10 minutes Reading time
20 pages Length
Updated May 2019
This is the 2019 Market Performance Report for Sofa Retailers.
The report enables industry leaders to see how they compare to their competitors in terms of online performance and gain a better insight into the digital landscape as a whole.
Showcasing the top websites in the industry, we analyse and rank their performances to give a better insight into how they’ve performed year on year. The scores given are qualitative so they provide an easy way to compare for retailers. We investigate nine different metrics including Link Authority, Brand Reach and SEO Visibility including year on year changes.
We source data from across the sector as a whole, despite only showing the top retailers in this report. If you can’t see your company name, just request the data and we’ll send you across the information including you. If you need any of the scores, values or information explaining, we’d love it if you gave us a call to discuss.
Once you’ve downloaded the report, this post will help you navigate and understand the data involved. We don’t just download the data and present it to you, we also research the market, pull out our favourite content pieces and social media campaigns, as well as SEO wins for your benefit.
Let’s dive in with the data everyone wants to know. Who’s topping the charts for visibility and who lost out this year?
DFS remains the market leader despite a 28% drop in visibility.
SCS has gained 30% visibility this year putting them in 2nd place.
Sofology has kept their 3rd place spot but did lose 15% visibility year on year.
Sofasofa has had a great year, increasing its visibility by 30%.
Making up the top five is Cousins who had a drop of 23%.
The rest of the top ten has had a significantly better year.
We’ve produced a set of high competition keywords and a list of the best competition keywords to look out for in this sector. You can find this in the report.
We first have to point out that this is a competitive landscape with sofa retailers vying for positions on page one in the same space as home and department stores.
Well done to DFS who is ranking in position 1 for the highest competition keyword ‘grey corner sofa’.
They also have paid ads for this term putting them at the top of the SERPs twice.
Well done to Sofas by Saxon who is ranking in position 1 for the highest opportunity keyword ‘leather chesterfield sofa’.
Darlings of Chelsea missed out on making the top ten retailers for visibility but are ranking in position 1 for the terms ‘luxury sofa’ and ‘classic sofa’.
The demand for a particular colour of chair or sofa is quite high with grey, yellow, pink, blue, purple and teal all featuring in our high competition keywords.
None of our retailers is ranking highly for any of these colour related terms. However, the retailers who have title tags and meta descriptions with the colour mentioned and this usually links through to a filter page.
If you’re not making the most of your colour filters, you’re missing a big opportunity.
Having page copy which mentions the colours and using the right keywords in your page titles will make a huge difference.
Read more about how to write enhanced copy.
If you’re struggling to rank in the top half of the page, you can make your result on the SERP look much more appealing with SCHEMA markup. Using this, you can include reviews and star ratings on your listing instead of just the usual meta description. You’ll have seen the orange stars next to some product results – this is achieved by adding SCHEMA markup to the page.
Well done to SCS and a couple of other retailers for implementing this.
We won’t go into exactly how to do it here, instead read our rich snippets guide.
Interior design is such a visual industry that social is the perfect place to promote it. Sofa retailers can capitalise on this with a strong social presence.
DFS is top of the social charts. Despite having the highest number of brand searches per month, their owned social score is quite low in comparison.
This is likely because they are not consistently active on all platforms. They haven’t posted on Facebook since January and they post on Twitter more frequently but not daily.
Their Twitter feed features links to blogs, videos such as their new adverts and retweets of influencers and other accounts that have mentioned their products.
Their Instagram feed is much more focused on interior design and has beautiful imagery of their sofas. One way they could increase engagement here is by using a hashtag to identify customer images which they repost.
Sofology is next in the list with the second-highest number of brand searches and a higher owned social score than DFS.
They also have beautiful product imagery and retweets from accounts that have talked about them.
What we love most about their feeds is the competitions. Using competitions is a fantastic way to engage audiences and encourage them to interact with your posts.
They have competitions which are tailored to different demographics such as parents and new homeowners.
They also use hashtags such as #WhenHomeReallyMatters to enforce their brand identity and social presence.
Finally, they promote their affinity with charities such as Dogs Trust on their Instagram account.
This is another way to show customers what you’re about as a brand and give charities a boost at the same time.
Among the many ranking factors that must be considered when trying to improve SEO, page speed is one of the most important. If your page takes too long to load, the chance of people bouncing or exiting is much higher. Google recognises this and favours sites with a fast page load – it also enables Google to crawl your site faster, retaining more of your valuable crawl budget and improving site indexation.
We used Google PageSpeed Insights to determine which retailers have the fastest page speed.
The top five were:
Read more here on why page speed is important.
To speak to us about your own data or discuss our report in detail, get in touch