The greenlight sector - Greenlight Digital

The greenlight sector

REPORT PRODUCT FOCUS: Bedroom Living & Dining Room Children Bathroom Storage

An exclusive snapshot of the online Search landscape

DEC 2015

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

In December, 6.8 million searches were made by consumers searching for Furniture-related terms on Google UK.

Queries for living and dining room keywords accounted for 38% of all searches made for the sector.

The search term 'beds' was queried 165,000 times, accounting for 2% of all searches made for the sector.

argos.co.uk was the most visible website in the Natural Search listings, achieving a 62% share of voice.

amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 56% share of voice.

argos.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:

Furniture Sector Report

|

December 2015

|

The most visible websites and advertisers on Google UK

2

December Overview In December 2015, 6.8 million searches were made for Furniture-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 Furniture market in the past 12 months. Number of searches by subsector At a glance In December, 6.8 million searches were made for furniture keywords. Searches for living and dining room keywords were most popular, accounting for 38% of all searches made for the sector.

Retrospective 12 month view

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

3

Natural Search Furniture: Overall 6.8 million searches In December 2015, 6.8 million searches were made by consumers searching for Furniture-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 3,393 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘beds’ was queried 165,000 times, accounting for 2% of all searches made for Furniture-related keywords. argos.co.uk was the most visible website, achieving a 62% share of voice through ranking for 2,487 keywords, including the search terms ‘dressing table’ and ‘bedroom furniture’.

The 20 most visible websites:

ikea.com attained a 55% share of voice through ranking for 2,116 keywords, including the search terms ‘dressing table’ and ‘bedroom furniture’.


|

December 2015

|


4

Furniture: Bathroom 278,600 searches In December 2015, 278,600 searches were made by consumers searching for bathroom furniture-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 126 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘bathroom suites’ was queried 40,500 times, accounting for 15% of all searches made for Bathroom Furniture-related keywords. bathstore.com was the most visible website, achieving an 83% share of voice through ranking for 83 keywords, including the search terms ‘bathroom suites’ and ‘bathroom ideas’. The 20 most visible websites: homebase.co.uk attained a 79% share of voice through ranking for 100 keywords, including the search terms ‘bathroom’ and ‘bathroom wall cabinets’.


|


|

T: +44 (0)20 7253 7000

5

Natural Search Furniture: Bedroom 1.9 million searches In December 2015, 1.9 million searches were made by consumers searching for bedroom furniture-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 757 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘beds’ was queried 165,000 times, accounting for 8% of all searches made for Bedroom

Furniture-related keywords.

ikea.com was the most visible website, achieving a 73% share of voice through ranking for 525 keywords, including the search terms ‘dressing table’ and ‘bedroom furniture’. The 20 most visible websites: argos.co.uk attained a 72% share of voice through ranking for 594 keywords, including the search terms ‘dressing table’ and ‘bedroom furniture’.


|

December 2015

|


6

Furniture: Children 999,770 searches In December 2015, 999,770 searches were made by consumers searching for children’s furniture-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 508 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘moses basket’ was queried 60,500 times, accounting for 6% of all searches made for Children’s Furniture-related keywords. argos.co.uk was the most visible website, achieving a 76% share of voice through ranking for 354 keywords, including the search terms ‘baby bouncer’ and ‘kids beds’. The 20 most visible websites: mothercare.com attained a 64% share of voice through ranking for 285 keywords, including the search terms ‘moses basket’ and ‘toddler bed’.


|


|

T: +44 (0)20 7253 7000

7

Natural Search Furniture: Living and Dining Room 2.6 million searches In December 2015, 2.6 million searches were made by consumers searching for living and dining room furniture-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,450 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘sofas’ was queried 110,000 times, accounting for 4% of all searches made for Living and Dining Room Furniture-related keywords. homebase.co.uk was the most visible website, achieving a 51% share of voice through ranking for 825 keywords, including the search terms ‘dining chairs’ and ‘dining table’. The 20 most visible websites: ikea.com attained a 47% share of voice through ranking for 886 keywords, including the search terms ‘desk’ and ‘corner desk’.


