Seasonal Trends
Visibility Vs Authority
Link Acquisition
Content Performance
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10 minutes
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Brands ranked
Updated April 2024
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"The report - it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, , Head of Organic, Sonia Morrison
The Salience Index is our market report, which gives you everything you need to know about the state of search marketing in the stationery industry.
Inside our Stationery Report, you can find metrics and stats for various brands, providing insights into the stationery industry and how you can make the most of these online marketing opportunities.
Our Stationery Market Report, investigated by our eCommerce SEO team, is free to download for all the juicy details, including visibility scores, brand rankings, keyword opportunities and trends, trust, page speed and more. Here’s a quick snippet of what’s in our Stationery Report:
The Stationery Market Leaders
Despite drops in online interest during 2022 and 2023, the last 12 months has seen the stationery market return to it's former glory. Industry variance - which is the average growth of brands and websites in this space - sits at a whopping +12%.
The suggestion here is that brands in this space are really developing and bringing valuable online experiences to their target market. While top of the market is dominated by the big brick and mortar brands like The Works & Ryman, it's really interesting to see how much growth there's been at mid-market.
The top 10 leaders in the Stationery market are:
Congratulations to our leaders in our Stationery Report - particularly those in position 5 to 10 who've all improved their industry position over the last year!
The Visibility Wins and Losses In Stationery Market
Within our Stationery Market Report, we put an extensive list of brands against each other and pick out the top 5 biggest visibility wins and the biggest 5 losses in the past year.
Despite the loss in the market, the top 5 visibility wins in the stationery market are:
Congratulations to all these brands that have grown the most in the past year, we can even see some like Office Stationery and Cass Art find their way into the leaders, great job. In terms of marketing, look to these guys to see what they are doing, they clearly are doing it right.
Where we have wins, we must also have losses. Our top 5 in terms of losses are:
We can see a big hit for bigger brand names, and again with the loss of Paperchase. If your brand has lost visibility this year it doesn’t mean you can’t get back up there – and these brands are still leading the industry so not a complete loss.
It could be a recent algorithm update or possibly just need to brush up on your keywords and trends, either way, look to learn from their mistakes.
Keywords And Trends In The Stationery Market
Within our Stationery Market Report, we dive deep into the high competition keywords, opportunity keywords and trends. These are great for understanding the market and where you can rank high within the SERPs.
High competition keywords are those with high search volume but are targeted by the rest of the industry, or high authority sites, making it harder to rank on the SERPs. Ranking for these, however, will see your sales grow. Keywords that fall into this category are ‘stationery’. ‘stationery store’ and ‘pens’ – seem to be targeting a lot of generics and near me local SEO.
Opportunity keywords are those with high search volume but low competition, making it easier for smaller brands to rank high in the SERPs. A few of these are ‘posca pens’, ‘mechanical pencil’ and ‘pencil sharpener’ – getting into the specifics now.
These keywords, either high competition or opportunity are great to optimise your category pages or PLPs with, especially the specifics you can target within the bottom copy and rank high for such a high purchase intent keyword.
In regard to trends, we can see that more people ditching paper and going digital with ‘digital notebook’ and ‘electronic notepad’ emerging – if you’ve got the product, shout about it.
Brand Authority In The Stationery Market
Authority refers to the stature and reputation of your website. Search engines reward high authority sites as they’re judged to provide more useful content and services. The authority is calculated using a metric called domain authority which considers a website's popularity, size, age and link profile.
We highlight the top 5 online Stationery market brands for domain authority:
As you can see these brands are also found within the leaders of the industry, if Google and users favour your brand you will naturally rank higher.
If you have good authority but no visibility, you could be sitting on a sleeping giant that could easily hole-punch its way through the crowd given some technical enhancements. The golden formula is to have both high authority and high visibility.
Get in touch to find out how we can help both boost authority and visibility to increase your sales or download our full report for further insight.
Importance Of Reputation In The Stationery Market
Alongside authority, we also cover brand reputation and reviews in our Stationery Report. Reviews are a good factor of whether users can trust your site, your brand and your products. And Google also favours trust and uses it as a serious ranking factor along with expertise, experience, and authority (E-E-A-T).
Here are the top 5 brands with the highest reviewed sites considering both the number of reviews and review scores:
Here we can see a mix of bigger and smaller known brands and one within the leaders. Good reviews paired with good SEO means higher rankings – especially for lesser-known brands it's good to shout that you are trustworthy.
To boost trust on your site consider using trust bars, customer testimonials, and individual product and brand reviews (e.g., TrustPilot integration). Do this to show Google you're winning the trust of customers and are a brand worth ranking.
Download Our Free Stationery Report
Interested to learn more, see the full metrics, or wonder where your brand is within our Stationery Report? You can download it for free right here, we use these assets to build relationships with brands that we want to work with. So feel free to get the insight you need to rank higher and grow in visibility this year.
If you are struggling to find your brand in our report, don’t worry. We can’t include all the brands as we’d be here all day, but we can sort out a personalised report containing your brand so you can compare it with your competition. If you want your own report or have questions about our process or how we can create an SEO strategy for your brand, contact us today.
