Case Study: Search Results in Electronics Niche of E-Commerce

The Serpzilla team is with you again. So, this summer, we conducted research in the Electronics niche of e-Commerce. This niche includes products such as smartphones, laptops, tablets, and other digital gadgets. We previously published the article covering the first study of the research – a study on demand analysis in the niche. Now let’s take a look at our second study – the analysis of search results.

Who is this article for:

• For SEO specialists. It will help you understand what relationships exist, what affects the distribution of sites in the search results, and what their sites lack in order to defeat competitors. 
• Marketers and business owners. The material will help you look at your competitors and understand the SEO potential for your site.

How we got the data for this study

We worked with a list of about 230,000 niche-relevant keywords. You can read more about how we got and processed the data in our first article. We then collected the top 30 results for these keywords and enriched the data with metrics from Ahrefs. As a result, we had several gigabytes of raw data for analysis.

1. Ahrefs, DR and metrics correlations

Ahrefs is one of the most popular SEO tools and, according to our surveys, the vast majority of SEO experts rely on its DR metric to evaluate trust – a degree of trust search engines have to the resource. DR is the evaluation of the strength of a website’s backlink profile, as well as its quantitative and qualitative reflection.

DR (Domain Rating) is measured on a scale from 0 (no trust) to 100 (the highest trust).

There are many similar metrics used in other popular services:

• CF/TF (Citation Flow and Trust Flow) from Majestic,
• DA (Domain Authority) from MOZ,
• AS (Authority Score) from SemRush.

From our observations, even though these metrics don’t always match each other 100% and there might be slight discrepancies, they correlate really well with Ahrefs’ DR. So even if you use some of these metrics instead of Ahrefs’ DR, it’s likely that the score will be close and the results will be similar.

Note: the number of links presented in the tables and graphs below is the median, meaning the average data reflecting “middle” of the website selection. In reality, the Ahrefs data, though quite extensive, does not show all the links. Various SEO specialists have reported there are 40-60% more links than Ahrefs can see.

The correlation between the keywords volume and DR in the top-5 on Google

The correlation is obvious: as the number of keywords in the top-5 grows, the trust of those domains also grows. And it is only logical to assume a large number of requests in the top-5 indicates successful promotion and good search traffic volume.

The correlation between traffic and DR

Looking at the correlation between DR and traffic we observe a similar situation:

The correlation between traffic and referring domains

As you can see, the correlation here is even more obvious:

The correlation between the keywords volume and referring domains

Again, we observe the same thing. No need to comment on that, just take a look at the data table we’ve compiled: 

 

The graphs and the table shows the volume of backlinks (referring domains) you need to rank in the Electronics niche. For example, websites that rank for 1,000-2,000 keywords need 6,762 domains on average. According to Ahrefs, about 5,000 of those are Do-follow backlinks. Keep in mind that Ahrefs doesn’t see all links. So add another 40-60% to 6,762.

The correlation between total keywords and DR

Now let’s look at how DR correlates with the total number of keywords ranking a website in the top 20:

As you can see, when the number of keywords sits at 100 and below, the median DR is at 30-35. It probably means that such a DR can be seen as a minimum benchmark at the first stage of link building.

However, in order to promote your website and compete with many others on a variety of keywords, you need to continue working on growing your backlink profile. And the competition in the niche is clearly visible, we will get to this soon.

The correlations shown above do not imply causation, but most SEO experts stand by the fact that link building is in the top-3 among most important ranking factors in Google. Here are a couple of articles to support the claim:

1. “Backlinks are arguably the most important ranking factor [at Google]” – Joshua Hardwick, head of content at Ahrefs
2. Correlation between ranking and inbound links – Eric Enge, founder and director of Stone Temple Consulting.

Do you want to get more organic traffic? Put some work into quality link building and do it better than your competitors.

2. SERP structure

As a reminder, we analyzed 230,305 keywords total or 219,718 if we exclude branded keywords. These keywords had 75,634 domains and 714,597 URLs ranking in the top 20. Let’s take a closer look at how these 75,634 domains are performing on SERPs.

Domain distribution by number of keywords

This is what our top-20 data looks like:

 

Meanwhile, if you look at the same distribution in the top-10, the total number of domains decreases, but the distribution of domains by the number of keywords remains mostly unchanged:

So what do we see above?

1. Only 17.8% of domains rank for more than 10 keywords (both in top-10 and in top-20).
2. Most domains rank for only 1-3 keywords.

URL distribution by number of keywords:

 

Such distribution data provides us with two more observations:

1. 56% of URLs rank via 1 keyword.
2. 30% of URLs rank via 2-5 keywords.

