ASOS and Marisota top Greenlight’s integrated search report for the fashion retail sector
London, 19 October, 2009 - Greenlight, the UK's leading independent search marketing agency has released its first quarterly integrated research for the fashion retail sector. Each report consists of paid search as well as natural search analysis, to offer a fully integrated analysis. The report determines the most visible fashion retail websites in Google natural and paid search results and covers Q3 2009.
This latest research is based on more than 7.5 million searches that took place between June and August 2009 for fashion retail. The searches were categorised into terms for men's fashion, women's fashion, generic fashion terms and generic product terms. This data was then used to rank the most visible brands on page 1 of Google's search results.
According to Greenlight's report, the most visible websites in natural search results during July 2009 were Asos.com, Debenhams.com and Houseoffraser.co.uk, achieving 51%, 30% and 30% visibility respectively. The agency's natural search league table shows that only 14 sites were visible to more than 10% of the searches in July 2009.
Greenlight's research analysed the 1100 most popular generic keywords for fashion retail. Out of those, the two terms 'dresses' and 'women's dresses' accounted for 15% and 12% of searches respectively in July 2009. Of the top 10 websites, two brands were purely online retailers - ASOS and Goddiva - while the others were multi-channel retailers.
The paid search section of the report determines an advertiser's share of voice based on how often they appear on Google, which ad position they are bidding for and the search volume generated for the keywords they bid on. The ranking represents visibility across the top 120 keywords in July 2009.
Marisota was the most visible advertiser in paid search reaching 25% share of voice, achieved largely by effective bidding on 60 of the 120 analysed in Greenlight's report at an average ad position of five. Second and third positions were achieved by Bonprixsecure.com and jacamo.co.uk with 22% and 20% visibility respectively. Only 14 brands in the paid search league table of top advertisers also featured in the league table for natural search.
Greenlight currently produces quarterly research reports cover a broad cross section of industries including insurance, gaming, car hire, retail banking, travel and white and brown goods amongst others.
Please note: If you plan to run this story online, please link any references to Greenlight via the following: http://www.greenlightsearch.com/sectorreports/fashionretail.html