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REPORT PRODUCT FOCUS: Womens Sports Boots Occasion Generics

An exclusive snapshot of the online Search landscape

FEB 2016

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

In February, 4 million searches were made by consumers searching for Shoe-related terms on Google UK.

Queries for generics keywords accounted for 33% of all searches made for the sector.

The search term 'shoes' was queried 135,000 times, accounting for 3% of all searches made for the sector.

debenhams.com was the most visible website in the Natural Search listings, achieving a 52% share of voice.

amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 75% share of voice.

asos.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:

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February 2016

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The most visible websites and advertisers on Google UK

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February Overview In February 2016, 4 million searches were made for Shoes-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 Shoes market in the past 12 months. Number of searches by subsector At a glance In February, 4 million searches were made for shoes keywords. Searches for generics keywords were most popular, accounting for 33% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Shoes: Overall 4 million searches In February 2016, 4 million searches were made by consumers searching for Shoe-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 2,495 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘shoes’ was queried 135,000 times, accounting for 3% of all searches made for Shoe-related keywords. debenhams.com was the most visible website, achieving a 52% share of voice through ranking for 1,361 keywords, including the search terms ‘wedding shoes’ and ‘knee high boots’. The 20 most visible websites:

asos.com attained a 49% share of voice through ranking for 1,347 keywords, including the search terms ‘shoes’ and ‘over the knee boots’.

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Shoes: Boots 1.1 million searches In February 2016, 1.1 million searches were made by consumers searching for boots-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 558 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘over the knee boots’ was queried 74,000 times, accounting for 6% of all searches made for Boots-related keywords.

newlook.com was the most visible website, achieving a 62% share of voice through ranking for 307 keywords, including the search terms ‘knee high boots’ and ‘chelsea boots’. The 20 most visible websites: debenhams.com attained a 58% share of voice through ranking for 326 keywords, including the search terms ‘knee high boots’ and ‘womens boots’.


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Natural Search Shoes: Generics 1.3 million searches In February 2016, 1.3 million 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 881 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘shoes’ was queried 135,000 times, accounting for 10% of all searches made for Generic-related keywords.

debenhams.com was the most visible website, achieving a 61% share of voice through ranking for 471 keywords, including the search terms ‘sandals’ and ‘slippers’. The 20 most visible websites: asos.com attained a 55% share of voice through ranking for 469 keywords, including the search terms ‘shoes’ and ‘brogues’.

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Shoes: Occasion 282,490 searches In February 2016, 282,490 searches were made by consumers searching for occasion-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 168 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘wedding shoes’ was queried 74,000 times, accounting for 26% of all searches made for Occasion-related keywords.

debenhams.com was the most visible website, achieving an 83% share of voice through ranking for 132 keywords, including the search terms ‘wedding shoes’ and ‘wedding shoes uk’.

The 20 most visible websites:

elegantsteps.co.uk attained an 82% share of voice through ranking for 138 keywords, including the search terms ‘bridal shoes’ and ‘ivory wedding shoes’.


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Natural Search Shoes: Sports 652,160 searches In February 2016, 652,160 searches were made by consumers searching for sport-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 318 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘trainers’ was queried 74,000 times, accounting for 11% of all searches made for Sport-related keywords. sportsdirect.com was the most visible website, achieving a 76% share of voice through ranking for 230 keywords, including the search terms ‘running shoes’ and ‘sports shoes’. The 20 most visible websites:

jdsports.co.uk attained a 65% share of voice through ranking for 192 keywords, including the search terms ‘trainers’ and ‘mens trainers’.

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Shoes: Womens 634,910 searches In February 2016, 634,910 searches were made by consumers searching for womens-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 570 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘heels’ was queried 33,100 times, accounting for 5% of all searches made for Womens-related keywords. newlook.com was the most visible website, achieving a 64% share of voice through ranking for 359 keywords, including the search terms ‘heels’ and ‘silver heels’. The 20 most visible websites:

asos.com attained a 62% share of voice through ranking for 357 keywords, including the search terms ‘wedges’ and ‘womens shoes’.


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Paid Media Shoes: Overall 4 million searches In February 2016, 4 million searches were made for Shoe-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 2,495 keywords analysed. The 30 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 75% share of voice through bidding on 2,009 keywords, at an average ad position of 5.

clarks.co.uk achieved a 50% share of voice through bidding on 1,302 keywords, at an average ad position of 5.

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Shoes: Boots 1.1 million searches In February 2016, 1.1 million searches were made for boots-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 558 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 75% share of voice through bidding on 493 keywords, at an average ad position of 5. asos.com achieved a 53% share of voice through bidding on 248 keywords, at an average ad position of 7. axparis.com displayed the most visible individual ad creative, achieving a 12% share of voice.

The 5 most visible ad creatives:


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Paid Media Shoes: Generics 1.3 million searches In February 2016, 1.3 million searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 881 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 77% share of voice through bidding on 702 keywords, at an average ad position of 5. clarks.co.uk achieved a 63% share of voice through bidding on 487 keywords, at an average ad position of 5. asos.com displayed the most visible individual ad creative, achieving a 14% share of voice.


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Shoes: Occasion 282,490 searches In February 2016, 282,490 searches were made for occasion-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 168 keywords analysed. The 20 most visible advertisers: At a glance: In February, shoesofprey.com was the most visible advertiser, achieving a 74% share of voice through bidding on 107 keywords, at an average ad position of 6. amazon.co.uk achieved a 73% share of voice through bidding on 147 keywords, at an average ad position of 6. johnlewis.com displayed the most visible individual ad creative, achieving a 41% share of voice.



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Paid Media Shoes: Sports 652,160 searches In February 2016, 652,160 searches were made for sport-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 318 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 70% share of voice through bidding on 230 keywords, at an average ad position of 6. mandmdirect.com achieved a 54% share of voice through bidding on 123 keywords, at an average ad position of 4. puma.com displayed the most visible individual ad creative, achieving a 20% share of voice.


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Shoes: Womens 634,910 searches In February 2016, 634,910 searches were made for womens-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 570 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 73% share of voice through bidding on 437 keywords, at an average ad position of 6. clarks.co.uk achieved a 57% share of voice through bidding on 328 keywords, at an average ad position of 5. justfab.co.uk displayed the most visible individual ad creative, achieving an 11% 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

debenhams.com achieved

amazon.co.uk and clarks.co.uk

Integrated Search Visibility.

strong visibility in the Natural

achieved strong visibility in the

Search 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 asos.com 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.


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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 2,495 Shoes-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 Shoes sector in February 2016.

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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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