10 minutesReading time
Updated February 2019
Brands within the Lingerie industry can use this report to gain a better understanding of their place in this digital landscape and how they measure up with competitors online. Analysing the best performing websites within the industry, the report looks at key metrics to rank these top sites against each other.
Qualitative scores are given to each brand in areas such as link authority, SEO visibility, brand reach score and keyword opportunities, looking at data year-on-year.
Can’t see your company name? Don’t worry; we’ll have your data stored safely, ready and waiting for you to come and claim it. To get a proper view of the entire sector, we collect data from the whole industry. However, we only feature the top brands to give an overall insight into the Lingerie sector. Get in touch if you want to see the data that includes you.
While creating this report we’ve been able to have a thorough look at the market and do our own investigation alongside collating data to find out the success stories of this sector. We’ve scoured content, social media platforms and link profiles to discover who are truly making their mark in this landscape.
The following post discusses those standout moments. Read it alongside the report for the best result.
When it comes to SEO strategy, improving organic visibility is usually at the top of the list. But which Lingerie Retailers managed to succeed?
Victoria’s Secret has reclaimed their top spot after being overtaken last year despite a small 2% loss in visibility.
Figleaves is in 2nd place and has stagnated year on year.
Ann Summers takes 3rd place despite losing 21% of their visibility this year.
La Senza has had another fantastic year, increasing their visibility by 55%.
Making up the top five is Bravissimo who had an extremely successful year with a 40% increase.
The rest of the top five has been a mix of wins and losses:
Despite these gains and losses, there is a massive gap between the top four and the rest of the charts.
In the report, you’ll find a list of top competition and biggest opportunity keywords.
With most fashion retailers and department stores selling lingerie, this is an extremely competitive market for lingerie-only retailers to appear high up in the SERPs.
Fashion retailer Prettylittlething has taken position 1 for the highest competition keyword, ‘lingerie’, leaving Victoria’ Secret in position 2.
They have also managed to take position 1 for the keyword ‘thong’ and the top opportunity keyword ‘panties’.
Well done to La Senza who is ranking in position 1 for the terms ‘sexy lingerie’ and ‘female underwear’.
Stockings HQ has managed to bag the top spot for the term ‘fully fashioned stockings’ – a huge win with a great opportunity keyword.
Overall though, the landscape is dominated by fashion retailers and department stores who are taking up most of the space on page 1.
Retailers like Prettylittlething who are dominating the SERPs despite not being a lingerie-only retailer have one major winner on their pages – copy.
Last year’s broad core algorithm update from Google made page content a priority, encouraging site owners to focus on ‘building great content’.
Including detailed – or as we term it, enhanced copy – on your page answers related customer questions, helping you rank for both short and long tail keywords.
Lingerie Outlet Store has over 80 pages of enhanced copy on their site.
They’ve had an 835% increase in visibility year on year and are now ranking on page 1 for over 150 targeted keywords.
Don’t underestimate the power of quality copy!
Aside from the obvious SEO metrics like visibility, link-building should form a big part of your SEO strategy. Links are still a primary ranking factor for Google, so focusing on gaining high-quality links can have a fantastic impact on your site’s performance.
Victoria’s Secret is understandably getting so many links due to their international popularity and range of outlets.
Their fashion show which is broadcast on TVs worldwide has its own page on the site, gaining the company over 4,000 links from over 1000 unique domains.
They also have a fantastic bra size finder called Find Your Perfect Fit. This is an interactive quiz with images that take you step by step through things to look out for when choosing the right bra such as ‘Do the straps dig in?’.
This ends with a ‘shop your size’ link taking you to a filter page with all the bras of your size.
This is a fantastic example of consideration content which could potentially convert to sales.
Bra size guides are extremely popular with lingerie retailers. It’s the most obvious piece of content to produce, but it’s worthwhile doing properly if you’re going to do it.
There is tonnes of search volume around keywords relating to ‘bra size guide’.
Just out of interest, we searched for bra size guide, and the top three results were*:
*data from 21/02/19.
These pages have all gained links. It shows that, though there is competition, you can make your bra size guide unique to your brand and still gain links to the page.
Bravissimo made the headlines last year when they brought out a lilo with holes for large breasts, meaning women who use them can lie on their front.
The lilo was originally posted as an April Fools joke but, due to the demand of customers, Bravissimo later brought it out as a product.
This was covered by worldwide publications including People Magazine, Pretty52 and UK publications like The Sun and Prima, gaining thousands of social engagements.
This is fantastic work, and they clearly have a very good outreach strategy.
So much so that the product page alone has gained 69 unique backlinks.
In this type of market, social media is a fantastic way of increasing your brand reach and gaining new followers.
Again, unsurprisingly, Victoria’s Secret is miles in the lead in terms of owned social score and brand searches.
This is most likely due to the fact that they are not just a lingerie store – they also sell fashion and beauty products and, as we’ve previously mentioned, their fashion shows are renowned for being spectacular.
Their social media feeds are filled with their ‘Angels’ in beautiful lingerie, backstage insights such as workout routines and product promotions.
They have an impressive 65 million followers on Instagram which is arguably the most influential social media platform for this sector.
Following on from Bravissimo’s social success in our previous section, we have to talk about their social media accounts which we love.
Here are some reasons why:
Other ways to increase engagement with your audience is by posting competitions which encourage likes, shares and comments.
Get the complete data for yourself by downloading the report below or get in touch for any more information.