Eyewear Retailers Insight Report

May 2019 v We are Salience.

This is your industry report.

Data is ground zero for everything we do in digital marketing. That’s why we’re reaching out with the latest industry data for Eyewear Retailers.

The data in this edition of the annual Eyewear Retailers Report highlights the successes and shortcomings of your site against your competitors. From your market share of visibility in Google to organic trends across the market, the report is packed with valuable insights.

Get stuck in.

Richard Waters Sales and Marketing Director 01244 564 501 [email protected] 01 Visibility Year on Year

04 Visibility Vs Authority

06 Underperforming Sites v v 07 Our Services

08 Keyword Potential

10 High Competition Keywords

11 Opportunity Keywords

13 Page Speed

16 Brand Reach Score

18 Search Volume Trends 01 Visibility Year on Year

Here we see how each domain fares against its competition in the wider market.

A domain may have increased visibility Year-On-Year, but if the market has grown by a greater margin, has there been an opportunity lost?

Site Apr-19 Apr-18 Difference Compared to Market

specsavers.co.uk 21543 23703 -9% -41% visionexpress.com 10048 6740 49% 17% glassesdirect.co.uk 7256 7344 -1% -33% visiondirect.co.uk 6551 6257 5% -27% fashioneyewear.co.uk 3766 2581 46% 14% opticalexpress.co.uk 3733 3226 16% -16% misterspex.co.uk 2948 1643 79% 47% smartbuyglasses.co.uk 2688 3335 -19% -52% framesdirect.com 2473 2221 11% -21% pretavoir.co.uk 2238 1785 25% -7% selectspecs.com 2158 2972 -27% -60% aceandtate.com 1813 450 303% 271% spex4less.com 1757 2262 -22% -54% theopticshop.co.uk 838 422 99% 66% directsight.co.uk 833 1218 -32% -64% warbyparker.com 736 303 143% 111% zennioptical.com 688 340 102% 70% goggles4u.co.uk 677 529 28% -4% perfectglasses.co.uk 664 750 -11% -44% theglassescompany.co.uk 511 183 179% 147% rodenstock.com 448 95 372% 339% eyebuydirect.com 383 250 53% 21% glasses2you.co.uk 375 354 6% -26% onlineopticiansuk.com 361 833 -57% -89% speckyfoureyes.com 325 162 101% 68% fostergrant.co.uk 318 368 -14% -46% toniandguy-opticians.com 310 217 43% 11% reading123.co.uk 293 22 1232% 1200% eyeconic.com 226 25 804% 772% goodlookers.co.uk 220 615 -64% -96% designerglasses.co.uk 206 188 10% -23% 02

Winners

Site Apr-19 Apr-18 Difference visionexpress.com 10048 6740 49% aceandtate.com 1813 450 303% misterspex.co.uk 2948 1643 79% fashioneyewear.co.uk 3766 2581 46% opticalexpress.co.uk 3733 3226 16%

The top 5 have successfully grown with the market. In some cases they’ve even exceeded market growth. Nice.

Losers

Site Apr-19 Apr-18 Difference specsavers.co.uk 21543 23703 -9% selectspecs.com 2158 2972 -27% smartbuyglasses.co.uk 2688 3335 -19% spex4less.com 1757 2262 -22% onlineopticiansuk.com 361 833 -57%

Even if the bottom 5 have increased visibility year-on-year, their market share has taken a pounding. Blame the top 5.

Not Happy With The Result?

LET’S TALK 03

Book Some Time To Discuss This Report

This report shows industry data at a top level; We simply don’t have space to add all the resulting insight as well.

Give us 30 minutes of your time and we’ll be able to give you actionable steps to improve your position in the rankings, or further dig down into your competitor’s movements.

BOOK SOME TIME

FIND OUT WHY Marcus Overend Sales Development Representative 01244 564 501 [email protected] 04 Visibility vs Authority

As a general rule, there is a positive correlation between the number of inbound links and domain authority. Likewise, there is a positive correlation between domain authority and the potential the site has to rank.

The scatter graph below shows how each site’s organic visibility score correlates with its domain authority score.

A B

C D 05

What does this mean for you and your business?

Those with high visibility but low Hats off to these guys. They’ve built A authority have laid good foundations B their house right and have the search for their site and would benefit from marketing strategy to expand. Just increased search marketing activity to promise you’ll go easy on us when build on those foundations. you start conquering the world.

