Where do you turn when you’re looking for information? For most of us, the answer is simple: Google. Though Bing commands a respectable market share, there’s no questioning that Google is the search engine of choice.
But what about when you’re looking for products? The product search engine of choice is not Google, but rather it’s Amazon.com. Amazon has been dominant for years, and looks to expand its lead in the near future.
Amazon Eclipsing Traditional Search Engines
Consider the evidence: “A consumer survey recently conducted on behalf of retail personalization platform BloomReach found that Amazon has increased its lead as the product search engine of choice for US consumers,” reports Search Engine Land. “Last year, 44 percent reported starting their search for products on Amazon; this year, it’s 55 percent.”
For those using desktop or laptop computers, Amazon is the starting point for the overwhelming majority of product searches, handily passing traditional search engines. Google and the like do a little better with mobile users, yet the trend remains clear: When people want to locate a product, their first inclination is to turn to Amazon.
Even when Amazon isn’t the starting point for the search, it still tends to play a big role. Nine out of 10 shoppers say that they always look for a product on Amazon, even if they have already found it on a separate ecommerce site.
An additional statistic: Survey respondents plan to do half their holiday shopping online, and 94 percent say they’ll be using Amazon.com.
Why Amazon Fares So Well
The question is, what’s the cause of Amazon’s dominance? Is it purely a matter of branding and name recognition?
Not at all. In fact, it comes down to the simple matter of user experience. According to the new research, “53 percent of survey respondents said that Amazon offered the best site experience overall. In addition, 58 percent of consumers said they have abandoned a retailer site for Amazon after a poor site experience.”
Implications for Ecommerce
This may all seem fairly daunting to ecommerce companies—and to be clear: Amazon’s domination probably isn’t going to subside any time soon. There’s no SEO trick that’s suddenly going to make your online retail site as popular as Amazon.
But that doesn’t mean you can’t still invest in strategies to make your ecommerce site more visible, more attractive to consumers, and more competitive in your particular niche. To do that, learn the lessons of Amazon.com—and invest in developing a website experience that is really pleasing to the user. Layout, search, navigation, clear product descriptions, ease of browsing—all of these features lend themselves to user enjoyment, and thus to search engine traction.
Learn more about the ecommerce SEO trends you need to master by contacting Sefati Consulting Group. We’ll show you what it takes to be competitive in your space, and to develop a site that people will want to shop at—this holiday season and beyond.