Brands Featured

  • specsavers.co.uk
  • glasses.com
  • visionexpress.com
  • glassesdirect.co.uk
  • visiondirect.co.uk
  • aceandtate.com
  • warbyparker.com
  • opticalexpress.co.uk
  • zennioptical.com
  • selectspecs.com
  • misterspex.co.uk
  • lenscrafters.com
  • fashioneyewear.co.uk
  • smartbuyglasses.co.uk
  • framesdirect.com
  • rodenstock.com
  • goggles4u.co.uk
  • eyebuydirect.com
  • pretavoir.co.uk
  • spex4less.com
  • speckyfoureyes.com
  • directsight.co.uk
  • designerglasses.co.uk
  • glasses2you.co.uk
  • eyeconic.com
  • theopticshop.co.uk
  • shopzerouv.com
  • perfectglasses.co.uk
  • fostergrant.co.uk
  • vintandyork.com
  • glasses123.co.uk
  • ozealglasses.co.uk
  • tigerspecs.co.uk
  • designerglassesboutique.co.uk
  • goodlookers.co.uk
  • opticiansdirect.co.uk
  • theglassescompany.co.uk
  • fetcheyewear.com
  • loopies.com
  • onlineopticiansuk.com
  • toniandguy-opticians.com
  • glassesonspec.co.uk
  • reading123.co.uk
  • iwearglasses.co.uk
  • onestopglasses.co.uk
  • readyspex.co.uk
  • specs365.com
  • glassescomplete.co.uk
  • specs-by-post.com
  • glassesstation.co.uk

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What to expect inside

  • 2021 Eyewear Market Report front cover
  • 2021 Eyewear Market Report contents page
  • 2021 Eyewear Market Report visibility page

Latest insights

  • specsavers.co.uk has held the No.1 sport, having the largest organic presence & taking in +6% YoY growth.
  • However, visionexpress.com is hot on Specsavers heels, climbing 5 positions to be ranked as No.2, (with a remarkable +47% YoY growth!)
  • Other sites that have grown considerably in SEO visibility YOY include: sunglasshut.com (+30%), shadestation.co.uk (37%), and specscart.co.uk (+89%)
  • glassesdirect.co.uk are blowing everybody out of the water on positive user reviews.

10 minutes Reading time

1-50 Brands ranked

Updated June 2021

What this UK Optician & Eyewear brand report is all about...

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 mentions, social scores, 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 winners and losers in the online eyewear industry

It looks like the eyewear industry has seen some positive movements in the past year, increasing by a total of 14% in online visibility.  Not bad at all. Many brands saw a rise in visibility, and some have done incredibly well. Let’s dive into the details.

Winners this year include large brands such as Vision Express, who saw a visibility increase of 47%! Other, smaller brands also witness large increases, with Leightons receiving a boost of 198%! Awesome stuff. Clearly, these eyewear brands have been giving their SEO regular check-ups.

Some brands, however, haven’t seen such fruitful results. All About Vision and Select Specs both saw a -25% decline in organic visibility this year. Frames Direct and Day Soft saw even larger losses – they both lost a staggering -52%. These brands could use some help.

If you’re curious to see where your brand ended up in our visibility league table, get the free report now. Simply fill in the form atop this page and we’ll send you the report to digest in your own time.

Which are the biggest online eyewear brands in 2021?

Here is a quick rundown of the top 10 sites:

  1. specsavers.co.uk
  2. visionexpress.com
  3. sunglasshut.com
  4. glassesdirect.co.uk
  5. visiondirect.co.uk
  6. ray-ban.com
  7. sunglasses-shop.co.uk
  8. allaboutvision.com
  9. shadestation.co.uk
  10. oakley.com

Which online Eyewear brands have seen the biggest growth in 2021?

  1. visionexpress.com (47%)
  2. sunglasshut.com (30%)
  3. shadestation.co.uk (37%)
  4. specscart.co.uk (89%)
  5. leightons.co.uk (198%)

Which online Eyewear brands have seen the biggest losses in 2021?

