Glasses RetailersInsight Report

May 2018

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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 the Glasses Retailers Market.

The data in this edition of the biannual Glasses Retailers Market Insight Report shows the success or shortcomings, of your site against your competitors, from your market share of visibility in Google organic trends from your customers.

Get stuck in.

Brand Reach Score

Link Authority

Search Volume Trends

Dreams Case Study

Set us a challenge

Visibility Year on Year

Visibility Vs Authority

Underperforming Sites

Our Services

Keyword Potential

High Competition Keywords

Opportunity Keywords

Digital Magazines

Education Centres

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We are Inside Online.

Richard WatersSales and Marketing Director 01244 564 501ric@insideonline.co.uk

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.

Monthly brand searches shows an indication of brand recall within search behaviour. The top five

are the most recalled names within search.

Social score considers followers and engaged conversations on all major social platforms.

The top five have a strong following, creating engagement through content and product

campaigns.

Site Brand Searches Per Month

specsavers.co.uk 550000

visionexpress.com 135000

glassesdirect.co.uk 135000

tescoopticians.com 60500

sunglasshut.com 49500

Site Owned Social Score

sunglasshut.com 4750

specsavers.co.uk 666

aceandtate.com 490

eyebuydirect.com 389

visiondirect.co.uk 276

Brand searches top 5

Social Score top 5

Brand Reach Score

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Site Brand Searches Per Month

Owned Social Score

Rank

specsavers.co.uk 550000 666 1

sunglasshut.com 49500 4750 2

visionexpress.com 135000 86 3

glassesdirect.co.uk 135000 70 4

visiondirect.co.uk 33100 276 5

aceandtate.com 6600 490 6

selectspecs.com 27100 117 7

misterspex.co.uk 3600 253 8

shadestation.co.uk 8100 79 9

cubitts.co.uk 9900 41 10

feelgoodcontacts.com 6600 54 11

fashioneyewear.co.uk 4400 66 12

framesdirect.com 2900 88 13

smartbuyglasses.co.uk 1000 250 14

redhotsunglasses.co.uk 1900 97 15

eyewearbrands.com 5400 33 16

goggles4u.co.uk 4400 38 17

davidclulow.com 8100 19 18

scrivens.com 5400 22 19

eyebuydirect.com 210 389 20

pretavoir.co.uk 3600 22 21

lenstore.co.uk 9900 8 22

speckyfoureyes.com 3600 14 23

designerglasses.co.uk 8100 5 24

spex4less.com 3600 11 25

directsight.co.uk 3600 9 26

kiteeyewear.com 720 34 27

theopticshop.co.uk 1600 12 28

fostergrant.co.uk 1000 16 29

rxsport.co.uk 1900 7 30

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)

An overall indication of search trends is a good place to start, but understanding your own data will lead to better decision making.

Andrew JobberSearch Director

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0800 122 3530

ChesterNewgate HouseNewgate StreetCH1 1DE

LondonOne Euston Square40 Melton StreetLondonNW1 2FD0203 507 0077

ric@insideonline.co.uk

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Links are still one of the most important ranking factors in 2017, so consistently gaining new high-quality links can be great for business. Don’t lose focus on the high quality part, though. High link volumes without the quality could spell trouble ahead.

Our link authority score ranks sites in your industry based on number of links per month vs. the quality of those links.

LinkAuthority Score

Consistently gaining a low quantity of high-authority links could show that a brand has the right link-building foundations in place, but needs to work on

scaling that activity to successfully compete in their marketplace.

Consistently gaining a high quantity of low-authority links highlights an urgent need to redress your off-site reputation. Creating a regular disavow process and reconsidering your link-building strategy should be high priority for you to ensure the now real-time Penguin 4 keeps its anatomically redundant yet

commercially terrifying wings off your rankings.

