10 minutes Reading time
20 pages Length
Updated September 2019
This is our latest report on the Outdoor Retailers market for 2019. Inside you’ll find the latest metrics for the top 48 Outdoor Retailer sites and where they rank against each other. See where you sit within your digital landscape and where your biggest competitors are performing best so you can tailor your strategy to improve in the coming year.
We’ve analysed the technical aspects of sites, looking at SEO and visibility year on year, link authority and quality and also the performance of social channels. Brands can use this information to their advantage, helping you to see which areas need the most focus.
Once we’ve done our overall analysis of the market in terms of performance metrics, we then do our research to find out why certain retailers have come out on top. The report shows you the data and statistics while this post discusses brands in more detail, giving you a fuller insight into the whole market.
The top ten sites are:
It’s been a varied year for Outdoor Retailers in terms of visibility, with half our featured retailers showing improvements and the other half losing visibility or stagnating.
Go Outdoors remains in the top spot for visibility this year but did lose 19% visibility. They are followed by Cotswold Outdoor who also lost 12%. Staying in 3rd place is Millets who had an 18% increase in visibility, putting them closely behind Cotswold Outdoor.
Mountain Warehouse and Trespass have managed to jump from 7th & 8th to 5th & 6th in our chart. They both gained visibility – Mountain Warehouse had a 51% improvement and Trespass gained 50% visibility.
Snow and Rock dropped out of the top five after losing 32% visibility year on year.
1. mountainwarehouse.com (+51%)
2. trespass.com (+50%)
3. millets.co.uk (+18%)
4. blacks.co.uk (+16%)
5. alpinetrek.co.uk (+15%)
1. gooutdoors.co.uk (-19%)
2. snowandrock.com (-32%)
3. ellis-brigham.com (-33%)
4. cotswoldoutdoor.com (-12%)
5. campingworld.co.uk (-32%)
Well done to Go Outdoors who is ranking in position 1 for the highest competition keyword ‘tent’.
There seems to be a lot of opportunity around ‘shop’ and ‘store’ keywords. Identifying where the best opportunities lie and adapting your page title and content for this could see ranking improvements for your most important pages.
One of the best ways to enhanced your Google listings is by implementing structured data.
Adding Review SCHEMA will show an orange star rating on your listing and can make it stand out from the rest of the SERPs.
It doesn’t look as though this is widely implemented across the market, so adding structured data to your site could give it an instant boost.
Well done to Alpine Trek who has Aggregate Review SCHEMA implemented on their site. Their listing is attention grabbing even though it is half way down the page.
Read our guide on SCHEMA for eCommerce sites to find out where else you could improve your site.
Some of the search terms indicate that users are searching not only for items to buy but also for advice and guidance on camping and other outdoor pursuits.
For the term ‘camping essentials’, REI.com has gained a featured snippet with their Camping Checklist article despite ranking in position 2 for the term. This is a comprehensive guide with tick boxes and links to relevant products.
Go Outdoors is also ranking in position 1 for this term. Their guide is also useful and they have a PDF version which can be downloaded and printed. However, turning this into an infographic could pose some great link building opportunities.
They do already have links from over 30 domains including Netmums and adventure site, Mpora.
Gaining high quality links to articles signifies to Google that it’s a trustworthy source which can improve rankings even further.
Nowadays, we’re constantly connected. Social media is an integral part of our lives. Why not tap into this landscape to promote your brand?
The New Balance is topping the social charts with a high number of brand searches per month and by far the highest owned social score.
This is likely due to the fact that they are an international brand.
They regularly promote their products with short videos and interviews with customers who use their products such as professional climbers.
Their Instagram is mostly customer images tagged with their famous slogan #NeverStopExploring.
They also have a focus on recycled fabrics which is a popular USP to promote on social.
Go Outdoors is next on the list with the highest number of brand searches per month. Their owned social score is relatively low in comparison.
We like the fact that they post links to their blog posts and also links to news articles that could benefit their customers.
Showing a true desire to help your potential customers helps build trust and shows you’re not only using social media to sell products.
This is a space where you can promote your brand ethics and values in order to gain new followers and, hopefully, new customers.
Any online shopping experience can end abruptly if the site won’t load quickly. The truth is, shoppers won’t stick around on your site if it has a super slow page load… and neither will Google.
Google finds it much easier to crawl your site if the page loads swiftly, meaning your SEO can be severely affected if your page speed is slow.
Using Google PageSpeed Insights, we identified the top five fastest sites in this sector:
Our reports are free. We collect and provide this data so that we have a better understanding of these markets. It’s yours to take and use as you like.
Our data comes from the whole sector, but we only publish the top brands in our final report. If you can’t see your company name here, get in touch and we’ll send you your metrics so you can benchmark your data, too.
Get in touch if you want any further information about our data and don’t forget to download the report below.