Top 50 websites by traffic (eCommerce, Electronics niche):

Domain	Traffic	Keywords Top-5	Keywords Top-10	Keywords	URLs	DR
flipkart.com	50,758,505	93,946	127,886	120,630	13,019	88
amazon.in	46,158,030	91,082	129,386	117,420	16,774	91
91mobiles.com	42,448,015	79,389	99,355	97,906	4,500	75
gadgets360.com	35,822,435	61,473	86,153	83,484	5,691	82
mysmartprice.com	25,186,287	60,036	83,457	82,634	2,817	73
smartprix.com	16,839,842	33,433	74,933	72,925	5,896	63
gadgetsnow.com	15,090,256	20,729	47,767	45,634	5,516	77
digit.in	11,256,543	20,855	57,634	57,520	2,040	74
gsmarena.com	10,226,564	6,323	14,396	14,088	1,614	87
reliancedigital.in	8,823,517	6,910	17,969	17,843	1,120	70
pricebaba.com	6,921,926	12,408	45,822	45,755	1,946	61
dir.indiamart.com	5,995,626	12,172	20,533	20,162	2,750	85
apple.com	5,507,608	2,699	3,885	3,364	357	97
jio.com	5,183,853	3,216	4,148	2,960	261	78
samsung.com	5,127,608	6,598	10,913	9,869	810	92
vijaysales.com	5,094,824	4,576	14,716	13,813	1,517	63
bajajfinserv.in	4,896,719	8,748	22,114	21,910	230	75
myntra.com	4,335,135	3,796	7,581	7,550	569	79
bajajfinservmarkets.in	3,945,860	3,178	15,394	15,324	799	72
croma.com	3,914,277	3,698	10,164	10,009	1,328	70
mi.com	3,835,848	3,803	5,828	5,536	309	90
cashify.in	3,822,195	8,174	22,133	21,858	1,782	60
pricedekho.com	3,650,396	6,791	22,282	22,221	1,028	46
giznext.com	3,406,419	4,484	16,521	16,470	1,376	47
tatacliq.com	3,239,557	3,329	9,332	9,153	1,432	72
en.wikipedia.org	3,149,020	4,136	7,862	7,608	980	96
hp.com	2,898,893	6,219	10,174	8,950	892	91
olx.in	2,853,616	9,939	19,754	16,076	5,414	71
indiamart.com	2,840,636	14,071	24,320	22,028	8,052	85
justdial.com	2,792,295	8,864	12,161	12,129	5,779	82
boat-lifestyle.com	2,330,929	2,113	3,520	3,194	162	71
bgr.in	2,327,768	5,314	15,786	15,743	1,229	76
snapdeal.com	2,312,845	2,514	8,354	8,225	1,864	79
dell.com	2,204,362	8,240	13,056	10,781	1,725	91
realme.com	2,183,004	1,718	2,444	2,395	151	79
tech.hindustantimes.com	2,154,870	980	3,518	3,502	788	88
quora.com	2,008,557	16,504	30,061	29,636	7,260	91
newindianexpress.com	1,867,937	7,812	15,088	15,018	175	84
techradar.com	1,811,475	7,749	17,881	17,820	795	90
gizbot.com	1,780,134	5,808	16,303	16,275	1,308	73
play.google.com	1,743,167	1,721	3,601	3,580	1,304	96
sangeethamobiles.com	1,657,577	1,706	5,328	5,214	464	75
tomsguide.com	1,627,577	4,121	8,023	8,012	342	86
oneplus.in	1,586,280	2,038	2,915	2,796	163	73
headphonezone.in	1,529,637	1,225	2,666	2,659	208	55
timesofindia.indiatimes.com	1,500,159	4,414	11,094	11,064	1,014	91
paytmmall.com	1,451,139	3,057	8,441	8,434	264	73
youtube.com	1,417,869	6,315	14,080	9,561	8,441	99
pcmag.com	1,410,658	4,980	11,036	11,025	676	91
amazon.com	1,390,019	4,400	6,290	6,179	2,471	96

Top 50 URLs with most traffic:

