Greenlight Study Reveals Amazon, Tesco, Argos Most Visible Websites for Brown Goods in March

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Report reveals most visible Brown Goods websites.

Report reveals most visible websites for Brown Goods.

A total of 16.5 million searches for brown goods were conducted online in March by UK consumers - 9% up on February levels, reveals the latest research from the UK’s leading independent specialist search engine optimisation (SEO) and pay per click (PPC) consulting firm, Greenlight. The report ‘Brown Goods March 2010’, used industry data gathered in March, to classify 940 of the most popular search terms UK consumers used to find brown goods. The information was also used to assess and rank the 60 websites and brands that were most visible in Google for both natural and paid search.

Entertainment product terms (which include MP3 players, personal video players, audio and iPod products, and brand terms such as Sennheiser and Apple), were the most searched for (6.2 million searches), accounting for 38% of brown goods-related searches in March. PCs and laptops followed with 26% then TVs with 16%.

Although the search volume for the term ‘Televisions’ dropped significantly since November 2009, Greenlight predicts there will be an upsurge in searches in the lead up to June, as there will be a number of consumers who will look to purchase a new TV to watch the FIFA World Cup.

Overall, Amazon was the most visible website for brown goods-related keywords. It achieved 55% share of voice in natural search. Wikipedia and Kelkoo followed with 32% and 25% of share of voice, respectively. Amazon was also the most visible advertiser in paid search with 43% visibility.

For entertainment-related products, Twitter, the social networking site, attained position four in Greenlight’s natural search rankings, having not featured in the top 20 websites in November 2009. This was achieved almost solely through ranking at position three for the term ‘iPod’.

Of the top 10 advertisers in Greenlight's paid search league table, six were brown goods retailers, three were brown goods manufacturers (although Sony, Dell and Apple also act as retailers) and one was an aggregator;

In both natural and paid search (integrated search), Amazon, Tesco and Argos were the three most visible brown goods websites overall with Tesco ascending Greenlight’s league table from position five to two since November 2009.

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About Greenlight

Greenlight is an independent specialist SEO and PPC consulting and technology firm, the largest of its kind in Europe and the fastest growing. With over 100 blue-chip clients including Vodafone UK, Thomas Cook, Interflora, Co-operative Financial Services and ghd, and a multitude of awards to its name, Greenlight is a leader in the search marketing space, and is recognised worldwide for its commitment to delivering record ROI for its clients and investing in the future of search.

In addition, Greenlight is considered the premier thought leader in the sector, publishing widely read industry reports, original research, speaking at most trade events, and delivering a highly respected search training programme in conjunction with the IDM. Greenlight was founded in 2001 and is headquartered in London, with offices in New York.


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