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REPORT PRODUCT FOCUS Age Culture & Preferences Generics Location

An exclusive snapshot of the online Search landscape

NOV 2015

Report Overview Executive Summary This report profiles search behaviour for the online Online Dating 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 Online Dating-related terms. In our analysis we established that:

In November, 736,850 searches were made by consumers searching for Online Dating-related terms on Google UK.

Queries for generic keywords accounted for 76% of all searches made for the sector.

The search term 'first dates' was queried 110,000 times, accounting for 15% of all searches made for the sector.

match.com was the most visible website in the Natural Search listings, achieving a 45% share of voice.

top10bestdatingsites.co.uk was the most visible advertiser in the Paid Media space, achieving a 59% share of voice.

match.com 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:

Online Dating Sector Report

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November 2015

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The most visible websites and advertisers on Google UK

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November Overview In November 2015, 736,850 searches were made for Online Dating-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 Online Dating market in the past 12 months. Number of searches by subsector At a glance In November, 736,850 searches were made for online dating keywords.

Searches for generic keywords were most popular, accounting for 76% of all searches made for the sector.

Retrospective 12 month view

Get in touch to discuss your site’s specific performance

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www.greenlightdigital.com

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T: +44 (0)20 7253 7000

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Natural Search Online Dating: Overall 736,850 searches In November 2015, 736,850 searches were made by consumers searching for Online Dating-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,178 keywords analysed. Top 10 search terms: Overview:

In November, the keyword ‘first dates’ was queried 110,000 times, accounting for 15% of all searches made for Online Dating-related keywords. match.com was the most visible website, achieving a 45% share of voice through ranking for 325 keywords, including the search terms ‘dating sites’ and ‘dating’. The 20 most visible websites:

eharmony.co.uk attained a 42% share of voice through ranking for 315 keywords, including the search terms ‘indian dating uk’ and ‘professional dating’.


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November 2015

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Online Dating: Age 41,530 searches In November 2015, 41,530 searches were made by consumers searching for age-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 86 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘mature dating uk’ was queried 9,900 times, accounting for 24% of all searches made for Age-related keywords.

maturedatinguk.com was the most visible website, achieving a 54% share of voice through ranking for 26 keywords, including the search terms ‘mature dating uk’ and ‘mature dating’. The 20 most visible websites: adults.co.uk attained a 31% share of voice through ranking for 6 keywords, including the search terms ‘mature dating’ and ‘mature dating uk’.


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Natural Search Online Dating: Culture and Preferences 80,740 searches In November 2015, 80,740 searches were made by consumers searching for culture and preference-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 281 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘polish dating’ was queried 14,800 times, accounting for 18% of all searches made for Culture and Preference-related keywords. eharmony.co.uk was the most visible website, achieving a 30% share of voice through ranking for 70 keywords, including the search terms ‘indian dating uk’ and ‘dating for professionals’. The 20 most visible websites: match.com attained a 30% share of voice through ranking for 55 keywords, including the search terms ‘black women dating’ and ‘uk asian dating’.


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November 2015

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Online Dating: Generics 561,200 searches In November 2015, 561,200 searches were made by consumers searching for generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 524 keywords analysed. Top 10 search terms: Overview:

In November, the keyword ‘first dates’ was queried 110,000 times, accounting for 20% of all searches made for Generic-related keywords. match.com was the most visible website, achieving a 55% share of voice through ranking for 199 keywords, including the search terms ‘dating sites’ and ‘dating’. The 20 most visible websites:

eharmony.co.uk attained a 48% share of voice through ranking for 144 keywords, including the search terms ‘professional dating’ and ‘datingsites’.


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Natural Search Online Dating: Location 53,380 searches In November 2015, 53,380 searches were made by consumers searching for location-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 287 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘speed dating london’ was queried 6,600 times, accounting for 12% of all searches made for Location-related keywords. speeddater.co.uk was the most visible website, achieving a 45% share of voice through ranking for 99 keywords, including the search terms ‘speed dating manchester’ and ‘speed dating glasgow’.

The 20 most visible websites:

skiddle.com attained a 43% share of voice through ranking for 96 keywords, including the search terms ‘speed dating leeds’ and ‘speed dating bristol’.


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November 2015

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Paid Media Online Dating: Overall 736,850 searches In November 2015, 736,850 searches were made for Online Dating-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,178 keywords analysed. The 30 most visible advertisers: At a glance: In November, top10bestdatingsites.co.uk was the most visible advertiser, achieving a 59% share of voice through bidding on 370 keywords, at an average ad position of 3. match.com achieved a 43% share of voice through bidding on 228 keywords, at an average ad position of 4.


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Paid Media Online Dating: Age 41,530 searches In November 2015, 41,530 searches were made for age-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 86 keywords analysed. The 20 most visible advertisers: At a glance: In November, telegraph.co.uk was the most visible advertiser, achieving a 64% share of voice through bidding on 32 keywords, at an average ad position of 4. seniordating4u.co.uk achieved a 42% share of voice through bidding on 15 keywords, at an average ad position of 5. telegraph.co.uk displayed the most visible individual ad creative, achieving a 24% share of voice.

The 5 most visible ad creatives:


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November 2015

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Online Dating: Culture and Preferences 80,740 searches In November 2015, 80,740 searches were made for culture and preference-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 281 keywords analysed. The 20 most visible advertisers: At a glance: In November, top10bestdatingsites.co.uk was the most visible advertiser, achieving a 31% share of voice through bidding on 72 keywords, at an average ad position of 3. match.com achieved a 29% share of voice through bidding on 46 keywords, at an average ad position of 5.

itsjustlunchsiliconvalley.com displayed the most visible individual ad creative, achieving a 19% share of voice.



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T: +44 (0)20 7253 7000

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Paid Media Online Dating: Generics 561,200 searches In November 2015, 561,200 searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 524 keywords analysed. The 20 most visible advertisers: At a glance: In November, top10bestdatingsites.co.uk was the most visible advertiser, achieving a 66% share of voice through bidding on 194 keywords, at an average ad position of 2. zoosk.com achieved a 54% share of voice through bidding on 147 keywords, at an average ad position of 5. maturefreeandsingle.com displayed the most visible individual ad creative, achieving a 21% share of voice.



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Online Dating: Location 53,380 searches In November 2015, 53,380 searches were made for location-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 287 keywords analysed. The 20 most visible advertisers: At a glance: In November, top10bestdatingsites.co.uk was the most visible advertiser, achieving a 41% share of voice through bidding on 76 keywords, at an average ad position of 3. elitesingles.co.uk achieved a 30% share of voice through bidding on 48 keywords, at an average ad position of 4. speeddater.co.uk displayed the most visible individual ad creative, achieving a 13% share of voice.



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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

No website achieved strong

top10bestdatingsites.co.uk

Integrated Search Visibility.

visibility in the Natural Search

achieved strong visibility in the

listings.

Paid Media 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 match.com featured at the top of our integrated search league table, as its combined share of voice was most dominant. top10bestdatingsites.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 1,178 Online Dating-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 Online Dating sector in November 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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