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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.

February 1st Search Visibility Results for Outdoors Retailers

Sunset in the Mountains

Following last month’s launch of Resonant’s first index for the outdoors equipment sector in the UK, it’s time to reveal the February 1st snapshop for 8 leading outdoors retailers.

The chart below shows the change against December and January - we’ll continue to add data each month so that trends in the search visibility of each tracked retailer become more obvious.

Even with a limited dataset, it’s already possible to draw some conclusions about retailer’s relative performance in Google organic search. What these monthly snapshots are clearly illustrating is the progress being made by Blacks in gaining Google visibility for its most important search terms, typically at the expense of Decathlon and, to a lesser degree, its Pentland stablemate, Go Outdoors.

What’s not obvious from these stats, but we can see in Resonant’s wider dataset, is that Blacks, AlpineTrek and one or two ther players are nibbling away at the presence of Amazon and other ‘generalists’ on high-traffic search terms - probably something to be welcomed by everyone within the sector. In fact, if you consider the sector average, it looks like the specialists are losing ground slightly - these 8 retailers are, but they’re losing more to other specialists than they are to the generalist online retailers.

Outdoors Retailers Google Visibility

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 (DCrux actually captures this data at least every 3 days).

If you have any question about the data, please get in touch.