MATERNITY WEAR Digital Insights Report DECEMBER 2015 0800 122 3534 [email protected] www.insideonline.co.uk Contents 1. SEARCH VOLUME OVERVIEW 2. SEASONAL TRENDS 3. KEYWORD COMPETITIVENESS 5. NUMBER OF KEYWORDS 6. VISIBILITY YEAR ON YEAR 7. SHORT TERM POTENTIAL 8. RATE OF LINK ACQUISITION 9. AUTHORITY OF LINKING DOMAINS 10. VISIBILITY VS AUTHORITY 11. VISIBILITY VS INDEXED 12. UNDERPERFORMING SITES 14. SOCIAL INFLUENCE 15. CONTENT PERFORMANCE 16. CONTENT EXAMPLE insideonline MATERNITY WEAR Digital Insights Report See the world like we do In the world of SEO & digital marketing, data defines us, data measures us and data drives us. We see past the physical appearance of campaigns and look straight to the core of the data to build a view of the online landscape. We wanted to show you a view of the Maternity Wear market. Having access to data has been a constant passion of ours for years and we have acquired data from a huge array of sources in order to build our reports. Within this report we will share sets of data we have created for your sector and explain the implications of this information on the Maternity Wear industry. I hope you find the insights useful and we would love to hear what you think. Andy Cooper - Managing Director DDI: 01244 564505 [email protected] insideonline MATERNITY WEAR Digital Insights Report Search Volume Overview The global maternity wear market is expected to grow at a CAGR of 2.01% from 2015 – 2019. The increase in the pregnant working women population is the key driver for the growth of the maternity wear market. The rise in demand for maternity wear, from countries like India, is also fuelling the market for maternity wear. The fluctuations in birth rate are expected to pose a challenge for the growth of the maternity wear market. Macroeconomic factors such as disposable income and unemployment rate also impact the maternity wear market. BRAND SEARCHES PER MONTH DESKTOP VS MOBILE SEARCH vertbaudet 90500 mothercare 1000000 mamas and papas 368000 jojo maman bebe 90500 seraphine 14800 tiffany rose 4400 nine in the mirror 720 the essential one 720 rock-a-bye-rosie 720 mummy and little me 480 purpless 480 envie de fraises 390 yummy mummy maternity 260 DESKTOP 52% | MOBILE 48% fun mum 90 happy mum london 90 Note: these figures are approximate search slacks and co 50 volumes taken from Google. thyme maternity 40 essex maternity wear 30 bumps maternity 20 simply maternity 20 eb maternity 20 insideonline MATERNITY WEAR Digital Insights Report - 1 Seasonal Trends The graph below shows how the UK weekly search volume for ‘Maternity Wear’ compares between 2013 and 2015. The data has been normalised, therefore the trend lines show the percentage of peak search volume (y axis). The trend lines are designed to give some insight into what has been a turbulent year for online retail as a whole. ‘MATERNITY WEAR’ SEARCH VOLUME TRENDS 2013 2014 2015 The data above is taken from Google UK search only. It is important to highlight that the above seasonal trend The trends take into account searches from desktop is just for a single keyword. The trend shown is unlikely to and mobile devices. represent the overall search volume within the industry. If the search volume for the keyword above is down year on year, it may be that the search volume within longer- tail queries has increased. insideonline MATERNITY WEAR Digital Insights Report - 2 Keyword Competitiveness The chart below shows how monthly search volume for each specific keyword compares to the organic competitiveness of each keyword. Such analysis helps to identify “low hanging fruit” within the industry: keywords which have substantial search volume, but with limited competition in the search results. An effective search strategy will constantly review keyword strategy, examining short, medium and longer-term goals. How does your keyword strategy compare? KEYWORDS: *closely related statistics 1. maternity clothes 10. maternity trousers 18. nursing clothes 27. pregnancy dresses 2. maternity 11. maternity bras 19. maternity leggings 28. maternity top 3. maternity wear 12. maternity shorts 20. maternity bra 29. maternity skirt 4. cheap maternity clothes 13. maternity clothing 21. maternity tights 30. maternity swimsuit 5. maternity dresses 14. pregnancy clothes 22. maternity clothes online 31. maternity maxi dresses 6. maternity coats 15. *maternity evening dresses 23. maternity pants 32. maternity belt 7. maternity swimwear 15. *maternity clothes sale 24. maternity fashion 8. maternity maxi dress 16. maternity pajamas 25. plus size maternity clothes 9. maternity jeans 17. maternity underwear 26. pregnancy fashion insideonline MATERNITY WEAR Digital Insights Report - 3 Search engine algorithms are a series of complex data interactions. Using powerful technology and expert consultancy, Inside Online align your website’s search engine visibility to your business goals. ENTERPRISE CLASS TECHNICAL CONSULTANCY CONTAGIOUS CONTENT MARKETING Measurable