10 minutes Reading time
22 pages Length
Updated January 2020
Every year we release a new, exclusive report examining the ins and outs of a specific industry. Here, we provide analysis on the beauty industry to see who’s looking pretty and who’s smudging their make-up.
This report dives deep into the inner mechanics of each beauty retailer’s digital strategy. It looks at specific metrics that contribute to a solid digital and SEO strategy, including visibility, keyword opportunities, and page speed. More lucrative metrics are also looked into, including social score, brand mentions, and brand reputation.
If you’re interested in seeing the glitz and glam of the beauty industry and want to get a detailed insider look into how you can develop your digital strategy, download this report immediately.
With this report, we’re giving brands in the online beauty and cosmetics industry a clear understanding of how their digital marketing efforts measure up to their main competition; a snapshot of the market’s digital performance for the year, considering the current standings of the retailers, their movements, and any events that may have contributed. Perhaps most importantly, we discover beauty industry trends and opportunities for digital growth.
Still need convincing? Check out an overview of the findings below. Some of them will surprise you.
Overall, the UK beauty market isn’t looking too peachy. In total, it is down by 9%. Many of the beauty and cosmetics retailers have seen large drops, particularly with the case of Boots which has seen a drastic decline of 44%.
Of course, where there are losers there are also winners. This happens to be the case with Look Fantastic, which has seen a boost of 57% year-on-year, so big congrats to them!
Interested to see how your brand has performed YoY? Keep reading for insider information.
Here is a quick rundown of the top 10 beauty retailers in terms of their online visibility:
The beauty report also looks at a number of keywords which are either high competition or easy opportunities for the brands in this report.
Many of the brands covered in this analysis are doing very well. For the highest competition keyword in the industry – ‘eyeshadow palette’ – brands like Look Fantastic and Cult Beauty are hitting the top spots which is awesome, keep up the solid work!
Keywords such as ‘concealer’ are also high in competition. Again, Cult Beauty is smashing it, achieving the number one spot above brands like Boots and Superdrug. However, interestingly, none of the brands are in the featured snippet which happens to be owned by Good House Keeping; the current displayed article is informational based.
However, when looking at other keywords, Cult Beauty suffers at the hands of Beauty Bay and Boots, especially for keywords such as ‘highlighter’ – the third most competitive keyword in the industry. Again, some informational articles dominate on these keywords which is interesting considering the intent behind these searches is inherently commercial.
Besides high competition keywords, what easy keyword opportunities are there for beauty retailers who’re looking to increase their visibility?
An interesting observation is that there are featured snippets in a lot of the keywords, including the high competition keywords. What is more interesting is the fact that the snippets are featuring informational articles opposed to commercial results.
If brands want to achieve better visibility in Google, optimising for featured snippets could be a quick and easy way to do this. Many of the featured snippets aren’t near the top of the first page either, some are as far down as position 5. With this in mind, a few optimisations to a category page could go a long way.
Another observation is the number of informational guides present on SERP results for some of the opportunity keywords found in our report. Many of these articles revolve around guides and how-to’s which teach the audience something about makeup application.
A lot of the websites ranking for these terms appear to be magazines and blogs, some of which don’t have a large amount of authority. It could be relatively easy for some of the cosmetics retailers in this report to jump onto these keywords, produce their own expert article, and rank quickly for these terms.
Many brands believe content like this to be a waste of time because it doesn’t directly lead to more sales. However, this is a limiting mindset. You can effectively filter people from these pages onto product pages if you mention products. Additionally, if you share some value with your audience they’ll often reciprocate in some way or another.
Social media is an inescapable force which you and your brand need to be including within your 2020 marketing strategy. There have been a lot of changes in the last few years with this marketing channel and if brands aren’t on the ball, they risk falling behind.
Our analysis looks into the socials of beauty retailers and identifies who’s doing well and who isn’t. Staying relevant on social is important and by looking into the top brands’ socials, you can gain valuable insight into what’s working today.
Leading the pack by a longshot is Boots with an owned social score of 160010 and a brand search score of 3350000. These numbers are huge, but this is to no surprise as Boots are a large highstreet brand that almost everyone knows about. As for their socials, however, this relies less on company size and more on marketing savviness.
Boots post a lot of interactive content, including short videos and questions which probe for answers in the comments. Their Instagram is one to watch though. Some of their posts get as much as 10K likes and comments. If you’re looking to up your social game this year, watch what Boots are doing.
The runners up are Superdrug who have an owned social score of 45100 and a brand search score of 1500000. Although these numbers might seem small to Boots they’re large when compared to other industries we’ve analysed. Their engagement rates aren’t that great on Facebook but when you look at Instagram, there’s an entirely different story.
They have incredibly good engagement rates, with post getting thousands of likes and comments. They’re also partnering with influencers and utilising IGTV. If you’re after modern strategies for social, Superdrug are ones to watch.
In 2020, page speed is a biggie. If your website is not loading at a fast rate, users will jump straight off and look elsewhere for their products. This is even truer on mobile and considering Google has a mobile-first index, it’s more important than ever to get this factor right.
If you have slow speeds, it will kill your bounce rate, conversions, and overall SEO strategy. In our report, we look into the speeds of brands to see who’s the fastest and who seems to be lagging.
Here’s what PageSpeed Insights identified as the top 5 fastest brands:
Read more about the importance of page speed.
It’s free! And that’s the same for all of our Retail and Health & Beauty market reports. All you need to do is fill in the form above. We perform a lot of this research for ourselves and don’t see why we shouldn’t share it with anyone else who finds use for it.
Download the report now.
Sometimes, if your brand doesn’t meet our criteria, it will get missed from the report. Unfortunately, we can’t analyse every single company in the UK. However, what we can do is create a custom report with your site included, all you have to do is get in contact.
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.