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Digital Crux - Online Analytics for the Outdoor Industry

The Digital Outdoors Industry Tracker

Resonant’s DigitalCrux (DCrux) database and analytics engine was developed to provide a unique series of insights into the online performance of the outdoors equipment and apparel sector.

Instead of viewing the online world through the lens of one company and it’s closest competitors, as most digital marketers or agencies need to do, DCrux collects data on a broad set of major outdoors brands and retailers, providing an overview of the sector, but also allowing for discrete analysis of individual companies as required.

Whilst several indexes are made available for anyone in the industry to view, the detailed analysis is obviously reserved for clients. They also benefit from DCrux’s ability to pull in a clients’ Google Analytics, Adwords and Search Console data to produce a much richer information pool.

To discover how this innovative approach, with its sector-wide combination of website audits, seo and advertising analysis and competitor intelligence can put you ahead of the game, just contact us.

March 1st Outdoor Retailer Search Visibility Results Released

Mountain Biker Summitting

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.