Editor’s
Note.
“
This Online Outdoor Retailers Report was put
together by a small team of humans at Salience, using
a whole host of tools, software and weeks of our
time; What makes it into the report is the tip of the
iceberg. If you want to go beyond the data within,
speak to our team, any time, through our site or
It’s 2022. Everyone’s a keen runner now, dogs cost £3,000+, Primark
survived without a website. You couldn’t write it. We’re into the
unknown.
A big consequence for brands is that YoY data just doesn’t mean
the same this side of lockdowns. Technically, the market is anyone’s
game. But, while we’ve seen a K-shaped recovery on the consumer
end, we’re refreshed to see so many new brands rise up through the
lockdown noise and into our ranking list.
This report highlights the ups and downs of your industry’s top
players across several search-marketing performance indicators, from
organic visibility market share to social power, technical prowess and
consumer interest.
This year, we’ve added further link analysis, fine-tuned how we
present our more complex data points, and given the copy and design
some TLC to reflect the uncertain future we’re currently working in.
Alongside that, expect to see our paid media team, software partners
and new clients showcased now and then.
Peace & love,
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 and technical
gurus, we have the skills and know-how to grow your brand in Technical Content User Paid
whichever direction it needs. From new site builds to market leading
search campaigns, we’re the go-to agency for household names,
SEO Marketing Experience CRO Media
challenger brands and ambitious start-ups.

Starting in Chester as an SEO & PPC agency, we’ve expanded our

skills and team exponentially over the last 13 years to ensure our
clients’ digital activities are in peak condition, from analytics to
content marketing, we have the skills in-house to give your brand the
competitive edge required to compete in today’s digital world.

Copywriting Analytics Design Digital PR

 Contents.
01 Visibility Year on Year
Visibility Year on Year
09 Visibility vs Authority

15 Visibility vs Referring Domains

You can assess the 19 Page Speed

overall success 27 Search Volume Trends
of a site based
29 Keyword Trends
off of 11 key
35
metrics...
High Competition Keywords

37 Opportunity Keywords

41 Trust

47 Online Reviews

51 Digital Brand Reach

01 02

Visibility
Year on Year.
The key SEO metric. Visibility is all about how easily your brand can be 93% of all online
experiences begin
found online. It’s a little like the footfall of the internet. The greater
your brand’s visibility, the more likely you can be found by your target
market.

with a search engine.

Year-on-year Brands with high At its most basic
visibility identifies visibility dominate level, the higher
which brands search engines. your visibility, the
are growing and They’re first to be more people you
those who are on a seen and first to be can get through the
downward trajectory. clicked. front door.
03 04

Visibility
Findings.
Top 5 Bottom Losses

Top 5 winners
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
Scores.
Site Overall YoY Visibility Visibility YoY Compared Site Overall YoY Visibility Visibility YoY Compared
Rank Change Sep 2022 Sep 2021 Change to Market Rank Change Sep 2022 Sep 2021 Change to Market
gooutdoors.co.uk 1 - 52,199 42,717 +22% +22% alpkit.com 26 -3 1,535 2,012 -24% -24%
cotswoldoutdoor.com 2 - 22,094 26,492 -17% -17% sportpursuit.com 27 +1 1,431 1,647 -13% -14%
blacks.co.uk 3 - 18,852 18,517 +2% +1% trekitt.co.uk 28 +10 1,394 1,039 +34% +34%
millets.co.uk 4 +1 15,099 14,133 +7% +6% craghoppers.com 29 +1 1,383 1,539 -10% -11%

snowandrock.com 5 -1 14,445 14,716 -2% -2% mountain-equipment.co.uk 30 -6 1,337 1,956 -32% -32%

thenorthface.co.uk 6 - 8,655 7,987 +8% +8% hellyhansen.com 31 - 1,316 1,431 -8% -9%

alpinetrek.co.uk 7 +2 8,264 6,016 +37% +37% merrell.com 32 +4 1,313 1,151 +14% +13%

trespass.com 8 - 7,560 6,088 +24% +24% climbers-shop.com 33 -7 1,287 1,799 -28% -29%

absolute-snow.co.uk 9 -2 5,806 7,005 -17% -18% fjallraven.com 34 +9 1,084 735 +47% +47%

ellis-brigham.com 10 +2 5,362 5,111 +5% +4% tauntonleisure.com 35 -2 1,013 1,366 -26% -26%

