The top ten home and garden sites ranking for November is here! See the table below:
The top ten sites in the table above represent 75% of the traffic share from the top 100 US sites in this category. Homedepot.com leads the group, with almost one third of the group’s total traffic (29.2%) and has almost double the traffic of number two, lowes.com.
That said, the sites that displayed the biggest growth between October and November were williams-sonoma.com (60% increase) and bedbathandbeyond.com (41% increase). Their growth is mainly a result of the shopping season and a more aggressive paid search strategy.
Leading traffic sources
The home and garden subcategory is heavily reliant on paid search traffic. More than 12% of its traffic comes from PPC channels during this year’s holiday season in comparison to 5.5% for the general shopping category’s top 100 sites. A similar difference applies when comparing off-season months (Jan. – Sep. 2016) as well.
As a subcategory of the retail category, referral traffic contributes a strong portion to its overall traffic at 12.49%. An interesting aspect however, is that a wedding planning site, theknot.com, is the sixth referring site to the home and garden category and sends traffic to almost half of the sites on the top ten ranking.
Consumer search trends this season
The paid search terms in home and garden with the highest growth in November were generally associated with holiday and seasonal gifts such as: “outdoor christmas decorations”, “corner desk”, “gift ideas”, “giant bean bag” and “recliners”.
The top organic search terms that grew over the last month included: “butcher block countertop”, “christmas pillows”, “christmas ideas”, “food processor” and “pre lit christmas tree”.
The graph below shows a sample of the category’s popular keywords this season and how competitive the category is, based on the distribution between the players.