The greenlight sector - Greenlight Digital

0 downloads 280 Views 3MB Size Report
in the Google UK Natural Search and Paid Media listings, when consumers searched for Jewellery-related terms. ... voice
The greenlight sector

REPORT PRODUCT FOCUS: Rings Earrings Bracelets Necklaces Generics

An exclusive snapshot of the online Search landscape

NOV 2015

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

In November, 2.2 million searches were made by consumers searching for Jewellery-related terms on Google UK.

Queries for rings keywords accounted for 34% of all searches made for the sector.

The search term 'engagement rings' was queried 246,000 times, accounting for 11% of all searches made for the sector.

hsamuel.co.uk was the most visible website in the Natural Search listings, achieving a 78% share of voice.

amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 68% share of voice.

amazon.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:

Jewellery Sector Report

|

November 2015

|

The most visible websites and advertisers on Google UK

2

November Overview In November 2015, 2.2 million searches were made for Jewellery-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 Jewellery market in the past 12 months. Number of searches by subsector At a glance In November, 2.2 million searches were made for jewellery keywords. Searches for rings keywords were most popular, accounting for 34% 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 Jewellery: Overall 2.2 million searches In November 2015, 2.2 million searches were made by consumers searching for Jewellery-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,017 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘engagement rings’ was queried 246,000 times, accounting for 11% of all searches made for Jewellery-related keywords. hsamuel.co.uk was the most visible website, achieving a 78% share of voice through ranking for 746 keywords, including the search terms ‘jewellery’ and ‘wedding rings’. The 20 most visible websites: ernestjones.co.uk attained a 69% share of voice through ranking for 721 keywords, including the search terms ‘jewellery’ and ‘rings’.

Jewellery Sector Report

|

November 2015

|

The most visible websites and advertisers on Google UK

4

Jewellery: Bracelets 490,630 searches In November 2015, 490,630 searches were made by consumers searching for bracelet-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 244 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘bracelets’ was queried 33,100 times, accounting for 7% of all searches made for Bracelet-related keywords.

hsamuel.co.uk was the most visible website, achieving a 63% share of voice through ranking for 151 keywords, including the search terms ‘bracelets’ and ‘charm bracelets’. The 20 most visible websites: ernestjones.co.uk attained a 52% share of voice through ranking for 140 keywords, including the search terms ‘rose gold bracelet’ and ‘tennis bracelet’.

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

5

Natural Search Jewellery: Earrings 312,850 searches In November 2015, 312,850 searches were made by consumers searching for earring-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 138 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘earrings’ was queried 49,500 times, accounting for 16% of all searches made for Earring-related keywords.

hsamuel.co.uk was the most visible website, achieving an 89% share of voice through ranking for 126 keywords, including the search terms ‘earrings’ and ‘gold earrings’. The 20 most visible websites: ernestjones.co.uk attained a 78% share of voice through ranking for 121 keywords, including the search terms ‘diamond earrings’ and ‘silver earrings’.

Jewellery Sector Report

|

November 2015

|

The most visible websites and advertisers on Google UK

6

Jewellery: Generics 330,500 searches In November 2015, 330,500 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 150 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘jewellery’ was queried 110,000 times, accounting for 33% of all searches made for generic-related keywords.

hsamuel.co.uk was the most visible website, achieving a 79% share of voice through ranking for 83 keywords, including the search terms ‘jewellery’ and ‘jewellers’. The 20 most visible websites:

ernestjones.co.uk attained a 68% share of voice through ranking for 79 keywords, including the search terms ‘jewellery’ and ‘rose gold jewellery’.

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

7

Natural Search Jewellery: Necklaces 358,120 searches In November 2015, 358,120 searches were made by consumers searching for necklace-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 195 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘necklace’ was queried 27,100 times, accounting for 8% of all searches made for Necklace-related keywords.

hsamuel.co.uk was the most visible website, achieving a 76% share of voice through ranking for 142 keywords, including the search terms ‘necklaces’ and ‘rose gold necklace’. The 20 most visible websites: ernestjones.co.uk attained a 64% share of voice through ranking for 140 keywords, including the search terms ‘silver necklace’ and ‘diamond necklace’.