High quality, low volume

Low quality, high volume

Site Avg monthly referals

Avg Quality of Referring Domains

Rank

sunglasshut.com 515 3.69 1

framesdirect.com 494 3.35 2

specsavers.co.uk 306 3.89 3

shadestation.co.uk 470 2.98 4

visionexpress.com 251 3.32 5

selectspecs.com 469 2.62 6

sunglasses-shop.co.uk 176 3.40 7

visiondirect.co.uk 129 3.58 8

glassesdirect.co.uk 170 3.20 9

eyebuydirect.com 141 3.02 10

eyewearbrands.com 112 3.24 11

perfectglasses.co.uk 82 3.48 12

eyekit.co 254 2.38 13

smartbuyglasses.co.uk 113 2.94 14

fashioneyewear.co.uk 164 2.28 15

pretavoir.co.uk 190 2.15 16

cubitts.co.uk 43 3.22 17

lenstore.co.uk 160 2.07 18

redhotsunglasses.co.uk 124 2.25 19

davidclulow.com 65 2.58 20

goggles4u.co.uk 60 2.46 21

tescoopticians.com 184 1.69 22

rxsport.co.uk 96 2.00 23

aceandtate.com 27 3.00 24

feelgoodcontacts.com 98 1.88 25

onlineopticiansuk.com 30 2.74 26

glasses2you.co.uk 72 2.03 27

misterspex.co.uk 77 1.99 28

spex4less.com 82 1.94 29

theopticshop.co.uk 59 2.17 30

Site Avg monthly referals

Avg Quality of Referring Domains

theglassescompany.co.uk 11 3.66

perfectglasses.co.uk 82 3.48

goodlookers.co.uk 6 3.42

cubitts.co.uk 43 3.22

kiteeyewear.com 11 3.20

Site Avg monthly referals

Avg Quality of Referring Domains

eyekit.co 254 2.38

pretavoir.co.uk 190 2.15

tescoopticians.com 184 1.69

fashioneyewear.co.uk 164 2.28

lenstore.co.uk 160 2.07

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Benchmark your digital performance

Schedule Your Free Audit Now

With eight years of search marketing experience, we excel at providing results. Our

free audit will identify areas for quick wins with your site, providing actionable steps for you to improve your organic visibility, traffic,

conversions, and revenue.

185%INCREASE IN ORGANICREVENUE

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

Sales and Marketing Director 01244 564 501

ric@insideonline.co.uk

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VisibilityYear on YearHere 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?

