of analysing technical SEO issues and developing a rapid action plan to deal with any problems that our experienced team
The greenlight sector
REPORT FOCUS Makeup Hair Care Fragrance Skin Care Nail Care
An exclusive snapshot of the online Search landscape
MAR 2016
IGNITE DIGITAL GROWTH
Hi Australia, Nice to meet you, we're Greenlight.
ABOUT US We heard that Australia needed an independent digital agency that was unwaveringly focused on driving digital growth and so here we are! We’re a data-driven bunch with over 15 years’ international experience. We use our expertise and pioneering proprietary software to create success and know that this kind of innovation fits right into the Australian marketplace. It’s our transparent reporting, world-leading abilities to achieve growth, and evidenced performance across the board that has led us to achieve our diamond tier Google rating. In a nutshell, we’re a flexible full-service agency that delivers results through SEO, SEM, display, social, eCommerce, design, development, mobile and more. Our arrival in Australia will see us bring a transparent
Australia will be the second marketplace that sees us
approach to our advanced Programmatic Display
roll out our proprietary Paid Search tool Greenlantern
offering. We know how big media agencies can
- a tool that provides over 30+ Adwords alerts direct
approach display, but at Greenlight we will give you
to your team or agency highlighting immediately
complete transparency to your planning, reporting
where your team needs to focus their efforts. A
and buying. No ifs, no buts, no hidden rates - just real
flexible and unique platform, Greenlantern can help
and honest data. All our strategies are bespoke and
you see your way to PPC success.
built around yours and your customers’ needs.
ABOUT US We have over 15 years’ experience working in SEO across every client type and vertical. During this time, we’ve tried many ways to critique, audit and test our clients’ websites to ensure those sites are as technically sound as they can be. Evolving this process has led us to our bespoke audit and recommendation process, TechJam; a proprietary method of analysing technical SEO issues and developing a rapid action plan to deal with any problems that our experienced team have found. This is just a taste of what we are bringing to Australia and we invite you to read on to see some of the successes we’ve already delivered for our existing clients in Australia, and some of our thought leadership pieces and sector reports specifically for the Australian marketplace.
OUR CLIENTS
INTRODUCTION
to Sector Reports At Greenlight, we pride ourselves on being thought leaders within the Search industry. Utilising our unique data aggregation and visualisation platform, OneHydra, we are able to track, record and analyse consumer search behaviour in any given market vertical, which in turn leads to the creation of our industry renowned Sector Reports. Our reports have been providing brands with comprehensive insights into the Search industry for ten years now. Each report gives an indication of the size of the potential online audience based on a wide range of keywords and examines the most visible websites and advertisers based on their share of visibility in the Natural Search listings on Google Australia. We hope you enjoy reading this report and should you have any questions, please do not hesitate to contact us at
[email protected].
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Report Overview Executive Summary This report profiles search behaviour for the online Beauty sector. It analyses which websites and brands were most visible in the Google Australia Natural Search listings when consumers searched for Beauty-related terms. In our analysis we established that:
In March, 725,850 searches were made by consumers searching for Beauty-related terms on Google Australia.
Queries for makeup keywords accounted for 45% of all searches made for the sector.
The search term 'mac makeup' was queried 22,200 times, accounting for 3% of all searches made for the sector.
priceline.com.au was the most visible website in the Natural Search listings, achieving a 35% share of voice.
Percentage breakdown of searches made for each subsector:
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March Overview In March 2016, 725,850 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 March, 725,850 searches were made for beauty keywords. Searches for makeup keywords were most popular, accounting for 45% of all searches made for the sector.
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Natural Search Beauty: Overall 725,850 searches In March 2016, 725,850 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 Australia for the 1,650 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘mac makeup’ was queried 22,200 times, accounting for 3% of all searches made for Beauty-related keywords.
priceline.com.au was the most visible website, achieving a 35% share of voice through ranking for 618 keywords, including the search terms ‘perfume’ and ‘bb cream’. The 20 most visible websites:
youtube.com attained an 18% share of voice through ranking for 835 keywords, including the search terms ‘makeup tutorial’ and ‘eye makeup’.
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Beauty: Fragrance 105,020 searches In March 2016, 105,020 searches were made by consumers searching for fragrance-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 250 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘perfume’ was queried 6,600 times, accounting for 6% of all searches made for Fragrance-related keywords. fragrantica.com was the most visible website, achieving a 57% share of voice through ranking for 168 keywords, including the search terms ‘nina ricci perfume’ and ‘armani perfume’. The 20 most visible websites:
strawberrynet.com attained a 41% share of voice through ranking for 127 keywords, including the search terms ‘stella perfume’ and ‘strawberry perfume’.