URL	Traffic	Keywords Top-5	Keywords Top-10	Keywords
Mobile Phones Online at Best Prices in India – Flipkart https://www.flipkart.com/mobile-phones-store	3,168,293	2,602	4,364	6,050
Wireless Headphones – boAt https://www.boat-lifestyle.com/collections/bluetooth-wireless-headphones	1,920,975	673	1,318	3,261
Mobile Phones: Buy New Mobiles Online at Best Prices in India https://www.amazon.in/mobile-phones/b?ie=UTF8&node=1389401031	1,744,684	952	1,883	2,644
Buy Laptops Online at Low Prices – Amazon.in https://www.amazon.in/Laptops/b?ie=UTF8&node=1375424031	1,659,659	1,023	1,513	1,985
Buy Laptops Online | Best Laptop Prices in India – Reliance … https://www.reliancedigital.in/laptops/c/S101210	1,588,739	658	1,369	2,843
Mobile Phones – Latest Mobiles Online at Best Prices https://www.reliancedigital.in/smartphones/c/S101711	1,582,836	1,065	2,176	5,214
Earphones: Buy Headphones online at best prices in India https://www.amazon.in/headphones/b?ie=UTF8&node=1388921031	1,449,779	822	944	1,008
Vivo Mobile Phones Price List in India | 1st June 2022 https://www.91mobiles.com/vivo-mobile-price-list-in-india	1,392,792	1,139	1,251	1,335
Mi Mobile Phones (MI मोबाइल) and Smartphones … – Flipkart https://www.flipkart.com/mobiles/mi~brand/pr?sid=tyy,4io	1,359,374	1,154	1,866	2,231
All Xiaomi Phones in India 2021 – Mi India https://www.mi.com/in/all-xiaomi-phones	1,344,221	1,086	1,582	2,287
Xiaomi Mobile Price List In India 1st June 2022 | Redmi Phones https://www.91mobiles.com/xiaomi-mobile-price-list-in-india	1,338,757	1,311	1,478	1,564
latest mobile phones under 10000 – Flipkart https://www.flipkart.com/mobiles/~mobile-phones-under-rs10000/pr?sid=tyy%2C4io	1,294,623	2,645	3,675	4,369
Mobile Phones | Buy Latest Mobiles Online at Best Prices in … https://www.croma.com/phones-wearables/mobile-phones/c/10	1,270,110	758	1,783	4,325
New Mobile Phones 2022 | Latest Mobile Price List in India https://www.mysmartprice.com/mobile/pricelist/latest-mobile-phones.html	1,265,613	1,826	2,060	2,211
All Smartphones – Latest Android Mobile Phones – Samsung https://www.samsung.com/in/smartphones/all-smartphones/	1,251,780	1,181	2,262	3,705
Biggest Deals on Laptops Online at Best Price in India – Flipkart https://www.flipkart.com/laptops-store	1,213,492	921	1,684	2,645
Best Mobile Phones Under 10000 (Jun 2022) – MySmartPrice https://www.mysmartprice.com/mobile/pricelist/price-of-mobiles-between-rs-5000-and-rs-10000-in-india.html	1,192,178	2,370	2,681	2,796
Vivo Mobile Phones Price List 2022 – NDTV Gadgets 360 https://gadgets360.com/mobiles/vivo-price-list	1,169,604	1,102	1,245	1,307
Mobile Phones | Mobile Prices in India | Online Mobile … https://www.91mobiles.com/	1,134,237	561	1,206	1,697
Best realme smartphones and offers – realme (India) https://www.realme.com/in/realme-phones	1,115,262	871	1,178	2,718
Free voice and digital freedom for all JioPhone users https://www.jio.com/en-in/jiophone	1,098,020	777	858	1,337
Mobile Phones Under Rs.15000 – Flipkart https://www.flipkart.com/mobiles/~mobile-phones-under-rs15000/pr?sid=tyy%2C4io	1,092,068	1,335	2,801	3,617
Upto 80 % Off on Bluetooth Headphones Online – Flipkart https://www.flipkart.com/q/bluetooth-headphones	1,089,869	1,198	1,416	1,566
JioPhone Next 4G Smartphone – Fully featured Android Phone https://www.jio.com/next	1,089,807	396	503	1,084
Samsung Mobile Phones – Flipkart https://www.flipkart.com/samsung-mobile-store	1,063,055	1,541	2,615	3,464
Jio Phone Next Price in India, Specifications, Comparison (1st … https://gadgets360.com/jio-phone-next-price-in-india-103071	1,032,861	403	489	554
Samsung Mobile Phones Price List in India | 1st June 2022 https://www.91mobiles.com/samsung-mobile-price-list-in-india	1,025,167	1,811	2,104	2,200
iPhone – Apple (IN) https://www.apple.com/in/iphone/	1,020,592	220	484	783
Mobile Phones | Buy Latest Phones at Best Price in India at … https://www.gadgetsnow.com/mobile-phones	1,011,843	31	195	1,343
Best Mobile Phones Under 15000 (May 2022) – MySmartPrice https://www.mysmartprice.com/mobile/pricelist/price-of-mobiles-between-rs-10000-and-rs-15000-in-india.html	1,008,077	1,461	1,718	1,891
