Digital Marketing News


Online Homewares Sites (Search Engine Rank Report)

Feb 11, 2014

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

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

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

In this report we discovered:

  • The homewares and furniture market is highly competitive, with players failing to have some of the basic keywords on their sites
  • Along with flowers, hardware, plants, build materials, office equipment, stationery, automotive parts, aviations parts, and art (‘other products’), home wares and furniture make up 27% of online purchases in Australia*
  • Ikea.com, milandirect.com.au and domayneonline.com.au are currently the most visible sites in the digital homewares and furniture landscape, achieving a dominant share of voice thanks to strong positions in organic and paid results.
  • There is significant opportunity for sites to improve their RBR – their search engine reach – for important keywords in both organic and paid search.

* ACMA Communications report 2010–11 series: Report 1—e-commerce marketplace in Australia: Online shopping

FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in the search engines. Rankings Based Reach (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.

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