|

December 2015

|


8

Furniture: Storage 953,140 searches In December 2015, 953,140 searches were made by consumers searching for storage furniture-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 552 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘coffee tables’ was queried 60,500 times, accounting for 6% of all searches made for Storage Furniture-related keywords. argos.co.uk was the most visible website, achieving a 79% share of voice through ranking for 492 keywords, including the search terms ‘coffee tables’ and ‘shoe storage’. The 20 most visible websites: ikea.com attained a 68% share of voice through ranking for 411 keywords, including the search terms ‘ikea shoe storage’ and ‘shoe cupboard’.


|


|

T: +44 (0)20 7253 7000

9

Paid Media Furniture: Overall 6.8 million searches In December 2015, 6.8 million searches were made for Furniture-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 3,393 keywords analysed. The 30 most visible advertisers: At a glance: In December, amazon.co.uk was the most visible advertiser, achieving a 56% share of voice through bidding on 2,876 keywords, at an average ad position of 7.

wayfair.co.uk achieved a 42% share of voice through bidding on 2,192 keywords, at an average ad position of 7.


|

December 2015

|


10

Furniture: Bathroom 278,600 searches In December 2015, 278,600 searches were made for bathroom furniture-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 126 keywords analysed. The 20 most visible advertisers: At a glance: In December, victoriaplum.com was the most visible advertiser, achieving a 79% share of voice through bidding on 88 keywords, at an average ad position of 4. betterbathrooms.com achieved a 78% share of voice through bidding on 69 keywords, at an average ad position of 3. diy.com displayed the most visible individual ad creative, achieving a 19% share of voice.

The 5 most visible ad creatives:


|


|

T: +44 (0)20 7253 7000

11

Paid Media Furniture: Bedroom 1.9 million searches In December 2015, 1.9 million searches were made for bedroom furniture-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 757 keywords analysed. The 20 most visible advertisers: At a glance: In December, argos.co.uk was the most visible advertiser, achieving a 58% share of voice through bidding on 281 keywords, at an average ad position of 6. amazon.co.uk achieved a 55% share of voice through bidding on 658 keywords, at an average ad position of 7. johnlewis.com displayed the most visible individual ad creative, achieving a 14% share of voice.



|

December 2015

|


12

Furniture: Children 999,770 searches In December 2015, 999,770 searches were made for children’s furniture-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 508 keywords analysed. The 20 most visible advertisers: At a glance: In December, amazon.co.uk was the most visible advertiser, achieving a 71% share of voice through bidding on 451 keywords, at an average ad position of 6. johnlewis.com achieved a 42% share of voice through bidding on 253 keywords, at an average ad position of 7. johnlewis.com displayed the most visible individual ad creative, achieving an 8% share of voice.



|


|

T: +44 (0)20 7253 7000

13

Paid Media Furniture: Living and Dining Room 2.6 million searches In December 2015, 2.6 million searches were made for living and dining room furniture-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,450 keywords analysed. The 20 most visible advertisers: At a glance:

In December, wayfair.co.uk was the most visible advertiser, achieving a 48% share of voice through bidding on 1,110 keywords, at an average ad position of 7. amazon.co.uk achieved a 47% share of voice through bidding on 1,130 keywords, at an average ad position of 7. wayfair.co.uk displayed the most visible individual ad creative, achieving a 15% share of voice.



|

December 2015

|


14

Furniture: Storage 953,140 searches In December 2015, 953,140 searches were made for storage furniture-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 552 keywords analysed. The 20 most visible advertisers: At a glance: In December, amazon.co.uk was the most visible advertiser, achieving a 72% share of voice through bidding on 530 keywords, at an average ad position of 6. wayfair.co.uk achieved a 45% share of voice through bidding on 324 keywords, at an average ad position of 8. wayfair.co.uk displayed the most visible individual ad creative, achieving a 16% share of voice.



|


|

T: +44 (0)20 7253 7000

15

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.


|

December 2015

|


16

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 argos.co.uk featured at the top of our integrated search league table, as its combined share of voice was most dominant. amazon.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.


|


|

T: +44 (0)20 7253 7000

17

About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 3,393 Furniture-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 Furniture sector in December 2015.

Bespoke Sector Reports

Get in touch

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]

Download free reports Greenlight’s Research & Insights team produce Sector Reports analysing 27 different online industries. To view and download all FREE reports, visit

www.greenlightdigital.com/blog


|

December 2015

|


18