Seasonal Trends
Visibility Vs Authority
Social Influence
Content Performance
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Updated December 2019
In this report, we’ve analysed the online art industry and explored the ins and out of how sellers are performing on the search engine results pages (SERPs). We’ve successfully identified sellers who are painting SEO masterpieces, as well as those who still need to work on their textures and colouring.
This detailed art industry analysis dives into a range of metrics and measurements, including online visibility, page speed, and keyword opportunities. Additionally, we also looked into lesser-known metrics which are often missed in other reports, including social score and brand reach.
With the Art Market Report 2020, Salience provides online art sellers with an understanding of how their digital marketing efforts measure up to the competition; a snapshot of the industry’s digital performance for the year, trends and resulting opportunities for digital growth.
If you’re looking to improve your online visibility and beat out your competition, this report will provide you and your company with the knowledge and tools to do so. You’ll get exclusive insight into the inner workings of your industry. In the right hands, the Online Art Market Report can be the key factor in determining a successful digital strategy.
As a whole, visibility is looking rather positive for the online art market. The top sites have visibility as high as 300K with many of the competition sites in the 10K range. However, despite this face value success, visibility has actually dropped across the industry year-on-year, with a total difference of -94%.
At this current point in time, the outlook isn’t looking good for online art sellers. If you want to counter this sharp drop and take advantage of easy opportunities, download the report now.
Here is a quick rundown of the top 10 sites identified by the report to the biggest in terms of their online visibility:
Saarchi Art is definitely a brand to keep an eye on. For the two most competitive keywords in the art market – ‘abstract art’ and ‘abstract painting’ – they have first page rankings. These keywords have a combined volume of around 26K. For any online art seller, this is a lot of potential traffic.
Artsper is another online art seller to watch. Artsper also has first page rankings on many high volume, high competition keywords, including ‘abstract art’ and ‘abstract painting’. However, their ranks are not as high as Saarchi as they often sit at the bottom of the page.
King and McGaw also are worth noting. Although they don’t have as many high competition rankings as the two sellers above, they do have a successful first page ranking on the most competitive keyword in the industry. However, they’re trailing behind on other high-volume keywords.
Despite many of these online art sellers achieving good positions on competitive terms, there is still room for improvement and keyword opportunities are but a stroke away. After analysing the SERPs we discovered what brands need to do in order to snap up these low competition opportunities.
Many of the opportunity keywords found in our art market analysis often presented more images than search results. In some cases, only 6 search results were presented with the rest of the results page being filled with images, ads, and questions.
If the online art sellers want a strong chance of ranking on the first page for these easy, hidden terms, they’re going to need to start including optimised pictures on their category and product description pages (PDPs). This can be done by compressing the image for speed, adding alt text, and other advanced techniques.
With properly optimised images for search, many of these keyword opportunities can be quickly snatched up.
If sellers in the art industry want to start getting the opportunity keywords we found, they’re going to need to start aiming for featured snippets. For the most valuable opportunity keywords available, featured snippets are presented at the top of the search results, pushing past all the images and videos. If sellers were to achieve a spot here, they would see tremendous spikes in traffic and visibility.
Featured snippets can be achieved through simple on-page tweaks, including adding structured data, answering user questions, and writing in a way that helps Google understand the page better.
If you’re interested, read our guide on how to acquire featured snippets quicker.
One observation made on the SERPs for online art opportunity keywords was the number of guides and articles that appear. Google appears to display both commercial pages as well as informational pages, giving searchers options to match their intent better.
Online art sellers should start to identify how they can effectively use guides and articles to obtain some of these keywords if they are to improve their online visibility.
Social is an ever-looming marketing channel that all businesses, whether online or off, should be focusing on if they want to get more customers.
Unfortunately, social media isn’t something many businesses pick up quickly. It takes time to learn and many techniques need testing and trialling to see what works best. However, some companies have mastered social and are using it to its full potential, allowing smaller brands to come in and copy what’s already working.
In the report, we looked at how online art sellers are doing on social, generating an overall social score as well as a brand reach score – something many other reports fail to include.
Leading the pack is Saatchi Art, which has a social score of 21,546 and a brand reach score of 5,400. Across all their platforms, they have a total follower count of 11,251,643 with the majority of followers coming from Pinterest. This should come at no surprise since Pinterest is primarily a visual/picture-based social platform. Their engagement is good, achieving over 100 likes per post on Facebook and over 5K likes per post on Instagram! All their highly engaged posts are curated pieces of art from their community.
Despite Saatchi being a strong contender, Society 6 actually tops the social charts with a social score of 21,893. They have 11,569,909 followers distributed over multiple platforms and receive very impressive engagement. On Instagram, they received 10K+ likes on their photos, many of which are curated art pieces as well as inspirational quotes.
If you’re an online art company and want to learn how to improve your social scores, grab our report and see what the top companies are doing so you can see what’s working.
Page speed is an important factor that affects both your conversions and your SEO potential. Google announced that page speed is a ranking factor in their algorithm, so making sure your site is loading fast is essential if you want to achieve better visibility.
Additionally, visitors are not going to stick around unless your site loads in adequate time. So, maintaining peak speeds is something online art sellers should definitely be focusing on.
Here’s who the Art Market Report identified as the top 5 fastest brands:
Read more about the importance of page speed.
No, all our reports are completely free. We complete Lifestyle Brand market reports like this one to research industries we’d like to work with. Feel free to download the report at zero cost.
We try to cover as much as possible when we research and report on an industry. However, if you find you’ve been missed from our report, feel free to contact us and we can send you a personalised report containing your site.
If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.
