The Digital Shelf strategy is a concept of search engine result page (SERP) control. According to Search Engine Watch's Eli Goodman, it's an analogy to the shelves in the grocery store – just as the retailers who market products offline position their goods effectively, online marketing professionals want their offerings in view on SERPs. Therefore, the more digital shelf space, or links on the first SERP, the more likely internet users will engage with the company.
When a brand is searched for online, more often than not SERPs will feature branded social media pages such as Facebook and Twitter. In some instances, Pinterest accounts are visible, especially with the network's search traffic increasing. However, brands may also want to create a unique Tumblr page that is associated with their main websites, as this social platform has shown significant growth in the past year.
Tumblr's audience peaked at 26.9 million unique visitors from U.S. desktop computers in July 2012, a 100.5 percent year-over-year increase. According to comScore, the smartphone audience growth was even steeper – up 51 percent in the past five months to 6.7 million visitors. Additionally, the number of search visits to Tumblr rose nearly 200 percent year-over-year to 24 million search clicks in July 2012, the source reports.
Companies that want to improve the amount of digital shelf space they own may want to explore the benefits of developing a Tumblr presence.