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REPORT PRODUCT FOCUS: Flats For Rent Flats For Sale Houses For Rent Houses For Sale Property Prices

An exclusive snapshot of the online Search landscape

DEC 2015

Report Overview Executive Summary This report profiles search behaviour for the online Property sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Property-related terms. In our analysis we established that:

In December, 818,090 searches were made by consumers searching for Property-related terms on Google UK.

Queries for houses for sale keywords accounted for 49% of all searches made for the sector.

The search term 'houses for sale' was queried 246,000 times, accounting for 30% of all searches made for the sector.

rightmove.co.uk was the most visible website in the Natural Search listings, achieving a 94% share of voice.

kbhome.com was the most visible advertiser in the Paid Media space, achieving a 30% share of voice.

zoopla.co.uk ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

Property Sector Report

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December 2015

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The most visible websites and advertisers on Google UK

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December Overview In December 2015, 818,090 searches were made for Property-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Property market in the past 12 months. Number of searches by subsector At a glance In December, 818,090 searches were made for property keywords. Searches for houses for sale keywords were most popular, accounting for 49% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Property: Overall 818,090 searches In December 2015, 818,090 searches were made by consumers searching for Property-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 489 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘houses for sale’ was queried 246,000 times, accounting for 30% of all searches made for Property-related keywords.

rightmove.co.uk was the most visible website, achieving a 94% share of voice through ranking for 421 keywords, including the search terms ‘houses for sale’ and ‘house prices’. The 20 most visible websites: zoopla.co.uk attained an 86% share of voice through ranking for 419 keywords, including the search terms ‘house prices’ and ‘houses for rent’.


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Property: Flats For Rent 101,900 searches In December 2015, 101,900 searches were made by consumers searching for flats for rent-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 99 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘flats to rent’ was queried 33,100 times, accounting for 32% of all searches made for Flats For Rent-related keywords.

rightmove.co.uk was the most visible website, achieving a 96% share of voice through ranking for 90 keywords, including the search terms ‘flats to rent’ and ‘flats for rent’. The 20 most visible websites: zoopla.co.uk attained a 91% share of voice through ranking for 90 keywords, including the search terms ‘flat to rent’ and ‘flats to rent in edinburgh’.


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Natural Search Property: Flats For Sale 50,500 searches In December 2015, 50,500 searches were made by consumers searching for flats for sale-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 124 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘flats for sale’ was queried 9,900 times, accounting for 20% of all searches made for Flats For Sale-related keywords. rightmove.co.uk was the most visible website, achieving an 87% share of voice through ranking for 106 keywords, including the search terms ‘flats for sale’ and ‘flats in london’. The 20 most visible websites: zoopla.co.uk attained an 80% share of voice through ranking for 106 keywords, including the search terms ‘flats for sale in london’ and ‘flats in manchester’.


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Property: Houses For Rent 135,020 searches In December 2015, 135,020 searches were made by consumers searching for houses for rent-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 71 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘houses for rent’ was queried 60,500 times, accounting for 45% of all searches made for Houses For Rent-related keywords. rightmove.co.uk was the most visible website, achieving a 95% share of voice through ranking for 69 keywords, including the search terms ‘houses to rent’ and ‘house to rent’. The 20 most visible websites: zoopla.co.uk attained a 95% share of voice through ranking for 69 keywords, including the search terms ‘houses for rent’ and ‘rent house’.


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Natural Search Property: Houses For Sale 401,560 searches In December 2015, 401,560 searches were made by consumers searching for houses for sale-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 160 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘houses for sale’ was queried 246,000 times, accounting for 61% of all searches made for Houses For Sale-related keywords. rightmove.co.uk was the most visible website, achieving a 92% share of voice through ranking for 126 keywords, including the search terms ‘houses for sale’ and ‘house for sale’. The 20 most visible websites: zoopla.co.uk attained an 81% share of voice through ranking for 124 keywords, including the search terms ‘house for sale in swansea’ and ‘houses for sale’.


