The greenlight sector

The greenlight sector
REPORT
PRODUCT FOCUS:
Accessories
Apparel
Bikes
Components & Tools
Helmets & Pads
An exclusive snapshot of the online Search landscape
SEPT 2015
Report Overview
Executive Summary
This report profiles search behaviour for the online Cycles sector. It analyses which websites, advertisers and brands were most visible in
the Google UK Natural Search and Paid Media listings, when consumers searched for Cycles-related terms. In our analysis we
established that:
In September, 1 million searches were made by consumers searching for Cycles-related terms on Google UK.
Queries for accessories keywords accounted for 40% of all searches made for the sector.
The search term 'mountain bikes' was queried 40,500 times, accounting for 4% of all searches made for the sector.
evanscycles.com was the most visible website in the Natural Search listings, achieving a 68% share of voice.
amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 75% share of voice.
wiggle.co.uk ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural
Search and Paid Media listings.
Percentage breakdown of searches made for each subsector:
Cycles Sector Report
|
September 2015
|
The most visible websites and advertisers on Google UK
2
September Overview
In September 2015, 1 million searches were made for Cycles-related terms. The graphs below show a breakdown of the number of
searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the
online Cycles market in the past 12 months.
Number of searches by subsector
At a glance
In September, 1 million searches
were made for cycles keywords.
Searches for accessories keywords
were most popular, accounting for
40% of all searches made for the
sector.
Retrospective 12 month view
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
3
Natural Search
Cycles: Overall
1 million searches
In September 2015, 1 million searches were made by consumers searching for Cycles-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 1,036 keywords analysed.
Top 10 search terms:
Overview:
In September, the keyword ‘mountain
bikes’ was queried 40,500 times,
accounting for 4% of all searches made
for Cycles-related keywords.
evanscycles.com was the most visible
website, achieving a 68% share of
voice through ranking for 786
keywords, including the search terms
‘mountain bikes’ and ‘bikes’.
The 20 most visible websites:
halfords.com attained a 67% share of
voice through ranking for 742
keywords, including the search terms
‘bmx bikes’ and ‘mountain bikes’.
Cycles Sector Report
|
September 2015
|
The most visible websites and advertisers on Google UK
4
Cycles: Accessories
403,630 searches
In September 2015, 403,630 searches were made by consumers searching for accessory-related keywords. The league table below
shows which websites were most visible in the Natural Search listings on Google UK for the 449 keywords analysed.
Top 10 search terms:
Overview:
In September, the keyword ‘garmin
edge 500’ was queried 27,100 times,
accounting for 7% of all searches made
for Accessory-related keywords.
amazon.co.uk was the most visible
website, achieving a 64% share of
voice through ranking for 385
keywords, including the search terms
‘bike cover’ and ‘handheld gps’.
The 20 most visible websites:
wiggle.co.uk attained a 59% share of
voice through ranking for 295
keywords, including the search terms
‘gps watch’ and ‘garmin 810’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
5
Natural Search
Cycles: Apparel
167,630 searches
In September 2015, 167,630 searches were made by consumers searching for apparel-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 292 keywords analysed.
Top 10 search terms:
Overview:
In September, the keyword ‘boys
clothes’ was queried 8,100 times,
accounting for 5% of all searches made
for Apparel-related keywords.
wiggle.co.uk was the most visible
website, achieving an 81% share of
voice through ranking for 254
keywords, including the search terms
‘cycling shoes’ and ‘cycling clothing’.
The 20 most visible websites:
evanscycles.com attained a 74% share
of voice through ranking for 248
keywords, including the search terms
‘waterproof cycling jacket’ and ‘cycling
jackets’.
Cycles Sector Report
|
September 2015
|
The most visible websites and advertisers on Google UK
6
Cycles: Bikes
346,920 searches
In September 2015, 346,920 searches were made by consumers searching for bike-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 141 keywords analysed.
Top 10 search terms:
Overview:
In September, the keyword ‘bikes’ was
queried 40,500 times, accounting for
12% of all searches made for
Bike-related keywords.
halfords.com was the most visible
website, achieving a 94% share of
voice through ranking for 111 keywords,
including the search terms ‘bmx bikes’
and ‘mountain bikes’.
