Seasonal Trends
Visibility Vs Authority
Link Acquisition
Content Performance
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10 minutes
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Brands ranked
Updated Nov 2024
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"The report it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, , Head of Organic, Sonia Morrison
In this report, we’re giving you a clearer vision of the eyewear market, examining which brands are really seeing success online and those whose SEO strategies could use a little more focus. We’ve examined over 200 eyewear brands, providing eye-opening insights into the top keyword opportunities, social media wins, and visibility rankings of 2024.
Wondering where you rank? Download our free Eyewear Market Report to discover how your brand measures up against the industry’s top performers and how to boost your marketing strategy.
Who are the top performers in the Eyewear Industry?
Which Eyewear Store has the highest organic visibility in 2023?
These are the top 5 brands seeing the biggest jump in visibility score:
The eyewear industry as a whole has seen a huge 164% increase in visibility. Look to emulate their success by understanding their search engine strategies and working out how you can implement them.
Search engines tend to favour sites with higher authority as they are considered to offer more valuable content and services. The authority is determined by analyzing a website’s popularity, size, age, and link-building. Here are the top 5 eyewear brands with the highest domain authority.
Authority concerns what the rest of the internet thinks about your site whilst visibility is what your site says about itself. If you have good authority but no visibility, you could be sitting on a sleeping giant. The golden formula is to have both high authority and high visibility.
Get in touch to find out how we can help boost both authority and visibility to increase your sales or download our full report for further insight.
Opportunity keywords are the low-hanging fruit opportunities that have high search volume but low competition. These keywords are perfect if you’re a smaller brand and don’t have the authority (yet) to compete in the big league.
In the report, the most searched but least served keywords are “prescription sunglasses” & “women’s glasses”. This indicates that there are major opportunities for SEO strategies, including gendered glasses and specific types of glasses.
Which Eyewear brands have the fastest page speed scores?
If you can’t locate your brand in our report, don’t worry! Simply reach out to us and we’ll create a personalized report that includes your brand. We will also compare it with your main competitor to provide you with helpful insights. Let’s get started!
If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.
Eyewear Market Leaders
The online eyewear industry has experienced a sharp decline of 33% over the past year, likely due to a shift back to in-store shopping. While the overall market may have lost some visibility, a handful of brands have managed to keep their sight firmly set on the top, maintaining a strong presence online.
The brands ranking highest in visibility in the eyewear market are:
1. oakley.com
2. glassesdirect.co.uk
3. visiondirect.co.uk
4. jimmyfairly.co.uk
5. lulus.com
6. acuvue.com
7. lentiamo.co.uk
8. goodlookers.co.uk
9. bantonframeworks.co.uk
10. alensa.co.uk
Eyewear Market Visibility Wins & Losses
Even more impressive, a select few brands have managed to increase their visibility while the rest of the industry fell. These standout players have climbed the ranks, proving that even in a declining market, there’s always room to rise above.
Our top 5 winners are:
1. specsavers.co.uk (20%)
2. visionexpress.com (24%)
3. ray-ban.com (48%)
4. lenstore.co.uk (117%)
5. discountedsunglasses.co.uk (378%)
On the other end of the rankings, some brands have struggled to hold their ground, with their online presence taking a hit. Most notably, oakley.com experienced a -72% drop in visibility, even as it held its top spot in search results. This decline underscores the broader challenges facing the industry as a whole.
Here are the 5 brands that experienced the most significant losses:
1. oakley.com (-72%)
2. glassesdirect.co.uk (-20%)
3. visiondirect.co.uk (-25%)
4. jimmyfairly.co.uk (-76%)
5. lulus.com (-45%)
If your brand’s visibility has taken a slight dip this year, don’t worry. Our report is packed with actionable tips and top-performing examples to help you sharpen your SEO and get back on track.
Can’t see your website in the above and want to know where you stand in the rankings? Download our free Eyewear Market Report to see the full table.
Eyewear Keywords & Trends
If you’re looking to increase visibility and accelerate growth, keywords are your best ally. They fall into two key categories: high-competition and opportunity. Keep reading to discover exactly what these are and which keywords you should target to win in the eyewear market.
Some examples of high-competition keywords for eyewear include “contact lenses”, with a staggering 52,000 monthly searches this year, along with “sunglasses”, which saw 80000 searches per month. Due to their high search volumes, these keywords are far more competitive and, therefore, harder to rank for, but with the right strategy, anything’s possible.
On the other hand, opportunity keywords are easier to rank for due to their low competitiveness rating, making them perfect for smaller brands with less authority. This year, these include “designer sunglasses,” with a competitiveness rating of just 7, and “monthly contact lenses,” which also scored a 7.
Social Media & Brand Reach
A strong social media strategy is key to driving brand awareness and increasing conversions. In our Eyewear Market Report, we’ve given every site an 'owned social score', evaluating their social performance and brand reach to reveal who’s excelling in the social space.
With an owned social score of 34323, it’s crystal clear that ray-ban.com is doing something right. Thanks to their high-quality visuals, they’ve reached a total of 20,115,300 followers across Instagram, Facebook, and Twitter in the past year.
In second place, mirroring their success in search rankings, it’s oakley.com, scoring a strong 13830. They also use high-definition imagery and influencer partnerships to boost their following and engagement.
Keen to see where your brand scores in the social media table? Download our free Eyewear Market Report for an even clearer picture.
The Most Trustworthy Eyewear Sites
EEAT (Experience, Expertise, Authoritativeness and Trustworthiness) is a strong indicator of how your site will be perceived and perform online. It can also impact how you rank on Google.
A great way to build trust among your customers is through reviews and testimonials. These demonstrate your reliability as a brand and can help build awareness.
In our Eyewear Market Report, we examined Trust Pilot reviews to determine who has the best online reputation in the industry.
Here are the top 10 most trustworthy eyewear websites:
1. visionexpress.com
2. glassesdirect.co.uk
3. lenstore.co.uk
4. feelgoodcontacts.com
5. specsavers.co.uk
6. visiondirect.co.uk
7. goggles4u.co.uk
8. selectspecs.com
9. spex4less.com
10. pretavoir.co.uk
The Fastest Eyewear Sites
Speed is equally important when it comes to ranking well on search engines. It can also impact conversion, with more users exiting a page due to slow loading times. To make sure you stay seen in the searches, make sure your website is up to speed and optimised for all device types.
The fastest eyewear websites are:
1. speckyfoureyes.com
2. selectspecs.com
3. scrivens.com
4. feelgoodcontacts.com
5. alensa.co.uk
6. coopervision.co.uk
7. contactlenses.co.uk
8. shadestation.co.uk
9. tigerspecs.co.uk
10. aceandtate.com
Download Our Free Eyewear Market Report
If your brand didn’t make it into our snapshot and you’d like more information on your performance in the eyewear sector, download our full Eyewear Market Report for free and take a closer look through the lens at where you stand.
Or, contact our expert SEO team for a free strategy audit and personalised insights into how you can improve your performance.
