The all-important Q4 holiday shopping season is nearly here. SEO will once again be a critical channel for brands to increase their visibility and sales. Ahead of the 2025 holidays, enterprise SEO platform BrightEdge has shared its latest research with Search Engine Land on what retailers, brands and publishers should know. The insights are based on tracking 6,000 ecommerce keywords in 10 categories, which the company has been doing for the past three years. Here’s what to know: 1. Brands and publishers are big competition for retailers. Retailers are no longer just competing for visibility with other retailers. Now they’re competing with brands that have adopted direct-to-consumer models. Plus, publishers that provide reviews and product overviews have made significant gains in Google’s search results. For top ecommerce keywords: Retailers own 57%, down from 70% in 2024. Brands occupy 23%, up from 18% in 2024. Publishers have 11%, up from 4% in 2024. 2. Content-driven...
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