It might not be a surprise to learn that Amazon dominates the search engine results pages, but you might be surprised by just how much they lead all other major brands.
A recent performance study of 10 leading U.S. brands published by SearchMetrics makes it clear that Amazon has by far the most visibility across Google’s search results on both desktop and mobile.
In the study, SearchMetrics used the top 10 retail sites listed in the National Retail Federation’s list of top 100 retailers and parsed the search results of millions of Google search terms to establish a mobile visibility score along with a desktop visibility score.
To calculate the visibility score, the study evaluated the number of times a brand appears across a keyword set, the brand’s rankings within those search engine results pages, competitiveness of keywords, and the click through rate of those results pages.
Even compared to other major competitors, Amazon is an absolute giant. With the staggering rating of 11,145,359, the online retail company dwarfs Walmart, its closest competitor with a score of 1,816,192. Following Walmart were The Home Depot with 881,538, and Target.com, with a score of 771,839.
The focus of the study was mobile search, as it is most often the first touch point to purchase. However, the analysis also showed the rankings remain the same on desktop.