10 minutesReading time
Updated July 2018
This report looks at the top 57 Footwear E-commerce sites in the UK for 2018.
Brands can use the report to see where they sit within their digital landscape for different performance metrics.
We look at wins and losses in key areas such as SEO visibility, link authority scores, social presence and where the biggest keyword opportunities lie. This is a fantastic way of benchmarking your digital performance and seeing where you’re performing best and in which areas you could improve. You can also see who your biggest competitors are and who are the brands to look out for in the coming year.
Can’t see your name within the data? Don’t worry, we source our data from across the entire sector. We only feature the top brands in our finished report but, if you ask, we’ll provide you with the data that includes your site.
Office has become market leaders with a small 5% increase in visibility.
JD Sports is close behind in 2nd place after an 8% visibility improvement.
Schuh has lost their place in the top spot, moving into 3rd position after a 16% loss of visibility.
Other winners in the top 10:
Footasylum lost 10% of their visibility.
Ugg, Kurt Geiger and Size have stagnated year on year.
What we can see is that most people have remained within 10% either way of their visibility score last year with only a couple showing bigger gains or losses.
We first must point out that Footwear specific retailers have a lot of competition from fashion retailers and department stores for these terms.
The keywords range from gender specific to different types of shoes.
Office has done very well to appear within the top 3 positions for the highest competition keyword, ‘shoes’.
In fact, they appear on page 1 for most of the featured keywords. Their title tags and meta descriptions are well optimised with all keywords landing on the most relevant page for the customer.
Well done to Schuh who has been pulled into a featured snippet for the term ‘shoes for men’ and appear in position 1.
Their page copy and examples of shoe styles are in the snippet which is titled ‘According to schuh.co.uk’.
Though this is obviously a big win, the page could be enhanced even further with extended copy that delves into the types of shoes and products on offer.
Treating page copy like a guide or short article instead of traditional SEO copy has been proven to improve page rankings within a few weeks.
This is something for all Footwear retailers to bear in mind.
Shopping ads are particularly effective for slightly longer tail keywords like ‘over the knee boots’ or ‘mens boat shoes’ where people can click and buy what they see.
Clarks, Office, Birkenstock and Schuh have utilised this. Appearing in PLAs places you at the top of the page.
So, whether you rank highly or not for certain terms, using PLAs will get you noticed anyway.
Office is topping the Links charts with a high average number of links of a high value.
Most of their links are going to product pages and images. However, they do have a blog which gains links, too.
The blog, The Shoe Diary, contains ‘get the look’ style posts, trends, brand guides and events guides. The content appeals directly to their millennial demographic and contains shoppable buttons in most posts.
The biggest problem with the blog is that it’s not linked to anywhere on their homepage. We had to Google search to find it.
The more people know about the blog the higher the chance of gaining a loyal readership. Loyal customers buy products!
Aldo and Ugg are next in the list, with Ugg having the highest average number of links per month.
Both companies have blogs, but they are specifically tailored for the US sites.
They should look at creating UK versions to appeal to a UK audience or have a universal blog which links through to the relevant items for whichever country you’re shopping from.
The Deichmann blog has a lot of potential with posts from celebrity influencers and style inspiration articles.
However, the blog exists on a subdomain rather than a subfolder. This could be losing them valuable link equity from any links gained.
With a better outreach strategy and some deeper, more creative content, Deichmann could see some tier 1 links coming their way.
We also like Schuh’s blog which focuses on fashion & style including ‘how-to’ videos and shoe trends.
A lot of their articles have good links, but most links are going to images. They could also post more consistently and regularly to keep up this momentum.
Again, this currently sits on a subdomain. We would advise moving to a subfolder to make the most of that link equity.
Moz founder Rand Fishkin claims that moving a subdomain to a subfolder almost always increases search traffic.
JD Sports is leading the social pack with by far the highest number of brand searches per month and an impressive owned social score.
However, we can’t attribute their success solely to footwear as they do stock clothing, too.
Their Facebook feed mainly contains shoppable product posts and they regularly reply to customer comments.
Their Instagram feed is also packed with products and quotes. Inviting people to tag their friends and comment on posts is a great way to gain more followers and make yourself more visible in the social world.
Clarks is next in the charts. Their social media feeds are very sleek and on brand with videos, images and promotions.
We like the fact that their content is recognisable and consistent. But, like JD Sports we feel they could benefit from a few more engaging posts here and there.
Schuh also likes to promote their products and the majority of their posts are made of cool, fun images of their shoes.
In the past, they have created videos showing they don’t take themselves too seriously such as one called ‘How do you pronounce Schuh?’.
This gained 68K views. Videos are so popular on Facebook and we think they’d do really well if they made more.
Need help with your own digital strategies? Speak to us today. In the meantime, download the report.