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Every year we produce a Performance Report on the Beauty Retailers Market. This is the latest edition for 2018.
Our aim is to provide industry professionals with a bigger insight into their market in terms of data and to see how they fit into their digital landscape. Where do they measure up when it comes to their competitors and why?
In this latest report, we look at the current top websites within the sector, analysing where brands are doing well and where they could make improvements. We score key performance areas and gather accurate metrics including Link Authority, Brand Reach Score and SEO Visibility which change year on year. So, you can see how the landscape has changed around you.
The report now only includes data from the best performers in the industry, but we source data across the whole industry to produce this report. If you can’t see your name on the list, just ask and we’ll be happy to send you through the data that includes your company.
Once we’ve gathered the data to use in the report we then go and analyse the market ourselves to ensure that the results are accurate and discover a reason behind the wins and losses. Below are our findings from the report and some standout performances from certain brands.
Improving your visibility can have a positive impact on your other site metrics including conversions and sales. That’s why it’s so important for E-commerce brands to focus on organic visibility as a priority in their SEO strategies.
As we would expect, Boots is miles ahead of the competition and continue to thrive with a 15% increase in visibility this year.
QVC has also had a 16% increase overtaking Superdrug who lost out by 26% this year. However, we must point out that beauty products make up just a small portion of QVC’s sold items.
Superdrug, Beauty Bay and Salon Services are the only three retailers out of the top 10 to decrease YOY. In fact, there is quite a gap between the top six and the rest of the chart.
These brands should consider tweaking their SEO strategy to remain in the top five next year.
Online only retailers are also striving, with Look Fantastic gaining 30% and Feel Unique gaining a huge 41% in visibility.
We produced a list of top competition and biggest opportunity keywords for Beauty Retailers which you can find in the report.
As you’d probably guess, the most competitive keywords are the ones which are the most generic such as foundation, hairspray, perfume etc.
Even the Opportunity keywords are quite generic, so page titles and meta descriptions are ever more important in this market.
Other brands can learn a thing or two from Superdrug who is ranking position 1 for competitive keywords ‘shampoo’ and ‘eye makeup’ in addition to opportunity keywords ‘makeup brushes’ and ‘highlighter’.
Their title tags and meta descriptions are simple, well optimised and clearly working well.
Fragrance Direct is ranking position 1 for ‘cheap makeup’ which may initially surprise some due to their name. Save On Makeup takes position 2 which is a huge win for them who are near the bottom of the pack for visibility.
It goes to show that optimising for the word ‘cheap’ shouldn’t be seen as a bad thing.
PLAs are a huge asset to beauty retailers as they generally perform better than regular listings for this type of product.
They also give customers a chance to see the item, price, dimensions & sometimes even have a comparison table for all the available shops.
From this they know it’s the correct item, it’s in their price range and potentially if there is a shop close to them they can pick it up from etc, all before they even click on an ad.
Paying attention to your paid search campaigns is another way to perform well in this market and get yourself to the top of the SERPs.
Link building in this sector is as much about increasing brand awareness as it is about improving your link profile. Links are still a primary ranking factor for Google, so improving your link profile goes hand in hand with improving your rankings and other site metrics.
The Body Shop has a fantastic bed of content on their Tips & Advice section which features expert tutorials, articles and information on the campaigns they support. This is a great asset for their consumers who are interested in ethical causes and change.
Their Commitment Against Animal Testing page has gained some great links, including one from Shorty Awards which celebrate social media successes and magazine, The Coolist.
A lesson to learn here may be to put your brand story and views out there for people to engage with.
Though Boots is topping the list for the most links of decent quality, the majority are going to products. What Boots do have in their favour is their WebMD site which is a renowned site for medical advice. These articles also gain ample links.
Aside from this, Boots do have an Inspiration & Advice section which covers many aspects including beauty, but this is struggling to gain many links at all. It is also quite difficult to navigate.
With a better outreach strategy, they could increase the number of links gained through this material.
Surprisingly, Superdrug is gaining a lot of links, but they appear to be of low quality.
Their online doctor service is gaining lots of links, perhaps for the wrong reasons, as the service targets prescriptions which some may be embarrassed to collect otherwise.
Outreaching these to the right people should provide them with the high-quality links they need to improve their overall trust and citation flow.
Take a look at this article on creating a content outreach email that will get results.
We launched a brand new digital magazine called The Highlight in this market in 2017. This gives a good example of how to approach your awareness based content which will bring in those valuable links.
Beauty is the perfect industry for social media, with so many influencers, vloggers and bloggers having started their journeys on social media platforms. This is the ideal place to grow your following, interact with your target market and gain an owned audience.
The Body Shop is topping this list with a very impressive owned social score.
Their Facebook feed features product promotions, information on their ethical agenda, competitions and tutorial videos on how to use their products. Their posts get a lot of positive engagement.
They also post external articles on their Twitter, including animal rights and environmental news which engages their customers and supports their cause.
Featuring in the news for positive reasons such as actively keeping up their human rights agenda is another way they’re winning socially – this article gained over 15,000 shares.
Boots’ Facebook feed has similar assets, with tutorials and uplifting videos that send out a positive message to their customers. Their Instagram feed also shows user videos and product reviews, so readers can see the products in action.
When it comes to social in this sector, Instagram is the platform to really show off products and gain engagement.
Birchbox is doing it well with regular posts and videos in addition to celebrity takeovers.
QVC has their own separate beauty Instagram account to really show off their brands. The posts feature shoppable content, giving users a chance to click and buy what they see instantly.
Download the report below or get in touch if you have any further questions.