UK dominance
to a newsworthy degree. Whilst
Google has made amazing
progress against Apple in the
world of devices (from 46.9%
market share with Android to
the MAGAZINE - Greenlight
68.1% this year) its core product,
Search, hasn’t proved as resilient
to Microsoft as everyone might
have assumed. This trend is likely
to continue due to Microsoft’s
market gain in desktop browser
usage; IE9 has increased its share
of the browser market to 54%,
at everyone’s expense including
Google’s. With IE10 around the
corner, preloaded into Windows
8, this puts Bing in front of even
more people by default.
In devices
In devices, Apple’s
dominance is declining, with a
very public assault from the likes
of Google, Samsung, and Amazon.
Lesser publicised is the 140%
increase Microsoft has seen in the
number of MS Mobile OS systems
it has shipped this year compared
to last. In fact, of all devices only
Android and Microsoft have
increased their market share this
year.
In two-way communication
Microsoft’s Skype is growing
in dominance, largely due to
Skype now absorbing Messenger/
Live to give it an 83% market
share. Whilst instant messaging
has been waning in terms of
usage, the new Skype will be
part of all Microsoft products,
including the lounge-owning
Xbox, which means Microsoft
is set to dominate two-way
communications, which it will
attempt to mirror on mobile.
In gaming
The Xbox, located under 70
million TVs in the US alone, gives
Microsoft the opportunity to
control people’s living rooms in a
way that Google TV and Apple
2
TV can only dream of. To put this
in perspective, Xbox is in 26% of
US homes, the iPad is in 15%. An
even more interesting statistic is
that the Xbox this year captured
28% of all non-PC/Mac video
viewing versus the iPads 27.1%.
Xbox advertising has grown by
142% since 2010. With the Xbox’s
market share increasing and the
iPads decreasing, the Xbox is
increasingly looking like the next
big thing for advertisers – I’d say
it is the advertising worlds best
kept secret right now. Again, some
stealthy ninja skills from Microsoft,
carving out that market and now
leveraging it for advertising.
The Xbox 720 is scheduled
for release next year too, and
it doesn’t take a crystal ball to
predict that this will be a huge
development. We already
know that it will support an
always-on power state and will
utilise a chipset that can allow
concurrent apps. Add SmartGlass
to this and you have the Xbox
as a media (and advertising)
delivery mechanism in the home
that is always on, feeding from
and feeding into every other
networked device. There are
already various clues around how
Microsoft could compel people to
accept being advertised to all the
time too – for example, the Xbox
720 will likely go on sale for just
$99 if you also sign up for a two
year Xbox Live Subscription, i.e.
opt-in advertising. This looks likely
as Microsoft is already trialling this
with a specific 360 package today.
A potentially formidable
ecosystem
If you add up all these small
victories, a strong case could be
made that Microsoft has most
of the ingredients necessary
to build a great ecosystem for
consumers, and the trends
above suggest it might be on
the right track. It dominates the
desktop and gaming domains,
is leveraging both of those to
increase the advertising it can
sell in Search and display, whilst
also getting ready to push its new
mobile offering aggressively at an
opportune time when Android
has already weakened Apple, and
there are questions that the latter
may have lost its mojo. There’s
space for a third player in that
market, particularly given the
decline of Nokia and RIM.
Some of you will disagree and
say that Microsoft can’t compete
however much it tries because the
only real strength it has is on the
desktop and given that the PC is
dying, it cannot leverage the PC for
much longer to push Bing via IE10,
or use it as a compelling part of a
wider ecosystem.
But whilst it’s fashionable
to suggest that the PC is dead,
the argument doesn’t stand up
to reason, nor do any numbers
support that view. In short, the
PC will survive for a multitude of
reasons – simple ergonomics (I
have iPad RSI right now), large
screens, storage levels, number
crunching power, keyboards (far
more valuable than we have given
them credit for), and more.
In terms of numbers, the
economic woes out there has had
a bigger impact on PC sales than
any questions over their utility –
Lenovo for instance have seen an
increase in sales this year by 23%.
