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Updated May 2018
We’ve produced the latest annual Office Supplies Market Performance Report for 2018.
The report contains comparisons against competitors within the Office Supplies industry to give them a better insight into where they fit within it.
The top websites in the Office Supplies sector have been ranked and analysed in certain areas of performance. We’ve looked at technical and social aspects of sites to give qualitative scores on metrics such as Brand Reach, SEO Visibility and Link Authority. The tables show year on year change.
We’ve only featured the Office Supplies sites that performed the best this year in our 2018 report, but you can still get hold of data that includes your brand if you can’t see your name in the list. Get in touch, we’d love to speak to you about our data and send across a set that’s most relevant to you.
As well as gathering data to produce these reports we also analyse our findings to give you the top industry trends, highlights and see who’s doing well and why. This is what our research has drawn up for 2018:
A site’s SEO performance can go up or down for various reasons. Data discovered throughout the report can aim to conclude why, but first, we like to see who are the frontrunners in the market and who needs to up their game in the coming year. We use Search Metrics to source our data; it lets us track huge keyword sets to see the historical performance of a brand online.
We’ve identified the 15 top competition keywords and 15 keywords that offer the best opportunity in terms of quick wins in the landscape.
Key opportunity areas:
Google’s Venice update
Since 2012, the Venice update changed the way Google looks at local markets. Taking a user’s location into consideration, the search engine now populates results that appear most relevant to their location and query.
This is great for small businesses but means the competition can be harder than it was before. It looks like this is a Venice related market, so a blended organic and paid strategy is required when it comes to search.
Set up rank tracking to see where you rank well for each location in the UK. Sites that rank well organically can be excluded from your search campaign.
Google uses links as a primary ranking factor. It’s not all about quantity; high-quality links are extremely valuable. We use Link Research Tools to measure the number of new links per month and the quality of the engagement for our featured brands.
Ryman is topping the link charts with an impressive average number of links of a high quality. Their Back to School Quiz has gained almost 300 unique links including ones from Buzzfeed and FQ Magazine. They also did a revision survey which was covered by Huffington Post UK and South Africa as well as the Sunday Post and regional newspapers.
Unique data pieces such as surveys are a fantastic way to build links. They give you something new to outreach and allow you to offer exclusive details to top tier publishers for those high domain authority links.
Staples has the highest average number of links per month. They do have a Knowledge Centre, but this isn’t gaining a great number of links. Instead, most links are going to their product images. They have some fantastic assets and in-depth guides for buying certain items. With a revised outreach strategy, they could gain some brilliant links on these pieces.
Zen Office falls under the high quality, low volume category for links. They clearly have a content marketing strategy in place with a blog that has branded feature images and covers important topics. However, their posts could be vastly improved by including H2s, images, and internal links. The blog itself is also difficult to navigate, displaying only 2 posts per page with no category options.
Google’s Danny Sullivan revealed on Twitter that companies should ‘remain focused on building great content’ to continue to perform well. Read our blog post all about it.
Nowadays, a brand’s presence on social media is essential for enhancing brand exposure and audience reach. By getting to know your brand better through social channels, you can turn your earned audience into an owned one. Owned audiences have a direct connection to your brand, improving relationships with existing customers and cultivating relationships with new prospects.
So, who out of these brands has their finger on the social pulse?
It’s first worth pointing out that Post Office Shop have a noticeably higher owned social score than any of the other retailers, but this is because they use the Post Office social media feeds to cover all aspects.
Of the remaining retailers, Ryman’s owned social score is the highest. And Ryman is, once again, topping the charts overall for social.
It’s unsurprising after seeing the variety over their social channels. Here are some of the things we loved about their social campaigns:
Lyreco has the highest number of brand searches per month.
Their Facebook feed includes a lot of the same things that Ryman’s has but also includes updates on events they’ve attended. Their Twitter feed is particularly insightful, and they often post about the charities they support and their staff achievements. This puts them in a positive light to customers as it shows they care about people, not just products.
Download the report to see where you fit in, or to get a better overall view of the office supplies market in the UK.