A 2007 study by comScore, Yahoo, and the Search Engine Marketing Professional Organization (SEMPO) on behalf of Procter & Gamble, analyzed the role of online search in generating website traffic. Highlights of the study include:
CPG food Consumers Rely Heavily on Search
-
Almost half (47%) of CPG food site visitors come from search
Why do CPG Searchers search?
-
73% of searchers were motivated by product research.
-
64% were seeking help with the purchase decision.
-
47% were looking for promotions.
The payoff: CPG Searchers Spend More
-
Searchers spent approximately 20% more than non-searchers.
How to Maximize your CPG site’s search results
Even with those overwhelming statistics, most CPG sites fall short in search for many reasons — none of which are valid. To make sure your site is receiving its fair share of search, engage a professional firm, like DigitalDay, to:
-
Analyze and optimize your site’s structure to help search engines effectively crawl through your site and categorize your pages.
-
Research the appropriate keywords and phrases consumers would use to find your category — and then implement those keywords properly within your site.
-
Embark on a link-building program to increase your site’s link score (a very important search ranking criteria).
-
Promote your online promotions and online coupons through consumer-oriented message boards and blogs.
“Organic Juice” — a DigitalDay Case Study
Employing these techniques, DigitalDay has helped two clients achieve #1 and #2 results consistently for more than two years for their most important keywords driving more than 70% of their traffic through search.
Tags: CPG Search