The trend is not suggesting death
at all. Don’t take my word for it – if
we take a basket of search terms
to represent desktop machines,
e.g. ‘PC’, ‘desktop computer’,
‘laptop’, etc, and have Google plot
their popularity as search terms
over time, you get the graph
below, which clearly shows that
the demand for desktop machines
has maintained, as opposed to
suffering a certain free fall to its
death as the media has led us to
believe and we’ve blindly accepted
without question.
My prediction for 2013
2013 will be the year that
Microsoft becomes relevant once
again. It will begin to leverage
its dominant position on the
desktop and in gaming to build an
exciting ecosystem that will make
Microsoft a compelling choice for
consumers, and by extension an
increasingly important advertising
partner for marketers. It has all the
ingredients, bar one, to make this
possible. The missing ingredient
would be something like Netflix,
which leads me on to my final
prediction - Microsoft will buy
Netflix in 2013.

Searches for Desktop Computer related terms (Source: Google Trends)
2005
2006
2007
2008
2009
2010
2011
2012
SEO
by Adam Bunn
L
ast year I predicted that 2012 What actually happened?
would be the year of “Social
If I had to characterise what
SEO”:
actually happened in 2012, it
Next year, the confluence of
would be this:
user signals influencing search
engines perception of brand
2012 was the year
strength, and everyone being on
the “Social Media helps us build
when Google killed
links” bandwagon, will make 2012
the old style of SEO
the year of social link building.”
By this, I meant that brands
and almost everyone
would embrace the integration
milled about looking
of SEO, Social and PR to create
a wave of genuinely interesting,
confused about
powerful online marketing
what to do next,
campaigns (in the parlance of our
times this is now becoming known mainly because most
as “content marketing”).
do think 2012 will be looked back
on in SEO as a year like no other
in terms of the unprecedented
disruption it has caused to the
SERPs and the clearest message
yet from Google that things are
different now. Whether they are or
not is largely irrelevant, since just
the inherent threat will be enough
to change behaviour. The key is
whether that change causes you
to give up altogether or actually
evolve.
So, next year will be the social
SEO year instead… right?
This is the problem with
predicting things in SEO on a
yearly basis. You kind of know
businesses just weren’t what’s going to happen, just not
when. Sometimes people don’t
ready for anything
even realise their prediction has
different.
already happened. I remember
the “year of mobile” has been
When I say “killed”, it’s
predicted for at least five years
important to note that Google
running, and I’m sure it will be
hasn’t actually stopped certain
again this year, but it’s already
approaches to SEO from working, crept up on us (mobile campaigns
as even the grubbiest tactics are
are vital to many businesses, often
still proving fruitful (if you want
yielding better results than their
to watch this in action, you can
desktop equivalents).
do a lot worse than monitor the
The other problem with
rankings for “payday loans”, where predictions of course is that
a hacked sports blog is ranking
usually it’s pretty impossible to say
on page one as of this writing,
whether one was correct or not,
and has been for weeks). But I
since most of them aren’t given
to simple yes/no answers. But to
you, reader, whether 2013, 2014 or
Adam
2020 is the “year of Social SEO”,
Bunn
it’s neither here nor there – what
Director of SEO, Greenlight
matters is whether you can say
4
5
Disavow Tool).
2. Identification and targeting of
Knowledge Graph “secondary
searches” will be essential
In a world where the
Google search results pages are
constantly being tinkered with, the
launch of the knowledge graph
this year really stands out as the
biggest development. Essentially
for certain keywords, Google
now shows some particularly
advanced and prominent related
searches that have the potential to
drive traffic to longer tail keyword
variants. For example, a search
for “things to do in Paris” shows a
carousel of landmarks and tourist
attractions before any search
results. Clicking on one does what
I’m calling a “secondary search”
for that landmark or attraction.
I think marketers who pay
attention to the queries that
are triggering knowledge graph
results, and what the secondary
searches are, will see some good
results in 2013. The secondary
search terms will typically be
less transactional and therefore
less competitive to rank for.
