10 minutes Reading time
20 pages Length
Updated January 2020
When there’s a little one on the way, the shopping will inevitably follow to get set up for the new arrival – but if a potential customer searches Google for the latest trends in baby clothes, what is the first result they see? That’s what we discover in this in-depth babycare industry analysis.
We’ve explored the baby products industry and uncovered the sites which are experiencing the biggest growth spurts.
We have analysed data related to visibility, page speed, keyword opportunities and more. As well as these statistics, we have also explored brand reach and social scores of the top brands within the baby product market – exclusive metrics only available in our reports.
If you think your site could do with a booster seat, this report will give you the knowledge to do so.
With the Baby Product Market Report we’re giving brands an understanding of how their digital marketing efforts measure up to the competition; a snapshot of the baby industry’s digital performance and standings for the year, as we also discover industry trends and opportunities for digital growth.
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 industry overall is looking pretty good, with increases in visibility across the market. In fact, there has been a 7% uplift in visibility across the board. A lot of the top sites have seen large increases, with some seeing a visibility increase as large as 98%. Of course, where there are winners, there are also losers. For example, one site fell by 64%.
Here is a quick rundown of the top 10 sites in terms of their organic visibility standings:
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.
PreciousLittleOne and Online4baby are doing well, ranking on the first page for the most competitive keyword in the industry – ‘travel cot’. This is especially challenging and something worth celebrating over since most search results tend to be from retail giants.
Things are also looking so good for the second most competitive term – ‘cot’ with Mamas & Papas and PreciousLittleOne showing on page 1 of the SERPS. Online4Baby and Pram Centre follow on page 2 ranking around the middle positions of the results page. These brands are going to need to step up if they are wanting to compete for first page results.
Not only is there an opportunity for high competition keywords with high search volume but there are also opportunities that some baby product brands are completely missing out on. Some of these opportunity keywords have search volumes as high as 14K! We have reviewed these keywords to see what these brands could do to snap them up. Here’s what we discovered in trends and opportunities.
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 more easily discover the answer to their question. 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.
Social media is fundamental these days if you want to remain relevant, especially when targeting a younger audience. Platforms like Facebook and Instagram get millions of impressions each and every day. Therefore, if you aren’t utilising them, you could be losing out on easy profit. In our report, we look at social media and brand reach of the biggest sellers; assessing who is captivating social media online audiences and who’s being left behind.
The first brand to stand out is Mamas and Papas, who are leading the way with the highest search scores of 246K per month. Their social media accounts total up an audience of almost 600K and when looking at their social accounts, it’s quite clear to see why they have such a large following.
Their Facebook features pictures of adorable babies and monthly competitions, as well as videos to showcase award-winning and top of the range products. As for their Instagram, a similar strategy can be seen – they post a combination of product and content marketing across their stories and Instagram posts.
Although Mammas and Papas have such high-volume searches, the same can’t be said when it comes to raw social score. Their searches must mainly come by word of mouth as they are competing with brands that have raw social scores of over 20K per month. PatPat leads the way in social media within the baby product industry with almost a million Instagram followers and high engagement on the majority of their posts.
On Facebook, they have a community of 5 million people where they share live videos and snaps of their customers wearing their latest purchases. They are also very active on Pinterest with inspiration boards from party ideas to what to wear, attracting a following of over 44K.
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.