10 minutesReading time
We’ve produced a report highlighting the Gifts & Gadgets market from 2017-2018.
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.
Not On The High Street is way in the lead with more than 3x the visibility of any other competitor. However, they have stagnated year on year.
Prezzybox is also down 12% this year, putting them in third place behind Find Me A Gift.
Find Me A Gift has made massive progress with a 108% increase in visibility, overtaking a number of big name competitors to reach 2nd place in our chart. Getting Personal has increased their visibility by 52% bringing them into 4th place. Well done to both companies.
Elsewhere in the top 10, retailers with high street stores have performed well. Increasing their visibility by more than half are MenKind (86%) and Card Factory (65%).
Moonpig has had a difficult year, losing 54% of their visibility and pushing them into 5th place. Similarly, Photobox has had a big loss of 48%.
Overall it appears that visibility in this market has suffered, with more retailers losing than gaining.
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.
Im 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.
Not On The High Street is taking position 1 on opportunity keywords ‘personalised gifts’, ‘wedding gifts’ and ‘graduation gifts’. They are doing well on most of the ‘gift’ keywords, but don’t tend to rank for the ‘gadget’ keywords.
Optimising for ‘gifts for him’ instead of ‘gifts for men’ can give you a quick win as it is a lot less competitive.
However, these phrases should be semantically linked by Google, meaning both searches should bring up the same pages theoretically.
Most brands are only optimising for 1 or the other. Firebox is optimising for gifts for him but appears a lot further down the page for gifts for men because they only mention ‘men’ once within their page copy and don’t mention it at all in page titles.
Take a leaf out of MenKind’s book and optimise for both in the same title tag – these guys are appearing in position 1 for both terms.
For the term, ‘cool gifts’, Firebox is ranking position 6 with their homepage. There is actually no reference to cool gifts anywhere on the page targeting meaning that they could rank a lot better with a better-optimised page.
Prezzybox has well optimised separate pages for gifts and gadgets meaning they rank within the top 3 for ‘cool gifts’ and ‘cool gadgets’.
Cool Things and The Great Gift Company also have their homepages ranking for ‘cool gifts’. Their meta descriptions leave a lot to be desired, posing the question of how they’re managing to rank on page 1 at all.
There are some keywords that look like a good opportunity to start with e.g. ‘best gadgets’, but when we look at the landscape it appears retailers aren’t ranking well. Instead, articles take up the page 1 positions. Another example of this is ‘car gadgets’.
This shows the importance of keyword research before you start optimising your pages.
Don’t always rely on the fact that you’re ranking in an ok position for certain terms.
Prezzybox’s Gifts For Her page is ranking for ‘best friend gifts’ which immediately alienates male friends. Always pay attention to your destination landing page as it needs to be the best for your customer.
Building links helps your brand for both exposure and also SEO purposes. A strong link profile shows Google that your site is trustworthy.
Not On The High Street is gaining the most links per month, however, these all appear to be going to product images.
Zavvi is gaining few links but the ones they get appear to be of high quality. They do have a blog which tends to gain a few links per article, including one article about their Zbox subscription boxes which gained a link from their competitor, I Want One Of Those.
However, a lot more could be done to improve and promote this blog which tends to just feature episodic posts rather than fresh ideas.
Firebox has a lovely blog with really interesting content, written in their signature style. However, again it appears their links are coming from images rather than this rich content. A recent post on their bestselling Unicorn Gin gained one link, but that’s about it.
Again, Funky Pigeon is gaining most of their links from the product images.
Their blog is linked to from their main homepage. They seem to have neglected this blog, however, as it appears the latest post is from March 2016. Their interactive quizzes no longer work, and the content is outdated, which is a shame.
Moonpig has their own technical blog on top of their own blog, providing useful material to completely different sets of people.
Here’s a prime opportunity for shoppable content missed by Prezzybox. It’s a fantastic piece of content, but including product links within the post could have boosted revenue massively.
We did this post for beauty retailer Gorgeous Shop with shoppable content.
The only blog that really stood out to us for the right reasons was Photobox’s which has gained a decent amount of links for its rich content.
Not one of them exists on the main site domain.
Integrating your blog into your main site avoids wasting valuable link equity as subdomains don’t pass as much authority from any of the metrics you get from links.
Outreaching your posts could lead to some fantastic links opportunities. If you’re unsure where to start with your outreach strategy, we can help.
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.
Moonpig has a fantastic Facebook feed and regularly use national days to caption their posts. This is a brilliant way of engaging their customers.
Their re-brand landed them in this post about the coolest marketing campaigns in October 2017.
They have also teamed up with Pampers to support their #ThankYouMidwife campaign, creating six limited edition midwife cards to back the cause.
This is a wonderful way to enhance their brand image, create contacts and, most importantly, raise money for a truly worthy charity. Well done Moonpig.
Photobox’s Facebook feed is full of engaging content, including competitions inviting customers to submit their own photos to win vouchers.
They regularly tap into current news to promote their services, for example, Christmas jumper day and the recent royal engagement.
However, their Twitter feed is not updated regularly. They could perform a lot better on social media overall by keeping their strategy consistent and varied.
Not On The High Street has the highest owned social score. Their Facebook and Twitter feed contain posts with shoppable content, inspiration guides with topical captions.
They also post advice from experts which link to their products. This is a clever way of getting a message to the audience without being subject to the recent alterations in brand post frequency on users’ feeds.
However, they could be promoting this better by linking it to a blog post of theirs, like this interview we did for beauty retailer Gorgeous Shop with a social media influencer.
Additionally, they could improve their feeds by including more varied content on each social media platform and also posting different types of content such as videos.
Their Facebook comments also seem to be clogged up with customer service complaints which they don’t reply to. This gives a negative view of the company overall.
For more information about the data in this report, get in touch. Don’t forget to download the report below.