About This Webinar
This session explores how consumer behaviour shifted during the pandemic and what this means for brands' search strategies. Our expert panel from L'Oreal, eStore Labs, Oracle Data Cloud, and eStore Media delivers actionable strategies for improving product visibility and driving sales through optimised search performance.
Search marketing represents half of all UK digital advertising spend. As our panellists demonstrate, if your product doesn't return in search results, it simply won't sell.
Key Insights
Consumer Search Behaviour Evolution
The pandemic created distinct shopping phases, each with new search patterns:
- Disinfecting Consumer: Single-use gloves searches increased 700-800 times
- Panic Pantry: Consumers adapted when preferred products were unavailable
- Home Focus: From home offices to DIY kitchens and fitness equipment
The Science Behind Search Ranking
Research across 16 categories and 2 million keywords reveals critical ranking factors:
What Drives Both Search Ranking and Sales:
- Keyword density in titles (20-40% optimal) and bullet points
- Number of keywords positioned against
- 4-6 bullet points perform best
- Products on promotion
- Rating quantity (impact up to 500, then again above 2,000)
Revenue Impact: Moving from page two to page one delivers 84% sales uplift. The top spot generates 150% increased sales.
L'Oreal Case Study Results
Transforming 120 SKUs across Sephora, Douglas, and Notino:
- Challenge: Poor rankings, irrelevant keywords, storytelling over searchability
- Solution: Comprehensive keyword analysis, competitor assessment, retailer-specific optimisation
- Results: 100% visibility improvement in six months, products jumping from 15th to 3rd position
Beyond Text Search
Voice Search: Limited adoption for product discovery, best for hands-free scenarios.
Image Search: Highly effective for fashion and beauty with strong visual matching capabilities.
Video Search: Most promising development. Tutorial videos dominate "how-to" queries. Include captions, focus on customer problems, and cross-post to YouTube.
Essential Takeaways
- Holistic Approach Required: Target multiple ranking factors simultaneously for substantial impact
- Retailer-Specific Strategies: Each platform has different algorithm requirements
- Customer Language Wins: Research actual search terms, not brand-preferred terminology
- Local Markets Differ: US strategies don't automatically work in UK markets
- Continuous Monitoring: Track rankings and watch for competitors targeting your keywords
- Balance Innovation with Fundamentals: Emerging search technologies complement, don't replace, solid text optimisation
Success in search comes from combining technical optimisation with genuine customer insight, creating content that both algorithms and humans find valuable.
Speakers
Klaudia Ochocka
Digital Project Manager, L'Oreal LUXE
Anna Kochanska
Head of Marketing, eStoreMedia
Patryk Lesniarek
Chief Business Development Officer, eStoreLabs
Marc Baker
Founder, Tyde
