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How Clorox brands are using ‘how to’ phrases

Search strategy plays an important role in home care e-commerce sales as the majority of traffic to brand sites is driven by branded keywords. L2’s Digital IQ Index®: Home Care finds that Clorox brands derive a large percentage of their traffic from paid search, highlighting SEM investments. In contrast, 67% of P&G Home Care brands receive most of their traffic from organic search – a testament to the strength of those brands.

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But Clorox is working to increase the visibility of its brand names as well, and to make them synonymous with common cleaning challenges and household mishaps. A study of the four Clorox brands receiving the highest traffic from unbranded  paid term reveals that a high percentage of purchase terms included the phrase “how to.” Glad and Clorox each earned 30% of their paid traffic from Google Adword results stemming from a keyword search containing a “how to” phrase. “How to freeze peaches” and “How to get rid of mold” were among the top 10 paid keywords driving high shares of traffic.

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