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Gift Providers NZ SEO Reach
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 around 72% of Kiwis have already purchased a gift online.
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”.
In general, the gift market is highly competitive with lots of smaller and bigger players competing for more online
market share. Moreover global players such as “Gift.com” also try to increase their market share and especially for
smaller players sustained focus on different channels such as search, display, social media, e-mail marketing and if
website traffic is reasonable high conversion rate optimisation will be a key cornerstone to drive revenue growth.
Furthermore, FIRST also analysed the ranking positions of these companies in mobile search and discovered that there was
hardly any difference in ranking positions compared to desktop search. For example, “Not Socks” ranks clearly at first
position in desktop search so does it in mobile search. A bigger difference could be seen at “My Goodness” as it has a 3
times higher RBR in mobile than in desktop search.
Another area FIRST took a look at was the brand search volume for the analysed companies and discovered My Goodness’s
and RedBalloon’s brand search volume has slightly decreased over the last couple of years. Interestingly the search term
“gifts nz” has constantly been increasing over the last couple of years and shows high spikes during December.
The consumer survey revealed that Kiwis would order gifts most frequently for birthday’s but also 30% of respondents
mentioned that no specific occasion would be required to buy gifts online and that gifts would most likely be bought for
children and friends. If we asked people what would be most important for them when ordering a gift, they perceived the
quality of the gift as most important, followed by money back guarantees.
If you are interested to read the full seo industry report including the consumer survey for free just download it here.