10 minutes Reading time
20 pages Length
Report Updated April 2020
We’ve put the spotlight on the online lighting industry in this sector report, analysing which brand’s SEO and online marketing strategy is shining bright in today’s marketplace.
Inside, you’ll find a plethora of information, including visibility metrics, page speed measurements, and sneaky keyword opportunities that will let you meander around your competition with ease. Additionally, you’ll find valuable information about your competitors’ social media, brand mentions, and online reputation – information that’s tricky to find in other online reports.
If you’re looking to add a spark to your SEO strategy and light up the marketplace with your brand, this market report is exactly what you need. Download it using the form above now.
The lighting industry has been shining bright this year. The entire market has seen a positive increase of 35% with some brands surging as much as 330%. Among the top 10 best lighting brands, only a few have seen visibility losses; the majority are on the up which is great to see.
And it’s not just smaller companies who have seen monumental boosts. Lighting-Direct was the market leader and even they have been able to take charge of their marketing and squeeze more visibility out of their website.
To see what these brands are doing to improve their visibility YoY, download the report now.
Here is a quick rundown of the top 10 sites:
Lighting is essential for day-to-day functioning and because of this, search terms have incredible opportunity. Some of the keywords in this market get as much as 160K searches every month. If you were position one for these kinds of queries, how different would your business look?
In our reports, we investigate high competition keywords to see where opportunity lies. Not quite convinced? Let’s take a quick look at who’s achieving the most sought-after positions.
The main head term ‘bulbs’ is the golden goose of the industry. The term has over 160,000 searches every month and has a difficulty of 87. Although search intent is flimsy with terms like this, having an effective doorway page could provide your store with a tsunami of sales. However, a number of sites on page 1 of Google offer more than just lighting. Maybe it would be better to focus efforts on more specific searches where you’re not competing with the likes of Argos and Amazon.
For the second most competitive term – ‘ceiling lights’ – a different picture emerges. More lighting retailers begin appearing. Admittedly, home interior brands such as Argos and Dunelm are still present. However, Iconic Lights takes the second spot on this lucrative term despite being ranked ninth in the market. Lighting-Direct also makes it on to the first page, landing position 10. Despite the fact there’s a lot of generic monster brands on the SERPs, some brands are landing in prime on the first page, giving hope to smaller brands looking to make an impact.
There are plenty of other high competition keywords, such as ‘wall lights’ and ‘Christmas lights’ which both received a ton of traffic. However, as well as these queries, our reports also investigate the opportunity keywords brands are missing out on.
Let’s shine some light on the kind of content brands can create to snag these hidden terms.
Some of the keywords in our ‘opportunity list’ bring up videos in the SERPs. These featured videos sit right at the top of the page way above any of the other search results. These videos explain some of the lights in question and give a complete buyers breakdown to help consumers make an educated buying decision.
If smaller brands are looking for an innovative way to rank above the bigger more prolific brands, using different forms of media could be an executable method. Simply recording a series of high-quality videos demonstrating how buyers should choose their lights, providing expert advice, and optimising them for the keywords found in our report could provide impressive results.
The top opportunity keyword we discovered is not being optimised for by even the largest brands in the space. The top player – Lighting-Direct – doesn’t even have a category to account for this style of light. It’s a query that is up for grabs by smaller brands looking to make a dent in the market.
Simply creating a new category for this lighting would be enough to gain impressive rankings. The keyword has 90K+ monthly searches. What would that level of traffic do to your website? How would it impact revenue?
Download the report to get instant access to this powerful keyword/category opportunity.
With RankBrain in full force and UX becoming a necessity, websites need to start thinking about how they can make their search results look more appetising. Google will now read the CTR of your search result to gauge intent, so it’s more important than ever to ensure searchers are clicking on your result.
Many of the brands listed for the opportunity keywords have compelling title tags which contain benefits and incentives, including warranties and offers.
Jazz up your title tags and entice searchers to click on your result. It will benefit your visibility as well as your conversions.
Social media is essential for any industry, even one as general as lighting. Your audience is on social, despite what you might think, and engaging with them is just as important. The brands who have success here have more control over their reputation and therefore, are more likely to see conversions. If you’re after more brand awareness, it’s time to let your social side shine.
Our reports put the spotlight on the social platforms on the brands, identifying which have the biggest impact. We also investigate brand searches, seeing who’s being shouted about the most online. Here’s a quick rundown of the best in the lighting market.
Surprisingly, Pooky is topping the charts with a social score of 1357 and over 9000 monthly brand searches. Despite not being in the top 10 best brands for visibility, Pooky has managed to come out on top with social – nice job! They have over 1.3M followers across multiple platforms with the largest pool residing in Pinterest. Their other socials have a few thousand followers but as lighting is a visual thing, Pinterest seems like the appropriate platform to focus on.
Although Pooky have the best overall score, YLighting beat them if you focus on social following alone. They have a social score 1645 with a total of 1.6M+ followers across all their social platforms. Again, Pinterest is at the top for follower density with Instagram taking second place. As lighting is visual, it comes to no surprise to find these socials to be the most popular in this industry.
If you’re looking for ways to improve your social game within the lighting industry, these brands are the ones to watch. Alternatively, download our report and get access to the social scores of all your competitors. This insider knowledge could be what you need to dominate the market.
Our reports also dive into the online reviews and reputation of lighting brands, identifying what their customers are saying about them. Although some brands may be the biggest, they might not be the greatest. This section of the report shows who’s going above and beyond for their customers.
In general, the lighting industry is looking bright with plenty of 5- and 4-star reviews (taken from Trustpilot). Evidently, the lighting industry is satisfying its customer base.
However, interestingly, the top 5 sites for reputation look different to the top 5 sites for visibility with Ocean Lighting, Castle Gate Lights, and Beam LED taking high positions. Although they might be smaller, they seem to be working wonders for their customers.
Here’s the top 5 lighting brands for online reviews:
You need a speedy site to compete within the lighting market in 2020. If you’re not optimising for speed, your rankings and conversions will suffer.
Google has designed their algorithm to account for page speed, meaning your brand could suffer if you’re not compressing images and creating a render-friendly website.
Additionally, customers won’t wait around for a slow site, resulting in high bounce rates and your competitors stealing the sale.
Luckily, we review all the brands in this report and access their page speed to see who’s performing the best. With this information, you can learn what the best lighting brands are doing to create a clean, fast experience for Google and their customers.
Here’s what PageSpeed Insights identified as the top 5 fastest lighting brands:
Read more about the importance of page speed here.
You don’t have to pay a thing for our reports, all you need to do is fill out the form above and download the report immediately. We look to build positive relationships with brands by providing competitive insights. Feel free to share this report with your colleagues and internal teams as well.
Sometimes, certain brands don’t meet the threshold to be included. If you find your brand is missing, get in touch immediately and we can send you a custom report including your brand.
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.