Seasonal Trends
Visibility Vs Authority
Link Acquisition
Content Performance
Join the 5000+ marketing decision makers using our data to improve their decision making.
✅ No data sharing
✅ No spam
✅ No newsletter auto-enrolment, though you should subscribe 👀
10 minutes
Reading time
1-50
Brands ranked
Updated January 2024
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, , Head of Organic, Sonia Morrison
"The report it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
After a market-wide dip last year, the industry is back with a boom. Average visibility increased by 49%, meaning many of our list brands have had a growth spurt over the last 12 months. But we know that visibility isn’t everything, which is why we measure metrics like technical health, brand authority, trust signals, and search trends to see what’s changed and who is performing versus who isn’t.
Here, we’ll go through some of the highlights and analyse the findings we think stood out. If you want to see the whole report and where you sit, then just fill out the form and download for free.
This year, we have seen drops in big terms around baby clothing like baby dresses (-28%) and baby girl clothes (-23%) that might reflect tightened budgets and non-traditional shopping. Rather than turning to search engines, people are looking on second-hand apps like Vinted and DePop for a bargain.
However, essentials are still up. There is a huge opportunity in terms like baby formula and bassinets, where searches are up 60%, so ensuring you have the basics covered is key to a strong campaign in this market.
Interestingly, goat milk formula (+64%) stands out as an indicator of alternative parenting and customers looking at new markets for traditional products. With around 2600 monthly searches, this is certainly one to watch.
In our report, we don’t just look at search trends but also keyword competitiveness. This gives you an indication of not only which terms could bring in traffic, but which ones you have the best chance of ranking highly for with the right targeting. Keywords up for grabs include strollers, with nearly 50,000 monthly searches and a competitiveness score of just 11/100!
To see our top opportunities, download the free report and get inspired for your next quarter…
We might mention this a lot, but page speed matters for both rankings and user experience.
Miles ahead of the pack is vertbaudet.co.uk, which scored 99/100 on desktop and 87/100 on mobile. While lagging behind are sites like uk.nuby.com, which have a decent desktop score of 87, but their mobile experience is left in the dust with just 37. The majority of online users are mobile-first, so you have to be as well.
Don’t neglect technical health just because users can’t see it, they’ll notice in other ways.
It’s not just keywords that go through search trends; brands are just as subject to the public’s fickle interests. While there are some brands that we expect to see at the top of the social media game, like Mamas and Papas and Jojo Maman Bebe, there are definitely emerging brands that have found their niche, and it’s working for them.
On the winners’ list, we can see brands like Kendamil up 14% (remember the growing interest in goat milk formula?) and Clair de Lune up 33%, whose bassinets are definitely on trend right now.
Conversely, even though they made our top 5 on social reach, PatPat has seen a 47% decrease in brand searches. This means they need to focus on converting their engagement into search volume.
With so much growth, there are tonnes of opportunities for brands to break through and take a share of the prize. In this market, customers are focused on quality and trust, so building a strong foundation with good website health, trust signals like reviews, and a user-focused journey will help your brand grow.
Consider integrating channels, ensuring your social media and search engine optimisation support each other for maximum brand reach. While trends may be tempting, you need to make sure people trust you with the essentials first!
Can’t see your brand on our report, or what more help decoding the data? Get in touch for a free audit from our SEO experts.
All of our reports are free for public viewing and all you need to do is download it using the button above. We analyse top brands and industries that we think we could add value to and that’s why we don’t believe the data we find should be hidden.
The biggest brands for 2020 in terms of organic visibility are:
<ol>
<li>elc.co.uk</li>
<li>preciouslittleone.com<li>
<li>kiddies-kingdom.com<li>
<li>pramworld.co.uk<li>
<li>jojomamanbebe.co.uk<li>
<li>online4baby.com</li>
<li>vertbaudet.co.uk</li>
<li>pramcentre.co.uk</li>
<li>Pram Centre</li>
<li>naturalbabyshower.co.uk</li>
</ol>
<ol>
<li>kiddies-kingdom.com (98%)</li>
<li>pramworld.co.uk (46%)</li>
<li>online4baby.com (46%)<li>
<li>preciouslittleone.com (15%)<li>
<li>naturalbabyshower.co.uk (28%)<li>
</ol>
<ol>
<li>mamasandpapas.com (-18%)</li>
<li>maxi-cosi.co.uk (-27%)</li>
<li>hipp.co.uk (-33%)</li>
</li>britax-roemer.co.uk (-38%) </li>
</li> buybuybaby.com (-64%) </li>
</ol>
Based on Google Trends data using the most prominent search terms in the market, organic search interest is set to grow 1.7% From Jan ’19 to Jan ’20.
For the full data, download the report.
This report considers the 48 biggest brands based on their online prominence. You can see all the brands considered at the top of this page. If you haven’t been featured, but you’d like to see where you sit in the market, get in touch via our live chat or contact page.