Jewellery Sector Report

|

November 2015

|

The most visible websites and advertisers on Google UK

8

Jewellery: Rings 760,350 searches In November 2015, 760,350 searches were made by consumers searching for ring-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 290 keywords analysed. Top 10 search terms: Overview: In November, the keyword ‘engagement rings’ was queried 246,000 times, accounting for 32% of all searches made for Ring-related keywords. hsamuel.co.uk was the most visible website, achieving an 83% share of voice through ranking for 244 keywords, including the search terms ‘wedding rings’ and ‘engagement rings uk’.

The 20 most visible websites:

ernestjones.co.uk attained a 78% share of voice through ranking for 241 keywords, including the search terms ‘rings’ and ‘diamond rings’.

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

9

Paid Media Jewellery: Overall 2.2 million searches In November 2015, 2.2 million searches were made for Jewellery-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,017 keywords analysed. The 30 most visible advertisers: At a glance: In November, amazon.co.uk was the most visible advertiser, achieving a 68% share of voice through bidding on 827 keywords, at an average ad position of 6. bluenile.com achieved a 60% share of voice through bidding on 630 keywords, at an average ad position of 6.

Jewellery Sector Report

|

November 2015

|

The most visible websites and advertisers on Google UK

10

Jewellery: Bracelets 490,630 searches In November 2015, 490,630 searches were made for bracelet-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 244 keywords analysed. The 20 most visible advertisers: At a glance: In November, amazon.co.uk was the most visible advertiser, achieving a 79% share of voice through bidding on 212 keywords, at an average ad position of 5. pandora.net achieved a 49% share of voice through bidding on 128 keywords, at an average ad position of 7. fossil.com displayed the most visible individual ad creative, achieving a 24% share of voice.

The 5 most visible ad creatives:

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

11

Paid Media Jewellery: Earrings 312,850 searches In November 2015, 312,850 searches were made for earring-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 138 keywords analysed. The 20 most visible advertisers: At a glance: In November, amazon.co.uk was the most visible advertiser, achieving an 87% share of voice through bidding on 126 keywords, at an average ad position of 5. bluenile.com achieved a 69% share of voice through bidding on 112 keywords, at an average ad position of 6.

enviu.org displayed the most visible individual ad creative, achieving a 23% share of voice.

The 5 most visible ad creatives:

Jewellery Sector Report

|

November 2015

|

The most visible websites and advertisers on Google UK

12

Jewellery: Generics 330,500 searches In November 2015, 330,500 searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 150 keywords analysed. The 20 most visible advertisers: At a glance: In November, amazon.co.uk was the most visible advertiser, achieving a 77% share of voice through bidding on 112 keywords, at an average ad position of 5. bluenile.com achieved a 75% share of voice through bidding on 78 keywords, at an average ad position of 5.

diamond-heaven.co.uk displayed the most visible individual ad creative, achieving a 41% share of voice.

The 5 most visible ad creatives:

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

13

Paid Media Jewellery: Necklaces 358,120 searches In November 2015, 358,120 searches were made for necklace-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 195 keywords analysed. The 20 most visible advertisers: At a glance: In November, amazon.co.uk was the most visible advertiser, achieving an 83% share of voice through bidding on 184 keywords, at an average ad position of 6. bluenile.com achieved a 46% share of voice through bidding on 113 keywords, at an average ad position of 7.

houseoffraser.co.uk displayed the most visible individual ad creative, achieving a 14% share of voice.

The 5 most visible ad creatives:

Jewellery Sector Report

|

November 2015

|

The most visible websites and advertisers on Google UK

14

Jewellery: Rings 760,350 searches In November 2015, 760,350 searches were made for ring-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 290 keywords analysed. The 20 most visible advertisers: At a glance: In November, bluenile.com was the most visible advertiser, achieving a 76% share of voice through bidding on 233 keywords, at an average ad position of 5. diamondsfactory.co.uk achieved a 68% share of voice through bidding on 140 keywords, at an average ad position of 5. tiffany.com displayed the most visible individual ad creative, achieving a 35% share of voice.

The 5 most visible ad creatives:

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

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 and bluenile.com

Integrated Search Visibility.

visibility in the Natural Search

achieved strong visibility in the

listings.

Paid Media Space.

Jewellery Sector Report

|

November 2015

|

The most visible websites and advertisers on Google UK

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

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

17

About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 1,017 Jewellery-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 Jewellery sector in November 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

Jewellery Sector Report

|

November 2015

|

The most visible websites and advertisers on Google UK

18