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REPORT PRODUCT FOCUS: Clubs Clothing Equipment Accessories

An exclusive snapshot of the online Search landscape

NOV 2015

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

In November, 314,320 searches were made by consumers searching for Golf-related terms on Google UK.

Queries for clothing keywords accounted for 44% of all searches made for the sector.

The search term 'golf shoes' was queried 22,200 times, accounting for 7% of all searches made for the sector.

americangolf.co.uk was the most visible website in the Natural Search listings, achieving an 86% share of voice.

amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 66% share of voice.

onlinegolf.co.uk 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:

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The most visible websites and advertisers on Google UK

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November Overview In November 2015, 314,320 searches were made for Golf-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 Golf market in the past 12 months. Number of searches by subsector At a glance In November, 314,320 searches were made for golf keywords. Searches for clothing keywords were most popular, accounting for 44% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Golf: Overall 314,320 searches In November 2015, 314,320 searches were made by consumers searching for Golf-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 490 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘golf shoes’ was queried 22,200 times, accounting for 7% of all searches made for Golf-related keywords. americangolf.co.uk was the most visible website, achieving an 86% share of voice through ranking for 213 keywords, including the search terms ‘golf clubs’ and ‘golf trolley’. The 20 most visible websites:

onlinegolf.co.uk attained a 66% share of voice through ranking for 182 keywords, including the search terms ‘golf umbrella’ and ‘golf umbrellas’.

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Golf: Accessories 54,930 searches In November 2015, 54,930 searches were made by consumers searching for accessory-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 79 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘golf balls’ was queried 8,100 times, accounting for 15% of all searches made for Accessory-related keywords.

americangolf.co.uk was the most visible website, achieving an 88% share of voice through ranking for 50 keywords, including the search terms ‘golf balls’ and ‘golf gloves’. The 20 most visible websites:

onlinegolf.co.uk attained a 57% share of voice through ranking for 36 keywords, including the search terms ‘golf umbrella’ and ‘golf umbrellas’.


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Natural Search Golf: Clothing 136,990 searches In November 2015, 136,990 searches were made by consumers searching for clothing-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 278 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘golf shoes’ was queried 22,200 times, accounting for 16% of all searches made for Clothing-related keywords.

americangolf.co.uk was the most visible website, achieving a 79% share of voice through ranking for 88 keywords, including the search terms ‘golf clothing’ and ‘golf waterproofs’. The 20 most visible websites: sportsdirect.com attained a 71% share of voice through ranking for 84 keywords, including the search terms ‘golf shoes’ and ‘golf trousers’.

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Golf: Clubs 57,770 searches In November 2015, 57,770 searches were made by consumers searching for club-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 56 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘golf clubs’ was queried 22,200 times, accounting for 38% of all searches made for Club-related keywords. americangolf.co.uk was the most visible website, achieving a 93% share of voice through ranking for 42 keywords, including the search terms ‘golf clubs’ and ‘callaway golf clubs’.

The 20 most visible websites:

onlinegolf.co.uk attained a 74% share of voice through ranking for 39 keywords, including the search terms ‘golf clubs online’ and ‘golf clubs’.


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Natural Search Golf: Equipment 64,630 searches In November 2015, 64,630 searches were made by consumers searching for equipment-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 77 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘golf trolley’ was queried 9,900 times, accounting for 15% of all searches made for Equipment-related keywords.

americangolf.co.uk was the most visible website, achieving a 93% share of voice through ranking for 33 keywords, including the search terms ‘golf trolley’ and ‘golf bags’. The 20 most visible websites:

onlinegolf.co.uk attained a 68% share of voice through ranking for 28 keywords, including the search terms ‘golf trolley’ and ‘electric golf trolley’.

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Paid Media Golf: Overall 314,320 searches In November 2015, 314,320 searches were made for Golf-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 490 keywords analysed. The 30 most visible advertisers: At a glance: In November, amazon.co.uk was the most visible advertiser, achieving a 66% share of voice through bidding on 205 keywords, at an average ad position of 5. onlinegolf.co.uk achieved a 38% share of voice through bidding on 134 keywords, at an average ad position of 8.


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Paid Media Golf: Accessories 54,930 searches In November 2015, 54,930 searches were made for accessory-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 79 keywords analysed. The 20 most visible advertisers: At a glance: In November, amazon.co.uk was the most visible advertiser, achieving an 86% share of voice through bidding on 52 keywords, at an average ad position of 4. onlinegolf.co.uk achieved a 46% share of voice through bidding on 32 keywords, at an average ad position of 7. rockbottomgolf.com displayed the most visible individual ad creative, achieving a 17% share of voice.

The 5 most visible ad creatives:

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Golf: Clothing 136,990 searches In November 2015, 136,990 searches were made for clothing-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 278 keywords analysed. The 20 most visible advertisers: At a glance: In November, amazon.co.uk was the most visible advertiser, achieving a 51% share of voice through bidding on 81 keywords, at an average ad position of 5. clubhousegolf.co.uk achieved a 37% share of voice through bidding on 33 keywords, at an average ad position of 4. wow.com displayed the most visible individual ad creative, achieving a 17% share of voice.



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Paid Media Golf: Clubs 57,770 searches In November 2015, 57,770 searches were made for club-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 56 keywords analysed. The 20 most visible advertisers: At a glance: In November, amazon.co.uk was the most visible advertiser, achieving a 72% share of voice through bidding on 37 keywords, at an average ad position of 6. gumtree.com achieved a 56% share of voice through bidding on 19 keywords, at an average ad position of 9.

onlinegolf.co.uk displayed the most visible individual ad creative, achieving a 38% share of voice.


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Golf: Equipment 64,630 searches In November 2015, 64,630 searches were made for equipment-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 77 keywords analysed. The 20 most visible advertisers: At a glance: In November, amazon.co.uk was the most visible advertiser, achieving a 76% share of voice through bidding on 35 keywords, at an average ad position of 5. wow.com achieved a 42% share of voice through bidding on 26 keywords, at an average ad position of 9.

proriderleisure.com displayed the most visible individual ad creative, achieving a 33% 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

3 websites achieved strong

amazon.co.uk achieved strong

Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

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 onlinegolf.co.uk featured at the top of our integrated search league table, as its combined share of voice was most dominant. americangolf.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 490 Golf-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 Golf 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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