towsure.com 11 - 4,313 5,424 -20% -21% rohan.co.uk 36 -20 1,009 3,240 -69% -69%

winfieldsoutdoors.co.uk 12 -2 4,201 5,542 -24% -25% outdooraction.co.uk 37 +10 941 561 +68% +67%

campingworld.co.uk 13 +1 3,841 3,590 +7% +6% norwichcamping.co.uk 38 -3 881 1,199 -27% -27%

ultralightoutdoorgear.co.uk 14 +5 3,577 2,777 +29% +28% ospreyeurope.com 39 -2 880 1,144 -23% -24%

tiso.com 15 -2 3,538 4,260 -17% -18% outdoorgear.co.uk 40 -1 846 944 -10% -11%
outwell.com 41 -1 791 905 -13% -13%
outdoorworlddirect.co.uk 16 +2 3,170 2,936 +8% +7%
addnature.co.uk 42 +6 782 547 +43% +42%
uttings.co.uk 17 +12 2,716 1,621 +68% +67%
fieldandtrek.com 43 +2 714 658 +9% +8%
worldofcamping.co.uk 18 +14 2,375 1,394 +70% +70%
moncler.com 44 - 662 714 -7% -8%
attwoolls.co.uk 19 -4 2,319 3,409 -32% -33%
terra-nova.co.uk 45 -11 625 1,298 -52% -52%
patagonia.com 20 - 1,858 2,205 -16% -16%
acrnm.com 46 - 623 640 -3% -3%
vango.co.uk 21 - 1,839 2,200 -16% -17%
scarpa.co.uk 47 +2 581 191 +204% +204%
berghaus.com 22 - 1,836 2,137 -14% -15%
jack-wolfskin.co.uk 48 -7 577 869 -34% -34%
rab.equipment 23 +4 1,797 1,656 +9% +8%
icebreaker.com 49 -7 552 792 -30% -31%
nevisport.com 24 -7 1,651 3,114 -47% -48%
salomon.com 25 - 1,650 1,847 -11% -11%
07 08

Got a
Industry
Variance: 1% Question?
Industry variance is the average of how much visibility change
Come across any head-scratchers in this report so far? Get in touch for a
there has been in the market. So here, this indicates a 1%
no-strings chat and we’ll run you through any metrics and how they apply to
increase in overall organic growth within this industry. If the
your brand.
market’s growing, you should be too. If it’s shrinking, you need a
precise and targetted search strategy.

Email us.

Live chat.

Arrange a
call.
09 10

Analysing visibility vs authority

Visibility vs is a great way to find sleeping
Authority. giants in the industry.

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.

Search engines judge Authority is best achieved

authority through a
domain’s popularity,
size, and age. They use
on and off-site signals
to determine your rank.
through high-quality links
gained through topical
and brand-relevant digital
pr. Not spammy link
building.

By matching visibility Low authority brands

scores to authority,
we identify which sites
are performing beyond
their means. These are
the ones to learn from.
who are ranking for high
volume terms are the
ones to watch. Target the
keywords they perform
well on for quick growth.
11 12

Visibility vs Key:

Authority Scores.
gooutdoors.co.uk 1 ultralightoutdoorgear.co.uk 11 merrell.com 21
cotswoldoutdoor.com 2 tiso.com 12 berghaus.com 22
blacks.co.uk 3 patagonia.com 13 fjallraven.com 23
millets.co.uk 4 winfieldsoutdoors.co.uk 14 outdoorworlddirect.co.uk 24
snowandrock.com 5 salomon.com 15 vango.co.uk 25

alpinetrek.co.uk 6 towsure.com 16 worldofcamping.co.uk 26

thenorthface.co.uk 7 campingworld.co.uk 17 attwoolls.co.uk 27

A B trespass.com
ellis-brigham.com
8
9
uttings.co.uk
rab.equipment
18
19
nevisport.com
mountain-equipment.co.uk
28
29
absolute-snow.co.uk 10 hellyhansen.com 20 craghoppers.com 30

A
Those with high visibility but low
authority may not have the brand reach
compared to rivals, but overperform in
search engines thanks to technical SEO,
content and site experience.
Visibility

Hats off to these guys. They’ve built

B
their house right and have the search
marketing strategy to expand. At this
point, you should be thinking about
solidifying yourself as market leader.

