News • 11.02.2022

'Bricks beat Clicks' on Google as Walmart, Nordstrom and BestBuy make search visibility gains

Brick-and-mortar retailers dominate Searchmetrics’ top 10 eCommerce winners

A search field of a search engine in front of a digital colorful background;...
Source: PantherMedia/Wavebreakmedia (YAYMicro)

Traditional big box retailers and department store brands with brick-and-mortar locations dominate the list of top ten eCommerce websites with the biggest gains in google.com search performance in 2021, new research finds.

While apple.com enjoyed the biggest absolute boost in search visibility during 2021, established retail brands walmart.com, nordstrom.com, bestbuy.com and target.com are in the top five in the analysis by Searchmetrics.

No pure-play eCommerce brand (those without physical stores) made the top ten winners list. And while three major online marketplaces – amazon.com, ebay.com and etsy.com – were among the major eCommerce winners in search in the 2020 analysis, no online marketplaces featured in 2021.

“The pandemic continued to impact people’s ability or willingness to shop freely in physical stores last year, meaning curb-side pickup, click-and-collect and buy online pickup instore (BOPIS) have been booming. So perhaps it’s fitting that the sites that have made the most gains in search during the year are mainly those with physical stores who can offer shoppers these options,” said Lillian Haase, CMO of Searchmetrics. “During the pandemic, the brick-and-mortar retailers invested significantly in improving their web presence, product range and their purchase, delivery and collection processes. They seem to have accepted the challenge to compete with online marketplaces and they are seeing some good success, as this study reveals.”

Top 10 eCommerce sites with the biggest improvements in Google search performance in 2021

Rank
Domain
SEO visibility increase (absolute number)
SEO visibility increase (in %)
1
apple.com
1,005,355
19%
2
walmart.com
718,040
36%
3
nordstrom.com
461,831
183%
4
bestbuy.com
448,982
47%
5
target.com
402,730
33%
6
homedepot.com
106,706
10%
7
lowes.com
84,023
17%
8
macys.com
75,008
12%
9
costco.com
72,790
34%
10
ikea.com
71,533
48%


2021 was a busy year for search with the roll-out of two major core algorithm updates (in June / July and November). Google uses core updates to correct and optimize its algorithm to ensure it is delivering the most relevant results. While the timing of the November update was criticized for hitting retailers close to the holiday shopping season, Searchmetrics’ analysis shows it actually had a positive impact on the Google visibility of retail websites including bestbuy.com and target.com.

July also saw the roll-out of the Core Web Vitals update (also known as the Page Experience update) in which Google began rewarding websites that deliver a good user experience in areas such as load time, interaction, and stability. This new ranking factor is not just important for eCommerce stores’ visibility in search, it also has a positive impact on revenue and conversions.

Also, Instagram, which many retailers use to drive product discovery, saw traffic and sales achieve an unprecedented rise in absolute search visibility in Google.com searches. While its competitor Pinterest was one of the biggest losers in 2021. “This trend is the same across all the countries we analyzed; Instagram seems to be getting a lot right, while Pinterest seems to have fallen out of favor with Google,” said Haase.


The Searchmetrics study measured search performance by analyzing weekly search results for millions of keywords throughout the year, scoring websites for factors such as how frequently they appear in results and how high they rank. The top ten ranking was based on a website’s absolute improvement in search performance between the start and end of 2021.

Source: Searchmetrics

related articles:

popular articles:

Thumbnail-Photo: Convenience Experience Report: Demand for short lines, mobile ordering,...
05.07.2022   #food retail #customer experience

Convenience Experience Report: Demand for short lines, mobile ordering, and drive-thru

Americans put convenience stores on par with fast food restaurants

Bluedot introduced the first Convenience Experience Report, a benchmark study that explores consumer sentiment and the customer experience at gas stations and convenience stores (c-stores).The research was based on a survey of 1,570 American ...