Get in touch to discuss your site’s specific performance
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www.greenlightdigital.com
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T: +61 2 8317 6651
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Natural Search Beauty: Hair Care 186,320 searches In March 2016, 186,320 searches were made by consumers searching for hair care-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 459 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘ghd hair straightener’ was queried 6,600 times, accounting for 4% of all searches made for Hair Care-related keywords. priceline.com.au was the most visible website, achieving a 32% share of voice through ranking for 175 keywords, including the search terms ‘hair colour’ and ‘hair dye’. The 20 most visible websites:
hairhousewarehouse.com.au attained a 23% share of voice through ranking for 100 keywords, including the search terms ‘hair straightener’ and ‘hair curler’.
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Beauty: Makeup 328,770 searches In March 2016, 328,770 searches were made by consumers searching for makeup-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 607 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘mac makeup’ was queried 22,200 times, accounting for 7% of all searches made for Makeup-related keywords. priceline.com.au was the most visible website, achieving a 37% share of voice through ranking for 197 keywords, including the search terms ‘bb cream’ and ‘eyeliner’. mecca.com.au attained a 28% share of
The 20 most visible websites:
voice through ranking for 132 keywords, including the search terms ‘makeup’ and ‘make up’.
Get in touch to discuss your site’s specific performance
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www.greenlightdigital.com
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T: +61 2 8317 6651
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Natural Search Beauty: Nail Care 41,240 searches In March 2016, 41,240 searches were made by consumers searching for nail care-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 124 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘nail polish’ was queried 3,600 times, accounting for 9% of all searches made for Nail Carerelated keywords. priceline.com.au was the most visible website, achieving a 46% share of voice through ranking for 63 keywords, including the search terms ‘nail polish’ and ‘gel nail polish’. ebay.com.au attained a 43% share of
The 20 most visible websites:
voice through ranking for 68 keywords, including the search terms ‘matte nail polish’ and ‘shellac nail polish’.
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Beauty: Skin Care 64,500 searches In March 2016, 64,500 searches were made by consumers searching for skin care-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 210 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘face mask’ was queried 2,900 times, accounting for 4% of all searches made for Skin Carerelated keywords. priceline.com.au was the most visible website, achieving a 37% share of voice through ranking for 83 keywords, including the search terms ‘face mask’ and ‘skin care’. sephora.com attained a 27% share of
The 20 most visible websites:
voice through ranking for 67 keywords, including the search terms ‘best eye cream for dark circles’ and ‘exfoliator’.
Get in touch to discuss your site’s specific performance
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T: +61 2 8317 6651
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ARTICLE
THE MOBILE MAJORITY BEA PATMAN, HEAD OF SEO
SEO loves its tropes; if we’re not insisting for the thousandth time that ‘content is king’, we’re predicting that next year really will be ‘the year of mobile’. We’ve become so accustomed to heralding in each new year with this particular forecast that it feels a bit strange to be calling an end to the tradition. But do so I must, because here’s the thing – I think The Year of Mobile just happened. Beauty Sector Report
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The most visible websites and advertisers on Google Australia
Perhaps the biggest piece of evidence for this is
I think that this consistent focus on mobile experience
‘Mobilegeddon’; the delightfully melodramatic
has been responsible for stimulating a somewhat
nickname given to Google’s mobile-friendly update
subtler transition in the way that brands treat their
in April 2015. It’s rare that industry news makes
mobile propositions, too. For the past few years we’ve
mainstream headlines but this update was widely
been in what some are calling a ‘land grab’ phase,
covered in the press – not least because of the headline-
which has seen brands rush to stake a position in front
friendly epithet, but also because it was a rare instance
of a mobile audience, often compromising on quality in
in which the update was announced in advance by
favour of getting to market faster. This was the era of
Google. The apocalyptic name belied what was actually
clunky mobile sites, confusing redirects, inconsistent
a fairly low-key initial impact, but more than anything
functionality and lots of strange and unhelpful
this update marked the beginning of a major sea change
apps – all contributing to a poor user experience on
in the significance of mobile performance to organic
mobile. 2015 was the first time that we really began
search success.
to see brands recognising that mobile was actually
There’s no great mystery behind the intense focus that Google placed on mobile performance in 2015. The
an incredibly fertile ground in which to develop meaningful, enhanced experiences for their customers.
number of searches made on mobile devices surpassed
These kind of experiences range from the simple,
that of desktops worldwide, meaning that mobile
such as creating adaptive or responsive mobile-first
users became the majority that brands should seek to
websites, to ambitious projects such as the use of
satisfy. One of the more interesting consequences of
iBeacons at airports to facilitate a smooth, mobile-
this transition has been an almost unprecedented level
only journey from ticket purchase to check-in. Beacon
of transparency from Google about what best practice
technology is a particularly interesting field of
should look like. It provides a mobile-friendly testing
opportunity for brands that have a physical touchpoint
tool with which webmasters can assess their pages
with their customers, because of its ability to drive
against specific design criteria, as well as a dedicated
offline behaviours at highly specific locations and
mobile test within the PageSpeed Insights tool. In
moments in time. If you were a wine producer, for
October 2015, Google announced support for the
example, you might be able to use a supermarket’s
Accelerated Mobile Pages project (AMP) – a project
beacon technology to promote an offer on your
which utilises existing web technologies within a new
products via a push notification at the exact moment a
open source framework, designed to help brands create
potential customer was browsing the aisle.
much lighter webpages. AMP enables sites to observe best practice by managing the size, order and rendering of page elements, making it much simpler to adhere to Google’s PageSpeed guidelines.