C
Sites with low visibility and authority. Look on the
bright side, there’s a lot of room for improvement.
Brands in this zone should consider urgently
rethinking their on-site technical and structural setup,
also their keyword strategy and off-site campaigns.

D
C
Low visibility, high authority. At school, these sites
Authority D were the kids who ‘had potential.’ There are clearly
some on-site issues holding these brands back.
Whether those issues lie in content, structure, or
tech, an on-site review is highly recommended.
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
with them in a priority order,

Low authority, High authority,

should be their key
objective.

High visibility Low visibility

01 01

02 02

03 03

04 The overachievers. These websites 04

have strong visibility in spite of a lack
of trusted link equity.
Digital PR can push the brand further,

05 05
but through technical
SEO, content and experience, they
play a role in the search engines.
15 16

A B

Visibility vs
Referring Domains.

Visibility
Links aren’t a numbers game. Not anymore, at least. The loose correlation
between the number of linking domains and organic visibility shows that it’s
quality, not quantity that counts, brands that know this invest in digital PR
not link building.

Key:

patagonia.com 1 towsure.com 26

salomon.com 2 alpkit.com 27

gooutdoors.co.uk 3 craghoppers.com 28
cotswoldoutdoor.com 4 nevisport.com 29
fjallraven.com 5 terra-nova.co.uk 30 C Referring Domains D
hellyhansen.com 6 vango.co.uk 31
merrell.com 7 jack-wolfskin.co.uk 32
moncler.com 8 tauntonleisure.com 33

A B
blacks.co.uk 9 outdoorgear.co.uk 34 High visibility with low referring High visibility with high referring
ospreyeurope.com 10 outdoorworlddirect.co.uk 35 domains likely means the site domains are dominating the
snowandrock.com 11 outwell.com 36 is well set up technically, with organic market. If you’re in this
millets.co.uk 12 trekitt.co.uk 37 great content, but scores low on brand quadrant, keep doin’ you. If not, it may
trespass.com 13 sportpursuit.com 38 visibility. Compare your visibility and RDs be easier to compete with their visibility
ellis-brigham.com 14 worldofcamping.co.uk 39 to your competition. Strong potential to through technical SEO and content.

icebreaker.com 15 fieldandtrek.com 40 grow brand visibility with digital PR links.

rab.equipment 16 climbers-shop.com 41
thenorthface.co.uk 17 mountain-equipment.co.uk 42
berghaus.com 18 rohan.co.uk 43

C D
ultralightoutdoorgear.co.uk 19 acrnm.com 44 Low visibility with low referring Low visibility with high links
absolute-snow.co.uk 20 norwichcamping.co.uk 45 domains could mean infinite is a double edged-sword.
uttings.co.uk 21 attwoolls.co.uk 46 things. However, generally Potentially, your link profile
alpinetrek.co.uk 22 scarpa.co.uk 47 ramping up your search marketing is and strategy is spammy, old or otherwise

winfieldsoutdoors.co.uk
campingworld.co.uk
tiso.com
23 outdooraction.co.uk 48 required to compete in your space. suboptimal, and search engines see that.
Whether that’s through tech, content or Regardless, it could also mean you’re a
24 addnature.co.uk 49
links, we can’t say from this graph, but sleeping giant in search. Get an outside
25
speak to us if you need a few pointers. opinion on your tech, content, and links.
17 18

Our “ The results we’ve

Experience. achieved from Salience’s
content marketing efforts
Since 2009, we’ve provided search marketing services for household names,
challenger brands and ambitious start-ups across retail, lead generation,
finance & charity sectors. We work on agile principles, born from the belief
have exceeded my
expectations.
that marketing challenges rarely come with six month’s notice, so there’s
no point in making planners that far in advance. We assess the biggest
issues and opportunities for our clients at the start of every sprint. We are
a new breed of search marketing agency that moves fast and adapts to
opportunities in the moment, not in a month. - Paul Hambridge, MD

Read the Case Study

10+ £85M 58M

years organic organic
experience transactions sessions

Find Out More

19 20

Page
Speed.
In 2010, Google announced that page The first step is to check how you
speed would be included as one of compare against the rest of your
the ranking factors for their search industry.
index. With a further update in 2020
to Core Web vitals. Luckily, we’ve got just the thing. Our
page speed leaderboard shows which
Titled Core Web Vitals, this new brands are lightning fast and those
ranking factor will centre around lagging behind.
page speed. We’re talking largest
contentful paint (LCP) and first input
delay (FID) - in simple terms, how
fast your site loads and how fast it
can be interacted with.

