The greenlight sector - Greenlight Digital

The greenlight sector

REPORT PRODUCT FOCUS Natural Search Paid Media Integrated Search

An exclusive snapshot of the online Search landscape

APR 2015

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

In April, 20.2 million searches were made by consumers searching for Home and Garden-related terms on Google UK.

Queries for furniture-related keywords accounted for 43% of all searches made for the sector.

The search term 'garden furniture' was queried 368,000 times, accounting for 2% of all searches made for the sector.

homebase.co.uk was the most visible website in the Natural Search listings, achieving a 53% share of voice.

amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 45% 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:

Home and Garden Sector Report

|

April 2015

|

The most visible websites and advertisers on Google UK

2

April Overview In April 2015, 20.2 million searches were made for Home and Garden-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 Home and Garden market in the past 12 months. Number of searches by subsector At a glance In April, 20.2 million searches were made for home and garden-related keywords. Searches for furniture keywords were most popular, accounting for 43% of all searches made for the sector.

Retrospective 12 month view of the online home and garden market

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

3

Natural Search Home and Garden: Overall 20.2 million searches In April 2015, 20.2 million searches were made by consumers searching for Home and Garden-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 11,654 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘garden furniture’ was queried 368,000 times, accounting for 2% of all searches made for Home and Garden-related keywords. homebase.co.uk was the most visible website, achieving a 53% share of voice through ranking for 5,156 keywords, including the search terms ‘wallpaper’ and ‘garden sheds’. The 20 most visible websites: argos.co.uk attained a 40% share of voice through ranking for 4,471 keywords, including the search terms ‘garden furniture’ and ‘beds’.


|

April 2015

|


4

Home and Garden: Decor 3.8 million searches In April 2015, 3.8 million searches were made by consumers searching for decor-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 2,706 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘diy’ was queried 246,000 times, accounting for 6% of all searches made for Decor-related keywords. homebase.co.uk was the most visible website, achieving a 52% share of voice through ranking for 1,257 keywords, including the search terms ‘wallpaper’ and ‘ceiling lights’. The 20 most visible websites:

diy.com attained a 44% share of voice through ranking for 1,058 keywords, including the search terms ‘diy’ and ‘masonry paint’.


|


|

T: +44 (0)20 7253 7000

5

Natural Search Home and Garden: Homeware 2.7 million searches In April 2015, 2.7 million searches were made by consumers searching for homeware-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 2,035 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘curtains’ was queried 110,000 times, accounting for 4% of all searches made for Homeware-related keywords. dunelm-mill.com was the most visible website, achieving a 61% share of voice through ranking for 1,098 keywords, including the search terms ‘curtains’ and ‘blinds’. The 20 most visible websites:

argos.co.uk attained a 52% share of voice through ranking for 1,113 keywords, including the search terms ‘pregnancy pillow’ and ‘dinner sets’.


|

April 2015

|


6

Home and Garden: Furniture 8.7 million searches In April 2015, 8.7 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 5,336 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘beds’ was queried 135,000 times, accounting for 2% of all searches made for Furniture-related keywords. homebase.co.uk was the most visible website, achieving a 51% share of voice through ranking for 2,468 keywords, including the search terms ‘bedroom furniture’ and ‘rattan furniture’. The 20 most visible websites:

ikea.com attained a 47% share of voice through ranking for 2,221 keywords, including the search terms ‘sofa beds’ and ‘wardrobes’.


|


|

T: +44 (0)20 7253 7000

7

Natural Search Home and Garden: Garden 4.9 million searches In April 2015, 4.9 million searches were made by consumers searching for garden-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,577 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘garden furniture’ was queried 368,000 times, accounting for 7% of all searches made for Garden-related keywords.

homebase.co.uk was the most visible website, achieving a 67% share of voice through ranking for 714 keywords, including the search terms ‘garden sheds’ and ‘sheds’. The 20 most visible websites: argos.co.uk attained a 51% share of voice through ranking for 533 keywords, including the search terms ‘garden furniture’ and ‘gazebo’.


|

April 2015

|


8

Home and Garden: Overall 20.2 million searches In April 2015, 20.2 million searches were made for Home and Garden-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 11,654 keywords analysed. The 30 most visible advertisers: At a glance: In April, amazon.co.uk was the most visible advertiser, achieving a 45% share of voice through bidding on 7,647 keywords, at an average ad position of 5. wow.com achieved a 28% share of voice through bidding on 6,510 keywords, at an average ad position of 7.


|


|

T: +44 (0)20 7253 7000

9

Paid Media Home and Garden: Decor 3.8 million searches In April 2015, 3.8 million searches were made for decor-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 2,706 keywords analysed. The 20 most visible advertisers: At a glance: In April, amazon.co.uk was the most visible advertiser, achieving a 48% share of voice through bidding on 1,793 keywords, at an average ad position of 5. diy.com achieved a 43% share of voice through bidding on 1,011 keywords, at an average ad position of 7. diy.com displayed the most visible individual ad creative, achieving a 11% share of voice.

The 5 most visible ad creatives:


|

April 2015

|


10

Home and Garden: Homeware 2.7 million searches In April 2015, 2.7 million searches were made for homeware-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 2,035 keywords analysed. The 20 most visible advertisers: At a glance: In April, amazon.co.uk was the most visible advertiser, achieving a 56% share of voice through bidding on 1,589 keywords, at an average ad position of 5. marksandspencer.com achieved a 43% share of voice through bidding on 1,061 keywords, at an average ad position of 5. conceptblindsdirect.co.uk displayed the most visible individual ad creative, achieving a 9% share of voice.



|


|

T: +44 (0)20 7253 7000

11

Paid Media Home and Garden: Furniture 8.7 million searches In April 2015, 8.7 million searches were made for furniture-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 5,336 keywords analysed. The 20 most visible advertisers: At a glance: In April, amazon.co.uk was the most visible advertiser, achieving a 36% share of voice through bidding on 3,267 keywords, at an average ad position of 6. argos.co.uk achieved a 23% share of voice through bidding on 1,200 keywords, at an average ad position of 7. sofastore.com displayed the most visible individual ad creative, achieving a 3% share of voice.



|

April 2015

|


12

Home and Garden: Garden 4.9 million searches In April 2015, 4.9 million searches were made for garden-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,577 keywords analysed. The 20 most visible advertisers: At a glance: In April, amazon.co.uk was the most visible advertiser, achieving a 53% share of voice through bidding on 998 keywords, at an average ad position of 5. diy.com achieved a 40% share of voice through bidding on 567 keywords, at an average ad position of 6. oceansrattanfurniture.com displayed the most visible individual ad creative, achieving a 10% share of voice.



|


|

T: +44 (0)20 7253 7000

13

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

homebase.co.uk achieved

No website achieved strong

Integrated Search Visibility.

strong visibility in the Natural

visibility in the Paid Media

Search listings.

Space.


|

April 2015

|


14

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 tables 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. homebase.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

15

About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 11,654 Home and Garden-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 Home and Garden sector in April 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


|


|

T: +44 (0)20 7253 7000

16