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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 Furniture 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 Furniture-related terms. In our analysis we established that:

In June, 5.2 million searches were made by consumers searching for Furniture-related terms on Google UK.

Queries for living and dining room keywords accounted for 35% of all searches made for the sector.

The search term 'beds' was queried 135,000 times, accounting for 3% of all searches made for the sector.

argos.co.uk was the most visible website in the Natural Search listings, achieving a 61% share of voice.

johnlewis.com was the most visible advertiser in the Paid Media space, achieving a 38% share of voice.

argos.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:

Furniture 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, 5.2 million searches were made for Furniture-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 Furniture market in the past 12 months. Number of searches by subsector At a glance In June, 5.2 million searches were made for furniture keywords. Searches for living and dining room keywords were most popular, accounting for 35% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Furniture: Overall 5.2 million searches In June 2015, 5.2 million 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 3,398 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘beds’ was queried 135,000 times, accounting for 3% of all searches made for Furniture-related keywords. argos.co.uk was the most visible website, achieving a 61% share of voice through ranking for 2,469 keywords, including the search terms ‘bedroom furniture’ and ‘dressing table’.

The 20 most visible websites:

ikea.com attained a 57% share of voice through ranking for 2,136 keywords, including the search terms ‘wardrobes’ and ‘bathroom cabinets’.


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Furniture: Bedroom Furniture 1.6 million searches In June 2015, 1.6 million searches were made by consumers searching for bedroom furniture-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 758 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘beds’ was queried 135,000 times, accounting for 8% of all searches made for Bedroom Furniture-related keywords. ikea.com was the most visible website, achieving a 69% share of voice through ranking for 525 keywords, including the search terms ‘wardrobes’ and ‘bed’.

argos.co.uk attained a 68% share of


voice through ranking for 593 keywords, including the search terms ‘bedroom furniture’ and ‘dressing table’.


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Natural Search Furniture: Living and Dining Room 1.8 million searches In June 2015, 1.8 million searches were made by consumers searching for living and dining room-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,451 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘sofas’ was queried 90,500 times, accounting for 5% of all searches made for Living and Dining Room-related keywords.

ikea.com was the most visible website, achieving a 57% share of voice through ranking for 898 keywords, including the search terms ‘desk’ and ‘dining chairs’. The 20 most visible websites:

homebase.co.uk attained a 52% share of voice through ranking for 807 keywords, including the search terms ‘sofas’ and ‘dining tables’.


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Furniture: Children’s Furniture 851,480 searches In June 2015, 851,480 searches were made by consumers searching for children’s furniture-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 510 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘moses basket’ was queried 49,500 times, accounting for 6% of all searches made for Children’s Furniture-related keywords.

argos.co.uk was the most visible website, achieving a 73% share of voice through ranking for 357 keywords, including the search terms ‘baby bouncer’ and ‘childrens beds’. The 20 most visible websites:

tesco.com attained a 70% share of voice through ranking for 405 keywords, including the search terms ‘changing mat’ and ‘baby changing mat’.


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Natural Search Furniture: Bathroom Furniture 276,510 searches In June 2015, 276,510 searches were made by consumers searching for bathroom furniture-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 126 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘bathroom ideas’ was queried 40,500 times, accounting for 15% of all searches made for Bathroom Furniture-related keywords.

bathstore.com was the most visible website, achieving a 78% share of voice through ranking for 75 keywords, including the search terms ‘bathroom ideas’ and ‘bathroom suites’. The 20 most visible websites: homebase.co.uk attained a 66% share of voice through ranking for 100 keywords, including the search terms ‘bathroom cabinets’ and ‘bathroom’.


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Furniture: Storage 648,530 searches In June 2015, 648,530 searches were made by consumers searching for storage-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 553 keywords analysed. Top 10 search terms: Overview: In June, the keyword ‘coffee tables’ was queried 40,500 times, accounting for 6% of all searches made for Storage-related keywords. argos.co.uk was the most visible website, achieving a 75% share of voice through ranking for 476 keywords, including the search terms ‘coffee tables’ and ‘shoe storage’. ikea.com attained a 70% share of voice


through ranking for 423 keywords, including the search terms ‘storage units’ and ‘storage baskets’.


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Paid Media Furniture: Overall 5.2 million searches In June 2015, 5.2 million searches were made for Furniture-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 3,398 keywords analysed. The 30 most visible advertisers: At a glance: In June, johnlewis.com was the most visible advertiser, achieving a 38% share of voice through bidding on 2,078 keywords, at an average ad position of 7. amazon.co.uk achieved a 36% share of voice through bidding on 2,356 keywords, at an average ad position of 7.


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Furniture: Bedroom Furniture 1.6 million searches In June 2015, 1.6 million searches were made for bedroom furniture-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 758 keywords analysed. The 20 most visible advertisers: At a glance: In June, johnlewis.com was the most visible advertiser, achieving a 45% share of voice through bidding on 598 keywords, at an average ad position of 8. argos.co.uk achieved a 37% share of voice through bidding on 265 keywords, at an average ad position of 7. argos.co.uk displayed the most visible individual ad creative, achieving a 9% share of voice.

The 5 most visible ad creatives:


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Paid Media Furniture: Living and Dining Room 1.8 million searches In June 2015, 1.8 million searches were made for living and dining room-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,451 keywords analysed. The 20 most visible advertisers: At a glance: In June, johnlewis.com was the most visible advertiser, achieving a 36% share of voice through bidding on 1,010 keywords, at an average ad position of 8. tesco.com achieved a 32% share of voice through bidding on 711 keywords, at an average ad position of 8.

tesco.com displayed the most visible individual ad creative, achieving an 18% share of voice.



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Furniture: Children’s Furniture 851,480 searches In June 2015, 851,480 searches were made for children’s furniture-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 510 keywords analysed. The 20 most visible advertisers: At a glance: In June, amazon.co.uk was the most visible advertiser, achieving a 69% share of voice through bidding on 439 keywords, at an average ad position of 6. johnlewis.com achieved a 48% share of voice through bidding on 261 keywords, at an average ad position of 6. pacapod.com displayed the most visible individual ad creative, achieving a 6% share of voice.



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T: +44 (0)20 7253 7000

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Paid Media Furniture: Bathroom Furniture 276,510 searches In June 2015, 276,510 searches were made for bathroom furniture-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 126 keywords analysed. The 20 most visible advertisers: At a glance: In June, betterbathrooms.com was the most visible advertiser, achieving a 75% share of voice through bidding on 64 keywords, at an average ad position of 4. victorianplumbing.co.uk achieved a 62% share of voice through bidding on 97 keywords, at an average ad position of 6. villeroy-boch.co.uk displayed the most visible individual ad creative, achieving a 22% share of voice.



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Furniture: Storage 648,530 searches In June 2015, 648,530 searches were made for storage-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 553 keywords analysed. The 20 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 491 keywords, at an average ad position of 7. argos.co.uk achieved a 29% share of voice through bidding on 255 keywords, at an average ad position of 7. johnlewis.com displayed the most visible individual ad creative, achieving a 9% share of voice.



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T: +44 (0)20 7253 7000

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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

3 websites achieved strong

No website achieved strong

Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.


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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 argos.co.uk featured at the top of our integrated search league table, as its combined share of voice was most dominant. johnlewis.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 3,398 Furniture-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 Furniture sector in June 2015.

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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: [email protected]

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