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Jewellery Watches Digital 1
Jewellery Watches Digital 1
Jewellery Watches Digital 1
Jewellery
Industry
2021
Annual Insight
Report
Editor’s
Note.
“
Many jewellers rely We are Salience. Congratulations on making it to 2021.
solely on physical
favourite brands. If this is the first time you’ve seen our annual
market report, we’re a UK search marketing agency who specialise in
SEO, Paid Media & Content.
stores for sales, it’s This report highlights your brand’s successes & shortcomings
compared to your industry’s biggest names across ten key digital
metrics, from your market share of organic visibility to social prowess
The data covers 12 of the most turbulent months we’ll, hopefully, ever
We hope you find value in these insights and have a prosperous new
year.
RICHARD WATERS
SALES & MARKETING DIRECTOR
01244 564 501
richard@salience.co.uk
About Our Services.
Salience.
We are search marketers with an edge. From data-fuelled content
marketers to business and data analysts, UX designers to and
technical gurus, we have the skills and know-how to grow your Technical Content User Paid
brand in whichever direction it needs. From new site builds to
market leading search campaigns, we’re the go-to agency for
SEO Marketing Experience Media
household names, challenger brands and ambitious start-ups.
09 Visibility vs Authority
17 Page Speed
23 Keyword Trends
29 Opportunity Keywords
16
Visibility
Year on Year.
The key SEO metric. Visibility is all 93% of all online
experiences begin
about how easily your brand can be
found online.
Year-on-year visibility
identifies which brands are
growing and those who are
on a downward trajectory.
Visibility
Findings. Bottom 5 Losses
Top 5 Wins On the opposite end of the spectrum, these brands have had the
biggest visibility drops. They’re likely to have been punished by a
search algorithm update or have let things slide over the course of the
year. Either way, learn from their mistakes.
01 01
02 02
03 03
04 04
05 05
These brands are the ones to watch. They’re on the rise with the
biggest growth in the market. Whatever they’re doing, search engines
are loving it and you’ll want to work out what that is and emulate their
strategies, fast.
05 06
Visibility Industry
Scores. 6% Variance
“
Site Overall YoY Visibility Visibility YoY Compared to
Rank Change 2020 2019 Change Market
hsamuel.co.uk
ernestjones.co.uk
1
2
-
+1
49192
36642
43822
30488
+12%
+20%
+7%
+14%
Industry variance is the
beaverbrooks.co.uk 3 -1 30984 32198 -4% -10%
goldsmiths.co.uk 4 +1 28562 27295 +5% -1% average of how much
pandora.net 5 +1 28368 26384 +8% +2%
watchshop.com
tiffany.co.uk
6
7
-2
+1
25240
22095
28159
16184
-10%
+37%
-16%
+31%
visibility change there has
accessorize.com 8 -1 15443 23074 -33% -39%
thejewelhut.co.uk 9 - 12042 13142 -8% -14% been in the market.
warrenjames.co.uk 10 +10 11486 5782 +99% +93%
Book a Chat
07 08
Got a
Question?
Want to know more about expanding your brand’s digital
reach? Get in touch for a no-strings chat and we’ll run
through the quick win opportunities and wider strategies
which will help your brand grow.
Email us.
Live chat.
Arrange a
call.
09 10
Visibility vs
Authority.
Authority is about the stature and reputation of your website. Search
engines like high authority sites as they’re loaded with trust-worthy
signals and likely to provide useful services and content. Authority is
measured through a metric called domain rating. The higher it is, the
more chance you have to rank for competitive keywords and boost
your visibility.
Visibility vs
Authority Scores.
