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REPORT PRODUCT FOCUS: Rings Earrings Bracelets Necklaces Generics

An exclusive snapshot of the online Search landscape

FEB 2016

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 February, 1.6 million searches were made by consumers searching for Jewellery-related terms on Google UK.

Queries for rings keywords accounted for 44% of all searches made for the sector.

The search term 'engagement rings' was queried 201,000 times, accounting for 12% of all searches made for the sector.

hsamuel.co.uk was the most visible website in the Natural Search listings, achieving an 80% share of voice.

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

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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, 1.6 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 February, 1.6 million searches were made for jewellery keywords. Searches for rings keywords were most popular, accounting for 44% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Jewellery: Overall 1.6 million searches In February 2016, 1.6 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 1,025 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘engagement rings’ was queried 201,000 times, accounting for 12% of all searches made for Jewellery-related keywords.

hsamuel.co.uk was the most visible website, achieving an 80% share of voice through ranking for 782 keywords, including the search terms ‘wedding rings’ and ‘jewellery’. The 20 most visible websites: ernestjones.co.uk attained a 70% share of voice through ranking for 745 keywords, including the search terms ‘diamond rings’ and ‘diamond earrings’.


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February 2016

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Jewellery: Bracelets 304,730 searches In February 2016, 304,730 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 248 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘bracelets’ was queried 22,200 times, accounting for 7% of all searches made for Bracelet-related keywords.

hsamuel.co.uk was the most visible website, achieving a 61% share of voice through ranking for 162 keywords, including the search terms ‘bracelets’ and ‘charm bracelets’. The 20 most visible websites: ernestjones.co.uk attained a 56% share of voice through ranking for 149 keywords, including the search terms ‘mens bracelets’ and ‘tennis bracelet’.


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Natural Search Jewellery: Earrings 181,700 searches In February 2016, 181,700 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 February, the keyword ‘earrings’ was queried 27,100 times, accounting for 15% of all searches made for Earring-related keywords.

hsamuel.co.uk was the most visible website, achieving a 92% share of voice through ranking for 135 keywords, including the search terms ‘earrings’ and ‘pearl earrings’. The 20 most visible websites: ernestjones.co.uk attained a 79% share of voice through ranking for 129 keywords, including the search terms ‘diamond earrings’ and ‘diamond stud earrings’.


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February 2016

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Jewellery: Generics 221,640 searches In February 2016, 221,640 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 February, the keyword ‘jewellery’ was queried 74,000 times, accounting for 33% of all searches made for Generic-related keywords.

hsamuel.co.uk was the most visible website, achieving a 76% share of voice through ranking for 85 keywords, including the search terms ‘jewellery’ and ‘jewellery shops’. The 20 most visible websites: ernestjones.co.uk attained a 63% share of voice through ranking for 77 keywords, including the search terms ‘rose gold jewellery’ and ‘jewellery for men’.


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Natural Search Jewellery: Necklaces 225,490 searches In February 2016, 225,490 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 February, the keyword ‘necklace’ was queried 22,200 times, accounting for 10% of all searches made for Necklace-related keywords.

hsamuel.co.uk was the most visible website, achieving an 80% share of voice through ranking for 146 keywords, including the search terms ‘necklace’ and ‘pearl necklace’. The 20 most visible websites: ernestjones.co.uk attained a 60% share of voice through ranking for 138 keywords, including the search terms ‘diamond necklace’ and ‘cross necklace’.


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February 2016

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Jewellery: Rings 729,240 searches In February 2016, 729,240 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 294 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘engagement rings’ was queried 201,000 times, accounting for 28% of all searches made for Ring-related keywords.

hsamuel.co.uk was the most visible website, achieving an 86% share of voice through ranking for 254 keywords, including the search terms ‘wedding rings’ and ‘rings’. The 20 most visible websites: ernestjones.co.uk attained a 79% share of voice through ranking for 252 keywords, including the search terms ‘diamond rings’ and ‘rose gold engagement rings’.


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T: +44 (0)20 7253 7000

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Paid Media Jewellery: Overall 1.6 million searches In February 2016, 1.6 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 1,025 keywords analysed. The 30 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 56% share of voice through bidding on 832 keywords, at an average ad position of 5. bluenile.com achieved a 46% share of voice through bidding on 489 keywords, at an average ad position of 5.


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February 2016

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Jewellery: Bracelets 304,730 searches In February 2016, 304,730 searches were made for bracelet-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 248 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 68% share of voice through bidding on 221 keywords, at an average ad position of 5. pandora.net achieved a 31% share of voice through bidding on 76 keywords, at an average ad position of 5.

cartier.co.uk displayed the most visible individual ad creative, achieving a 9% share of voice.

The 5 most visible ad creatives:


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Paid Media Jewellery: Earrings 181,700 searches In February 2016, 181,700 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 February, amazon.co.uk was the most visible advertiser, achieving an 86% share of voice through bidding on 131 keywords, at an average ad position of 4. pandora.net achieved a 38% share of voice through bidding on 77 keywords, at an average ad position of 6.

vancleefarpels.com displayed the most visible individual ad creative, achieving a 25% share of voice.



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February 2016

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Jewellery: Generics 221,640 searches In February 2016, 221,640 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 February, amazon.co.uk was the most visible advertiser, achieving an 80% share of voice through bidding on 108 keywords, at an average ad position of 5. tiffany.co.uk achieved a 61% share of voice through bidding on 44 keywords, at an average ad position of 3.

tiffany.co.uk displayed the most visible individual ad creative, achieving a 42% share of voice.



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T: +44 (0)20 7253 7000

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Paid Media Jewellery: Necklaces 225,490 searches In February 2016, 225,490 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 February, amazon.co.uk was the most visible advertiser, achieving a 77% share of voice through bidding on 186 keywords, at an average ad position of 5. notonthehighstreet.com achieved a 42% share of voice through bidding on 112 keywords, at an average ad position of 7. notonthehighstreet.com displayed the most visible individual ad creative, achieving an 11% share of voice.



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February 2016

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Jewellery: Rings 729,240 searches In February 2016, 729,240 searches were made for ring-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 294 keywords analysed. The 20 most visible advertisers: At a glance: In February, bluenile.com was the most visible advertiser, achieving a 67% share of voice through bidding on 214 keywords, at an average ad position of 5. diamondsfactory.co.uk achieved a 67% share of voice through bidding on 144 keywords, at an average ad position of 4. jamesallen.com displayed the most visible individual ad creative, achieving a 34% share of voice.



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T: +44 (0)20 7253 7000

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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

3 websites achieved strong

amazon.co.uk achieved strong

Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.


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February 2016

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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 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.


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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 1,025 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 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.

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