Insight Report  December 8, 2017

Personal Care US: E-Tailer Landscape

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E-tailers have significantly higher traffic and web authority than brand sites, making it nearly impossible for brands to compete against them for Google search visibility. The real battle is fought over second-order search visibility—placement within e-tailer Google search listings, which funnel consumers directly to points of purchase. To win, Personal Care Index brands must prioritize e-tailer partners based on their visibility by product category, and leverage sponsored listings and merchandising features.

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