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Retailers that offer the best online search experience are…

Brands that continue to step up their online search strategies are winning over content-hungry consumers.

The companies that dominate online visibility, and consistently rank in the top organic spots for high volume, as well as relevant searches for information and products, are Macy’s, Nordstrom, Amazon and Target, according to “Retail Marketing Leaders: The Top Online Performers and Strategies in 2018,” a study from Conductor.

Overall, Macy’s makes up 8% of search marketshare, followed by Nordstrom (7%), Amazon (6%) and Target (4%).

According to the study, consumers who interact with a brand’s educational content are 131% more likely to buy from that brand. This content could range from product information and recipe blogs to style guides and tutorials, among other details.

Eager to grab this wallet share, retailers are stepping up their content game. For example, Macy’s content helped it grab a 12% of share among women’s apparel, and 10% for men’s apparel. Nordstrom comprises a 10% of share for women, 9% for men. Amazon has a 7% share for women, and 8% for men.

In the dress category, Macy’s and Nordstrom’s content helped each garner a 10% share, respectively, followed by Lulu’s, Target and Dillard’s, which grabbed a 5% share. Meanwhile Zappos has an 8% share of shoes, followed by DSW and Nordstrom, with 7%, respectively.

When shopping for winter clothing, Macy’s content helped it grab an 8% share, followed by Nordstrom, Amazon and Dick’s Sporting Goods, with 7%, each.

There is also a tight race among the brands related to grabbing mobile shoppers. In New York City, Macy’s and Amazon’s content helped both companies rack up 8% of mobile share. Nordstrom has a 6% share, followed by Target and Kohl’s at 3%. Meanwhile in Los Angeles, Amazon and Macy’s pulled in a 7% share, followed by Nordstrom (5%), Target (3%) and Kohl’s (2%).

“The retail vertical is usually associated with the final phase of the customer journey: purchase. But retail market leaders have recognized that most of the people visiting their websites aren’t ready to buy,” the study revealed. “Instead, they are getting information, researching, checking prices. That means early stage content that provides valuable information to prospective customers, from recipe blogs to style guides to tutorials, is extremely important.”
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