10 minutesReading time
Updated January 2019
We’ve produced a Baby Products Retailers Market Performance Report focusing on data from 2018-2019.
With this report, industry leaders can enhance their understanding of their digital landscape, seeing how they compare to other competitors in the Baby Products market.
Looking at the biggest brands within the industry this year, we’ve produced an analysis that ranks the best performers against each other. The report gives a qualitative score on how each brand performed across nine key performance metrics. It gives an unbiased insight into Brand Reach Score, Link Authority & SEO visibility within the Baby products market.
If you can’t see your company in this data, just ask and we’ll send you through some new data. We examine the whole industry when sourcing data but just include the top performers in the report.
While producing this report, we don’t just gather data and put it in tables. We also look at trends, research which brands are doing well and how they’re doing it to give both us and you a better insight into the industry online. It makes us more knowledgeable on the subject so that if you want to work with us, we’ve already done the groundwork. These are some of the standout things we noticed about the baby product market and its retailers throughout 2018.
Visibility is usually the one aspect of the site that most brands who come to us need help or advice on. We use Search Metrics to find out which brands have performed well and who has lost visibility over the year. Here are our findings from the baby products brands.
Mothercare remains the market leader and had a successful year with an 11% visibility increase.
ELC takes 2nd place this year but lost 29% of visibility overall.
Mamas & Papas is in 3rd place, also losing 20% of their visibility.
PreciousLittleOne is next. They’ve had a fantastic year with a 45% increase in visibility.
Making up the top 5 is Jojo Maman Bebe who have had a visibility decrease of 12%.
The rest of the top ten has some great wins and some big losses:
Brands often make the mistake of going after the most commercial or popular keywords with high search volumes. These keywords are often highly competitive, meaning it’s very difficult to rank on page one for them. We’ve highlighted the 12 highest competition keywords and 12 others which pose great opportunities.
A lot of the keywords are focused on clothing including the highest competition keyword, ‘baby clothes’.
This is a very competitive landscape with supermarkets, department stores and fashion retailers all selling baby clothes.
However, Mothercare has managed to rank within the top three for this term.
They are also ranking in position 1 for ‘baby girl clothes’ and ‘baby boy clothes’ with their newborn category pages. Well done to them!
None of our retailers is ranking for the term ‘cheap baby clothes’. Generally, customers won’t search for the term ‘sale baby clothes’ or ‘clearance baby clothes’. Don’t be scared to optimise these pages with the word ‘cheap’- if it gets you a quick win, it’s a no-brainer!
It might be easy to conclude that all the keywords will bring up strictly e-commerce results.
But you’d be wrong.
For the pram related keywords including ‘double buggy’, ‘double pram’ and ‘double pushchair’, the same article by The Independent appears in the SERPs.
This article on the 10 best double pushchairs provides an image, analysis and price of each item featured, explaining the benefits of each product.
The top Google ad for the term ‘car seat’ is also a Which review page followed by an ad from Icklebubba about the laws surrounding car seats. This is where the Google ‘Your Money or Your Life’ update comes into play, with content that could affect a person’s life if given incorrectly.
When giving advice on important topics such as this, it’s vital that the information you provide is accurate and comes from a source of authority.
Read more about the update in this guide to the Google EAT and YMYL updates.
We look at who is getting not only a volume of links but the kind of quality engagement that will drive their SEO campaign and amplify their brand presence.
We use Link Research Tools to measure the number of new links per month and the quality of the engagement.
Despite Stokke topping the list, they don’t have any form of content outlet. Most of their links are gained from images, products and their sites from different countries.
ELC also doesn’t appear to have a content outlet or advice section. However, they do have a link to a digital magazine called Gurgle at the bottom of their site.
This is packed with useful information on everything from getting pregnant to baby and toddler help.
However, a lot of the most linked-to pages on this site have 404 errors, meaning all the equity here will be lost. It’s important to keep on top of your link profile and ensure it’s as strong as it can be by checking for these errors on a regular basis and redirecting those pages into another relevant page on the site.
Mothercare has a fantastic set of advice and buying guides which gain ample links. These range from advice on what to buy, health issues such as feeding and safety and inspiration videos.
They’ve recently produced an amazing asset which allows mums to see exactly what happens in their body during pregnancy on a week-by-week basis.
As you flick through the weeks, the copy below changes to suit the trimester or stage of pregnancy you’re up to.
This asset hasn’t yet gained any links. However, with a strong outreach strategy, this could be hugely influential and helpful for mums to be.
Bugaboo’s Journal features lots of interviews with various influencers and ‘day in the life’ style posts. While this may not be great for link building, it’s one way of getting your brand shared across social channels and creates a buzz about your products. We’ll talk more about this in the next section.
Using social media is crucial for brands now more than ever. Effective use of social channels allows you to take an earned or paid audience and turn it into an owned audience. Owned audiences have a direct connection to your brand, improving relationships with existing customers and cultivating relationships with new prospects.
Mothercare is topping the table here with an impressive number of brand searches and high owned social score.
Their Facebook feed features promotional posts with quotes from their celebrity designers, video interviews and competitions. They recently posted at 2 am inviting users to ‘join in the conversation and chat with other parents awake at this hour’ which is a nice way to share experiences.
They encourage users to engage on their pages by posting captions that invite a response. They also regularly post links to their blogs and advice articles.
On their Instagram, they repost customer pictures when using the hashtag #MCandMe. This is an extremely effective way of keeping your social content up to date and engaging with your customers. It also opens your brand up to new audiences as friends of those who have done the original post will likely interact with it.
We mentioned Bugaboo in the previous section. They are 6th in our social chart but have a great social presence which is reflected in their owned social score.
They tailor each of their social feeds according to which content performs best on each site:
Unsurprisingly, their Instagram feed is most frequently updated and feels the most personal. Their posts on here get thousands of likes and lots of comments.
Bugaboo was also in the news in late 2018 when it was revealed that Pippa Middleton and James Matthews chose a Bugaboo pram for their baby. This kind of coverage is great for boosting sales and getting your product into the public eye.
Most brands are already doing social really well, but there are always ways you can improve your owned social score.
For the full data, download the report. If you’d like us to audit your site or give some insight into how you could improve your performance, set us a challenge today.