Sites with low visibility and authority Low visibility, high authority. At C - look on the bright side, as there’s a D school, these sites were the kids lot of room for improvement. Brands who ‘had potential.’ There are clearly in this zone should consider urgently some on-site issues holding these rethinking their on-site technical brands back. Whether those issues lie and structural setup, as well as in content, structure, or tech, an on- their keyword strategy and off-site site review is highly recommended. campaigns.

Key:

specsavers.co.uk 1 aceandtate.com 11 goggles4u.co.uk 21 visionexpress.com 2 warbyparker.com 12 fetcheyewear.com 22 glassesdirect.co.uk 3 pretavoir.co.uk 13 directsight.co.uk 23 visiondirect.co.uk 4 zennioptical.com 14 fostergrant.co.uk 24 selectspecs.com 5 eyebuydirect.com 15 vintandyork.com 25 fashioneyewear.co.uk 6 spex4less.com 16 eyeconic.com 26 framesdirect.com 7 rodenstock.com 17 speckyfoureyes.com 27 opticalexpress.co.uk 8 lenscrafters.com 18 onlineopticiansuk.com 28 smartbuyglasses.co.uk 9 perfectglasses.co.uk 19 toniandguy-opticians.com 29 misterspex.co.uk 10 theopticshop.co.uk 20 glasses2you.co.uk 30

Can’t See Yourself In The Data?

FIND OUT WHY 06 Underperforming Sites

High visibility, low authority

These brands could benefit most from a more expansive search marketing campaign. Things are looking good technically, and a strategic content marketing campaign is likely to yield positive results.

Site Domain Authority Organic Visibility spex4less.com 33 1757 theopticshop.co.uk 32 838 directsight.co.uk 28 833 goggles4u.co.uk 32 677 theglassescompany.co.uk 25 511

Low visibility, high authority

These brands could benefit most from resolving their on-site tech and structural issues. Identification of those problems, and dealing with them in a priority order should be in their sites.

Site Domain Authority Organic Visibility

lenscrafters.com 61 187 glasses.com 55 4 garrettleight.com 54 8 shopzerouv.com 52 15 vintandyork.com 49 116 07 Our Services

STRATEGY.

Retail

Lead Generation Establishing Dreams as the ‘owners Finance of sleep’, creating a brand new digital magazine Sleep Matters Club which READ THE STORY Charity now has a readership of 90,000. 100%

80%

EXPERIENCE. 60%

CRO

40% User Experience

A content-led SEO solution which Copywriting addressed technical site issues, 20% resulting in an ROI of 10.5 and READ THE STORY Analytics improvement across the board.

MARKETING. fostergrant.co.uk warbyparker.com framesdirect.com visiondirect.co.uk eyebuydirect.com glasses2you.co.uk visionexpress.com glassesdirect.co.uk theopticshop.co.uk opticalexpress.co.uk opticiansdirect.co.uk fashioneyewear.co.uk designerglasses.co.uk onlineopticiansuk.com SEO smartbuyglasses.co.uk theglassescompany.co.uk toniandguy-opticians.com

Content Marketing designerglassesboutique.co.uk

Establishing Dreams as the ‘owners Paid Media of sleep’, creating a brand new digital magazine Sleep Matters Club which READ THE STORY Social Media now has a readership of 90,000. 08 Keyword Potential

The keyword potential graph shows ranking figures across three distinct groups for each site in the sector, providing a snapshot of a brand’s keyword health, but also highlighting areas for improvements and fixes.

The keywords are divided into groups dependent on the opportunities they present. Micro-optimisation (page 1), quick wins (page 2 & 3) and underperforming (page 4 & beyond). READ THE STORY

100%

80%

60%

40%

20% READ THE STORY

0% glasses.com eyeconic.com spex4less.com pretavoir.co.uk aceandtate.com rodenstock.com goggles4u.co.uk selectspecs.com lenscrafters.com vintandyork.com specsavers.co.uk zennioptical.com misterspex.co.uk fostergrant.co.uk warbyparker.com framesdirect.com visiondirect.co.uk eyebuydirect.com glasses2you.co.uk visionexpress.com glassesdirect.co.uk theopticshop.co.uk opticalexpress.co.uk opticiansdirect.co.uk fashioneyewear.co.uk designerglasses.co.uk onlineopticiansuk.com smartbuyglasses.co.uk theglassescompany.co.uk toniandguy-opticians.com designerglassesboutique.co.uk

Page 1 (%)

READ THE STORY Keyword Opps %

Below Page 3 (%) 09

Quick win opportunities

These sites have the biggest opportunity Site Keyword Opps% for quick results within their current zennioptical.com 53% ranking keywords. Their best next eyebuydirect.com 52% steps should be to employ technical glasses.com 50% optimisation of relevant pages to bring theopticshop.co.uk 49% those keywords onto page 1. lenscrafters.com 48%

