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REPORT PRODUCT FOCUS: Equipment Shoes Clothing Kids

An exclusive snapshot of the online Search landscape

FEB 2016

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

In February, 1.5 million searches were made by consumers searching for Sportswear-related terms on Google UK.

Queries for shoes keywords accounted for 35% of all searches made for the sector.

The search term 'football boots' was queried 90,500 times, accounting for 6% of all searches made for the sector.

sportsdirect.com was the most visible website in the Natural Search listings, achieving a 70% share of voice.

amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 67% share of voice.

sportsdirect.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:

Sportswear Sector Report

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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, 1.5 million searches were made for Sportswear-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 Sportswear market in the past 12 months. Number of searches by subsector At a glance In February, 1.5 million searches were made for sportswear keywords.

Searches for shoes keywords were most popular, accounting for 35% 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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Natural Search Sportswear: Overall 1.5 million searches In February 2016, 1.5 million searches were made by consumers searching for Sportswear-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,320 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘football boots’ was queried 90,500 times, accounting for 6% of all searches made for Sportswear-related keywords.

sportsdirect.com was the most visible website, achieving a 70% share of voice through ranking for 833 keywords, including the search terms ‘football boots’ and ‘running shoes’. The 20 most visible websites: jdsports.co.uk attained a 41% share of voice through ranking for 495 keywords, including the search terms ‘mens trainers’ and ‘womens trainers’.


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February 2016

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Sportswear: Clothing 509,110 searches In February 2016, 509,110 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 504 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘gym clothes’ was queried 22,200 times, accounting for 4% of all searches made for Clothing-related keywords.

sportsdirect.com was the most visible website, achieving a 62% share of voice through ranking for 294 keywords, including the search terms ‘gym clothes’ and ‘gym bag’. The 20 most visible websites: jdsports.co.uk attained a 43% share of voice through ranking for 191 keywords, including the search terms ‘running leggings’ and ‘womens tracksuit’.


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Natural Search Sportswear: Equipment 403,890 searches In February 2016, 403,890 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 56 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘football boots’ was queried 90,500 times, accounting for 22% of all searches made for Equipment-related keywords.

sportsdirect.com was the most visible website, achieving a 74% share of voice through ranking for 50 keywords, including the search terms ‘football boots’ and ‘boxing gloves’. The 20 most visible websites: amazon.co.uk attained a 30% share of voice through ranking for 46 keywords, including the search terms ‘yoga mat’ and ‘swimming ear plugs’.


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February 2016

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Sportswear: Kids 73,360 searches In February 2016, 73,360 searches were made by consumers searching for kids-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 127 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘girls trainers’ was queried 9,900 times, accounting for 13% of all searches made for Kids-related keywords. sportsdirect.com was the most visible website, achieving an 90% share of voice through ranking for 98 keywords, including the search terms ‘girls trainers’ and ‘kids trainers’. The 20 most visible websites:

schuh.co.uk attained a 72% share of voice through ranking for 66 keywords, including the search terms ‘kids shoes’ and ‘baby girl trainers’.


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Natural Search Sportswear: Shoes 519,990 searches In February 2016, 519,990 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 633 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘running shoes’ was queried 40,500 times, accounting for 8% of all searches made for Shoe-related keywords. sportsdirect.com was the most visible website, achieving a 73% share of voice through ranking for 391 keywords, including the search terms ‘running shoes’ and ‘running trainers’.

The 20 most visible websites:

jdsports.co.uk attained a 51% share of voice through ranking for 209 keywords, including the search terms ‘mens trainers’ and ‘womens trainers’.


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February 2016

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Sportswear: Overall 1.5 million searches In February 2016, 1.5 million searches were made for Sportswear-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,320 keywords analysed. The 30 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 67% share of voice through bidding on 890 keywords, at an average ad position of 5. nike.com achieved a 35% share of voice through bidding on 366 keywords, at an average ad position of 5.


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Paid Media Sportswear: Clothing 509,110 searches In February 2016, 509,110 searches were made for clothing-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 504 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 55% share of voice through bidding on 324 keywords, at an average ad position of 5. underarmour.co.uk achieved a 25% share of voice through bidding on 137 keywords, at an average ad position of 4. assassinfitness.com displayed the most visible individual ad creative, achieving a 10% share of voice.

The 5 most visible ad creatives:


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February 2016

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Sportswear: Equipment 403,890 searches In February 2016, 403,890 searches were made for equipment-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 February, amazon.co.uk was the most visible advertiser, achieving a 75% share of voice through bidding on 36 keywords, at an average ad position of 4. nike.com achieved a 26% share of voice through bidding on 6 keywords, at an average ad position of 6.

adidas.co.uk displayed the most visible individual ad creative, achieving a 22% share of voice.



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Paid Media Sportswear: Kids 73,360 searches In February 2016, 73,360 searches were made for kids-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 127 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 107 keywords, at an average ad position of 5. jdsports.co.uk achieved a 64% share of voice through bidding on 63 keywords, at an average ad position of 5.

care2kids.org displayed the most visible individual ad creative, achieving a 24% share of voice.



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February 2016

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Sportswear: Shoes 519,990 searches In February 2016, 519,990 searches were made for shoe-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 633 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 72% share of voice through bidding on 423 keywords, at an average ad position of 5. nike.com achieved a 50% share of voice through bidding on 192 keywords, at an average ad position of 5. puma.com displayed the most visible individual ad creative, achieving a 19% 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

sportsdirect.com achieved

amazon.co.uk achieved strong

Integrated Search Visibility.

strong visibility in the Natural

visibility in the Paid Media

Search 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 sportsdirect.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 1,320 Sportswear-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 Sportswear 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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