Digital Marketing News

Home Appliances and Whiteware Online – NZ Reach

Feb 19, 2014


For the full report (PDF) please use our download form


Which New Zealand Home Appliance stores are maximising their market share online?

Find out which online home appliance and whiteware stores are taking the lead in organic search and how they’re doing it.

FIRST has investigated the organic search engine rankings for NZ consumer searches focused on buying home appliances and whiteware, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover which home appliance stores are popular with Kiwis wishing to buy products online.


In this report we discovered:

The home appliances and whiteware market is highly competitive, urging players to optimise their RBR to get ahead of their competition. has set a clear course to follow, but also (who is a manufacturer),, and are currently the most visible sites in the digital home appliances and whiteware landscape, achieving a dominant share of voice thanks to strong positions in organic results.
More than half of all home appliance and whiteware websites have a low organic RBR score, under 1% (!). This represents a big opportunity for natural search optimisation.
A considered search strategy that integrates both organic and paid search should be a key customer acquisition channel for home appliance stores, driving revenue and growing the store’s share of digital spend.
Popular search phrases are missing from most sites and in most cases very little is being done with organic search.

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.


For the full report (PDF) please use our download form