I was doing an analysis for a business review with one of our customers and came across a really interesting stat in retail. Since the September 2023 Helpful Content Update retailers are down on average 28% in page 1 visibility. When looking into that cohort closer and just singling out cosmetics brands, you see that these sites are up 41% on average in page 1 visibility, which is wild. Thoughts on why this can be? My gut tells me it has to do with Google's switch to the product grid and focusing more on product pages in general which for a lot of cosmetics sites are their most content-heavy pages since their category pages are all images with little desire to change that (in my experience working with many beauty sites over my years). Would love to hear other thoughts and theories as well. I have another story like this about financial aggregator sites vs. financial institutions and health content hub sites vs. hospitals and doctors offices that I have been covering on 30|30 the last few months that I am going to share soon as well. Oh, just in case you're wondering, our cosmetics customer is doing 33% better than the average. Killin' it! #seo #digitalmarketing
Liz Bowers
1mo
Thanks for sharing, I’ve had similar thoughts around the product pages. I feel that Google has flip flopped between category pages and product pages and what it wants to show. I think it depends on the intent of the search but if the category pages don’t have content, I don’t think they have a fighting chance, I hope the product pages continue to carry them.
Thanks for sharing!
This is great insight! If anyone is interested in benchmarking their industry against the average this Organic Search Traffic Benchmarks Report has all the data: https://www.conductor.com/academy/organic-website-traffic-industry-benchmarks/