The 20 most visible websites:
evanscycles.com attained an 83%
share of voice through ranking for 113
keywords, including the search terms
‘mountain bikes’ and ‘bikes’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
7
Natural Search
Cycles: Components & Tools
29,610 searches
In September 2015, 29,610 searches were made by consumers searching for component & tool-related keywords. The league table
below shows which websites were most visible in the Natural Search listings on Google UK for the 65 keywords analysed.
Top 10 search terms:
Overview:
In September, the keyword ‘bike pump’
was queried 3,600 times, accounting
for 12% of all searches made for
Component & Tool-related keywords.
halfords.com was the most visible
website, achieving a 73% share of
voice through ranking for 59 keywords,
including the search terms ‘bike pump’
and ‘bicycle pump’.
The 20 most visible websites:
evanscycles.com attained a 53% share
of voice through ranking for 55
keywords, including the search terms
‘bike tools’ and ‘cycle pumps’.
Cycles Sector Report
|
September 2015
|
The most visible websites and advertisers on Google UK
8
Cycles: Helmets & Pads
59,540 searches
In September 2015, 59,540 searches were made by consumers searching for helmet & pad-related keywords. The league table below
shows which websites were most visible in the Natural Search listings on Google UK for the 89 keywords analysed.
Top 10 search terms:
Overview:
In September, the keyword ‘bike
helmets’ was queried 6,600 times,
accounting for 11% of all searches
made for Helmet & Pad-related
keywords.
halfords.com was the most visible
website, achieving a 72% share of
voice through ranking for 75 keywords,
including the search terms ‘bike
helmets’ and ‘cycle helmets’.
The 20 most visible websites:
evanscycles.com attained a 69% share
of voice through ranking for 77
keywords, including the search terms
‘giro monza helmet’ and ‘bmx helmets’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
9
Paid Media
Cycles: Overall
1 million searches
In September 2015, 1 million searches were made for Cycles-related keywords. The league table below displays the most visible
advertisers and ad creatives on Google UK for the 1,036 keywords analysed.
The 30 most visible advertisers:
At a glance:
In September, amazon.co.uk was the
most visible advertiser, achieving a
75% share of voice through bidding on
896 keywords, at an average ad
position of 4.
wiggle.co.uk achieved a 62% share of
voice through bidding on 712
keywords, at an average ad position of
4.
Cycles Sector Report
|
September 2015
|
The most visible websites and advertisers on Google UK
10
Cycles: Accessories
403,630 searches
In September 2015, 403,630 searches were made for accessory-related keywords. The league tables below display the most visible
advertisers and ad creatives on Google UK for the 449 keywords analysed.
The 20 most visible advertisers:
At a glance:
In September, amazon.co.uk was the
most visible advertiser, achieving a
90% share of voice through bidding on
401 keywords, at an average ad
position of 3.
wiggle.co.uk achieved a 67% share of
voice through bidding on 283
keywords, at an average ad position of
4.
wiggle.co.uk displayed the most visible
individual ad creative, achieving an 8%
share of voice.
The 5 most visible ad creatives:
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
11
Paid Media
Cycles: Apparel
167,630 searches
In September 2015, 167,630 searches were made for apparel-related keywords. The league tables below display the most visible
advertisers and ad creatives on Google UK for the 292 keywords analysed.
The 20 most visible advertisers:
At a glance:
In September, amazon.co.uk was the
most visible advertiser, achieving an
80% share of voice through bidding on
255 keywords, at an average ad
position of 5.
wiggle.co.uk achieved a 78% share of
voice through bidding on 237
keywords, at an average ad position of
4.
www.vulpine.cc displayed the most
visible individual ad creative, achieving
a 21% share of voice.
The 5 most visible ad creatives:
Cycles Sector Report
|
September 2015
|
The most visible websites and advertisers on Google UK
12
Cycles: Bikes
346,920 searches
In September 2015, 346,920 searches were made for bike-related keywords. The league tables below display the most visible advertisers
and ad creatives on Google UK for the 141 keywords analysed.
The 20 most visible advertisers:
At a glance:
In September, argos.co.uk was the
most visible advertiser, achieving a
67% share of voice through bidding on
34 keywords, at an average ad position
of 5.
worldbicyclerelief.org achieved a 65%
share of voice through bidding on 82
keywords, at an average ad position of
6.
bikesdirect.com displayed the most
visible individual ad creative, achieving
a 25% share of voice.
