Digital Marketing News


Searching for mobile phone plans online

Apr 29, 2013

Searching for mobile phone plans online

To find out more, download the full report (PDF) via our download form.

FIRST looked into the search engine results for mobile phone plans online for its Ranking Based Reach performance analysis report. The results were surprising – at the time of reporting, Australia’s leading telcos did not dominate natural search results pages for mobile phone plans.

Here’s a summary of what was discovered:

  • Top contenders. At the time of reporting, big telcos such as Telstra, Optus and Vodafone were not dominating the natural search results for mobile phone plans, but rather only in the paid search results.
  • Natural search results. There were two clear winners for natural search results, with many mobile phone websites resulting in low rankings-based results and thus forfeiting search engine traffic to their competitors.
  • Paid search results. The major players have invested in paid search and because of this they dominate in the search engine results pages.
  • Top phrases. The leading keyword phrase at the time of reporting was “mobile phones”, followed by “iphone 4 price” and “mobile phone plans”.
  • Growth in mobile data usage. Given the transition to a smartphone user environment and growth in mobile data usage, the range of available services and providers has led to a more dynamic mobile applications market in Australia.

To find out more, download the full report (PDF) via our download form.

FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.