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This is the 2019 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 whole Lighting market, 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, there have been some massive wins and some substantial losses for visibility in the lighting sector year on year.
Lighting Direct remains the top brand for visibility despite losing 21% of their visibility YoY.
Lights4Fun is next in the list with a 13% visibility increase.
TLC Direct has also had a 10% increase putting them in 3rd place.
Glow has had a fantastic year this year with a 75% increase in visibility.
Making up the top five is The Lighting Company who has had an amazing year, more than doubling their visibility by 149%.
The rest of the top ten has seen mostly losses and one enormous win:
In the report, you’ll find a list of high competition and biggest opportunity keywords for this sector.
The high competition keywords appear to be focused on bulb types and types of shades whereas the opportunity keywords look at lighting for different rooms.
Firstly, we must mention that this is a tough market to compete in with home furnishing retailers, department stores and DIY retailers all occupying the same landscape.
None of our retailers is taking the top spot for the highest competition keyword ‘light bulb’, however, The Lightbulb Company is ranking in position 3.
Well done to Ultraleds.co.uk who is ranking in position 1 for the term ‘led tape’.
Their page is filled with rich content at the bottom answering relevant questions and giving lots of information about LED strip lights. This gives potential customers a helping hand while also increasing the page ranking.
They could improve this guide further by adding internal links throughout. Internal links are most useful for establishing site architecture and spreading link equity.
Lampandlight.co.uk has landed themselves a featured snippet for the term ‘dining room lighting’.
This can likely be attributed to their detailed copy at the bottom of the page as this is the copy which shows in the featured snippet box.
Having your site in a featured snippet can significantly increase the click-through-rate, even when compared to listings in position 1.
Read all about how to increase your traffic through featured snippets in our guide.
Even if you have to pay to get there…
Iconic Lights has made good use of paid ads to get themselves to the top of the SERPs for ‘pink lamp shade’, ‘silver lamps’, ‘white light shade’, ‘white lamp’, ‘bedroom lamp shades’ and ‘rose gold lamp shade’ which all appear in our top competition keywords.
Using paid media to reach those top spots is a fantastic idea for competitive keywords that you struggle to rank for.
With brands like IKEA, Amazon and Wayfair taking the top organic spots for these terms, it’s a clever choice on Iconic Lights’ behalf to opt for PPC ads.
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.
Lights.co.uk is topping the social chart with the highest average number of brand searches per month and the highest owned social score.
Their Facebook feed mostly consists of product promotions and deals.
They do also post competitions and links to external blogs, but their posts don’t seem to get much engagement.
They do not post regularly on Twitter, but when they do it’s usually just deals and offers. Their Instagram feed is also heavily product-focused. These two platforms have significantly less followers than their Facebook page which has an audience of 99K.
Iconic Lights is next in the list. Their Facebook feed is more design focused and has a lot of images from different bloggers and influencers who have used their products.
Instagram is by far their biggest audience with 45.4K followers. They use this platform to promote products, show how they can be styled and collaborate with influencers.
This looks as though it is treated more as an interior design account which highlights the potential of products rather than overtly trying to sell items.
They also have a hashtag #alwaysiconic which they encourage customers to use to be featured on their page.
Their Instagram bio also links through to their blog Embrace Your Space which has articles on interior design from experts.
If you’re stuck for social content or aren’t sure how to enhance your feeds, here are some things you can do to widen your audience:
Page speed is the measurement of how fast your on-page content takes to load. The process refers to the time it takes to deliver and load content from your server into a user’s browser. But it’s not only important for users and conversions, Google prefers quick page loads too. A fast page load enables search engines to crawl your site faster improving your indexation success.
We used Google PageSpeed Insights to determine which retailers have the fastest page speed.
The top five were:
Find out more about why page speed is important.
For more information about any of the Lighting brands featured or your own data, get in touch.