Prime for Micro Optimisation

For those who reside mostly on page Site Keywords on Page 1 1, focusing on maximising traffic visiondirect.co.uk 76% from their current position through glassesdirect.co.uk 51% micro-optimisation and click-through- specsavers.co.uk 45% rate optimisation will help fine-tune smartbuyglasses.co.uk 42% performance. opticalexpress.co.uk 39%

Strategy and Technical Issues

A large percentage of keywords appearing Site Keywords Below Page 3 below page 3 indicates serious technical warbyparker.com 52% issues with your site or a misguided eyeconic.com 43% keyword strategy. Deeper analysis of the rodenstock.com 38% site performance will indicate the changes lenscrafters.com 35% needed to improve. glasses.com 34%

Not Happy With The Result?

FIND OUT WHY 10 High Competition Keywords

For your industry, these keywords are the heavyweight belts, the golden tickets, the ones to tell your nan about. For those holding these positions, close monitoring and continued search marketing activity is needed to safeguard them. For smaller brands looking to weigh in on these terms, consider first breaking through on the opportunity keywords to strengthen your authority and visibility.

1700

1300 6 5 4 3 2

900 9 8 7

12 11 500 77 78 79 80 81 82 83

Keyword Order Competitiveness Local Monthly Searches (UK) fashion glasses for men 1 78 1900 cheap reading glasses 2 82 1300 gucci glasses mens 3 79 1300 clear lens glasses mens 4 78 1300 gold frame glasses 5 78 1300 ray ban clubmaster glasses 6 77 1300 foster grant reading glasses 7 82 880 ray ban round glasses 8 80 880 versace glasses mens 9 78 880 gucci glasses frames 10 81 720 reading glasses amazon 11 79 590 half frame glasses 12 77 590

*Keyword numbers 4, 6, 9 & 12 have similar metrics and as a result are overlapping on the graph. 11 Opportunity Keywords

These terms have less competition yet high search volumes. As such, they are a perfect battle ground for all brands in the industry to increase their competitiveness. Expanding your keyword strategy around these keywords is a clear route to improving performance.

14590 1

12590

10590

8590

6590

4590

2590 2 3 4 7 5 6 590 8 9 11 12 10 54 55 56 57 58 59 60 61 62 63 64

Keyword Order Competitiveness Local Monthly Searches reading glasses 1 61 14800 prescription sports glasses 2 56 2400 cat eye glasses 3 61 2400 prescription cycling glasses 4 63 1900 glasses for round face 5 54 1000 william morris glasses 6 55 1000 calvin klein glasses 7 62 1300 aviator prescription glasses 8 59 720 vintage glasses frames 9 60 590 try glasses online 10 63 720 eyeglass frames 11 62 590 tom ford frames 12 62 590

*Keyword numbers 5, 8, 10 & 12 have similar metrics and as a result are overlapping on the graph. 12

195% INCREASE IN ORGANIC TRAFFIC

Our core-site tech improvements and large-scale content marketing campaign made Dreams the owners of sleep in digital.

FIND OUT WHY 13 Page Speed

Page speed is essential from both an SEO and user perspective. Its one of the top ranking signals from Google and people expect fast load times.

Scores range from 0-100. One hundred being the best. Data is sourced from Google’s own page speed insights.

200

150

100

0 loopies.com spex4less.com aceandtate.com rodenstock.com tigerspecs.co.uk selectspecs.com readyspex.co.uk shopzerouv.com specsavers.co.uk misterspex.co.uk reading123.co.uk garrettleight.com warbyparker.com framesdirect.com visiondirect.co.uk eyebuydirect.com fetcheyewear.com ozealglasses.co.uk specs-by-post.com glassesstation.co.uk glassesonspec.co.uk speckyfoureyes.com perfectglasses.co.uk opticalexpress.co.uk designerglasses.co.uk glassescomplete.co.uk onlineopticiansuk.com smartbuyglasses.co.uk toniandguy-opticians.com designerglassesboutique.co.uk

Your desktop and mobile page speed should remain an almost, Desktop if not perfectly, even split. The bigger the difference between Mobile the two, the bigger the problem! 14

