Despite a 20% decrease in their visibility over the past year, Specsavers remains on top of the market, a new report has revealed. Specsavers tops the overall social chart with by far the highest number of brand searches per month but came second in owned social scores to Sunglass Hut. The top five social scorers:
Specsavers is the top performer with 550,000 monthly searches Vision Express and Glasses Direct tied for second as Tesco Opticians and Sunglass Hut rounded out the top five for searches per month Sunglass Hut dominates owned social scores with Ace & Tate, Eye Buy Direct and Hawkers Co. making up the top five The social score considers followers and engaged conversations on all major social platforms. Tesco has a high brand search with 60,500; however, this hasn’t translated to their owned social score . This is likely due to their partnership with Vision Express, who will control social media through their pages. Vision Express and Glasses Direct had high brand searches [each 135,000] but recorded an owned score of below 100, while Sunglasses-Shop recorded 14,800 against an owned score of 0 and Lenstore 9,900 against just 8.
Links have always been an important ranking factor and can make all the difference to how far up a brand appears on Google. Consistently gaining new high-quality links can be great for business; however, high-link volumes without the quality could spell trouble ahead. Sunglass Hut is leading the way for links with the highest number and best quality of links per month with most going to product pages and images. They used to have a fantastic tool on the UK site, which showed the best glasses styles for your face shape providing useful information to customers, which may be a missed opportunity. There are several sites with ‘high-quality, low-volume’ links; these include The Glasses Company, Perfect Glasses, Good Lookers, Cubitt’s and Kite Eyewear. Conversely, there are also sites with ‘low-quality, high-volume’ links, such as Eyekit, Pretavoir, Tesco Opticians, Fashion Eyewear and Lenstore. Consistently gaining a high quantity of low-authority links highlights an urgent need to address your off-site reputation.
Gemma Curtis, Inbound Content Marketer, at Inside Online says, “It looks to have been a difficult year overall for the Glasses market with the majority of the top 10 brands losing visibility. We were impressed with some of the tools and articles being produced by the likes of Shade Station – this is the kind of content that could see great high-quality links with the right outreach strategy. Content has been confirmed as one of the driving rank factors for Google, so retailers should focus on producing rich, informative copy in the near future. Specsavers and Sunglass Hut have enviable social stats, but they could gain an even wider audience by posting more engaging content. Introducing hashtags, competitions and ‘poll’ posts opens your brand to new people – and brands should never rest on their laurels.”
The Glasses Retailer Insight Report, produced by digital marketing specialists Inside Online, ranks 49 of the leading optical websites according to their online performance. The annual study reveals the successes and shortcomings of each website, highlighting where there is room for improvement.
Topic: Optical News