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

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

Winners

Losers

SITE Jun-17 Jun-16 Difference Compared to Market

specsavers.co.uk 25902 32235 -20% -49%

sunglasshut.com 8427 8895 -5% -35%

glassesdirect.co.uk 7286 7054 3% -26%

sunglasses-shop.co.uk 6665 7143 -7% -36%

visiondirect.co.uk 6473 6787 -5% -34%

visionexpress.com 5959 5988 -0% -30%

shadestation.co.uk 4607 3885 19% -11%

tescoopticians.com 4074 8131 -50% -79%

lenstore.co.uk 3508 2115 66% 36%

smartbuyglasses.co.uk 3239 3334 -3% -32%

selectspecs.com 2693 2048 31% 2%

fashioneyewear.co.uk 2505 1383 81% 52%

framesdirect.com 2146 2804 -23% -53%

feelgoodcontacts.com 2135 1028 108% 78%

spex4less.com 2109 1538 37% 8%

pretavoir.co.uk 1774 3356 -47% -77%

misterspex.co.uk 1682 2043 -18% -47%

rxsport.co.uk 1667 1747 -5% -34%

eyewearbrands.com 1212 1646 -26% -56%

baileynelson.co.uk 1186 117 914% 884%

directsight.co.uk 1171 822 42% 13%

davidclulow.com 974 598 63% 33%

scrivens.com 967 748 29% -0%

bootsdesignersunglasses.com 965 182 430% 401%

onlineopticiansuk.com 780 1653 -53% -82%

redhotsunglasses.co.uk 707 1485 -52% -82%

perfectglasses.co.uk 666 433 54% 24%

goggles4u.co.uk 616 770 -20% -50%

cubitts.co.uk 616 352 75% 45%

goodlookers.co.uk 615 321 92% 62%

theopticshop.co.uk 555 302 84% 54%

SITE Jun-17 Jun-16 Differencelenstore.co.uk 3508 2115 66%

fashioneyewear.co.uk 2505 1383 81%

feelgoodcontacts.com 2135 1028 108%

baileynelson.co.uk 1186 117 914%

bootsdesignersunglasses.com 965 182 430%

SITE Jun-17 Jun-16 Differencespecsavers.co.uk 25902 32235 -20%

tescoopticians.com 4074 8131 -50%

pretavoir.co.uk 1774 3356 -47%

onlineopticiansuk.com 780 1653 -53%

redhotsunglasses.co.uk 707 1485 -52%

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Key:

Visibility vs Authority

What does this mean for you and your business?

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.

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Those with high visibility but low authority have laid good foundations for their site and would benefit from increased search marketing activity to build on those foundations.

Sites with low visibility and authority - look on the bright side, as there’s a lot of room for improvement. Brands in this zone should consider urgently rethinking their on-site technical and structural setup, as well as their keyword strategy and off-site campaigns.

Hats off to these guys. They’ve built their house right and have the search marketing strategy to expand. Just promise you’ll go easy on us when you start conquering the world.

Low visibility, high authority. At school, these sites were the kids who ‘had potential.’ There are clearly some on-site issues holding these brands back. Whether those issues lie in content, structure, or tech, an on-site review is highly recommended.

specsavers.co.uk 1 tescoopticians.com 11 davidclulow.com 21

sunglasshut.com 2 feelgoodcontacts.com 12 rxsport.co.uk 22

visionexpress.com 3 selectspecs.com 13 aceandtate.com 23

glassesdirect.co.uk 4 pretavoir.co.uk 14 perfectglasses.co.uk 24

visiondirect.co.uk 5 misterspex.co.uk 15 eyebuydirect.com 25

sunglasses-shop.co.uk 6 scrivens.com 16 cubitts.co.uk 26

shadestation.co.uk 7 fashioneyewear.co.uk 17 redhotsunglasses.co.uk 27

lenstore.co.uk 8 eyewearbrands.com 18 directsight.co.uk 28

framesdirect.com 9 spex4less.com 19 bootsdesignersunglasses.com 29

smartbuyglasses.co.uk 10 baileynelson.co.uk 20 glasses2you.co.uk 30

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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.

Underperforming Sites

High visibility, low authority

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 Visibilitytescoopticians.com 36 4074

fashioneyewear.co.uk 31 2505

spex4less.com 30 2109

rxsport.co.uk 29 1667

directsight.co.uk 26 1171

Site Domain Authority Organic Visibilityeyebuydirect.com 49 258

scrivens.com 44 967

aceandtate.com 43 483

perfectglasses.co.uk 38 666

davidclulow.com 37 974

DATA

STORY

AUDIENCE

AuditFind short-term wins

• Technical SEO • Content analysis • Penalty Recovery

Strategy Stand out from the crowd

• Persona development • Content strategy • Brand positioning &

Experience

Channel Integration Unify your marketing efforts

• Omni-channel planning • eCRM integration • Owned audience development

OptimiseBuild for long-term success

• Click Through Rate testing • Conversion Rate Optimisation • Keyword strategy

ProductionCreate engaging stories

• Copywriting • Editorial & expert content • Visual & interactive experiences

Paid Media Target the right person at the right time

• Google & Bing • Remarketing • Social media

Monitor Maintain market share

• SEO monitoring • Link analysis and disavow

updates • Competitor insight

Development Evolve your brand experience

• Digital Magazines • Shoppable content • Conversion pages

Digital PR Be heard through the noise

• Publisher relations • Influencer Engagement • Blogger Outreach

Our Services

Richard WatersSales and Marketing Director 0800 122 3530ric@insideonline.co.uk

0711 1213 1409 1013 14

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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 3 & beyond).