business results delivered by a passionate and creative team. BE INSPIRED INSIDEONLINE.CO.UK insideonline MATERNITY WEAR Digital Insights Report - 4 Number of Keywords When we analyse the websites within these reports we also take into consideration the size of the sites. Some sites rank for keywords because they cross multiple markets, where some operate in more niche areas. This chart gives an indication of how large these sites are or how many keywords they rank for overall. This data is taken from Search metrics where every keyword that a site ranks for is take into account. this is regardless of position or amount of traffic. It represents your current standing within the search engines. insideonline MATERNITY WEAR Digital Insights Report - 5 Visibility Year on Year So what does this mean? Every market has a level of growth and opportunity, here we can see how domains have fared compared to the whole market. A domain may have increased over the year, but if the market has grown by a greater margin - has there been an opportunity lost? ORGANIC SEARCH DECEMBER 2015 DECEMBER 2014 DIFFERENCE VARIANCE mothercare.com 67545 77323 -13% 5% mamasandpapas.com 17844 27011 -34% -21% jojomamanbebe.co.uk 7652 8050 -5% 14% vertbaudet.co.uk 7135 6832 4% 25% seraphine.com 1280 1915 -33% -20% nineinthemirror.com 822 1125 -27% -12% tiffanyrose.com 536 1056 -49% -39% yummymummymaternity.co.uk 300 409 -27% -12% loft.com 283 328 -14% 3% mummyandlittleme.co.uk 203 486 -58% -50% rock-a-bye-rosie.com 197 129 53% 83% enviedefraises.co.uk 192 135 42% 70% funmum.com 192 100 92% 130% theessentialone.com 94 173 -46% -35% essexmaternitywear.com 55 9 511% 632% purpless.co.uk 52 54 -4% 15% happymum.london 43 1 4200% 5054% bumpsmaternity.com 41 108 -62% -54% thymematernity.com 29 14 107% 148% slacksandco.com 20 12 67% 100% ebmaternity.co.uk 12 0 0% 100% simplymaternity.co.uk 8 6 33% 60% AVERAGE GROWTH -16.57% 2014 saw fewer updates than in previous years from Other factors such as site changes (expanding or Google, however the updates themselves were larger, reducing site size for example) or making significant incorporating more of the core algorithm. Penguin 3 in structure changes are other common reasons for October and Panda 4.1 in September were the biggest observing big increases or decreases in organic visibility. updates and are the most likely to have had an effect on a domains visibility. insideonline MATERNITY WEAR Digital Insights Report - 6 Short Term Potential The graph below shows the number of unique organic keywords each website has ranking on page 2 or 3 of Google (positions 11 to 30). This is one way of measuring a sites short-term potential, as such keywords are unlikely to be generating much traffic (if any) in these positions. With a little push, it is entirely realistic to push many of these terms from page 2 or 3 onto page 1. In order to make the most of the short-term potential each site has, it is essential to know which keywords are ranking just outside of the traffic generating positions. Once this is known, some simple onsite tweaks may be required to give these terms the push they need to begin attracting organic traffic. Alternatively, if all possible onsite tweaks have been exhausted, the primary focus should switch to increasing the overall authority of the domain. insideonline MATERNITY WEAR Digital Insights Report - 7 Rate of Link Acquisition The greater the number of links a site has pointing towards it tends to correlate with the authoritativeness of the domain, which in turn tends to correlate with organic visibility. Therefore, not only is the current state of a domains link profile important, it is also vital to understand who is building new links the quickest (and how they are doing it!). The graph below shows the average rate at which each domain has acquired new links over the last 11 months. The source of this data is Majestic SEO. As a general rule, the larger brands manage to obtain the highest number of links per month due to their ability to naturally gather links. If smaller brands are managing to gather links at a higher rate, it could be that aggressive link manipulation is taking place. insideonline MATERNITY WEAR Digital Insights Report - 8 Authority of Linking Domains In light of recent Google updates, the quality of linking domains has never been more important or under as much scrutiny by Google. The graph below shows the number of unique linking domains each site has pointing to it, broken down by the authority of each linking domain. Such factors carry significant weighting within the Google algorithm, and are likely to continue doing so for the foreseeable future. Very Authoritative Domains 70-100 Above Average Domain Authority 50-69 Average Domain Authority 30-49 Low Domain Authority 10-29 Very Low Quality Domains Under 10 The ultimate goal of any link acquisition drive is to Sites which have a large number of lower quality links achieve links from domains within the 70 – 100 range.