This prediction even extends to
Paid Media as well, where the
secondary search terms will tend
to be cheaper to bid on, and I
think Google will launch some
sort of tool for advertisers that
enables them to at least see
what secondary terms are being
triggered from the keywords they
already bid on, if not automatically
bid on those secondary terms.
In essence, you will be
capitalising on the knowledge
graph to get cheaper traffic and, if
you are visible for both the trigger
term and the secondary terms,
better brand awareness.

you have embraced it for your site.
Having said all that, and as
much as I rather like waffling on
circuitously making a point about
the future of SEO, I’m still bound
by some draconian word count
requirements and the theme of
this issue of our magazine to
deliver some actual predictions.
So here is not one, but two
predictions:
1. Negative SEO will become
commonplace
This year it’s become clear
that some links, which historically
may have simply been ignored
by Google, are actively bad for
rankings. An almost inevitable
consequence of the proliferation of
negative signals in the algorithm
is that unscrupulous brands and
agencies will start trying to use
them as a weapon against their
competitors, for example by
seeking out the cheapest and
nastiest paid link schemes out
there and pointing them all at
a top ranking competitor. For a
very small investment in time and
money it’s entirely possible to go
and buy hundreds of thousands of
low quality forum and comment
spam links, and the flawed logic
will be “ah ha… now that’s much
easier than optimising my own
site!”
This means that everyone
needs to be on red alert for
this type of activity and take
appropriate measures if it does
happen (namely, have an itchy
trigger finger on your shiny new
A search for “things to do in Paris”
2013
consumer
THe
The world today is changing. And it’s changing
faster than anyone of us had ever dreamed
to imagine. The internet is our telephone, our
TV, our shopping centre and our workplace, all
at the same time. We are heavily dependent
on it for information gathering and for
communications. It is hard to imagine a world
without the internet.

6
So what has driven the
changes in consumers lives so
dramatically?
We think there are three
main reasons: speed, access and
information.
Speed
The evolution of wireless
access technologies is about to
reach its fourth generation this
year. The UK’s first 4G mobile
service will launch in 16 UK cities
before the end of 2012 and we
are predicted to have 4G in 70%
of the UK by the end of 2013,
offering faster networks than ever
before.
Access
Mobile phones have truly
become accessible to the masses;
they are no longer the preserve of
the wealthy few. The price of an
entry level smartphone has fallen
dramatically over the last few
years bringing the average price to
well under £100.
Information
This immediate access to
real time information has resulted
in a shift in consumer behaviour.
Consumers are savvy and well
informed and this behaviour has
become overwhelmingly apparent
since the onset of difficult
economic times. Price comparison
and deals sites have seen an all
time high as consumers hunt for
deals and discounts.
These three drivers have
changed how consumers behave.
At Google, we think that there
are five trends in consumer
behaviour that are worth planning
for in 2013. The 2013 consumer
will be: constantly connected,
empowered, savvy, busy and have
high expectations.
Consumers are constantly
connected
Internet connected devices
have made it possible to access
the world wide web at times and
places that we wouldn’t have
dared to consider maybe even as
little as five years ago.
Now, consumers are
spending one and a half hours
of their personal time online
(excluding work) which is a 48%
increase compared to two years
back. And they are spending time
online across multiple devices.
40% of all UK adults use two
or more devices to access the
internet and 28% of all time spent
online is via mobile.
What to do?
As a result of this shift to
being constantly connected, it
is critical for businesses to offer
a fantastic experience for their
customers across all devices
- a website that looks good on
mobiles and tablets is a necessity,
not a nice feature to have. Going
forward, businesses should plan
Two out of every three British consumers claim
to shop around for the best prices and deals.
That’s a lot of savvy shoppers!
7
their other media around mobile
and tablet usage, as those mobile
devices connect all other media
and activity together.
Consumers are empowered
More than a third of
consumers in the UK watch
video on demand and one in ten
UK households have internet
connected TVs. This is not only
affecting TV viewing, but also
many forms of traditional media.
More than three quarters of
British people say they now get
their main source of news online.