Keyword Potential These sites have the biggest opportunity

for quick results within their current ranking keywords. Their best next steps should be to employ technical optimisation of relevant pages to bring those keywords onto page 1.

Quick win opportunities

For those who reside mostly on page 1, focusing on maximising traffic from their current position through micro-optimisation and click-through- rate optimisation will help fine-tune performance.

A large percentage of keywords appearing on or below page 3 indicates serious technical issues with your site or a misguided keyword strategy. Deeper analysis of the site performance will indicate the changes needed to improve.

Prime for Micro Optimisation

Strategy and Technical Issues

Page 1 (%) Micro-optimisation

Page 2 / 3 (%) Quick wins

Below Page 3 (%) Strategy and technical issues

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Site Keyword Opps%bootsdesignersunglasses.com 53%

theglassescompany.co.uk 50%

redhotsunglasses.co.uk 49%

perfectglasses.co.uk 49%

misterspex.co.uk 46%

Site Keywords on Page 1visiondirect.co.uk 70%

lenstore.co.uk 61%

feelgoodcontacts.com 52%

glassesdirect.co.uk 49%

onlineopticiansuk.com 49%

Site Keywords Below Page 3aceandtate.com 53%

glasses123.co.uk 48%

cubitts.co.uk 44%

baileynelson.co.uk 44%

scrivens.com 41%

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High CompetitionKeywordsFor 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.

Competitiveness

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Competitiveness

Keyword Order Competitiveness Local Monthly Searches (UK)sunglasses 1 46 90500

glasses 2 37 49500

sunglasses for men 3 36 33100

polarized sunglasses 4 36 12100

aviator sunglasses 5 37 8100

aviators 6 45 4400

cat eye sunglasses 7 36 8100

cheap glasses 8 38 6600

cheap sunglasses 9 39 4400

buy glasses online 10 41 3600

cheap glasses online 11 40 3600

mirrored sunglasses 12 36 4400

fashion glasses 13 38 3600

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OpportunityKeywordsThese 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.

Keyword Order Competitiveness Local Monthly Searchesprescription sunglasses 1 27 22200

reading glasses 2 21 14800

designer sunglasses 3 29 9900

sunglasses for women 4 34 12100

designer glasses 5 30 8100

mens glasses 6 27 6600

mens designer sunglasses 7 28 6600

round glasses 8 30 5400

round sunglasses 9 30 5400

clear frame glasses 10 29 4400

rimless glasses 11 20 2900

kids sunglasses 12 35 4400

sports sunglasses 13 30 2900

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Find your content platform

Pros: Pros:Cons: Cons:

Digital Magazine?Digital magazines focus on selfless awareness content. Instead of pushy sales

messages on a corporate blog (we don’t like that word), a magazine aims to help customers by answering questions and raising intrigue within your niche.

The potential for new organic traffic is pretty monstrous.

Or Education Centre?Education Centres focus on bringing customers into your sales funnel through

answering complex questions about your product or service. By creating a carefully planned network of education content, users are sure to get the information they need,

while continually moving closer towards a conversion.

• Huge organic traffic• Email Signups• Brand Recall• Link Acquisition

• Great ROI• Conversion Focused

• Long-term commitment• Slower conversion path

• Less suitable for products or services with a low price point

• Competitive space, depending on market

4 MILLION +SOCIAL REACH

185% INCREASE IN ORGANIC REVENUE

143% INCREASE IN PAGE VIEWS

246% INCREASE IN ASSISTED REVENUE

PAGE 1 RESULTS FOR OVER 900 SLEEP RELATED TERMS

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Get in touch today

Some of the aspects we consider during your free audit:

0800 122 3534inspired@insideonline.co.ukwww.insideonline.co.uk

• Canonical issues• Content Depth• Meta Analysis• Crawl Issues• Page Speed• Sitemap• Keyword Targeting• Content Duplication