“ A 1 second
delay in page
load time results
in a 7% loss in
conversions.
21 22

Page Speed What is Google’s MUM update?

Scores. The Google Multitask Unified Model (MUM)

update aims to answer modern search
demands by using an AI-powered algorithm
to improve online search capability. When
searching the internet, contradictory to
expectations users are faced with multiple
searches, geographical, and language
barriers due to a lack of intuition on the
search engine.

Google’s MUM will remove the need to carry

out multiple searches that users currently
do in order to compare and gain deeper
insights. It has the ability to understand
and bring solutions based not just on
Key: textual content but also an interpretation
of images, videos, and podcasts in a way
that was never possible before.*

* Source:
Desktop Mobile searchenginewatch.com

RICHARD WATERS
SEARCH EXPERT
01244 564 501
richard@salience.co.uk

Email us. Live chat. Arrange a

call.
23
24

Case
Study
Why Don’t We Include A dominating brand paid media strategy
for Wholesale Sweets.
PPC Data In Our Wholesale Sweets is a self-descriptive business:

Reports?
PPC data from third platforms over your own Google Ads’ account is unreliable. Unlike
organic metrics such as visibility, which are easily measured, it is difficult to collect any
meaningful PPC performance data without the use of spy programmes.
sweets at wholesale prices.
When approached to be paid media partners, the brand was in a transitional period be-
tween brand names, moving from UK Sweets to Wholesale Sweets.
Having a “generic” search term within a brand name presents both great challenges and
benefits.

Although there are a number of PPC spying tools available on the market, these should
never be trusted. We’re only interested in giving you the most meaningful, relevant, and
up-to-date data which simply cannot be achieved for PPC.
The brand’s vision was clear: create a dominating brand
strategy for Wholesale Sweets: become synonymous
with the term “Wholesale Sweets”.
At the beginning of the campaign it was clear that gaining visibility in this area would be
tough. The term “wholesale sweets” isn’t considered a brand by Google; a total of 15 other

“
competitors still actively bid for top position.

The team at Salience have completely overhauled our PPC

Using a targeted approach to dominate the new
campaigns, implementing a new strategy which keeps costs brand brought the following results:
low and ROAS high. Onboarding was fast and easy with
• Search impression share (visibility) increased by 117%,
“
transparent pricing and very minimal setup required. We’ve
had great communication throughout and regular meetings to
•
•
•
Ads serve above organic results 173% more often
Position 1 achieved 188% more often
Conversions increased by 130%
discuss progress. • Conversion value doubled

- Rosie Adams, Marketing Manager, Hard to Find Whisky AKA domination of “wholesale sweet” terms.

Similar Challenges? Talk to an expert.

25 26

“ Going above and beyond

our expectations of a digital
marketing partner, Salience gave
us the insight and understanding
to take our business to the next
level whilst keeping it enjoyable
and fun.
- Caren Downie, Fashion Director

View Case Studies

Robots Have Their Place. Their

Place is Not Running Your Ads.
A I-managed
search
paid
campaigns
are the new normal. Sa-
you. Time saved, right?
BUT, you’re giving
budget control to Goog-
mance, they’ve gone from
win-to-win for their cli-
ents.
lience is taking a stand le. The AI that profits AI-run campaigns sim-
for the normal normal. from your spending. ply can’t do that.
Often known as smart Can you trust the moral Book a call to discuss
bidding, our team believes conscience of machines? our approach, free au-
this approach to be exact- Paid media experts, dit process, and capped
ly the opposite of smart. Andy, Alex & Jack have management fees.
There’s ease in allow- adopted a holistic, hu-
ing AI to take the reins. man view of campaigns.
AI can make use of Zeroing in on creative,
data that humans can’t. strategy & how online
The job is done for presence affects perfor-
27 28

Search Volume
Trends.
Google Trends data shows consumer
In a nutshell, search volume trends show how interest has changed for the
products, services, and content provided within your industry. A downward interest peaks around the summer months
and slopes off in the winter season. This
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
important to stay on top of when search is high and low to help inform
your strategy for search. emphasises the importance of having a
140 good strategic foothold well before the
summer season!
115
120

