The greenlight sector

The greenlight sector
REPORT
PRODUCT FOCUS:
Natural Search
Paid Media
Integrated Search
An exclusive snapshot of the online Search landscape
JUNE 2015
Report Overview
Executive Summary
This report profiles search behaviour for the online Kids 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 Kids-related terms. In our analysis we established
that:
In June, 2.8 million searches were made by consumers searching for Kids-related terms on Google UK.
Queries for toys keywords accounted for 83% of all searches made for the sector.
The search term 'games' was queried 550,000 times, accounting for 19% of all searches made for the sector.
argos.co.uk was the most visible website in the Natural Search listings, achieving a 40% share of voice.
amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 53% 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:
Kids Sector Report
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June 2015
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The most visible websites and advertisers on Google UK
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June Overview
In June 2015, 2.8 million searches were made for Kids-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 Kids
market in the past 12 months.
Number of searches by subsector
At a glance
In June, 2.8 million searches were
made for kids keywords.
Searches for toys keywords were most
popular, accounting for 83% 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
Kids: Overall
2.8 million searches
In June 2015, 2.8 million searches were made by consumers searching for Kids-related keywords. The league table below shows which
websites were most visible in the Natural Search listings on Google UK for the 2,002 keywords analysed.
Top 10 search terms:
Overview:
In June, the keyword ‘games’ was
queried 550,000 times, accounting for
19% of all searches made for
Kids-related keywords.
argos.co.uk was the most visible
website, achieving a 40% share of
voice through ranking for 745
keywords, including the search terms
‘toys’ and ‘peppa pig toys’.
toysrus.co.uk attained a 33% share of
The 20 most visible websites:
voice through ranking for 572
keywords, including the search terms
‘toys’ and ‘peppa pig toys’.
Kids Sector Report
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June 2015
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The most visible websites and advertisers on Google UK
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Kids: Boys Clothes
107,860 searches
In June 2015, 107,860 searches were made by consumers searching for boys clothes-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 501 keywords analysed.
Top 10 search terms:
Overview:
In June, the keyword ‘boys clothes’ was
queried 6,600 times, accounting for
6% of all searches made for Boys
Clothes-related keywords.
next.co.uk was the most visible
website, achieving a 79% share of
voice through ranking for 220
keywords, including the search terms
‘boys clothes’ and ‘boys shorts’.
debenhams.com attained a 64% share
The 20 most visible websites:
of voice through ranking for 216
keywords, including the search terms
‘boys cardigan’ and ‘boys dressing
gown’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
5
Natural Search
Kids: Girls Clothes
83,000 searches
In June 2015, 83,000 searches were made by consumers searching for girls clothes-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 398 keywords analysed.
Top 10 search terms:
Overview:
In June, the keyword ‘girls clothes’ was
queried 6,600 times, accounting for
8% of all searches made for Girls
Clothes-related keywords.
next.co.uk was the most visible
website, achieving a 75% share of
voice through ranking for 190
keywords, including the search terms
‘girls shorts’ and ‘girls denim jacket’.
debenhams.com attained a 63% share
The 20 most visible websites:
of voice through ranking for 179
keywords, including the search terms
‘girls coats’ and ‘girls leggings’.
Kids Sector Report
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June 2015
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The most visible websites and advertisers on Google UK
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Kids: Toys
2.4 million searches
In June 2015, 2.4 million searches were made by consumers searching for toys-related keywords. The league table below shows which
websites were most visible in the Natural Search listings on Google UK for the 656 keywords analysed.
Top 10 search terms:
Overview:
In June, the keyword ‘games’ was
queried 550,000 times, accounting for
23% of all searches made for
Toys-related keywords.
argos.co.uk was the most visible
website, achieving a 40% share of
voice through ranking for 470
keywords, including the search terms
‘toys’ and ‘peppa pig toys’.
toysrus.co.uk attained a 34% share of
The 20 most visible websites:
voice through ranking for 412
keywords, including the search terms
‘toys’ and ‘peppa pig toys’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
7
Natural Search
Kids: Furniture
16,630 searches
In June 2015, 16,630 searches were made by consumers searching for furniture-related keywords. The league table below shows which
websites were most visible in the Natural Search listings on Google UK for the 71 keywords analysed.
Top 10 search terms:
Overview:
In June, the keyword ‘childrens garden
furniture’ was queried 3,600 times,
accounting for 22% of all searches
made for Furniture-related keywords.
argos.co.uk was the most visible
website, achieving a 77% share of
voice through ranking for 23 keywords,
including the search terms ‘childrens
garden furniture’ and ‘childrens garden
furniture’.
The 20 most visible websites:
homebase.co.uk attained a 65% share
of voice through ranking for 19
keywords, including the search terms
‘kids furniture sets’ and ‘childrens
furniture sets’.
Kids Sector Report
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June 2015
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The most visible websites and advertisers on Google UK
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Kids: Accessories
272,530 searches
In June 2015, 272,530 searches were made by consumers searching for accessories-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 376 keywords analysed.
