Amazon tops Wal-Mart in natural web search results
Amazon.com Inc. led Wal-Mart Stores Inc., Target Corp. and Sears, Roebuck and Co. in a WebTrends study of the appearance of retail web sites in the natural results of Internet searches. The WebPositions Search Ranking study, conducted this month to determine the impact of major retailers in holiday searches for popular toys, also found that the four retailers were twice as likely to show up in sponsored results as they were in natural search results.
Amazon led the pack in natural search with an organic visibility rating of 34.67%, compared to Wal-Mart, with 14%; Target, 7.33%, and Sears, 3.87%. WebTrends defines an organic visibility rating as a measure of the exposure that a marketer’s keywords receives within the first three pages of natural, or unsponsored, search results in multiple search engines.
Among sponsored search results, Amazon had a visibility rating of 52%, followed by Wal-Mart, 39.73%; Sears, 16%; and Target, 13.6%.
The search engines included in the study were Google, MSN, Ask Jeeves, Teoma and Yahoo.
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