- Greenlight

The greenlight sector
REPORT
FOCUS
Natural Search
Paid Media
Integrated Search
An exclusive snapshot of the online Search landscape
DEC 2014
Report Overview
Executive Summary
This report profiles search behaviour for the online Beauty 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 Beauty-related terms. In our analysis we
established that:
In December, 5.2 million searches were made by consumers searching for Beauty-related terms on Google UK.
Queries for fragrance-related keywords accounted for 39% of all searches made for the sector.
The search term 'mac makeup' was queried 135,000 times, accounting for 3% of all searches made for the sector.
boots.com was the most visible website in the Natural Search listings, achieving a 54% share of voice.
amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 68% share of voice.
amazon.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:
Beauty Sector Report
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December 2014
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The most visible websites and advertisers on Google UK
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December Overview
In December 2014, 5.2 million searches were made for Beauty-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 Beauty market in the past 12 months.
Number of searches by subsector
At a glance
In December, 5.2 million searches were
made for beauty-related keywords.
Searches for fragrance keywords were
most popular, accounting for 39% of all
searches made for the sector.
Retrospective 12 month view of the online beauty market
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Natural Search
Beauty: Overall
5.2 million searches
In December 2014, 5.2 million searches were made by consumers searching for Beauty-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 5,881 keywords analysed.
Top 10 search terms:
Overview:
In December, the keyword ‘mac
makeup’ was queried 135,000 times,
accounting for 3% of all searches made
for Beauty-related keywords.
boots.com was the most visible
website, achieving a 54% share of
voice through ranking for 2,240
keywords, including the search terms
‘Hugo Boss aftershave’ and
‘aftershave’.
The 20 most visible websites:
amazon.co.uk attained a 46% share of
voice through ranking for 2,960
keywords, including the search terms
‘EOS lip balm UK’ and ‘Kate Moss
perfume’.
Beauty Sector Report
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December 2014
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The most visible websites and advertisers on Google UK
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Paid Media
Beauty: Overall
5.2 million searches
In December 2014, 5.2 million searches were made for Beauty-related keywords. The league table below displays the most visible
advertisers and ad creatives on Google UK for the 5,881 keywords analysed.
The 30 most visible advertisers:
At a glance:
In December, amazon.co.uk was the
most visible advertiser, achieving a
68% share of voice through bidding on
2,987 keywords, at an average ad
position of 4.
fragrancedirect.co.uk achieved a 28%
share of voice through bidding on 809
keywords, at an average ad position of
5.
Beauty Sector Report
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December 2014
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The most visible websites and advertisers on Google UK
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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
No website achieved strong
boots.com achieved strong
amazon.co.uk achieved strong
Integrated Search Visibility.
visibility in the Natural Search
visibility in the Paid Media
listings.
Space.
Beauty Sector Report
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December 2014
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The most visible websites and advertisers on Google UK
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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 tables 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
amazon.co.uk featured at the top of our
integrated search league table, as its
combined share of voice was most
dominant.
boots.com ranked second in our league
table, as it achieved a sizable share of
visibility in both the Natural Search and
Paid Media listings.
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About this report
How this report was created
Disclaimer:
Greenlight’s Research & Insights team collected 5,881
Beauty-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 Beauty sector in
December 2014.
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 17
different online industries. To view and download all FREE reports, visit
www.greenlightdigital.com/blog
Get in touch to discuss your site’s specific performance
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T: +44 (0)20 7253 7000
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