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The greenlight sector

REPORT FOCUS Dual Fuel Gas Electricity Energy Generics

An exclusive snapshot of the online Search landscape

MAR 2016

Report Overview Executive Summary This report profiles search behaviour for the online Energy 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 Energy-related terms. In our analysis we established that:

In March, 331,600 searches were made by consumers searching for Energy-related terms on Google UK.

Queries for energy keywords accounted for 42% of all searches made for the sector.

The search term 'energy' was queried 27,100 times, accounting for 8% of all searches made for the sector.

uswitch.com was the most visible website in the Natural Search listings, achieving a 68% share of voice.

uswitch.com was the most visible advertiser in the Paid Media space, achieving an 87% share of voice.

uswitch.com 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:

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March Overview In March 2016, 331,600 searches were made for Energy-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 Energy market in the past 12 months. Number of searches by subsector At a glance In March, 331,600 searches were made for energy keywords. Searches for energy keywords were most popular, accounting for 42% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Energy: Overall 331,600 searches In March 2016, 331,600 searches were made by consumers searching for Energy-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 462 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘energy’ was queried 27,100 times, accounting for 8% of all searches made for Energy-related keywords.

uswitch.com was the most visible website, achieving a 68% share of voice through ranking for 301 keywords, including the search terms ‘switch energy’ and ‘electricity prices’. The 20 most visible websites: moneysupermarket.com attained a 67% share of voice through ranking for 290 keywords, including the search terms ‘energy suppliers’ and ‘gas and electric’.

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Energy: Dual Fuel 69,560 searches In March 2016, 69,560 searches were made by consumers searching for dual fuel-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 153 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘gas and electric’ was queried 9,900 times, accounting for 14% of all searches made for Dual Fuel-related keywords.

uswitch.com was the most visible website, achieving an 89% share of voice through ranking for 97 keywords, including the search terms ‘gas and electricity comparison’ and ‘compare gas and electric’.

The 20 most visible websites:

moneysupermarket.com attained an 89% share of voice through ranking for 95 keywords, including the search terms ‘gas and electric’ and ‘gas and electricity comparison’.

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Natural Search Energy: Electricity 74,670 searches In March 2016, 74,670 searches were made by consumers searching for electricity-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 83 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘electricity’ was queried 22,200 times, accounting for 30% of all searches made for Electricity-related keywords.

uswitch.com was the most visible website, achieving a 65% share of voice through ranking for 71 keywords, including the search terms ‘electricity prices’ and ‘electricity comparison’. The 20 most visible websites: moneysupermarket.com attained a 55% share of voice through ranking for 68 keywords, including the search terms ‘electricity comparison’ and ‘electricity suppliers’.

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Energy: Generics 139,900 searches In March 2016, 139,900 searches were made by consumers searching for generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 88 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘energy’ was queried 27,100 times, accounting for 19% of all searches made for Generic-related keywords.

moneysupermarket.com was the most visible website, achieving a 70% share of voice through ranking for 67 keywords, including the search terms ‘energy suppliers’ and ‘energy comparison site’.

The 20 most visible websites:

uswitch.com attained a 66% share of voice through ranking for 69 keywords, including the search terms ‘switch energy’ and ‘energy compare’.

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Natural Search Energy: Gas 47,470 searches In March 2016, 47,470 searches were made by consumers searching for gas-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 138 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘gas’ was queried 14,800 times, accounting for 31% of all searches made for Gas-related keywords. britishgas.co.uk was the most visible website, achieving a 59% share of voice through ranking for 60 keywords, including the search terms ‘gas’ and ‘gas prices uk’. ukpower.co.uk attained a 47% share of

The 20 most visible websites:

voice through ranking for 66 keywords, including the search terms ‘gas suppliers’ and ‘gas prices uk’.

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Energy: Overall 331,600 searches In March 2016, 331,600 searches were made for Energy-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 462 keywords analysed. The 30 most visible advertisers: At a glance: In March, uswitch.com was the most visible advertiser, achieving an 87% share of voice through bidding on 245 keywords, at an average ad position of 2. gocompare.com achieved an 85% share of voice through bidding on 280 keywords, at an average ad position of 3.

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Paid Media Energy: Dual Fuel 69,560 searches In March 2016, 69,560 searches were made for dual fuel-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 153 keywords analysed. The 20 most visible advertisers: At a glance: In March, gocompare.com was the most visible advertiser, achieving a 93% share of voice through bidding on 95 keywords, at an average ad position of 2. uswitch.com achieved a 91% share of voice through bidding on 85 keywords, at an average ad position of 1.

gocompare.com displayed the most visible individual ad creative, achieving an 81% share of voice.

The 5 most visible ad creatives:

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Energy: Electricity 74,670 searches In March 2016, 74,670 searches were made for electricity-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 83 keywords analysed. The 20 most visible advertisers: At a glance: In March, uswitch.com was the most visible advertiser, achieving an 85% share of voice through bidding on 55 keywords, at an average ad position of 2. gocompare.com achieved an 83% share of voice through bidding on 59 keywords, at an average ad position of 3. gocompare.com displayed the most visible individual ad creative, achieving a 51% share of voice.

The 5 most visible ad creatives:

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Paid Media Energy: Generics 139,900 searches In March 2016, 139,900 searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 88 keywords analysed. The 20 most visible advertisers: At a glance: In March, gocompare.com was the most visible advertiser, achieving a 94% share of voice through bidding on 69 keywords, at an average ad position of 3. uswitch.com achieved a 92% share of voice through bidding on 56 keywords, at an average ad position of 1.

gocompare.com displayed the most visible individual ad creative, achieving a 68% share of voice.

The 5 most visible ad creatives:

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Energy: Gas 47,470 searches In March 2016, 47,470 searches were made for gas-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 138 keywords analysed. The 20 most visible advertisers: At a glance: In March, uswitch.com was the most visible advertiser, achieving a 72% share of voice through bidding on 49 keywords, at an average ad position of 2. britishgas.co.uk achieved a 51% share of voice through bidding on 23 keywords, at an average ad position of 3. britishgas.co.uk displayed the most visible individual ad creative, achieving a 40% share of voice.

The 5 most visible ad creatives:

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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

3 websites achieved strong

4 websites achieved strong

4 websites 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 uswitch.com featured at the top of our integrated search league table, as its combined share of voice was most dominant. moneysupermarket.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 462 Energy-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 Energy 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.

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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]

Download free reports Greenlight’s Research & Insights team produce Sector Reports analysing 27 different online industries. To view and download all FREE reports, visit

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