Key:
hsamuel.co.uk 1 watches-of-switzerland.co.uk 11 fraserhart.co.uk 21
pandora.net 2 thejewelhut.co.uk 12 tjc.co.uk 22
ernestjones.co.uk 3 watchfinder.co.uk 13 argento.com 23
goldsmiths.co.uk 4 mytheresa.com 14 mappinandwebb.com 24
A B
watchshop.com 5 thomassabo.com 15 bluenile.com 25
beaverbrooks.co.uk 6 fossil.com 16 jurawatches.co.uk 26
tiffany.co.uk 7 warrenjames.co.uk 17 firstclasswatches.co.uk 27
accessorize.com 8 thewatchhut.co.uk 18 diamondsfactory.co.uk 28
swarovski.com 9 fhinds.co.uk 19 tissotwatches.com 29
claires.com 10 tagheuer.com 20 lkbennett.com 30
A B
Visibility
Those with high visibility but low Hats off to these guys. They’ve built
authority have laid good foundations their house right and have the search
for their site and would benefit from marketing strategy to expand. At this
increased search marketing activity point, you should be thinking about
to build on those foundations. solidifying yourself as market leader.
C Authority D
13 14
Visibility vs
Authority Findings. These brands could benefit
most from resolving their
on-site tech and structural
issues. Identification of
those problems, and dealing
Low authority,
with them in a priority
01 01
02 02
03 03
04 04
These brands could benefit
most from a more expansive
search marketing campaign.
05 Things are looking good 05
technically, and a strategic
content marketing campaign
is likely to yield positive
results.
15 16
Page
Speed.
Perhaps 2021’s biggest news in the
world of digital marketing, Google have
“ A 1 second
announced a new ranking factor set to
shake up the web.
Page Speed
Scores. “ Core web vitals (LCP
& CLS) become a
ranking factor in May
smoochrings.co.uk
firstclasswatches.co.uk
trendhim.co.uk
weddingrings-direct.com
houseofwatches.co.uk
warrenjames.co.uk
fhinds.co.uk
watches2u.com
‘21. Expect this to
swarovski.com
performance once
thejewelhut.co.uk
bluenile.com
Desktop Mobile
beaverbrooks.co.uk
bucherer.com
diamond-heaven.co.uk
berrysjewellers.co.uk
thbaker.co.uk live. MARCUS OVEREND
fossil.com
77diamonds.com SEARCH EXPERT
monicavinader.com
01244 564 501
piajewellery.com
claires.com marcus@salience.co.uk
thomassabo.com
Search Volume
Trends.
Bar a drop in March,
In a nutshell, search volume trends show how interest has changed for the
products, services, and content provided within your industry. A downward
trend means less people are searching. An upward trend means interest
is on the rise and new opportunities are up for grabs. Either way, it’s
140
120
products have held
100
80 2018
steady.
2019
60 2020
40
20
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W
RICHARD WATERS
SEARCH EXPERT
01244 564 501
richard@salience.co.uk
Book a Chat
23 24
Keyword
Trends. “ 2020 and COVID brought
monstrous changes to
We’ve been keeping a close eye Using historical search data, we’re
on what keywords people are
searching for in the market,
able to find trend patterns and
identify opportunities ahead of the
the consumer landscape.
allowing us to see what is trending. curve.
In the following sections we’ll Our search and content strategists Monitoring changes in search
give you the heads up on which continually monitor industry
Emerging Trends
Keyword Search Volume Interest Trend
“Brand related searches
seem to be taking a hit
jewellery 201,000 +22%
mens jewellery 33,100 +56%
gold earrings studs 14,800 +93%
Mens watches
These keywords are the heavyweight belts, the golden tickets, the
ones to tell your nan about. For top of market brands holding these
2 165,000 86.51
positions, close monitoring and continued search marketing activity is
needed to safeguard them. For challenger brands looking to weigh in,
Necklaces
3
you best bring your A-game.
Key:
is critical.
Mens bracelets
5 49,500 88.06 Local Monthly
Searches (UK)
Ladies watch
6 49,500 86.26 Competitiveness
Score
Silver chain
7 40,500 86.99
Gold earrings
8 33,100 87.86
Gold necklace
9 33,100 87.54
Mens necklaces
10 33,100 86.79
29 30
Wedding rings
These terms have less competition
yet high search volumes. As such,
For challenger and low-visibility
brands, these are the terms
2 90,500 75.42
they are a perfect battle ground where you’ll see most success.
for all brands in the industry to Concentrate on these and you’ll
Name necklace
3
increase their digital reach. see traffic and revenue start to
grow.
