Ecomm Study: Sporting Goods, Furniture, DYI — Patty Johnson // Searchmetrics

Searchmetrics’ Senior Content Marketing Manager, Patty Johnson, shares the findings on other industries increasing in search volume. With more time at home, people are indulging their hobbies. DIY is on the rise and people are searching for online tutorials now more than ever before. Today, Patty discusses the industries meeting the information needs of consumers.
About the speaker

Patty Johnson

Searchmetrics

- Searchmetrics

Patty is Senior Content Marketing Manager at Searchmetrics

Show Notes

  • 02:25
    Other notable industries covered in the Searchmetrics study
    Theres rising competition in sporting goods. Apart from media outlets and eCommerce sites, people are looking to more information based platforms like soccer.com.
  • 03:50
    Sporting goods winners
    NBC Olympics and olympics.com were the winners because of the 2021 games. Information providers like soccer.com and tennis.com also are also climbing in popularity.
  • 04:13
    Why the sporting goods industry is changing
    People dont need much new information on traditional sports. As sports like tennis and soccer grow in popularity, people are looking to online resources for assistance.
  • 05:15
    What sporting goods consumers are looking for
    Consumers are looking for tutorials to help them learn or improve at a sport. They are also exploring product options more before buying.
  • 06:16
    Brands with the highest search volume
    Traditional players like Amazon and Walmart still hold the majority of the market share. Media brands like ESPN also did well due to their informative nature.
  • 06:48
    The DIY industry
    People are able to engage in more hobbies and projects at home now. They are looking for information to support their pursuits.
  • 07:40
    Why DIY search volume has increased
    There's a growing interest in doing things for yourself. Platforms like Youtube and Tik Toks are convenient and accessible resources for people to tune in to DIY content .
  • 08:41
    The home decor industry
    Wayfair has the market share in this industry because theyre invested in organic search and paying the most for shopping ads.
  • 09:19
    Why Amazon hasnt dominated DIY, electronics, and home decor
    Amazon has been unable to keep up with the pace of growth of these industries. As such, consumers are looking elsewhere to have their needs met.
  • 10:04
    Takeaways for SEO
    Market share can change quickly. There are opportunities for brands to capture a larger market share if they employ the right methods.

Quotes

  • "In apparel, electronics, and health, around 5,000 search keywords were happening a month." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

  • "Sporting goods had 15,000 search keywords in 2019. That number has doubled to over 30,000 in 2021." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

  • "All sectors are not created equally. Some have much more interests within a variety of people who use Google and other search engines." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

  • "When considering organic search, you have to think about the type of competition you're going to get. It's not always who you expect." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

  • "Transactional searches are not going away. They're still at 47%." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

  • "There's more opportunity in informational searches because they're easier to read for. There's so much competition with purchase-driven searches." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

  • "DIY nearly tripled since 2019 in terms of search volume." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

  • "We're giving more time to our little personal projects. That's why we need to be online and get information to support that." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

  • "The biggest names out there aren't necessarily going to be ones with the most market share next year." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

  • "It's possible for eCommerce sites of all sizes to put in the work to beef up those product pages to increase their market share." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

  • "It's good to think about at a time when Amazon didn't have the top spot. They did the work to get there." -Patty Johnson, Sr. Content Marketing Manager, Searchmetrics

About the speaker

Patty Johnson

Searchmetrics

- Searchmetrics

Patty is Senior Content Marketing Manager at Searchmetrics

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