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Developments in Mobile and App Search Optimisation
Overcoming the App Threshold This end of the mobile experience spectrum is still highly theoretical, however, because of the heavy onus on customers to facilitate this kind of communication – most commonly by engaging with an app. Whilst modern consumers are increasingly comfortable with sharing personal data if there is a reasonable value exchange
to include all Android apps by 2014 and then to include Chrome on iOS, then finally Safari, in 2015. The early Android results only turned up apps already installed on the device, but now relevant non-installed app results are returned too. This part is key – it’s here that apps can overcome the app threshold by getting in front of a new audience and ultimately drive brand engagement.
on offer, asking them to engage with an app to do so is
Customer engagement isn’t the only incentive for
still a tall order. Elle magazine’s Shop Now offering is
developing and optimising apps. In April 2015, Google
an excellent example of how this technology can work
stated that an indexed app counts as a ranking factor
successfully, with push notifications to opted-in users
for a brand’s overall performance, saying “if your app
having driven some half a million store visits in 2015.
is indexed, Google will use the content within your app
The value exchange is key though, because brands must
as a signal in ranking, not just your web content.” A
overcome a downward trend in app engagement if they
further ranking boost for apps using the Google App
are to succeed in garnering interactions.
Indexing API was announced in September 2015, as the
A Nielsen study from 2015 illustrates the app “threshold” that consumers have reached in recent years. Whilst the average time spent using apps per person per month (hh:mm) continues to increase year on year, the number of apps consumers are actually engaging with is in decline. This data might come as something of a surprise to anyone who’s been following
API allows Google to gather additional insights into how your app is being engaged with. And if all that wasn’t incentive enough to make app optimisation a priority, 2015 also saw advancements for Google Now on Tap and Apple’s Spotlight Search that enable both to surface deep content from installed apps – provided, of course, that it’s properly optimised.
industry news over the past year; why has there been
I talked earlier about the way in which mobile experience
so much buzz about app optimisation and indexation
has taken a big step beyond the wild west ‘land grab’ it
if demand is actually waning? Well, I believe that the
had been when brands first started rushing to market
advances Google’s made in app indexing during 2015
with mobile sites, and I believe that the steps that search
are precisely what’s required in order to overcome this
engines are taking to index app content are making a
threshold. We’ll begin to see this trend reverse as new
significant contribution to this. The more content that
or forgotten apps become significantly easier to surface
can be indexed, the broader and richer a consumer’s
and interact with.
online experience can be and the more potential there is
At this stage it’s worth including a whistle-stop summary of how app indexing has evolved since it was introduced in 2013. Initially only available to a small selection of
for delivering real life value. The Year of Mobile might not have been the futuristic phenomenon many were expecting, but it certainly laid exciting foundations.
Android apps when it launched, app indexing expanded
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Case study / SEM
Rapha The Client Rapha is a global sportswear and lifestyle brand focused on road bicycle racing, clothing and accessories.
The Objectives Reduce cost-per-clicks (CPCs) Reduce cost-per-actions (CPAs) Improve conversion rates (CVR) Improve return on ad spend (ROAS)
The Strategy New ad copy and sitelinks were created using local knowledge to optimise campaign performance This involved geotargeting and adapting campaigns based on user behaviour, as well as updating phrase matches to meet local habits. We revised keyword groupings and used unique, effective copy in line with Rapha’s brand guidelines, with the aim of improving CTR and increasing qualified traffic. We updated ad copies and promotions to only show which were most relevant and further promoted best performing categories to create a tailored campaign across a large market.
THE RESULTS THREE MONTHS AFTER TAKING ON THE ACCOUNT, GREENLIGHT HAVE SUCCESSFULLY ACHIEVED SOME GREAT YEAR- ON -YEAR RESULTS:
About this report How this report was created
Disclaimer:
Greenlight’s Research & Insights team collected 1,650 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 space on Google Australia.
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 March 2016. Due to targeting or language settings, occasionally foreign domains may appear across natural and paid search results. These domains appear in our reports just as they would for a search containing the related keywords.
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 Australia and abroad.
Contact Owen Browne Business Development Director (AU) T: +61 2 8317 6651 Email:
[email protected]
Download free reports Greenlight’s Research & Insights team produce Sector Reports analysing 8 different online industries. To view and download all FREE reports, visit
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