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Property: Property Prices 129,110 searches In December 2015, 129,110 searches were made by consumers searching for property price-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 35 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘house prices’ was queried 60,500 times, accounting for 47% of all searches made for Property Price-related keywords. rightmove.co.uk was the most visible website, achieving a 97% share of voice through ranking for 30 keywords, including the search terms ‘house prices’ and ‘london house prices’. The 20 most visible websites: zoopla.co.uk attained a 92% share of voice through ranking for 30 keywords, including the search terms ‘house prices’ and ‘property prices’.


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Paid Media Property: Overall 818,090 searches In December 2015, 818,090 searches were made for Property-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 489 keywords analysed. The 30 most visible advertisers: At a glance: In December, kbhome.com was the most visible advertiser, achieving a 30% share of voice through bidding on 5 keywords, at an average ad position of 2. zillow.com achieved a 28% share of voice through bidding on 11 keywords, at an average ad position of 2.


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Property: Flats For Rent 101,900 searches In December 2015, 101,900 searches were made for flats for rent-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 99 keywords analysed. The 20 most visible advertisers: At a glance: In December, spotahome.com was the most visible advertiser, achieving a 36% share of voice through bidding on 5 keywords, at an average ad position of 1. gumtree.com achieved a 26% share of voice through bidding on 53 keywords, at an average ad position of 4.

spotahome.com displayed the most visible individual ad creative, achieving a 36% share of voice.

The 5 most visible ad creatives:


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Paid Media Property: Flats For Sale 50,500 searches In December 2015, 50,500 searches were made for flats for sale-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 124 keywords analysed. The 20 most visible advertisers: At a glance: In December, onthemarket.com was the most visible advertiser, achieving a 12% share of voice through bidding on 32 keywords, at an average ad position of 4. flat-club.com achieved a 9% share of voice through bidding on 5 keywords, at an average ad position of 2.

riversidequarter.com displayed the most visible individual ad creative, achieving a 6% share of voice.



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Property: Houses For Rent 135,020 searches In December 2015, 135,020 searches were made for houses for rent-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 71 keywords analysed. The 20 most visible advertisers: At a glance: In December, signupforwilbyresidences.com was the most visible advertiser, achieving a 26% share of voice through bidding on 3 keywords, at an average ad position of 1. gumtree.sg achieved a 24% share of voice through bidding on 4 keywords, at an average ad position of 3.

signupforwilbyresidences.com displayed the most visible individual ad creative, achieving a 26% share of voice.



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T: +44 (0)20 7253 7000

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Paid Media Property: Houses For Sale 401,560 searches In December 2015, 401,560 searches were made for houses for sale-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 160 keywords analysed. The 20 most visible advertisers: At a glance: In December, kbhome.com was the most visible advertiser, achieving a 61% share of voice through bidding on 5 keywords, at an average ad position of 2. zillow.com achieved a 57% share of voice through bidding on 9 keywords, at an average ad position of 2. kbhome.com displayed the most visible individual ad creative, achieving a 61% share of voice.



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Property: Property Prices 129,110 searches In December 2015, 129,110 searches were made for property price-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 35 keywords analysed. The 20 most visible advertisers: At a glance: In December, expressestateagency.co.uk was the most visible advertiser, achieving a 13% share of voice through bidding on 12 keywords, at an average ad position of 3. liquidexpatmortgages.com achieved an 8% share of voice through bidding on 1 keywords, at an average ad position of 1. liquidexpatmortgages.com displayed the most visible individual ad creative, achieving an 8% share of voice.



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T: +44 (0)20 7253 7000

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Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

No website achieved strong

3 websites achieved strong

No website achieved strong

Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.


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The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance zoopla.co.uk featured at the top of our integrated search league table, as its combined share of voice was most dominant. rightmove.co.uk ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.


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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 489 Property-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Property sector in December 2015.

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If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

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