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Updated May 2018
This is our latest Glasses Retailers Market Performance Report for 2018.
The report is designed to show industry leaders where they sit in the online Glasses 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 48 Glasses 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 20% drop in visibility.
In fact, the remaining top five retailers – Sunglass Hut, Glasses Direct, Sunglasses Shop and Vision Direct – have all lost a small amount of visibility or stagnated.
Elsewhere in the top 10, Shade Station has gained 19% visibility and Lenstorehase gained a massive 66% visibility pulling them into 9th place.
However, Tesco Opticians has lost half of their visibility, causing them to drop from 3rd to 8th in terms of visibility.
In the report, there’s a list of high competition and biggest opportunity keywords for the Glasses sector. These are based on keyword volume and competitiveness to calculate which ones offer the best opportunities.
We have to commend Glasses Direct who is ranking in position 1 for the competitive keyword ‘glasses’ and the top opportunity keyword ‘prescription sunglasses’.
They use one-line site links and reviews to enhance their meta descriptions.
Also, a huge well done to Goodlookers who is ranking twice in the top 5 for ‘reading glasses’.
Given that they specialise in reading glasses this is a good win for them to rank higher than some of their bigger competitors.
It’s worth noting that glasses and sunglasses are not only worn for aid purposes but also for fashion.
Many of the keywords are styles of glasses such as aviator, cat eye, mirrored and round. For these keywords, big fashion retailers such as ASOS, Topshop and River Island are ranking.
Well done to Sunglasses Shop who is ranking within the top 3 for ‘guess sunglasses’ and ‘Carrera sunglasses’.
The pages take us directly to the brand category making the user journey short and sweet.
Sunglass Hut is leading the way for links with the highest number and best quality of links per month.
Most of their links are going to product pages and images. However, they do have a fantastic tool on their US site which shows you the best glasses styles for your face shape.
The tool is shoppable and provides useful information to customers about which styles to consider.
It appears as though there may have been a UK version, but this no longer exists. They also have no form of content outlet on their UK site which is a shame as this could be an excellent link building resource.
Shade Station also has a Face Shape Guide which is more like a full-page asset with a video guide at the bottom.
Again, this is extremely useful, includes shoppable content and caters to both men and women.
They also produce brand-focused posts that follow the same format, and these are gaining a good number of links, but the quality could be improved.
Outreaching to the right people at the right time by tying this into newsworthy research or seasonal events could improve the link quality gained by their content.
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 an impressive owned social score.
They have celebrity influencers such as Kylie Minogue and Team GB, regularly posting videos of their new collections and stars wearing their frames.
Their Instagram is also filled with pictures of customers and celebrities wearing Specsavers frames.
They post funny Facebook videos with their ‘Should’ve gone to Specsavers’ slogan which is instantly recognisable.
Sunglass Hut has by far the highest owned social score, but this is most likely because they are an international company.
They have over 2 million Facebook followers and their feed mostly features product images and videos.
Their content is the same across Facebook, Instagram and Twitter. Switching it up or posting some more encouraging captions could invite more engagements.
Brands should never rest on their laurels when it comes to social media – this borrowed land requires constant work.
Vision Express has one of the highest numbers of brand searches but a really low owned social score in comparison.
Their Facebook feed is updated regularly with product promotions, eye health advice and tips.
They also post competitions which is a fantastic way to broaden your audience.
Continuing in this way and including exciting captions which encourage users to engage on their posts should see a positive improvement to their owned social score.
If you’d like more information about our Glasses Retailers report, get in touch or download the report below.