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This is the 2018 Market Performance Report for the Online Lighting Retailers sector.
We produce these reports annually to provide insight into the Lighting market. Retailers in this sector can use the data gathered to benchmark their own digital performance against that of their competitors.
The top websites in the Lighting industry are ranked and analysed with performances compared across key metrics. Areas such as brand reach, link authority, SEO visibility and keyword opportunities are scored in a qualitative way with full explanations and results detailed in the report.
To provide a clear and complete analysis of the Lighting market as a whole, we’ve sourced data from the entire industry and retailers within it. However, we only show the top brands in the report. If you want to know where you sit in terms of your biggest competitors, get in touch and we’ll send you your own set.
Our reports are built on data which we provide to you in charts and graphs. If you prefer a little more detail when it comes to our findings, you’ve come to the right place. Here, we’ve analysed our data in more detail, pulling out industry winners and losers for each metric and explaining what they’ve done well or could improve.
This post is best read alongside the report.
Overall, the top 10 retailers have done well, with seven increasing their visibility substantially.
Lighting Direct is storming ahead, overtaking four competitor brands to reach the top spot after almost doubling their visibility.
Lightbulbs Direct has also done well, increasing their visibility by more than half.
Ocean Lighting has increased their visibility by 219% and pulling themselves into the top 5 retailers.
Lights 4 Living has more than doubled their visibility also.
Elsewhere in the top 10, LED Hut, Festive Lights and Lyco have all made significant gains.
However, TLC Direct has been knocked off their top spot by losing 31% visibility.
The Lighting Superstore has also had a tough year, falling from 2nd to 9th place after losing 66% of their visibility.
After the top 13 retailers, visibility drops significantly. 37 retailers have a visibility score of below 1000.
In the report, you’ll find a list of high competition and biggest opportunity keywords for this sector.
The high competition keywords are quite basic such as ‘lamp’, ‘lighting’, ‘light fixtures’ whereas the opportunity keywords are much more focused on types of lights.
Overall, it’s clear to see that retailers in this market have to work very hard to compete with big home retailers, department stores and even supermarkets.
Lighting Direct has done well to rank within the top five for the most competitive search term ‘chandelier’. Their page copy is fantastic – it’s very informative and includes relevant keywords which has probably helped them get this spot.
They’re ranking position 1 for ‘porch lighting’, ‘LED lighting’ and position 2 for ‘outdoor LED lighting’. They are also ranking position 4 for ‘outdoor lighting’.
All listings link to the correct category pages, leading to a satisfying customer experience. However, they could improve their listings by tightening up meta descriptions on all posts.
LED Hut is ranking position 1 for ‘LED strip lights’. To add content to the page they’ve added a help guide at the bottom. This gives potential customers a helping hand while also increasing the page ranking. This type of content is great to generate internal linking too.
Ocean lighting is ranking in p1 for ‘modern ceiling lights’ and ‘modern floor lamps’. Again, their page copy is a great asset. They are also ranking within the top five for keywords ‘bedroom lights’ and ‘bedroom ceiling lights’. A big well done to them.
However, their meta description for the floor lamps listing appears as a list of products. The title tag is also less neat; however, the product selection is better. For the bedroom listings we’ve mentioned, the meta data is very thin. They should work at keeping their pages and meta descriptions consistent across the site.
Links are still a huge ranking factor for Google, so it’s important that E-commerce sites focus on link building as part of their SEO strategy.
First of all, it’s worth stating that none of the companies is gaining huge numbers of links per month.
Festive Lights falls under the ‘high quality, low volume’ category for links. They have a fantastic blog which is easy to navigate and provides both long-form articles and infographics.
This infographic on illuminated landmarks from around the world did particularly well, gaining links from the likes of Business Insider and Reader’s Digest. Despite their name, they don’t just focus on Christmas themed articles. They also create video content such as this piece on the history of lights.
They ran a survey asking when people take down their Christmas decorations, but this only managed to pick up five unique links.
Unique data pieces can perform extremely well and are often picked up by top-tier publications. They should consider tweaking their outreach strategy to gain the best outcome possible for their data.
Lights4Fun offers a whole DIY project section on how to make home decorations. These have been picked up by the likes of Buzzfeed and Country Living.
They are simple, clear to understand and have beautiful images. This means they’re easy to use and outreach.
Lighting Direct is top of the list, mostly due to their high-quality link score. Their links are mainly going to product images. They do have an ‘Ideas’ section which is split up into articles and buyers’ guides. These do gain a few links, mostly from other home retail sights.
The intent behind each section seems skewed, with listicles and light-hearted suggestion articles appearing in the buyers’ guides section. In fact, both lists are identical, meaning there’s no definition between the two.
You should make regular checks to your content platforms to ensure the best customer journey possible. A potential buyer looking for a guide on things to consider before buying a heavy chandelier won’t want to trawl through listicles to get there!
We created the Bed & Mattress Guide for the UK’s leading bed specialists, Dreams. Within it, there are informative articles and interactive tools to help with every part of the consideration process when buying a new bed.
It gives clear, succinct advice accompanied by interactive images and shoppable content. Everything the customer needs is right in front of them.
In addition to link building, improving your social presence is a great way to increase your brand reach and gain new followers.
Overall, the owned social scores for these lighting retailers is generally not that high compared to other retail sectors. This means there’s an opportunity to grow your social media following and create an owned audience in a less competitive environment.
LED Hut is topping the social table.
Their Facebook feed consists mostly of promotional posts and money-off offers. Their Twitter feed is a different story, with links to their helpful articles and live company updates to keep customers in the loop. They also retweet positive customer experiences and feedback.
Lighting Direct has one of the lowest owned social scores despite topping the charts in many other areas. However, their social media feeds are a lot more engaging than some of the top social players.
Their Facebook feed features shoppable product posts. They also post links to inspirational content they’ve created in response to interior design trends and links to posts which will benefit their customers such as other interior design blogs or information on smart tech like this post from Yahoo.
Lighting Direct regularly posts inspiration articles from various publications on their Twitter feed, too, providing their readers with selfless content.
LED Lights has the highest number of brand searches per month, but this does not translate to their owned social score.
It’s easy to see why since all of their Facebook posts are links to product reviews. Other than this there are no shoppable or promotional posts, no wider reading and no engaging images.
Their Twitter feed is the same with infrequent posts.
With such a high number of brand searches, they could improve their owned social score if they were to take a leaf out of their competitors’ books and post some more interesting content.
For more information about any of the Lighting brands featured or your own data, get in touch.