Online offers them the most
up-to-date breaking news and
provides them with the flexibility
to check at times which are most
convenient for them.
What to do?
Empower the consumer by
leaving choice and control in their
hands. Most consumers, if you ask
them, will say they dislike ads and
will actively avoid them because
they feel as though they are being
bombarded.
Consumers are savvy
Consumers are visiting
more sites and conducting more
searches over longer periods
of time to ensure that they are
thoroughly researching their
purchases to get the best deals.
Before making a purchase, today’s
consumer spends up to 27 days
and 3:17 hours across 22 sites.
Two out of every three British
consumers claim to shop around
for the best prices and deals.
That’s a lot of savvy shoppers!
More than half of all
consumers confess that they don’t
like paying full prices for anything!
And two in three are
shopping around for the best
prices and revel in the thrill of
getting a bargain. After four
years of economic uncertainty,
consumers have become used to
this mindset and will continue this
deal seeking, savvy behaviour well
into any economic recovery.
What to do?
Consumers research products
they want to buy thoroughly
before committing to a purchase.
So it is important that your brand
remains at the top of their mind
during the research process, as
consumers are still somewhat
undecided as to exactly which
brand they are going to buy.
Ensure you maintain a strong
presence in the Search results so
that you can be found not only
when consumers are looking for
your brand, but also when they are
searching generically for a product
that is offered by your brand.
Search is not to be viewed solely
as a direct response mechanism.
Search can also be used as a
great tool for branding; a great
complement to your other media.
Consumers are busy
Today’s consumer is
constantly on the go. Nearly 60%
of UK adults say that there are
not enough hours in the day to
do everything they would like. As
consumers become increasingly
pushed for time, they are seeking
ways to make their lives easier
with the ultimate goal of saving
time. By next year, 90% will make
purchases online , 53% of internet
users are expected to have their
groceries home delivered and
mCommerce is expected to grow
by 40% year on year.
What to do?
In order to win when your
customers are very busy, make
their lives easier for them. If they
are looking at your ads or site on
a mobile, let them call you. If they
visit your site, use remarketing to
bring them back (around 97% of
visitors do not convert on their
first visit). Also use high impact
communications to stand out;
a great example of this is the
YouTube homepage masthead,
which reaches around 12m people
every day.
Consumers have high
expectations
Seemingly, as a direct result
of consumers being empowered,
today’s consumer has very high
expectations of products and
services. They become frustrated
when websites don’t load quickly
enough. In fact, one in four
consumers abandon a website if it
doesn’t load within four seconds.
They expect fast speeds on their
mobiles too; half of mobile users
abandon a mobile site if it doesn’t
load within ten seconds. And three
out of five won’t return!
High expectations extend to
customer service. Two thirds of
consumers cite poor customer
service as the main reason to
switch supplier. And 90% of
consumers say that they would
even be prepared to pay more for
a better customer experience .
What to do?
From the time a customer
arrives at your site, ensure you
give them a good user experience
- make sure that your site isn’t one
of those which they abandon! Use
analytics (Google analytics is great
for this) to constantly check your
load speeds, and to find where
people have a bad experience
and fall out of your site. Optimise
your site for all devices, either by
building bespoke sites for each
device, or by using responsive
design so your site is great on all
devices.
Also ensure that you can
provide a fast and efficient
customer service, maintaining
a real-time, open dialogue with
your customers (and potential
customers) across multiple
channels. Use Social Media to
talk to your customers where
they are, consider using Social
Media management software like
Wildfire so that you are able to see
the whole picture in one place.
2013 holds lots of opportunity
If businesses make sure they
respond to consumers, they will
be well prepared for 2013. Google
is excited about the opportunities
in 2013, and is happy to help other
businesses take advantage of
them.
Matt
Bush
Agency Head,
Google UK
8
RESPONSIVE WEB DESIGN
by Tom Lidbetter
R
esponsive web design
(RWD) has been around
since 2010 but will explode
onto the web in 2013.
