February 1st Search Visibility Results for Outdoors Retailers
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.