But Macy’s is still bullish on Pinterest this holiday season—in particular, its video ads.
Most top retail web sites feature many videos, but Google indexes relatively few.
A study of the top 50 online retailers by SundaySky Ltd., a provider of technology and services for deploying and managing online videos, shows that, while more than 65% of the e-retailers have many videos on their site, only 12% get more than 100 videos indexed by Google.
The study, “State of Video in E-Commerce,” is based on second quarter research by SundaySky of the largest 50 online retailers as listed in the Internet Retailer Top 500 Guide. It notes that among the top 200 retailers, only 4% get more than 100 videos indexed by Google and that fewer than 10% get more than 10 videos indexed.
“Such low numbers are in complete contrast with the importance of search engine-based traffic for those retailers who typically report that such traffic accounts for around 30% of their total traffic on average,” the study says.
The top 10 retailers by number of videos indexed by Google, with their number of indexed videos, according to the study:
● Amazon.com, 67,021
● Overstock.com, 56,069
● Apple, 2,718
● Redcats USA, 528
● Symantec, 196
● Netflix, 84
● Dell, 35
● Musician’s Friend, 30
● Sony Style, 27