10 minutes Reading time
1-30 Brands ranked
Updated January 2021
2021 will be the year of lockdown babies, and there’s been a lot of lockdowns. Compounded by restrictions on high-street shopping, how baby product brands perform online post-lockdown will be a defining point for their future success or failure.
Just how well each of the top 47 baby product brands performed over the past 12 months is what we uncover in this report.
Our report is designed to give business leaders and marketing decision-makers a comprehensive view of the digital landscape within their niche.
Who performed best on organic and social this year? Where do I rank amongst our competitors? What are the biggest emerging/declining products, categories and trends? What are the low-competition opportunities? Which site is technically the best? Who has the best customer satisfaction? Although all these questions are a lot to cram into one paragraph, they’re only a few of the questions we answer throughout the report.
Our goal is to produce the best free marketing intelligence and competitor insight report there is for your industry, every single year.
Download the report today to reveal how you can build a solid digital strategy to take control of the SERPs, improve your brand’s awareness, and increase your profits.
The last year has brought a whole new meaning to baby boomers. We have measured a 28% growth in the market within organic search. The last two industries we covered, alcohol and jewellery, were 6% and 2%, respectively. Wow.
We can safely predict that lockdown played a big part in this. The question now is, if we are ever allowed out of the house again, will this forced change in shopping behaviour stick around after? We think yes.
Here is the standing top 10 for performance in organic search as of Jan ’21. See the full report for more details, rank changes YoY, and compared-to-market growth.
This chart shows the biggest visibility (unit) changes, rather than percentage growth. For that, see the full report.
Again, this shows the 5 biggest losses in visibility (units) rather than percentage loss of visibility. For that, yep, read the report.
There’s a lot of opportunity for baby products in terms of keywords. Some of the search volumes for top keywords go as high as 60K, so seeing where the analysed sites sit in the SERPs for these keywords is crucial.
Mammas & Pappas and Online4Baby are doing great to hold page 1 positions for the highest competition keyword, ‘baby cot’. No mean feat, as intrusion from furniture retailers weighs heavy on cot-based terms.
Mammas & Papas and Pramworld are also the only sites to hold top 10 positions for the 2nd most competitive term, ‘cot mattress’. Take heed of these sites’ digital tactics, as performing against the odds of high-budget durable goods brands means they are doing a lot right.
When looking at the opportunity keywords, there’s scope for a brand to increase their following through content marketing. Smack bang in the middle of the ‘cot bumpers’ SERPs is a warning from Lullaby Trust on the dangers of this product. Not a great look for the brand products next to it. If a brand were to use their own content to steer people to a safer option, they could increase their brand loyalty and following.
With some of the opportunity keywords, it’s clear that creating useful guides of advice is a great way to get these brands showing on the first page of results. A quick search for one of the main opportunities brings up a lot of information around the safety of travel cots and which ones are best suited to which age.
Guides and blogs are a great way to both obtain opportunity keywords as well as showcasing your brand’s expert knowledge within the baby product industry. They tell your customers that you are there to help them achieve their preparations for the new arrival.
Featured snippets have been a big SEO tactic for quite some time now. Featured snippets are small boxes of information that sit at the top of Google SERPS and allow people to discover the answer to their question more easily. If you are successful in obtaining a featured snippet, you’ll not only sit at the very top of the SERPs but you’ll also (technically) have 2 positions on the first page.
Some of the opportunity keywords we have found, which our report’s brands are missing out on, have featured snippets on Google’s results pages. With the correct method, these brands could potentially be sitting at the top of the results page gaining the rewards of a P0 page.
One way that featured snippets can be obtained is through the process of questions and answers. If you use a searcher query within your copy and supply the answer simply and effectively, there is a greater chance of getting a featured snippet for informational-based searches. If the brands in this babycare industry analysis want to get featured snippets with little effort, they could simply answer questions in their articles and guides.
Page speed is a crucial factor for both SEO and consumer UX and it is something you need to prioritise if you want to maximise your digital strategy. A couple of ways to do this are making sure your website is loading fast and making sure that everything is optimised for mobile to ensure smooth speeds and a user-friendly interface.
We looked page speeds for all the sites in this report and here are the top 5 fastest brands:
Read more about page speed and its importance.
This, like all of our retail market 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. Enjoy your free access to our reports!
If you are a baby product seller and can’t spot your brand in our report, simply get in touch and we can send you a personalised one with all the data you need at no cost!
If you would like to know anything further about our reports or are simply just a bit curious as to how we can create a bespoke SEO strategy for your business, get in touch today.
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:
</li>britax-roemer.co.uk (-38%) </li>
</li> buybuybaby.com (-64%) </li>
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.