2025 SEO（搜索引擎优化）基准报告

Investment Rating - The report does not explicitly provide an investment rating for the industry sectors analyzed Core Insights - The SEO landscape has undergone significant changes, particularly following the September 2023 Helpful Content Update, which has led to traffic declines for many large sites [4][5] - Each industry has distinct SEO benchmarks, making it essential for businesses to understand their specific context to set realistic goals [5][6] - The report emphasizes the importance of adapting SEO strategies to the evolving landscape, particularly with the rise of AI-driven search features [7][26] Ecommerce Overview - US ecommerce sales are projected to grow through 2029, presenting opportunities for SEO optimization [13] - Monthly visits for the top 1% of ecommerce sites total 5.32 billion, capturing 88% of traffic share [15] - Giants in ecommerce receive approximately 900 times more traffic than emerging players, indicating a 'winner takes all' environment [24] - A notable success story is the Chinese brand Temu, which increased its organic traffic by 39% in 2024 [25] Fashion & Apparel Overview - The industry faced a 4% decline in traffic year-over-year due to economic challenges [30] - Monthly visits for the top 1% of fashion sites total 1.2 billion, capturing 50% of traffic share [32] - Branded and direct searches account for 79% of traffic, highlighting the importance of brand recognition [43] Jewelry & Luxury Products Overview - The market experienced a 6.6% decline in demand as consumers shifted towards cost-efficient alternatives [49] - Monthly visits for the top 1% of jewelry sites total 96.4 million, capturing 48% of traffic share [51] - The industry sees a high percentage of zero-click searches at 68.3%, indicating competitive search traffic [60] Pets & Animals Overview - Pet spending in the US reached $186 billion, with a 13.6% growth in demand in 2024 [63] - Monthly visits for the top 1% of pet sites total 242 million, capturing 45% of traffic share [65] - The industry has a strong loyalty rate, with 20% of users relying exclusively on a single site [76] News & Media Overview - The industry saw an 11% growth in search demand leading up to the 2024 US election [79] - Monthly visits for the top 1% of news sites total 6.7 billion, capturing 72% of traffic share [81] - Emerging players generally have better engagement metrics compared to giants and challengers [91] Finance Overview - Search demand in the finance industry grew by 15% year-over-year, driven by consumer focus on personal finance management [97] - Monthly visits for the top 1% of finance sites total 2.76 billion, capturing 49% of traffic share [99] - The industry has a medium organic difficulty, with significant engagement metrics [110] Travel & Accommodation Overview - The industry has seen stagnant traffic, with a need for brands to build user trust [116] - Monthly visits for the top 1% of travel sites total 1.27 billion, capturing 57% of traffic share [118] - The industry emphasizes the importance of targeting high-intent queries related to bookings [131] Business Services Overview - The industry is diverse, with brands focusing on cost efficiency amid a tough economic landscape [132] - Monthly visits for the top 1% of business service sites total 683.5 million, capturing 63% of traffic share [134] - Emerging players outperform giants in engagement metrics, indicating opportunities for challengers [144] Online Marketing Overview - The industry is highly competitive, with significant loyalty rates among users [147] - Monthly visits for the top 1% of online marketing sites total 191.6 million, capturing 76% of traffic share [149] - The report notes a shift towards quality traffic over quantity in 2025 [161] Real Estate Overview - Demand in the real estate market has surged by 34% since the Federal Reserve cut interest rates [164] - Monthly visits for the top 1% of real estate sites total 1 billion, capturing 76% of traffic share [166] - The industry presents opportunities for targeting local and federal initiatives [178]