Traffic to retailers from natural or non-paid search programs is growing at a faster rate this holiday season than it was last year, suggests a survey from online marketing services company Netconcepts LLC. Surveyed retailers experienced a 28% increase in natural search traffic from Monday, Nov. 19, to the Monday after Thanksgiving, Nov. 26. During the same Monday-to-Monday period last year, retailers realized only an 18% lift in traffic from natural search.
“The faster rate of growth likely stems from several root causes, including a better understanding of search engine functionality among retailers and consumers,” says Brian Klais, vice president of search for Netconcepts. The survey is based on some 30 retailers using GravityStream, Netconcept’s platform for natural search advertising.
The retailers have experienced an average of 14.5% week-over-week growth in natural search traffic so far this season, starting with the week of Monday, Nov. 19, versus an average 9% week-to-week increase during the same period last year. The study tracked natural search advertising for online retailers in apparel, sporting goods, hardware, home improvement, housewares, home furnishings and other retail categories.
“Any retailer trying to capture the attention of consumers early in the purchase process with search should aim for high week-to-week growth early in the season,” Klais says. Netconcepts is forecasting that if this year’s online shopping follows last year’s pattern e-retailers can expect search traffic to reach its peak on Monday, Dec. 17.
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