The 5 most visible ad creatives:
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
13
Paid Media
Cycles: Components & Tools
29,610 searches
In September 2015, 29,610 searches were made for component & tool-related keywords. The league tables below display the most
visible advertisers and ad creatives on Google UK for the 65 keywords analysed.
The 20 most visible advertisers:
At a glance:
In September, amazon.co.uk was the
most visible advertiser, achieving an
87% share of voice through bidding on
61 keywords, at an average ad position
of 4.
ebay.co.uk achieved a 56% share of
voice through bidding on 55 keywords,
at an average ad position of 6.
amazon.co.uk displayed the most
visible individual ad creative, achieving
a 28% share of voice.
The 5 most visible ad creatives:
Cycles Sector Report
|
September 2015
|
The most visible websites and advertisers on Google UK
14
Cycles: Helmets & Pads
59,540 searches
In September 2015, 59,540 searches were made for helmet & pad-related keywords. The league tables below display the most visible
advertisers and ad creatives on Google UK for the 89 keywords analysed.
The 20 most visible advertisers:
At a glance:
In September, amazon.co.uk was the
most visible advertiser, achieving a
92% share of voice through bidding on
83 keywords, at an average ad position
of 3.
evanscycles.com achieved a 60%
share of voice through bidding on 64
keywords, at an average ad position of
4.
worldofreviews.co.uk displayed the
most visible individual ad creative,
achieving a 22% share of voice.
The 5 most visible ad creatives:
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
15
Integrated Search
Which websites/advertisers were most visible overall on Google UK?
The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural
Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.
Strong Natural
Search visibility
Strong Integrated
Search visibility
Poor Integrated
Search visibility
Strong Paid
Media visibility
wiggle.co.uk achieved strong
3 websites achieved strong
wiggle.co.uk and amazon.co.uk
Integrated Search Visibility.
visibility in the Natural Search
achieved strong visibility in the
listings.
Paid Media Space.
Cycles Sector Report
|
September 2015
|
The most visible websites and advertisers on Google UK
16
The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to
their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated
Search visibility on Google UK.
The 40 most visible websites overall:
At a glance
wiggle.co.uk featured at the top of our
integrated search league table, as its
combined share of voice was most
dominant.
amazon.co.uk ranked second in our
league table, as it achieved a sizable
share of visibility in both the Natural
Search and Paid Media listings.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
17
About this report
How this report was created
Disclaimer:
Greenlight’s Research & Insights team collected 1,036
Cycles-related terms queried by online consumers. The
keyword set was then uploaded to Greenlight’s
OneHydra platform, which collected volumes for the
associated keywords. OneHydra then analysed which
websites and advertisers appeared for the keywords
analysed and from there, ranked websites and
advertisers based on their share of visibility in the
Natural Search listings and Paid Media space on Google
UK.
The information provided in this report is for information
only and should not be relied upon to enter into any
business transaction or to make any commercial
decision. Whilst Greenlight has made every effort to
ensure the accuracy of this report, Greenlight cannot
accept any liability for any error or inaccuracy found
within this document and no warranty is provided
regarding its completeness or its suitability for any
purpose. The content of the report is the copyright of
Greenlight Digital Limited. The reader may use and
circulate the report within its own business organisation.
However, it is not permitted to exploit, distribute, sell or
otherwise make use of the report for commercial gain. It
is permitted to reproduce extracts of the report for
public interest, provided that the publisher credits
Greenlight as the source of the work.
All data displayed in this report is based on a wide range
of keywords, and therefore aims to provide readers with
a generic overview of the online Cycles sector in
September 2015.
Bespoke Sector Reports
Get in touch
If you can’t find a report which analyses the online industry you are
interested in or if you want to analyse a specific keyword set, get in
touch and find out more about Greenlight’s bespoke reports.
Greenlight currently creates bespoke reports for a wide range of
online brands, providing Marketing teams with the insights they need
to make informed decisions about their online strategies in the UK
and abroad.
Contact
Phil Armorgie
Business Development Director
T: +44 (0) 20 3326 6224
Email: phil.armorgie@greenlightdigital.com
Download free reports
Greenlight’s Research & Insights team produce Sector Reports analysing 27
different online industries. To view and download all FREE reports, visit
www.greenlightdigital.com/blog
Cycles Sector Report
|
September 2015
|
The most visible websites and advertisers on Google UK
18