  1. allaboutvision.com (-25%)
  2. selectspecs.com (-25%)
  3. framesdirect.com (-52%)
  4. opticians.superdrug.com (-28%)
  5. daysoft.com (-52%)

Which online Eyewear brands have the best digital reach?

If you want your marketing message to go as far as possible, increasing your digital brand reach is the way to go. With a plethora of options when it comes to online marketing, it’s easier than ever to get your brand in front of millions of targeted customers. In doing so, you can remain top-of-mind and tip-of-tongue, helping conversions in the long run.

With digital brand reach being so important, we decided to create a league table in our reports, so you can see who’s reaching the most people and having the biggest impact. This table takes owned social scores and online brands mentions to create a unique way of comparing the competition.

For some quick insight, the online eyewear brand smashing it for digital brand reach is Ray-Ban. This massive brand has managed to amass a social score over 34K and receives 135,000 brand searches every month. When compared to the rest of the industry (and other industries for that matter), Ray-Ban has some very impressive statistics. In fact, that social score is one of the largest we’ve ever seen. Clearly, they’re doing something impressive on social.

If you’re an eyewear brand looking to make a lasting impact and improve your reach online, Ray-Ban is the business to be watching. However, there are plenty of other brands doing well in our digital brand reach league table, including Oakly and Sunglass Hut. These are brands to also take note of.

Want to see where your brand came in the digital brand reach league table? Get the free report now.

What are the high competition keywords in the online Eyewear industry?

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.

For quick reference, the most competitive term in the online eyewear space is ‘sunglasses’. This broad, generic term receives 135,000 searches every month, and I imagine it peaks in the warmer seasons. This keyword also has a competitive rating of 56/100. Although this is smaller when compared to other industries, it’s pretty high for the eyewear industry.

Despite the competitive nature of this keyword, many brands in this report have managed to land a top spot in the SERPs. Sunglass Hut, Sunglasses-Shop, and Ray-Ban own the top 3 positions. If you’re looking for pointers on how to reach this search term, these are the brands to take notes from.

Want to see more competitive keywords for the eyewear industry? Get the free report now using the form above this page.

What are the keyword opportunities in the online Eyewear industry?

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 of how to nab these queries.

Colour Variants Could be Huge!

One pattern which emerged when looking at the opportunity keyword data was the prevalence of colour-specific keywords. Keywords including the colours “blue” and “pink” had significantly lower competitive ratings than other keywords and were receiving thousands of searches a month.

If a smaller brand is looking to make an impact in this space, creating a series of sub-categories to target colour variants could be a fruitful strategy.

Alternative Shapes and Types

As well as colour variants, there are a lot of different types of sunglasses that don’t get a lot of attention. These include the likes of “cat eye sunglasses”, “clip on sunglasses”, and “oversized sunglasses”. These keywords have competitive ratings in the 20/100 range.

From quick glance at the SERPs for these keywords, not a lot of brands in our report are ranking for them, yet they’re a massive opportunity. If a smaller eyewear brand is looking to improve its revenue this year and wants to avoid the competitive terms, these keywords are the ones to go for.

Want to see more opportunity keywords just like these. Get the free report now using the form above.

Which online Eyewear brands have the best online reputation?

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:

  1. glassesdirect.co.uk
  2. visiondirect.co.uk
  3. visionexpress.com
  4. lenstore.co.uk
  5. feelgoodcontacts.com

Want to see where your brand ended up? Get the report now.

Which online Eyewear brands have the fastest page speed?

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:

  1. sunglasshut.com
  2. tigerspecs.co.uk
  3. bloceyewear.com
  4. allaboutvision.com
  5. silhouette.com

Interested to see where you came? Get the free report now.

Read more about the importance of page speed here.

How much do you charge for this eyewear report?

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.

Where is my eyewear brand?

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

 

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