Marketing teams across the 40,500 74.9
industry ignore these terms For market leaders, these are the
but audiences are interested. terms that have probably skipped
Key:
Diamond rings
4
With strong volumes and low your radar. Dig into these and
competition, they’re ripe for the corner the market.
taking. 49,500 79.5 Local Monthly
Searches (UK)
Pearl necklace
5
“ Opportunity keywords are
Competitiveness
27,100 76.23 Score
Nose studs
simply one indicator of who has 6 22,200 76.99
Our
Clients.
Our clients are an eclectic mix from all over the globle. But they all share
the same goal, to be more prominent across their market and increase
their profitability.
4 UK Search Award
Nominations in 2020
33 34
Trust.
First introduced with the E-A-T Algorithm update in 2018, trust has since
become a critical ranking factor. But there’s no single score to judge
trust. Instead, it’s a holistic view of your website’s expertise, authority
and trustworthiness. It centres around both on and off-site signals.
Trust centres
Think external review platforms, high-quality links, transparency over
processes and policies, and plenty more.
around both
Your Money Your Life Search quality evaluator
(YMYL) / eCommerce guidelines identify
brands are those most how manual reviewers
on and off-site
likely to see visibility evaluate your sites
drop as a cause of trust-worthiness. Use
poor trust signals. these to get ahead.
signals.
35 36
Their home page alone shows great examples of trust signals. As soon
as you land on the page, you’re smacked in the face with embedded
Trust Pilot reviews. It is nothing flashy, however it works for humans
and search engines alike in trusting the site.
Online
Reviews.
90% 94%
of people check online of people say they
First introduced with the E-A-T Algorithm update in 2018, trust has since
become a critical ranking factor. But there’s no single score to judge
trust. Instead, it’s a holistic view of your website’s expertise, authority
and trustworthiness. It centres around both on and off-site signals. Think reviews before buying often avoid businesses
external review platforms, high-quality links, transparency over processes
and policies, and plenty more. from a business. below a 4 rating.
A key element of trust, reviews are essential to your search marketing
arsenal. Having more good reviews than your competitors is important for
off-site trust signals (part of the EAT update), local pack prominence, and
CTR where star-ratings feature in the SERPs.
48% 45%
of people only pay of people are more
Incorporate external Bad reviews need to eCommerce sites are
attention to reviews likely to visit a business
review platforms
into your buying
be answered and fast.
Users are more likely
judged by both users
and search engines
written within the past that responds to their
process to ensure
maximum take-up.
to ignore bad reviews
if they see fast replies.
on their review
platforms.
2 weeks. negative reviews.
39 40
Review Score:
4.8 25,485
argento.com
2 4.7 30,493
thejewelhut.co.uk
3 4.7 17,541
watchshop.com
4 4.6 21,243
mytheresa.com
Take a look at the highest reviewed
sites on the next page to find out 6 4.7 7,346
how you compare. If you’re lagging
behind, explore how your competitors
Key:
gemporia.com
maximise their amount of reviews or
get in touch and we’ll audit your site 7 4.6 7,289 Review Score
and work out how you can improve.
warrenjames.co.uk
We’ve not included the full data set
here so if you’re intrigued to see how 8 4.5 6,285
Number of Reviews
diamondsfactory.co.uk
10 4.7 3,195
41 42
Digital Brand
Reach.
Digital Brand Reach centres around how well recognised your brand
is within the industry. To calculate this figure, we blend traditional
search metrics with performance of social channels across the sector.
This helps identify which brands are most prominent across a range of
channels and those who are lost to the abyss.
Findings. 1 42,088
2 450,000
Monthly Searches (UK)
Monthly brand searches
4
shows an indication of 10,170
brand recall within search
behaviour. The top five
are the most recalled
3 301,000
names within search.
5
9,800
4 301,000
5 301,000
45 46
Book a Chat
47 48
Get in
Touch.
This report shows industry data at a top level; We simply
don’t have space to add all the resulting insight as well.
Give us 30 minutes of your time and we’ll be able to give you
actionable steps to improve your position in the rankings, or
further dig down into your competitor’s movements.
Email us.
Live chat.
Arrange a
call.