10 minutesReading time
Updated January 2019
We’ve produced a report highlighting the Gifts & Gadgets market from 2018-2019.
Using the report, industry leaders can gain valuable insight into the digital landscape and see how well they measure up to their competitors.
Within the report, we’ll look at the top websites within the industry, analysing key areas and ranking the best performers against each other. The report gives a qualitative score across 9 key performance metrics, looking at each individual brand’s performance in detail. These metrics change year on year, so the report gives a fresh look at Brand Reach Score, Link Authority & SEO visibility.
In the report, you’ll see data that highlights only the top performers in the industry. However, we also source data across the industry as a whole, so if you can’t see your company and want to know where you fit in, all you have to do is ask. We can send you a complete data set including your own brand so you can compare yourself to the big dogs. We’re also pretty great at advising how you could become one of them with our help.
Our report looks at the whole sector, highlighting the performance metrics of the top 38 retailers in this online market. In this post, we’ll look more closely at why they’ve made the report, what’s getting them those top spots on Google and why they’re succeeding elsewhere
Read this post with the report to hand for the best overall market view.
SEO strategy often focuses heavily on visibility because increasing your visibility can increase your organic traffic, conversions and sales. In an E-commerce landscape, this is vital.
Notonthehighstreet remains the market leader despite losing 22% of their visibility year on year.
Prezzybox has also kept their 2nd place spot with a 6% visibility increase.
Moonpig has raced into 3rd position after a 26% increase in their visibility.
They have overtaken Getting Personal who lost 9% of their visibility this year.
Making up the top five is I Want One Of Those (IWOOT) who has improved their visibility by 15%.
The rest of the top ten has been a real mixed bag in terms of visibility wins and losses:
Our report includes a list of top competition keywords which have a high search volume but are difficult to rank for due to their competitiveness. We also have a set of the best opportunity keywords which also have high search volumes but are much less competitive, offering you more of a chance to rank highly.
In the gifts & gadgets sector, the opportunity keywords tend to focus on events while the competition keywords are a lot vaguer and tend to focus on the recipient.
The highest competition keyword is ‘gifts for men’ – well done to Prezzybox who is ranking in position 1 for this term.
IWOOT is ranking in position 1 for the next competition keyword, ‘gifts for her’.
Their listing has sitelinks to popular products and a tailored meta description. However, their listing for ‘gifts for men’ does not contain sitelinks and the meta description is just a list of products.
Always be careful when constructing your page title and meta description. This is your online shop window, and nobody is going to click if they don’t like what they see!
Read more about the importance of page titles & meta descriptions in our post about SEO for the Christmas peak (don’t worry, it’s still relevant!).
While this is an e-commerce market, you can’t rely on your customers wanting to buy instantly. Sometimes they might need a little help deciding what’s best for them, especially in this sector.
There are lots of chances for featured snippets with the keywords in the ‘opportunity’ table.
We particularly love this chart from Australian gift brand Eternity Rose. It highlights the anniversary gifts by each year including the traditional themes and links to gift suggestions.
This kind of content is a fantastic asset for the site and is a brilliant way to nab that coveted position zero, dominating the top half of the SERP.
Find Me A Gift has got a featured snippet for the keyword ‘wedding gifts’.
This links through to their dedicated wedding gifts category. Considering they don’t appear in the top half of the SERPs, this is a great win for them and puts them at the top of the page.
Read more about the importance of featured snippets in our featured snippets guide.
Building links helps your brand for both exposure and also SEO purposes. A strong link profile shows Google that your site is trustworthy.
GearBest is gaining the highest average number of links per month. However, this is most likely due to the fact that they are an international brand.
Photobox has a blog which is gaining some links, mostly to the images.
They did have one blog which was gaining links and even gained one from Bustle, however, this page leads to a 404 error.
It’s important to run regular checks on your pages to ensure that they are being redirected correctly. Otherwise, the link equity will be completely lost.
We really like Firebox’s gift finder which is a tool that asks you to input who the gift is for, your budget and what your recipient is interested in before showing a list of products.
It’s a simple set up but does the job perfectly.
This has gained a few high-quality backlinks, including from The Student Room. With a bigger outreach strategy during significant seasonal periods such as Christmas, this could gain plenty more.
Prezzybox has a great blog which is regularly updated and includes shoppable content within posts. They also produce interesting assets which have the potential to gainhigh-qualityy links from tier 1 publications.
In the gifts & gadgets market, social media can have a fantastic impact on your sales, especially around key seasons such as Christmas. The power of social media is stronger than ever, especially with so many shoppable features such as Facebook posts and Instagram hotspots, and it’s about time to capitalise on that.
GearBest is topping the social charts with the highest owned social score by far.
Again, this is likely due to the fact that they are an international brand as their posts mainly consist of product promotions and offers. There is little in the way of branded or engaging content.
Notonthehighstreet is next in the chart with an impressive number of brand searches per month and a high owned social score.
Their Facebook feed features mainly product promotions and images.
However, their Twitter feed gives us a better insight into the brand, highlighting pop-up shops, coverage in the news and public appearances of the site’s founder, Sophie Cornish.
They also have a YouTube channel with a series of videos entitled ‘Meet Our Partners’, featuring interviews from the brand founders that they work with.
This is a great way of giving customers an insight into your company and is more important now than ever before as consumers are more aware and concerned about the ethics surrounding the items they buy.
Moonpig has the highest number of brand searches per month.
Their social media got them into headlines in September 2018 when they asked for customers to stop uploading pictures of their genitals to cards.
The tweet went viral, gaining 34k shares and 93k likes. It also made the news in publications such as The Mirror, The Manchester Evening News and The Metro.
Here are some things we love about Moonpig’s social strategy:
Your social platforms are the perfect place to show your brand personality and have fun while promoting your products. Make the most of them!
For more information about the data in this report, get in touch. Don’t forget to download the report below.