10 minutes Reading time
20 pages Length
Updated June 2019
This is our latest Eyewear Retailers Market Performance Report for 2019.
The report is designed to show industry leaders where they sit in the online Eyewear market by showing year on year comparisons between competitors.
We’ve compared the top 48 websites across nine important performance metrics with qualitative scores given in areas such as SEO Visibility and Link Authority in addition to social aspects like Brand Reach and keyword strategy for the Glasses market.
We rank brands separately for each metric. While we only feature the top 51 Eyewear Retailers in this report, we use data from the entire market to produce our reports. So, don’t worry if your brand doesn’t feature in this one, we can send you the information separately. All you need to do is ask.
The following post looks at the retailers within the report in more detail, exploring the digital landscape to find out who is doing well and why. It’s only worth doing the data research if you understand what it means, which is why we manually check the results.
Use the full report while reading this post to get the most out of it.
Paying attention to your organic visibility is the least you should be doing with your SEO strategy. But which Glasses Retailers have gone above and beyond?
Specsavers remains the market leader despite a 9% drop in visibility.
Vision Express has had an extremely successful year, increasing their visibility by 49% and putting them in 2nd place.
Glasses Direct has stagnated putting them in 3rd place and Vision Direct has gained a small 5% to make the 4th place spot.
Making up the top five is FashionEyewear who has gained a huge 46% visibility.
The rest of the top ten has had a mostly successful year:
In the report, there’s a list of high competition and biggest opportunity keywords for the Eyewear sector. These are based on keyword volume and competitiveness to calculate which ones offer the best opportunities.
Firstly, we must mention that this is a competitive landscape with fashion retailers and department stores also fighting for those top spots.
The only retailer in our Eyewear report to rank on page 1 for the highest competition keyword ‘fashion glasses for men’ is Specsavers.
Mister Spex who is ranking just behind Gucci for the term ‘gucci glasses men’.
SmartBuyGlasses is also ranking in 2nd position for the term ‘versace glasses mens’ after the official Versace site.
A huge well done to Frames Direct who is ranking in position 1 for the term ‘gucci glasses frames’
One of our top opportunity keywords is ‘glasses for round face’.
This query-based search term has roughly 1,000 searches per month. This provides the perfect inspiration for resource content for the site.
One retailer who has used this to their advantage is Vint & York.
Despite only just making it into the top 40 retailers for visibility, they’ve managed to bag a featured snippet for this term with their guide on the best glasses for round faces.
Bagging a featured snippet can improve your click through rate by around 8% so it’s worth chasing those longer tail keywords!
One niche which seems to have some great opportunities is sports glasses.
The terms ‘prescription sports glasses’ and prescription cycling glasses’ both have decent search volumes but some of the biggest names in our report aren’t ranking for them.
Well done to Spex4Less who is ranking within the top 5 for both terms.
Growing your social following can do wonders for your brand image and earn you valuable customers in the long run.
Specsavers is topping the social charts with the highest number of brand searches per month and a decent owned social score.
They use influencers to their advantage on both their Facebook and Instagram feeds.
Having influencers promote your brand and posting images of them wearing your products is a great way to open your brand up to new audiences and also shows them what type of people you associate with your brand.
They also use the hashtag #LoveGlasses on Instagram to identify when people have tagged their products and #Shouldve on Facebook to reiterate their famous slogan, ‘Should’ve gone to Specsavers’.
Finally, we love the variety of content on their Facebook feed including eye health advice, topical content and links to news articles as well as funny videos.
Vision Express is great at getting helpful advice out about medical eye conditions and awareness days.
They use their platforms to promote their products but also promote awareness for different eye-related illnesses and things people should be wary of such as sun damage.
Despite this, they have quite a low owned social score which is in contrast to their really high number of brand searches.
Having a fast page speed on your site is deemed one of the most important factors to consider when trying to improve your SEO. A quicker page speed leads to more satisfied users and a decreased likelihood of them bouncing from or exiting the page. It also allows Google and other search engines to crawl your site faster, meaning a smoother indexation process.
We used Google PageSpeed Insights to determine which retailers have the fastest page speed.
The fastest five Eyewear sites were:
Find out why page speed is important in more detail.
If you’d like more information about our Glasses Retailers report, get in touch or download the report below.