With new devices equipped
with screens of all sizes coming
out every other day - the Galaxy
S3 phone; the mini iPad; giant
iMac screens; a myriad of different
laptops; netbooks and so on - it’s
becoming difficult and expensive
to design, build and maintain a
web presence that maximises the
user experience on all devices and
additionally doesn’t chase away
customers through a clunky and
hard to use user interface.
Responsive web design is a
relatively new approach, starting
to gain traction as a solution
to this problem. The approach
uses a combination of fluid grids
and layouts, flexible images
and the intelligent use of CSS
media queries to alter a design
according to device size. As a user
According to Google,
it’s easier for its
algorithms to assign
indexing properties
to your content if the
desktop and mobile
content is on a single
URL
9
switches from their desktop to
tablet for example, the website
should automatically switch to
accommodate resolution, image
size and scripting abilities. This
means that columns disappear as
the screen size reduces, navigation
menus shrink gracefully to fit a
small screen and just the right
content is displayed to make the
user journey simple and obvious
regardless of what device is being
used.
But it’s not just pure user
experience that matters. In the
summer of 2012, Google stated
that its recommended approach
to supporting multiple devices
was to use a responsive solution.
According to Google, it’s easier for
its algorithms to assign indexing
properties to your content if the
desktop and mobile content is
on a single URL, rather than on
separate pages or subdomains.
Furthermore, Google has
said that it can discover your
content more efficiently if it’s
not separated on different
URLs per device, as it only
needs to crawl your pages
with a single Googlebot agent.
This improvement in crawling
efficiency can “help Google
index more of the site’s contents
and keep it appropriately fresh”.
Additionally, Google also
prefers users not to have to be
redirected to the appropriate
device optimised version of the
page, as this will impact loading
time – another important signal in
ranking.
Poor mobile experiences
also mean people are less likely
to share socially and more likely
to bounce right off and back to
the search results, never to return.
In both cases these aren’t good
signals to Google to better rank
your site in the search results.
However, Google does
say that responsive is not the
only option – the other two
being device specific HTML
and separate mobile URLS.
Both options here are perfectly
valid choices as far as Google
is concerned and the search
engine asks that specific hints
and annotations are added to
the pages to help it index them
properly. However, Google does
warn that user-agent sniffing
(on which both these techniques
rely) can be error prone and if
implemented incorrectly, can
result in accidental cloaking something which Google has
never much cared for.
Despite Google’s
recommendation and all the
obvious benefits, responsive
web design does have its issues.
Most importantly, desktop sized
images downloaded to a mobile
can drastically increase the page
load time, especially for older or
cheaper phones with less powerful
CPUs. It’s interesting that Google
has endorsed RWD when slow
load times mean a poorer user
experience. There is currently no
perfect solution for this, although
there are many reasonable
workarounds and two (possibly
complimentary) proposed W3C
extension specifications that
browsers may soon adopt.
Some argue that a better
approach is to use responsive web
design for desktop and tablets and everyone, there is no doubt that
then entirely separate HTML for
2013 will be a very big year for
mobile, thus allowing you to truly responsive web design.
target content to mobile users
with no restrictions.
Tom
Whatever the arguments for
Lidbetter
and against RWD, it’s clear that
Web Development
Director,
more and more organisations are
Greenlight
seeing it as the best fit for their
needs. Even though it probably
isn’t the right approach for
CONTEXT WILL BE KING
by Sam Haseltine
T
ake a look back through one
of your old, printed, photo
albums. Even with the
benefit of the scrawled notes on
the back of each, how many of the
photos from, say, 20 years ago do
you clearly recall? Take away the
notes on the back of each photo
and you’re left with how I currently
believe Social Media monitoring
tools see the social web; small
snapshots of the past with no
context other than who is in each
photo.
When people directly
mention a brand or a key term, we
can measure it and understand it,
but only in the context of itself. A
single photo in your family album
for example. That, however, is
only part of the problem. What
we more specifically can’t do is
measure and understand what is
being said about your brand when
the brand term is not specifically
mentioned. A photo in your album
that you may have taken but are
not actually in, for example. This
is the focus of my prediction for
Social Media in 2013.
