Which New Zealand Motorhome and Campervan providers are maximising their market share online?
Find out which motorhome and campervan providers 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 campervans and motorhomes, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what is most important for Kiwis searching for campervans and motorhomes online.
Analysed campervans and motorhomes websites include:
In this Motorhomes and Campervan Industry Report we discovered:
- In our survey, we revealed that the top two places where Kiwis search for information on campervans and motorhomes are on search engines (i.e. Google) and websites of the known providers. This points to the importance for companies to rank in top positions in search engines and optimise their customer’s online experience.
- Currently, Maui stands out in the search landscape followed by Jucy capturing a big proportion of the voice thanks to prominent organic presence.
- Majority of the analysed campervans and motorhomes providers have low RBR scores, below 20%. There is significant opportunity for these companies to improve their RBR or search engine reach – for important and popular keywords in organic search.
- Popular search phrases are missing from most sites and in most cases very little is being done with organic search. By improving their RBR score, they will be able to seize opportunities to boost online sales revenues.
- A well-executed digital strategy that integrates both organic and paid search should be a key customer acquisition channel for campervans and motorhomes providers, driving revenue and growing the stores share of digital spend.
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.