March 1st Outdoor Retailer Search Visibility Results Released
It’s time for the 4th instalment of Resonant’s unique outdoor industry metrics from its DigitalCrux analytics data, starting with the monthly search visibility index for 8 key retailers.
If you’re a new visitor, the chart below shows data for specific dates a month apart (in reality, we track these much more often), the last index having been taken at the beginning of this month.
To illustrate just one key development in the past month, I commented in February on how Blacks and AlpineTrek, in particular, were taking some organic traffic from Amazon and other generalists. Well, that trend has continued, but with AlpineTrek breaking away from Blacks, who have seen a significant reduction in search visibility and, as a result, organic traffic from their most-important search terms. In fact, it wasn’t a widespread decline in search rankings, of the sort that signifies general website or SEO issues, just a significant loss on a number of The North Face related search terms - a couple of which drive significant sales for Blacks. Interestingly, Blacks have recently been using Google Adwords to promote TNF discounts on these search terms.
In other news, you can see how Go Outdoors continue to hold their own, which is significant in itself, given that retailers with a physical store tradition are consistently losing ground in organic search, In some cases, this has been more than mitigated for by the use of widespread paid advertising, including PPC (for transaction-grabbing) and display ads (for brand-building or general promotions) or loyalty schemes.
Outdoors Retailers Google Visibility
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.