Thumbnail-Photo: Top 500 European cross-border online shops
06.04.2022   #online trading #e-commerce

Top 500 European cross-border online shops

4th edition of the annual ranking by Cross-Border Commerce Europe

Cross-Border Commerce Europe, the platform that stimulates cross-border e-commerce in Europe, releases a major research paper covering and ranking the 500 strongest European players with a focus on cross-border performance.The total online EU ...

Thumbnail-Photo: 4 tips for improving retail customer experience...
12.04.2022   #customer satisfaction #Tech in Retail

4 tips for improving retail customer experience

Customer experience can make or break a retail business, so it's vital to get it right

In the retail industry, customer experience is one of the most critical elements for success. It serves as the foundation for customer loyalty, repeat business, and word-of-mouth referrals. In other words, an excellent customer experience is what ...

Thumbnail-Photo: Ynvisible supports sustainable fashion with digital price labels...
13.05.2022   #digitization #sustainability

Ynvisible supports sustainable fashion with digital price labels

New generation is easily readable, flexible and customizable

Ynvisible Interactive Inc. has announced that Digety, a company creating electronic price labels for the fashion industry, has selected Ynvisible as the supplier of displays for its re-usable digital price labels. Digety’s price labels ...

Thumbnail-Photo: Renting instead of buying: A sustainable consumption system on the rise?...
04.04.2022   #sustainability #fashion

Renting instead of buying: A sustainable consumption system on the rise?

Highlights from a webtalk about subscription services and circular economy at Decathlon

Companies often find themselves in a balancing act: they have to prioritize between long-term and short-term goals. How much do we invest in sustainable business models and environmental and climate protection? Many entrepreneurs are faced with ...

Thumbnail-Photo: IKEA and Infarm start urban herbs farming project...
20.06.2022   #brick and mortar retail #sustainability

IKEA and Infarm start urban herbs farming project

Pilot project for joint, sustainable cultivation of herbs in furniture stores

Demand is growing for high-quality food that is produced locally and with as little environmental impact as possible. To meet this, IKEA and Infarm are growing high-quality herbs in Infarm's vertical farms in the customer restaurants in three ...

Thumbnail-Photo: Sustainable logistics: Dont wait, act now!
23.06.2022   #retail #sustainability

Sustainable logistics: Don't wait, act now!

Why an environmentally conscious logistics strategy can pay off

On 22.06.2022 it was that time again: Webtalk time served up by iXtenso and EuroShop. We filled our retail-salsa cooking pot with all kinds of ingredients to create the right flavor for your environmentally conscious shipping...

Thumbnail-Photo: American and European retail brands bounce back better as values...
02.05.2022   #retail #coronavirus

American and European retail brands bounce back better as values increase post-COVID

Big retailers like Amazon and Walmart apply their logistics expertise to adapt in innovative ways to the ‘new normal’

American and European retail brands are leading the global retail sector in bouncing back better from the pandemic, with Amazon and Walmart leading the way. In a world of changing customer demand and disrupted supply chains, these big retailers are ...

Thumbnail-Photo: In-store marketing: The salt in the soup of sales promotion...
01.07.2022   #e-commerce #sustainability

In-store marketing: The salt in the soup of sales promotion

How to positively influence the shopping experience of your clientele

Soft music in the background, delicious scent, pleasant lighting – Sounds like dinner at your favorite restaurant? Almost. Because atmospheric design elements are also important ingredients for the perfect in-store shopping experience in ...

Thumbnail-Photo: Gen Z: The future of spending
08.04.2022   #mobile payment #sustainability

Gen Z: The future of spending

Survey of ‘Zoomers’ in 13 countries spotlights how the world’s most digitally-adept consumers are forcing change to decades-old business practices

To achieve growth and success past 2030, businesses must start to understand the living, shopping, and financial habits of Gen Z or Zoomers (consumers aged between 16 and 24) now - and accept that they are very different from previous generations. ...

Supplier

Chili publish NV
Chili publish NV
Neue Schönhauserstraße 3-5
10178 Berlin
EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf
salsify
salsify
7 rue de Madrid
75008 Paris
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
iXtenso - retail trends
iXtenso - retail trends
Celsiusstraße 43
53125 Bonn