Digital Marketing News


Searching for groceries online

Jan 07, 2014

Which supermarkets and grocers are maximising their market share online?

To find out more, download the full report (PDF) via our download form.

Which supermarkets and grocers are maximising their market share online? Find out which online grocery stores are taking the lead in search engine page results and how they’re doing it.

FIRST looked into the search engine results for groceries online for its Ranking Based Reach performance analysis report.

In this report we discovered:

  • Supermarket giants. Well-known bricks-and-mortar supermarkets Woolworths and Coles, which also have online stores, are not doing any better than its competitors in organic search.
  • Paid search. The supermarket giants, however, are leading the pack in paid search with some competition from Aldi.
  • Not interested in search? Popular search phrases are missing from most sites and very little is being done with both paid and organic search.

To find out more, download the full report (PDF) via our download form.

FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.