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This is our latest E-cigarette Retailers Market Performance Report for 2018.
Using the report, industry leaders can better understand their place in the digital landscape and see how they scale up to their competitors.
We look at and analyse the industry’s top websites with the end goal of ranking the best performers against each other. This highlights who is the best of the best, giving a qualitative score on brand performance individually. The report explores 9 key performance metrics including ones that change year on year, such as Brand Reach score, SEO visibility and Link Authority.
Don’t worry if you can’t see your company; the report now only shows results from the best performers in each industry. However, we do source data across the whole industry to produce this report. Get in touch if you’d like to see a personalised market report with your data included and we’ll send it straight over.
We don’t just source the data and present it in tables; our analysis goes much further. That’s because there’s no point producing these reports unless we understand why brands are getting the results they do. The following article discusses the winners and losers in some of the top metrics, so it’s best read alongside the report.
Site visibility is a priority of most online retailers. Improving your organic visibility can have positive impacts on conversion, sales and revenue if done correctly.
Storming into the lead is Electronic Tobacconist who have more than doubled their visibility this year.
VIP Electronic Cigarette has also had an extremely impressive year increasing their visibility by 87% compared to last year.
And in third place are Go Smoke Free who has increased their visibility by a third.
Totally Wicked has seen a decrease of 22% landing them in 5th place.
It’s also worth mentioning the impressive 3080% increase from LiQuid who are new to the sector but have managed to get themselves within the top 10 best-performing sites this year.
Overall the sector has quite a low visibility, but below the top five, the numbers drop massively.
Knowing which keywords to target can gain quick wins for your site, especially if they’ve been overlooked by your top competitors.
Our report contains a list of top competition keywords and also a list of top opportunity keywords.
Electronic Tobacconist is ranking position 1 for the competition keyword ‘e cigarette’ and also ‘electronic cigarette’.
Their page title and meta data is optimised well and provides ample information including ‘from’ price and some details about the products. The correct category page is ranking for the terms, too.
They are also ranking P1 for the term ‘e cigarette starter kit’.
For a term which would usually be dominated by consideration content such a listicle suggesting different products, UK Ecig Store is showing in a featured snippet for the term ‘best e cigarette’.
They are then ranking in position 4 on the page, meaning they show twice for the same term. A big well done to them.
Another effective use of featured snippets is E-cigarette Direct’s link to their article about vaping side effects on their blog, Ashtray. This is a fantastic example of how your creative content can get you ranking for high competition keywords like ‘e cigarette side effects’ that your products are unlikely to rank for.
This is an impressive, long-form post which brings in videos and embedded Tweets to highlight different opinions and advice. There are also downloadable assets within the piece, aiming to turn an earned audience into an owned one.
However, one of these assets is leading to a 404 error and does not load, affecting the user journey. They could also enhance this post further by bringing in shoppable content.
We also must mention LiQuid who is ranking position 1 for the term ‘e liquid’ and beating competitors who have much higher visibility than them.
The days of spammy links are long gone. But links are still one of Google’s primary ranking factors. So, how do you get high-quality links without using black-hat techniques? It’s all about the content.
E-cigarette Direct is gaining an impressive number of links, a lot of which are going directly to their blog, Ashtray. Their articles also perform well, with this interview gaining over 200 links. This article with expert quotes also gained over 900 links. They’re obviously producing the right type of content for their field.
However, the quality of their links gained appear to be quite average. This could be because most of the publications linking to them are vaping magazines which don’t generally have a high trust/citation flow.
Outreaching to more mainstream and higher tier publications could bump up their average link quality score.
Totally Wicked has a great wealth of articles on their Vaped magazine, some of which gain plenty of links. They provide regular updates on vaping news, products and advice.
I’m very proud to say we built this blog, producing insightful articles with shoppable content integrated.
Vape Store has a series of useful vaping guides providing advice and tips on various vaping queries. They are fantastic content pieces; however, they don’t seem to be gaining many links. But, the ones they do are of high quality. Outreaching to more likeminded publications and sites could land them some more links.
Liberro appears on the low quality, high volume end of the scale for links. Most of the links gained appear to be going to their home page and occasionally products. They do have a blog but there is no link to it anywhere on the site. It is only found by searching on Google.
The blog has no categories, is disorganised and feels chaotic. The posts appear in one long list, too, making it look like one continuous article. By tidying this up and focusing on their content, they could improve both the number and quality of the links they’re gaining.
They could learn a lesson from E-cigarette Direct and Totally Wicked on how to produce great content.
While it may be difficult to gain Tier 1 links in this sector, it’s much easier to build up a wider following through the use of social media.
In a market which is often seen as a controversial subject in the news, it’s important to build up a strong following of supporters and give them as much useful information as possible. Some brands in this market are nailing it, but there’s always improvement to be made.
Blu has the highest owned social score. This is not surprising due to them being an international retailer.
They do have an impressive Facebook feed with engaging posts inviting users to comment. They also publish links to their own articles, news pieces, helpful advice and interviews with celebrity vapers. This is broken up with videos and promotional posts.
Totally Wicked has a high owned social score. They regularly update their Facebook feed with information about their products, videos of how they’re made, money-off promotions and links to their articles.
Their articles tend to perform quite well on social media, with this post gaining 187 shares.
However, their Twitter feed usually contains the same posts. They could perform even better if they varied the content, making the most of hashtags and promoting more articles from like minded companies.
Surprisingly, the brands with the lower owned social scores are also sharing engaging content on their social media channels.
Jac Vapour regularly posts links to articles which will benefit their customers from trusted publications like this one from Huffington Post.
Additionally, they post articles from their own blog, product advice and reviews. This makes Jac Vapour’s Facebook feed an unbiased one-stop shop for all things vaping related.
Electric Tobacconist is doing the same kind of thing. They know how to engage users, with their most recent competition racking up 700 shares and over 500 comments within its open period. That’s a lot of social media publicity for the price of one competition giveaway.
Though UK Ecig Store has one of the highest brand searches, their Facebook feed could be a lot more engaging. They tend to just post links to products with promotional pictures and the content is duplicated on Twitter.
To improve this, they should think about including more selfless content on their social media platforms.
They could also do a lot to improve their blog which is currently a list of very short posts that don’t serve much purpose and are difficult to find. Once improved, shouting about these on their social media will help them to build up their owned audience.
Overall, there’s a lot of engagement to be involved in when it comes to this market. News articles about vaping usually have thousands of engagements and people in the vaping community are generally willing to comment and share posts. It’s up to you to make it work.
Want more insights? Download the report below or speak to us and we’ll help.