10 minutes Reading time
20 pages Length
Updated June 2020
We’ve taken a spyglass to the eyewear industry this week, zoning in on how the online world is being approached by the brands within. There are plenty of keywords with high monthly search volumes in this market, so refining and improving your SEO strategy can lead to handsome results.
Getting stuck into this report will give you insight into visibility, page speed, and keyword metrics within the eyewear industry – essential information to help take your brand to a whole new level of profitability. You’ll also find brand mention, social score, and online reputation measurements to push your campaigns further than they’ve ever gone before.
If you’re after a quick, practical way to give your online marketing more clout, this is the report for you. Get your free copy now using the form above. You won’t regret it.
The eyewear market has a few smudges on its lens this year, experiencing a drop of -11%. However, despite this drop, the top 10 brands are somewhat mixed in their visibility changes. There is no clear pattern, as both large and small brands are having successes and losses.
Large brands, such as Specsavers, have seen visibility increases upward of 4%. Smaller brands, such as Spex 4 Less, have also been doing well, achieving increases of 18%. Of course, there are also those that haven’t improved.
If you’re interested in seeing where your brand sits on our visibility league table for the eyewear market, grab a free copy of this report now.
Here is a quick rundown of the top 10 sites:
Keyword research is one of the most important elements of your SEO campaign. If you get this wrong at the onset, you’ll be chasing your tail until you discover the right opportunities.
In the eyewear market, opportunities are everywhere. However, many of them are high competition and require a bit of elbow grease if you’re to achieve a top-ranking position.
Nonetheless, knowing what these positions are and what brands you need to beat is important. For this reason, we perform an in-depth analysis of the highly competitive keywords in your industry, so you see who you need to beat.
The most competitive keyword in the eyewear market is ‘cat eye sunglasses’, with a total monthly search volume of 8100. It’s immediately obvious why this keyword is so competitive. The majority (if not all) of the brands present on the first page are large, generic companies like House of Fraser and ASOS. There are no eyewear-specific brands on the first page, possibly because of the lack of authority. However, this doesn’t mean brands can’t jump in and absorb some of that visibility.
There are plenty of other high competition keywords up for grabs in the eyewear industry. If you want to see the full range of keywords and gain valuable insight into how to achieve them, download the free report now.
High competition keywords are not the only opportunity eyewear brands have at making it big on the SERPs. There are also opportunity keywords that have high search volume and low competition. These make for low-hanging fruit, especially for smaller brands with lower authority.
These keywords are more difficult to find. However, when they’re utilised properly, they are an effective way to navigate the competitive playfield. Even smaller brands can use these terms to accumulate more visibility and dodge those pesky authoritative brands.
For this reason, we include them in our analysis. Here are a few elements we noticed when investigating the SERPs that’ll give you an idea on how to nab these queries.
Intent is singlehandedly one of the best things you can optimise for in SEO. Matching the content you deliver for specific search queries greatly improves your chances of both ranking and getting high CTRs.
When browsing the search results on one of the opportunity keywords, many title tags contain price. Some even include deals. Interestingly, these are the results which sit higher up the page.
It’s clear that searches want to see price right out of the gate when searching this specific term. As a result, Google is rewarding those that mention this as soon as possible.
If you want to see this keyword, get the free report using the form above.
People enter your site at different stages in the buying cycle. Some enter when they’re looking for a solution to a problem, whereas others enter when they’re looking for a product. Your job to discover what they’re after and how to send them in the right direction.
A solid way to achieve this is through consideration content. This is the kind of information someone needs to see if they’re nearer the end of the buying cycle. If they’re reading, they’re likely ready to purchase a product but are making last-minute decisions.
Many of the search results on the opportunity keywords have consideration content present. Articles like “Top 5…” and other listicle pieces are being ranked. If brands were to start producing more of this kind of content, some of these opportunity keywords would be easy to steal.
Want to see what keywords you could be adding to your campaign? Get the report using the form above.
Social media isn’t something eyewear brands can be ignoring in 2020/21. There are a series of powerful platforms brands can utilise to garner more exposure, increase sales, and improve trust. In the right hands, social media can be a powerful tool.
We include a social analysis in our report, helping you see which eyewear brands have the best social performance. With this insight, you can mimic the strategy of the market leaders, avoiding the pitfalls of trial and error.
As well as a social score, we also compare this with brand mentions/reach. An important metric as it shows how their strategy is echoing out into alternative media streams.
Looking into the eyewear industry, one brand stands out from the rest. Zenni Optical has a total social score of 2941 – the highest in the industry. However, they only rank 7th on our brand reach league table, so they’re not being searched too often elsewhere. Nonetheless, they are clearly doing something right on social media. When looking at their profiles, it’s clear as to why they score so highly.
They do live shows and Q&As which get watched intently. Many of their posts receive thousands of likes and sometimes feature models styling new glasses. One of their videos received 18K views, helping to improve their organic reach. They even interview designers and influencers – an excellent way to ride on their pre-built audience.
If you want to see more brands like this and discover how you can improve your social strategy, get this free exclusive report now with the form on the top of this page.
Online reputation is everything, as both Google and your audience pay attention to it. It’s important you make sure your reputation is top-notch, as it correlates heavily with your conversion rate and search engine rankings.
As it’s becoming increasingly important, we’ve created a reputation league table based on the brands’ reviews. With this, you can see who’s pleasing their customers and getting raved about the most.
Here are the top 5 brands who are crushing it in terms of online reputation:
Page speed correlates heavily with both your on-page UX metrics as well as your Google rankings. If your site isn’t loading at a quick enough rate, people will bounce off and go elsewhere for products and information. Therefore, it is your duty to make sure they’re receiving a quality experience.
Because of this, page speed is taken into consideration when analysing the eyewear industry, identifying which brands are giving Google and customers a fast loading experience.
Here’s what PageSpeed Insights identified as the top 5 fastest eyewear brands:
Read more about the importance of page speed here.
Nothing. These reports are free and always will be. We research industries we would like to worth with and offer competitive insights to build strong relationships. Interested? Download your free report using the form above.
Sometimes, brands don’t meet our thresholds to be included. If you can’t find your brand within the report, get in touch immediately and we’ll send you a customised report.
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.