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UK Search Volume & Click Share Analysis
Televisions / Digital TV •
As with other markets, we see a diverse range of operators in the sector, with organic listings featuring a mixture of retailers, review sites and manufacturers. This is again reflective of demands from consumers for quality advice and guidance in the purchasing process, with sites such as TechRadar, and Trusted Reviews able to take up prime real estate in the organic listings.
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Click and collect retailers also appear prominently, reflecting consumer demand for convenient delivery and an opportunity to inspect the product prior to committing to purchase.
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There is a notable absence of specialist retailers within the click share indexes within the sector, with the click share index for both paid and organic being dominated by mainstream retailers and manufacturers. This, combined with an apparent reduction in interest for terms relating to 3D television, suggests a reluctance from consumers to adopt this type of technology.
Search Impression Volume •
Currys, Argos and Tesco all manage to join a highly competitive top four for organic rankings. This is due to these brands being highly visible for the keywords blu ray player, 3d blu ray player, home cinema systems and portable DVD player.
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It is clear that unit search volumes are based around the drive for new technologies by the consumer, with 3D TV, plasma and internet TV responsible for 26.33%, 21.42% and 20.95% of search impression volumes (see Appendix A7). These terms rank more highly than the term cheap televisions (11.34%) and screen size terms, such as 50 inch TV and 40 inch TV on 8.48% and 7.48% respectively.
Organic Click Share •
Currys leads the organic click share index, attracting one fifth of the market, with Sony and Argos competing for second place on 14.57% and 14.19% respectively.
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Tesco ranks highly for the unit keywords cheap televisions and 50 inch tv. These have high search impression volumes and Tesco has consistently increased its ranking for 3d tv and accessory term hdmi cable over the last year.
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Argos ranks third for the terms 40 inch tv and 50 inch tv and underpins this with increased rankings for a whole host of keywords.
Paid Click Share •
Currys and Argos manage to outrank specialists such as Finlux Direct, holding 20.58% and 14.95% of paid click share respectively (see Figure 25).
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John Lewis (9.82%) ranks highly due to it being in the top five for the unit keywords 3d TV, 40 inch TV and 50 inch TV.
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In the aggregated click share index it is Currys, Argos, Amazon and Sony that all lead with holistic strategies based around both organic and paid search (see Figure 26).
“In the aggregated click share index it is Currys, Argos, Amazon and Sony that all lead with holistic strategies based around both organic and paid search.”