10 minutes Reading time
22 pages Length
This is our latest E-cigarette Retailers Market Performance Report for 2019.
Using the report, industry leaders can better understand their place in the digital landscape and see how they scale up to their competitors.
We look at and analyse the industry’s top websites with the end goal of ranking the best performers against each other. This highlights who is the best of the best, giving a qualitative score on brand performance individually. The report explores 10 key performance metrics including ones that change year on year, such as Brand Reach score, SEO visibility and Link Authority.
Don’t worry if you can’t see your company; the report now only shows results from the best performers in each industry. However, we do source data across the whole industry to produce this report. Get in touch if you’d like to see a personalised market report with your data included and we’ll send it straight over.
We don’t just source the data and present it in tables; our analysis goes much further. That’s because there’s no point producing these reports unless we understand why brands are getting the results they do. The following article discusses the winners and losers in some of the top metrics, so it’s best read alongside the report.
Site visibility is a priority of most online retailers. Improving your organic visibility can have positive impacts on conversion, sales and revenue if done correctly.
Blu has had an amazing year, increasing their visibility by 248%.
Totally Wicked has taken 2nd place after a 36% visibility increase.
The rest of the top five retailers have all lost visibility YOY.
VIP has lost 24%, LiQuid is down 25% and E-cigarette Direct has had a 21% decrease in visibility.
The rest of the top ten has been a mixed bag of wins and losses:
Overall the sector has quite a low visibility, but below the top three, the numbers drop massively.
The industry has had a Turbulent time in recent months with the Google Medic algorithm update giving organing rankings an absolute pounding.
This is visible within the Visibility YoY page of the report showing losses for the majority of sites and the market as a whole averaging a decline in growth.
You can learn more about the Medic update here
Knowing which keywords to target can gain quick wins for your site, especially if they’ve been overlooked by your top competitors.
Our report contains a list of top competition keywords and a list of top opportunity keywords.
Totally Wicked is appearing in the top 3 for nine of the top ten high competition keywords and eight of the top ten opportunity keywords.
Their title tags are clear and usually include a call to action. However, most of their meta descriptions truncate meaning they aren’t conveying a full message.
While they may be placed highly in the SERPs, there are other brands who are making more of their listings.
Blu’s listing for ‘electronic cigarettes’, for example, contains a rating, a tailored meta description and sitelinks to relevant products. It also includes a USP of ‘free delivery’.
Use our SERPs Preview Tool to see how your listing will look before publishing.
Landing yourself a featured snippet helps you to dominate the SERP even if you don’t rank highly elsewhere on the page.
This coveted ‘position zero’ puts you above position 1. It also shows users that Google trusts your site enough to make a feature of your page.
The keyword ‘electronic cigarette brands’ brings up a featured snippet of an article from vaping news site Vaping Daily about the best electronic cigarettes of 2019.
Creating an article highlighting the best e-cigarette or e-liquid brands could see you snapping up this featured snippet.
Read our Featured Snippet Guide for more help.
Since 2012, the Venice update changed the way Google looks at local markets.
The search engine uses information on the user’s location and uses their query to populate the results with the most relevant answers. That’s why you’ll sometimes see a map with stores at the top of the results.
This is a Venice dominated market, so you should use a mix of organic and paid in your search strategy.
Set up rank tracking to see where you rank well for each location in the UK. Sites already ranking well organically can be excluded from search campaigns.
The days of spammy links are long gone. But links are still one of Google’s primary ranking factors. So, how do you get high-quality links without using black-hat techniques? It’s all about the content.
Blu is topping the chart for links but most of their links are going to products rather than content.
E-cigarette Direct is gaining an impressive number of links, a lot of which are going directly to their blog, Ashtray.
They’re obviously producing the right type of content for their field.
However, the quality of their links gained appear to be quite average. This could be because most of the publications linking to them are vaping magazines which don’t generally have a high trust/citation flow.
Outreaching to more mainstream and higher tier publications could bump up their average link quality score.
Totally Wicked has a great wealth of articles on their Vaped magazine, some of which gain plenty of links. They provide regular updates on vaping news, products and advice.
We’re very proud to say we built this blog, producing insightful articles with shoppable content integrated.
Socialites has gained an impressive 190 unique links on their article What is a box mod?. Considering they are only just within the top 20 for visibility, this is really impressive.
However, a lot of the links gained here have low domain rating. Optimising the article with more images, keywords and shoppable content could land them a featured snippet and increase sales.
While it may be difficult to gain Tier 1 links in this sector, it’s much easier to build up a wider following through the use of social media.
In a market which is often seen as a controversial subject in the news, it’s important to build up a strong following of supporters and give them as much useful information as possible. Some brands in this market are nailing it, but there’s always improvement to be made.
We first must mention that owned social scores are low across the board in comparison with average number of brand searches.
Vapemate is topping the links charts with an extremely high number of brand searches per month.
Their Facebook feed features mainly product promotions and money off codes.
They do also post links to relevant articles and recently uploaded a radio interview with their CEO Simon Manthorpe.
However, their posts don’t get many engagements. They could improve this by encouraging users to comment, like, share posts or tag their friends with polls, competitions or meme style images.
Totally Wicked has the highest owned social score. They regularly update their Facebook feed with information about their products, videos of how they’re made, money-off promotions and links to their articles.
However, their Twitter feed usually contains the same posts. They could perform even better if they varied the content, making the most of hashtags and promoting more articles from like-minded companies.
UK Ecig Store regularly posts links to high-value news articles from the BBC and Public Health England, providing impartial, truly helpful information to their audience.
This kind of content can help with brand image, especially in controversial sectors such as E-cigarettes. It’s important to educate customers and provide them with useful content as this helps to build up trust.
Overall, there’s a lot of engagement to be involved in when it comes to this market. News articles about vaping usually have thousands of engagements and people in the vaping community are generally willing to comment and share posts. It’s up to you to make it work.
Want more insights? Download the report below or speak to us and we’ll help.