10 Retailers With the Best SEO: Winning the Online Search Battle

Tim Denman
Editor in Chief
a man wearing a suit and tie

E-commerce giant Amazon has won the hearts, minds and wallets of the modern retail shopper thanks to its massive assortment array, customer-first approach, and ability to quickly and affordably fulfill orders. But its differentiated experience is only half the story of its success. Its ability to dominate Internet searches ensures that when a consumer is searching for a product online, Amazon is one of the top results.

A new study conducted by search and content optimization platform, Searchmetrics, ranked Amazon number one in Google search, blowing away second place finisher Etsy in this vital statistic. Despite Amazon’s dominance in SEO, its year-over-year improvement in the crucial metric was the lowest among the top 10 finishers. Its ability to take the top spot by such a significant margin without massive year-over-year gains highlights that Amazon has perfected its SEO strategy over years of digital domination.

Other notable retailers on the ranking include Ashley Furniture, which improved its search performance by an impressive 362%. Online marketplace, Aliexpress, which is owned by Alibaba, finished in 10th place with 236% year-over-year improvement.

The top 10 list of e-commerce winners on Google is compiled from a wider cross-industry analysis of 2018 winners and losers in Google search conducted by Searchmetrics. The study measures search performance by analyzing weekly search results for millions of keywords throughout the year and scoring websites on a variety of factors.

Some of the websites that made the top 10 list are broad sites featuring a wide range of products, meaning the sheer breadth of content covering different items would give them a head start in organic search. However, data from previous Searchmetrics studies suggests that online retailers can improve their visibility on Google by giving shoppers a seamless, generally ad-free experience in which they can find things they want quickly and checkout fast.

“Over and above displaying high value, relevant content and paying attention to technical issues such as ensuring a fast page speed, e-commerce businesses must focus on areas such as ensuring content is structured with bullet points so that product details can be more easily absorbed by visitors; creating well thought out menus and internal links so shoppers can find items they want quickly – as well as identify alternatives and complementary goods,” said Jordan Koene, CEO, Searchmetrics. “Also, make the online checkout easily visible without scrolling on mobile devices; and – in most cases – avoiding ads on the page.”

Searchmetrics measures search performance for websites using its SEO Visibility score. The company monitors the organic search results of millions of keywords which it uses to calculate SEO Visibility. The visibility score for a web domain is based on a collection of hard metrics including: frequency a website appears in the search engine results pages (SERPs) across the keyword set, prominence within those SERPs, and the competitiveness of the keyword.

For the evaluation of the biggest winners and losers in 2018, Searchmetrics analyzed the change in the SEO Visibility of all domains included in its Index over the course of the year. The lists of winners and losers is sorted by absolute change. SEO Visibility is only an indicator of visibility that comes from a website's organic search channel.

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