July's Search Visibility Results for UK Outdoor Retailers
Outdoors Retailers Google Visibility
The key story this month is really about ranging and website merchandising. One of the stranger aspects of tracking search visibility and the resulting organic traffic is that, for all the hard work that goes into onsite SEO and link-building, gains and declines can often come from apparently unrelated actions.
The clear bump in the average search visibility has been driven largely by several key players, including Go Outdoors, Blacks and Ellis Brigham, making changes to product ranging and onsite merchandising that have delivered greater prominence in search for a few very high-volume terms. Conversely, it’s evident that Cotswold haven’t undergone a similar process and their overall visibility, whilst strong, is in steady decline.
Once again, it’s worth pulling out Decathlon for comment as they’ve completely turned around the significant loss of search visibility they were experiencing in Q1. Whilst much of their planning is hidden, their approach is discernible. Having no strong product branding, they focus on building high rankings on generic terms like ‘exercise bikes’ and ‘pop up tent’ and target those terms that are seeing traffic growth. By targeting growing terms, they increase their search visibility, even if their ranking doesn’t change. They’ve also been very effective at using on-page and on-image SEO (things like ALT tags) to make their product images highly-visible in search results, where the ‘image box’ often appears for non-brand terms. These are techniques often ignored by online retailers.
It’s also interesting to note that, on search terms with less competition for paid ads e.g. ‘basketball hoops’ and ‘table-tennis tables’, Decathlon use Google Shopping and Adwords to ensure top-of-page visibility at low cost, even if they’re No.1 in organic rankings - that’s a smart tactic I’ve often used for clients.
Until next month….
Note About this Index
If you’ve not seen this index before, the chart above shows the visibility in Google UK for the top 50 organic search terms driving traffic for each website i.e. the specific terms that are most important to that retailer website. A score of 100 would require top ranking for all 50 search terms. The data shown above is for the 1st of each month (DigitalCrux actually captures this data at least every 3 days to eliminate anomalies and highlight trends).
If you have any questions about the data, please get in touch.