Working on a daily basis
with social monitoring tools has
afforded me the opportunity to
explore how they viewed me in an
area I consider myself relatively
influential (at the very least,
passionate!); football. For all my
sins, I’m a big West Ham fan and
since 2006 I’ve been talking about
my team regularly on my blog,
which is fairly successful, and on
Twitter since about 2007. So, from
a social marketing perspective,
there’s an argument for someone
like me being either an influencer
or someone who would be ideal
to seed related campaigns.
However, I’ll never be considered.
Why? I don’t regularly mention
the exact term, “West Ham” and
will therefore be very unlikely to
appear in influencer search results.
Of course, I regularly talk
about West Ham in the context
of “the game on Saturday”,
“great performance” or (more
commonly!), “we’re going to
struggle this year”. Importantly,
Tweets like this regularly garner
engagement and interest and
often there will be some sort of
discussion as a result of these
Tweets. I’ve not needed to
mention “West Ham” for my
1,500 or so followers to know
what I’m talking about because
they’ve come to understand that,
in all likelihood, if West Ham are
playing at the time of my Tweet,
it will most probably be about
West Ham regardless of whether
I have directly mentioned them.
Analysing only the volume of
mentions also opens the door for
false positives or, more precisely,
people who have a passionate
disdain for West Ham and
mention them a lot in what they
publish. To the undiscerning social
monitoring tools, this person
would actually be ranked as an
10
influencer!
By way of example here are
some Kred badges of accounts
suggested by a well respected
social media monitoring tool to
be the accounts with the most
mentions of ‘West Ham’. There is
one caveat however, one of these
badges is for my own account
although it was not even close to
featuring in the ‘most mentions’
influencer list. To add a little more
context, one is a football news
aggregator, another the official
account for the Premier League
and another is the official Sky
Sports account:
If you’re not familiar with
Kred, the two scores displayed
broadly represent the following.
Influence:
“is the ability to inspire action.
It is scored on a 1,000 point
scale.”
Outreach:
“reflects generosity in engaging
with others and helping them
spread their message.”
Ideally you want a high score
in both and I, personally, would
consider that to be both greater
than 700 and 6, respectively.
So that rules out three from the
above list (including the official
Premier League account), but not
mine. The aggregator and Sky
Sports obviously remain (due
to sheer wealth of content and
therefore term mentions - which
actually makes them unrealistic
outreach opportunities). All in all
from those seven, only two plus
my own account (745/7) would
be worthy individuals to actively
11
consistently referred to, which
key terms are mentioned in users
replies to retweets, the content an
pursue for a digital marketing
individual follower publishes and
campaign related to West Ham,
what content appears within the
yet my own account didn’t appear links a user shares.
in the original ‘influencer’ list. It is
Through Twitter’s Interest
my belief that contextual analysis Graph and Facebook’s Timeline
of Social Media accounts will lead (why else would they surface
to far more accurate, reliable and
entire timelines if it wasn’t to
relevant returns on influencer
improve insight for marketers?!)
discovery.
it’s evident that not only is this
My understanding of
data there in some capacity, but
contextual analysis would be
that Twitter is actually already
to study factors such as: what
using it. Take this Promoted Tweet
events are happening at the time for example:
of the Tweet, which terms are
It was delivered to me when
viewing the stream for my West
Ham account. On the surface it’s
terribly targeted; I clearly don’t
live in Southampton! However, it
just so happened that West Ham
had played Southampton just two
days before this ad was delivered
to me. It’s clearly an example of
a bad use of Twitter’s Interest
Graph as it doesn’t relate to me
in the slightest, but the principle
that bring this ability into the
remains.
mainstream.
I’m confident that until
social marketers have the tools to
accurately translate and work with
this data, we’ll always fall short
Sam
in terms of reaching outreach
Haseltine
Social Media
potential. For 2013 I think we’ll
Strategist,
see a rise of interpretations in
Greenlight
the contextual analysis space,
improvements in accurately
targeted advertising and tools
SEARCH & DISPLAY
by Hannah Kimuyu
What I predicted for 2012?
