2. Calculating share of search
• Rankings Based Reach (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.
Source: Rankings Based Reach (RBR) is a methodology developed by First, http://www.first.com.au
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 2

3. Selected sites
Leading Australian fashion sites were selected for Ranking Based Reach (RBR)
performance analysis.
Regional unique visitors Regional unique visitors
Sites# Australia per month Sites# Australia per month
westfield.com.au 430,000 sportsgirl.com.au 47,000
myer.com.au 320,000 saba.com.au 33,000
asos.com 260,000 jacquie.com.au 32,000
countryroad.com.au 120,000 portmans.com.au 32,000
davidjones.com.au 120,000 bardot.com.au 23,000
witchery.com.au 94,000 laura-ashley.com.au 17,000
supre.com.au 64,000 rmwilliams.com.au 15,000
net-a-porter.com 58,000 frenchconnection.com.au 14,000
suzannegrae.com.au 57,000 marcs.com.au 12,000
# Alsoincluded were alexperry.com.au, charliebrown.com.au, lisaho.com and alannahill.com.au. Doubleclick Ad Planner
does not have regional unique visitors Australia per month data for these sites.
Source: Google DoubleClick Ad Planner, May 2012
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 3

4. What are people searching for?
In order to identify which websites are leading in search we researched frequently used
fashion related phrases.
Local searches per Local searches per
Search Phrase month Search Phrase month
Total searches per month
formal dresses 33,100 pyjamas 2,900
173,280
lingerie 27,100 coats 1,900
cocktail dresses 18,100 online fashion 1,900
swimwear 14,800 womens clothing 1,900
maternity clothes 12,100 jackets 1,600 Total searches per year
evening dresses 9,900 maternity dresses 1,600 2.08 million
plus size clothing 9,900 pants 1,600
dresses online 8,100 skirts 1,600
party dresses 5,400 black dress 1,300
designer dresses 4,400 evening wear 1,300
maxi dresses 4,400 ladies fashion 1,000
bikinis 3,600 cardigans 880
leather jackets 2,900
Source: Google Keyword Tool, exact Australian exact match, May 2012
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 4

5. Search trends
The chart below illustrates interest in key search terms (dresses category) in Australia over the last 5 years.
Fashion searches show
In the last 8 years we have observed a rapid increase in searches strong seasonal trends –
relating to fashion. Over 30% of online purchases are clothing and jewellery peaks around
shoes* Christmas, dresses – in
spring
100
90
80
70
60
50
40
30
20
10
0
Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12
evening dresses (21) cocktail dresses (27) designer dresses (18) formal dresses (68)
Source: Relative total keyword performance on a normalised scale 1 to 100, Google Insights, Australia, May 2012
*ACMA „Consumer engagement in E-commerce‟, Nov 2010
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 5

6. Google: Search engine results page 1
What the consumer sees: The top of the Google search results page for a search on „formal dresses‟.
Search results for shops
nearby, displayed with
“Top” paid search
Google maps
results, related to the
term “formal dresses”.
Organic search results:
Note how there are only “Side” paid search
2 organic results above results
the fold, compared to 10
paid ads, 4 shop
listings and a shop
linked map.
Search results for shops
nearby, using Google
Places
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 6
Source: Google Keyword Tool, exact Australian phrase match, May 2012

7. The importance of top rankings
40%
paid organic
35%
30%
Proportion of clicks
35% of users click
25% on the top organic
search result
20%
15% Almost 95% of organic
traffic goes to the top 10
results
10%
5%
0%
1 2 3 4 5 6 7 8 9 10 11 12
Search engine position
Source: Chikita, 2010 (Organic Search) & Accuracast 2009 (Paid Search)
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 7

8. Rankings based reach: Natural search
30%
The RBR leader is
significantly ahead of
Many retail fashion and designer
the competition. websites have low RBRs – forfeiting
search engine traffic to their competitors.
25%
Rankings Based Reach
20% These websites can compete by
optimising for highly relevant and popular
search phrases.
15% International
competitor with free
AU shipping and a
local return address. MASSIVE OPPORTUNITY
10%
5%
0%
* includes all websites under the relevant domain name (eg/ including www. and shop.) Source of ranking data: Google Australia, www.google.com.au, May 2012.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 8

9. Rankings based reach: Paid search
50%
45% A small number of fashion
players dominate key search
terms for paid search.
40%
35%
Rankings Based Reach
30%
Paid search offers the immediate opportunity to
25% place retailers in front of active buyers. It is both
measurable and can be combined with
20% conversion optimisation.
15%
MASSIVE OPPORTUNITY
10%
5%
0%
* includes all websites under the relevant domain name (eg/ including www. and shop.) Source: Google Australia, www.google.com.au, point-in-time data, 30 May 2012.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 9

10. Fashion – Summary & Observations
• Over 30% of online purchases in Australia are fashion-related
• Local search results (Google Places) are integral part of
search result pages. 40% of retail searches from mobile
devices have local intent
• Westfield.com.au is currently the most visible site in the digital
fashion landscape, achieving a dominant share of voice thanks
to strong positions in both organic and paid results
• While Australia is experiencing rapid growth of digital
commerce, the perceived lack of a household name is enticing
customers to buy from overseas competitors such as asos.com
or Net a Porter.
• Search strategy, integrating both organic and paid search, will
be a key to customer acquisition and increasing revenues and
growing online business in the coming years

11. About FIRST.
Respected digital veterans are the foundation our agency is built upon: each team holds
a core capability that feeds into a business‟ digital requirements. Our expertise in digital
has been built on over 14 years‟ experience in digital strategy, web design and build,
search marketing and digital campaigns.
FIRST RATE, our award winning team of Internet marketers, has helped over 300
companies across 100 industries achieve digital success. We provide companies with a
digital roadmap to success centred around a “digitally-led” sales and marketing strategy.
Our services span search (SEO and SEM), email, performance media, conversion
optimisation and advanced analytics. We produce leading creative across all digital
areas. And we build ecommerce sites, CMS driven sites, mobile apps, social media
initiatives and microsites. Most importantly, our work is underpinned by a focus on
delivering the return on investment our clients expect.
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12. Contact us
Oakley Kaddish
Phone +61 (02) 9339 6783
Email oakley.kaddish@first.com.au
Web www.firstrate.com.au
LinkedIn au.linkedin.com/in/oakleykaddish
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au 12