AdGooRoo and Hitwise have released a study that finds that a quarter of traffic to ten of the largest FMCG websites comes from search – and this has increased by 15% from a year earlier.
The sites receive more traffic from search than any other single other source.. Whilst this is a US based study – the analysis was of Betty Crocker, Cover Girl, Enfamil, Kellogg’s Special K, Kraft Foods USA, L’Oréal Paris USA, M&Ms, Pampers, Pillsbury and Tylenol (Johnson & Johnson) – it still makes interesting reading and goes on to reveal that 80% of search is organic and not paid.
And traffic-wise, Tylenol.com and Enfamil.com were the smallest though search represented the highest percentage of traffic to these sites, at 43% and 31% respectively. Whilst the study goes on to reveal that paid search was also used – it confirms the requirement for retailers to continue on serving product related information and to continue to focus on this.
The full 31 page report can be downloaded at AdGooroo.
Rod Geoghegan works with Marketing Services Agencies, Tech Start-ups and Professional Services Firms to plan and deliver growth.
He is Founding Partner at Metropolis Partners