At the back end of 2011,
Google was just about to
launch its DoubleClick Search
V3 platform - DS3 - a bid
management programme set
to combine Yahoo! and MSN
adCenter into an AdWords
type interface. There were
also rumours of an even bigger
investment into Invite Media,
a Demand Site Platform (DSP)
Google had acquired earlier that
year. With an exciting combo of
Search and Display technologies
on the horizon, I asked marketers
- as advertisers will we really need
to invest elsewhere when Google
could potentially provide it all?
What 2012 delivered?
Google stayed true to its
promise and launched its DS3
platform, and later on in the year
a rather unusual quiet launch
of Double Click Bid Manager
(DCBM) or Invite Media v2 to
most people.
So what happened to Google
taking over the tech world, and
leaving us with no choice but to
use them and them only?
Like all predictions, my
enthusiasm was bigger than the
actual delivery. With all things
in the digital world, nothing
happens overnight. It requires a
few years of grace to really take
off. Surprisingly though, Google
has been quite late to the bid
management and DSP game;
with the likes of Marin, Acquisio,
Kenshoo and DC Storm making a
real impact for some time now.
So was 2012’s launch of DS3
and DCBM too little, too late?
And what does 2013 realistically
look like for this interesting
combination of technology?
2013...
My enthusiasm lives on. I’m
still convinced that advertisers will
be turning their heads to Google’s
combination of Search and Display
management technologies. We
have to remember, the year of
Mobile ran for over three years,
before eventually making a dent
in 2012, contributing to more than
38% of online searches. Therefore
something worth waiting for
needs time…right?
So what’s changed?
DS3 API is now available to
integrate all third party tools, i.e.
Omniture.
Google Analytics (GA) part
integration, but full integration is
set for Q1 2013 whereby if you
already use GA there’s no need to
use the Double Click tags, as it will
offer an end to end solution.
Full inventory management
capabilities with one-click
integration with the Google
Merchant Centre.
All feed related programmes
(Product Listing Ads etc) will
have a fully featured management
and optimisation process,
coinciding with Google Shopping’s
commercial model from Q1 2013.
12
Google Tag Manager,
introduced at the back end of
summer, more to follow…
And then there’s DCBM or
Invite Media, with many new
advancements in v2, but the ones
that stick out the most for me
include:
Full integration with Google
Display Network (GDN)
Full integration with YouTube
More granular geo-targeting
capabilities
Cross channel retargeting, e.g.
YouTube, AdWords etc
And the most exciting access
to premium inventory or ‘private
deals’, which is definitely the next
big thing for display data buys and
optimisation in 2013
But is this enough to have us
all thinking Google and only
Google?
Surprisingly, Yahoo! and
Bing have not offered us any
way to integrate Search and
Display. The Search Alliance
has (understandably) been its
core focus for 2012. That said,
without sounding critical, we’ve
all seen great and much needed
improvements since the Alliance.
Other DSP’s continue
to improve massively, new
exchanges are opening (Facebook
is certainly one of the most
exciting), and a new wave
of ‘super real-time bidding’
specialists are paving the way,
by offering a ‘managed service’
making it easier for digital
agencies to get involved in
display. Surprisingly, very few of
these specialists are developing
their own technology, instead
piggybacking off two, sometimes
13
three DSP’s yet building their own
reporting and targeting interface
on top. In the last few months,
we’ve also seen various data
‘geeks’ coming out of their labs,
offering unique data buys and
targeting features that are simply a
plug-and-play option. So it’s fair to
say 2012 has been a busy year for
display, with everyone contributing
to its growth. Regardless, I’m still
convinced (I hope not foolishly)
that Google is the only one with
its eye on integrating Search and
Display across all devices.
Like most years, Google has
always made a BIG contribution to
digital growth and development;
however I am convinced 2013 will
be the start of a united Search
and Display vision, pioneered by
Google.
Hannah
Kimuyu
Director of Paid
Media,
Greenlight
Greenlight’s Digital
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