Jio Phone Next 32 GB ROM, 2 GB RAM, Blue Smartphone https://www.amazon.in/Jio-Phone-Next-Blue-Smartphone/dp/B09P8RC8HG	1,005,403	99	186	247
Laptop Computers – HP https://www.hp.com/us-en/shop/cat/laptops	1,004,410	99	176	367
Latest Mobile Phones 2022 Price in India, Newly … – Digit https://www.digit.in/latest-mobile-phones/	972,360	1,640	2,254	2,531
Vivo Mobile Phones Price List in India – Smartprix https://www.smartprix.com/mobiles/vivo-brand	969,895	749	1,294	1,668
Xiaomi Mobile Phones Price List 2022 – NDTV Gadgets 360 https://gadgets360.com/mobiles/xiaomi-price-list	968,294	1,091	1,251	1,335
Latest Mobile Phones in India – 91Mobiles https://www.91mobiles.com/latest-mobiles-in-india	962,581	1,372	1,417	1,454
Upto 80% Off on Headphones & Earphones Online – Flipkart https://www.flipkart.com/headphones-store	960,818	490	610	798
Buy Headphones & Earphones Online UPTO 50% OFF https://www.reliancedigital.in/headphones-headsets/c/S101021	945,302	462	1,252	2,877
Xiaomi Mobile Phones Price List in India – Smartprix https://www.smartprix.com/mobiles/xiaomi-brand	942,089	846	1,512	1,850
Vivo Mobile Phones – Flipkart https://www.flipkart.com/mobiles/vivo~brand/pr?sid=tyy,4io	901,930	576	871	1,039
Samsung Mobile Phones Price List 2022 – NDTV Gadgets 360 https://gadgets360.com/mobiles/samsung-price-list	893,125	1,820	2,160	2,323
Latest & New Mobile Phones List in (2022) – NDTV Gadgets 360 https://gadgets360.com/mobiles/latest-phones	891,459	969	1,319	1,383
Best Mobile Phones Under 15000 In India [May 2022] – Bajaj … https://www.bajajfinserv.in/insights/best-mobile-phone-under-15000	883,894	1,035	1,781	3,082
Mobiles – Realme Mobile Phones: Buy Online at Best Prices … https://www.flipkart.com/mobiles/realme~brand/pr?sid=tyy%2C4io	881,443	623	1,062	1,223
Oppo Mobile Phones Online at Best Prices and Offers in India https://www.flipkart.com/oppo-mobile-phones-store	877,909	844	1,336	1,476
RealMe Mobile Phones Price List in India | 1st June 2022 https://www.91mobiles.com/realme-mobile-price-list-in-india	868,759	613	651	674
Buy Apple iPhones online at Best Prices in INDIA on … – Flipkart https://www.flipkart.com/mobiles/apple~brand/pr?sid=tyy,4io	864,145	459	645	757
Oppo Mobile Phones Price List in India | 1st June 2022 https://www.91mobiles.com/oppo-mobile-price-list-in-india	855,657	966	1,068	1,118
OnePlus Mobile Phones Price List in India | 1st June 2022 https://www.91mobiles.com/oneplus-mobile-price-list-in-india	849,882	917	1,039	1,076
Get up to 70% off on Bluetooth Earphones Online – Myntra https://www.myntra.com/bluetooth-earphones	842,282	518	754	1,056

What observations we were able to make at this stage:

1. We can tell which electronics brands are the most popular among the target audience.
2. Most URLs are product listings like catalog pages, etc. Therefore, it is important to pay extra attention to such pages and work with them.
3. A popular approach is to create product selections: for example, “Phones under ₹15,000”, “The best phones in India”, “The most popular phones with great cameras”, etc.
4. A number of pages and stores use dynamic dates to form catalogs and collections (in Title and in other parts of the page).
5. A number of page Titles and URLs contain “in India” – a good way to collect traffic for keywords that also contain “in India”.

Duplicate domains

How common do you think it is when SERP lists more than one result with the same domain? In the Electronics niche in 81% of cases all domains in the top-20 were unique. In 12.8% of cases one domain was listed 2 times. There also are cases when more than one domain was duplicated, or one domain was listed more than two times, but this is a rare occurrence (approx. 5%).

General conclusions from this study:

1. There are many different websites in the search results, but only a small portion of resources (3%) account for the majority of traffic. This indicates extremely high competition in the Electronics niche.
2. The important factor to help you succeed in SERP and even outgun your competitors is a strong, high-quality backlink profile.