Top 10 search terms:
Overview:
In June, the keyword ‘pushchairs’ was
queried 27,100 times, accounting for
10% of all searches made for
Accessories-related keywords.
mothercare.com was the most visible
website, achieving an 86% share of
voice through ranking for 230
keywords, including the search terms
‘pushchairs’ and ‘car seats’.
The 20 most visible websites:
argos.co.uk attained a 70% share of
voice through ranking for 215
keywords, including the search terms
‘pushchairs uk’ and ‘baby seat’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
9
Paid Media
Kids: Overall
2.8 million searches
In June 2015, 2.8 million searches were made for Kids-related keywords. The league table below displays the most visible advertisers and
ad creatives on Google UK for the 2,002 keywords analysed.
The 30 most visible advertisers:
At a glance:
In June, amazon.co.uk was the most
visible advertiser, achieving a 53%
share of voice through bidding on 1,244
keywords, at an average ad position of
5.
argos.co.uk achieved a 24% share of
voice through bidding on 356
keywords, at an average ad position of
5.
Kids Sector Report
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June 2015
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The most visible websites and advertisers on Google UK
10
Kids: Boys Clothes
107,860 searches
In June 2015, 107,860 searches were made for boys clothes-related keywords. The league tables below display the most visible
advertisers and ad creatives on Google UK for the 501 keywords analysed.
The 20 most visible advertisers:
At a glance:
In June, amazon.co.uk was the most
visible advertiser, achieving a 66%
share of voice through bidding on 230
keywords, at an average ad position of
6.
clothingattesco.com achieved a 45%
share of voice through bidding on 150
keywords, at an average ad position of
7.
boden.co.uk displayed the most visible
individual ad creative, achieving a 10%
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
Kids: Girls Clothes
83,000 searches
In June 2015, 83,000 searches were made for girls clothes-related keywords. The league tables below display the most visible
advertisers and ad creatives on Google UK for the 398 keywords analysed.
The 20 most visible advertisers:
At a glance:
In June, amazon.co.uk was the most
visible advertiser, achieving a 56%
share of voice through bidding on 196
keywords, at an average ad position of
6.
boden.co.uk achieved a 52% share of
voice through bidding on 145
keywords, at an average ad position of
7.
mango.com displayed the most visible
individual ad creative, achieving a 13%
share of voice.
The 5 most visible ad creatives:
Kids Sector Report
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June 2015
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The most visible websites and advertisers on Google UK
12
Kids: Toys
2.4 million searches
In June 2015, 2.4 million searches were made for toys-related keywords. The league tables below display the most visible advertisers and
ad creatives on Google UK for the 656 keywords analysed.
The 20 most visible advertisers:
At a glance:
In June, amazon.co.uk was the most
visible advertiser, achieving a 49%
share of voice through bidding on 557
keywords, at an average ad position of
3.
google.com achieved a 26% share of
voice through bidding on 11 keywords,
at an average ad position of 4.
google.com displayed the most visible
individual ad creative, achieving a 24%
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
Kids: Furniture
16,630 searches
In June 2015, 16,630 searches were made for furniture-related keywords. The league tables below display the most visible advertisers
and ad creatives on Google UK for the 71 keywords analysed.
The 20 most visible advertisers:
At a glance:
In June, gltc.co.uk was the most visible
advertiser, achieving a 55% share of
voice through bidding on 15 keywords,
at an average ad position of 4.
amazon.co.uk achieved a 52% share of
voice through bidding on 16 keywords,
at an average ad position of 6.
gltc.co.uk displayed the most visible
individual ad creative, achieving a 36%
share of voice.
The 5 most visible ad creatives:
Kids Sector Report
|
June 2015
|
The most visible websites and advertisers on Google UK
14
Kids: Accessories
272,530 searches
In June 2015, 272,530 searches were made for accessories-related keywords. The league tables below display the most visible
advertisers and ad creatives on Google UK for the 376 keywords analysed.
The 20 most visible advertisers:
At a glance:
In June, amazon.co.uk was the most
visible advertiser, achieving a 79%
share of voice through bidding on 245
keywords, at an average ad position of
5.
kiddicare.com achieved a 61% share of
voice through bidding on 122
keywords, at an average ad position of
7.
amazon.co.uk displayed the most
visible individual ad creative, achieving
a 17% 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
No website achieved strong
No website achieved strong
amazon.co.uk achieved strong
Integrated Search Visibility.
visibility in the Natural Search
visibility in the Paid Media
listings.
Space.
Kids Sector Report
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June 2015
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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 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
amazon.co.uk featured at the top of our
integrated search league table, as its
combined share of voice was most
dominant.
argos.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 2,002
Kids-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 Kids sector in June
2015.
Bespoke Sector Reports
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.
Get in touch
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
Kids Sector Report
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June 2015
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The most visible websites and advertisers on Google UK
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