Page Speed Scores

Site Order Desktop Mobile readyspex.co.uk 1 100 90 toniandguy-opticians.com 2 93 75 tigerspecs.co.uk 3 86 70 glassescomplete.co.uk 4 88 67 specs-by-post.com 5 91 58 spex4less.com 6 95 55 designerglasses.co.uk 7 85 58 speckyfoureyes.com 8 86 48 warbyparker.com 9 82 47 designerglassesboutique.co.uk 10 84 43 eyebuydirect.com 11 82 44 reading123.co.uk 12 91 39 onlineopticiansuk.com 13 77 46 rodenstock.com 14 84 40 smartbuyglasses.co.uk 15 66 45 fetcheyewear.com 16 86 34 loopies.com 17 81 36 framesdirect.com 18 79 35 selectspecs.com 19 87 30 glassesstation.co.uk 20 85 31 misterspex.co.uk 21 92 25 visiondirect.co.uk 22 58 41 specsavers.co.uk 23 61 33 opticalexpress.co.uk 24 68 27 perfectglasses.co.uk 25 67 26 ozealglasses.co.uk 26 51 33 aceandtate.com 27 59 26 shopzerouv.com 28 60 24 glassesonspec.co.uk 29 59 22 garrettleight.com 30 56 22

Need A Site Speed Audit?

GET IN TOUCH v 15 Let’s TALK “ 01244 564500

[email protected] An overall

Chester Newgate House indication of Newgate Street Chester CH1 1DE search trends London One Euston Square 40 Melton Street London is a good place NW1 2FD 0203 507 0077 to start, but understanding your own data will lead to better decision making.

Andrew Jobber Search Director 01244 122 3534 [email protected]

FIND OUT MORE 16 Brand Reach Score

We combined brand search volume with a score representing the effectiveness of content performance across social channels to rank how much umph a brand has online in their industry.

Brands with a high rank but low brand searches suggests positive action to improve overall brand reach, while a low rank with high brand searches could suggest that on-site optimisation and social strategy improvements are required.

Site Brand Searches Per Month Owned Social Score Rank specsavers.co.uk 673000 665 1 glasses.com 60500 277 2 visionexpress.com 165000 90 3 glassesdirect.co.uk 165000 70 4 visiondirect.co.uk 40500 285 5 aceandtate.com 18100 540 6 warbyparker.com 4400 2187 7 opticalexpress.co.uk 27100 213 8 zennioptical.com 1000 2762 9 selectspecs.com 49500 21 10 misterspex.co.uk 3600 287 11 lenscrafters.com 590 786 12 fashioneyewear.co.uk 5400 66 13 smartbuyglasses.co.uk 1000 287 14 garrettleight.com 1900 148 15 framesdirect.com 2900 91 16 rodenstock.com 590 364 17 goggles4u.co.uk 5400 37 18 eyebuydirect.com 210 531 19 pretavoir.co.uk 3600 25 20 spex4less.com 5400 12 21 speckyfoureyes.com 4400 13 22 directsight.co.uk 4400 8 23 designerglasses.co.uk 8100 4 24 glasses2you.co.uk 880 27 25 eyeconic.com 260 87 26 theopticshop.co.uk 1600 7 27 shopzerouv.com 10 702 28 perfectglasses.co.uk 880 8 29 fostergrant.co.uk 1300 4 30 17

Brand searches top 5

Site Brand Searches Per Month specsavers.co.uk 673000 visionexpress.com 165000 glassesdirect.co.uk 165000 glasses.com 60500

selectspecs.com 49500

Monthly brand searches shows an indication of brand recall within search behaviour. The top five are the most recalled names within search.

Social Score top 5

Site Owned Social Score zennioptical.com 2762 warbyparker.com 2187 lenscrafters.com 786 shopzerouv.com 702 specsavers.co.uk 665

Social score considers followers and engaged FIND OUT MORE conversations on all major social platforms. DISCUSS THE RESULTS The top five have a strong following, creating engagement through content and product campaigns.

Not Happy With The Result?

LET’S DISCUSS 18 Search Volume Trends

The graph below shows how the UK weekly search volume for your industry compares between 2016 and 2018.

As of October 2016, core Google search accounts for 58.84% of market share. (source, Jumpshot)

150

130

110 2017 90 2018

70 2019

Richard Waters Director FIND OUT MORE DISCUSS THE RESULTS Get In Touch To Schedule Your Free Audit

This report shows industry data at a top level; We simply don’t have space to add all the resulting insight as well.

Give us 30 minutes of your time and we’ll be able to give you actionable steps to improve your position in the rankings, or further dig down into your competitor’s movements.

CLAIM MY FREE AUDIT FIND OUT WHY 0800 122 3534 [email protected] www.Salience.co.uk