100 95

80 75
2019 2020
60 2020
55 2021
2021
2022
40
35

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29
Keyword
Trends.
We’ve been keeping a close eye
on what keywords people are
searching for in the market,
allowing us to see what is trending.
In the following sections we’ll
give you the heads up on which
keywords are on the rise and need
your attention, alongside those
which are becoming less and less
important.
30
COVID has brought
monstrous changes to most
Using historical search data, we’re
able to find trend patterns and
of the consumer landscape.
Monitoring changes in
identify opportunities ahead of the
curve.
search volume for keyword
Our search and content strategists
continually monitor industry
movements. From here, we’re able
groups is essential to
to spot content and category gaps
before they’re deemed industry-
standard.
spotting new trends and
surging demand.
31 32

Emerging Trends Receding Trends

Emerging Products Receding Products
Keyword Search Volume Interest Trend Keyword Search Volume Interest Trend
tent peg 8,100 14% teepee tent 22,200 -33%
rooftop car tent 4,400 11% 6 man tent 18,100 -29%
tent footprint 3,600 482% air tent 14,800 -28%

2 person tent 2,400 15% 8 man tent 8,100 -29%

hiking shops 1,600 42% family tent 8,100 -33%

3 person tent 1,600 14% toilet tent 6,600 -38%

beach shade 1,300 36% tenten 6,600 -27%

1 man pop up tent 720 33% tent carpet 3,600 -45%

beach canopy 390 42% tent camping near me 2,900 -42%

lanshan 1 pro 320 178% camping shelters 2,900 -40%

Emerging Brands Receding Brands

Keyword Search Volume Interest Trend Keyword Search Volume Interest Trend
patagonia 165,000 6% the north face 550,000 -8%
vango 90,500 7% blacks 368,000 -7%
fjall raven 49,500 12% cotswold outdoor 165,000 -24%
rohan 40,500 7% moncler 165,000 -9%
salomon 33,100 31% millets 135,000 -7%
alpkit 33,100 7% jack wolfskin 40,500 -25%
ellis brigham 33,100 6% craghoppers 40,500 -13%
tiso 27,100 15% towsure 18,100 -42%

absolute snow 12,100 31% camping world 9,900 -28%

winfields outdoors 6,600 49% attwoolls 8,100 -23%

33 34

Got a
Question?
Come across any head-scratchers in this report so far? Get in touch for a
no-strings chat and we’ll run you through any metrics and how they apply to
your brand.

Patagonia claims
the crown for the
emerging brands with
over 165k searches
Email us.

and an interest trend

of 6%.
Live chat.

MARCUS OVEREND
SEARCH EXPERT
01244 564 501
Arrange a
call.
marcus@salience.co.uk

Book a Chat
35 36

High Competition 1
air tent

Keywords. 9,900 47
Key:
2
hiking shops
Local Monthly
These keywords are the heavyweight belts, the golden tickets, the
ones to tell your nan about. For top of market brands holding these
1,000 79 Searches (UK)
positions, close monitoring and continued search marketing activity is
needed to safeguard them. For challenger brands looking to weigh in, Competitiveness

3
you best bring your A-game. walking poles Score

High competition keywords are typically sought after by big

5,400 41
brands. We’re talking those with brick and mortar stores &
large brand reach.

Qualifying intent is more important than ever on these

4 waterproof tent
2,400 49
keywords. Providing the correct user journey upon first click
is critical.

5 climbing equipment
1,600 51

6 womens outdoor jackets

1,300 52

7 rock climbing shoes

2,400 40

trekking poles
8 1,600 44

9 outdoor trousers
1,300 47

10 climbing gear
1,600 43
37 38

Opportunity 1 6 man tent

Keywords. 12,100 30

These terms have less competition
yet high search volumes. As such,
they are a perfect battle ground for
climbing harness
For challenger and low-visibility
brands, these are the terms
2 2,900 30
where you’ll see most success.

tent carpet
all brands in the industry to increase Concentrate on these and you’ll

3
their digital reach. see traffic and revenue start to
grow.
Marketing teams across the industry 2,900 28
ignore these terms but audiences For market leaders, these are the
are interested. With strong volumes terms that have probably skipped

ice axes
4
and low competition, they’re ripe for your radar. Dig into these and
the taking. corner the market.
1,600 30

climbing helmet
5
“
1,300 28
Opportunity keywords are simply Key:
one indicator of who has the belay device
6 1,300 27
Local Monthly
most potential to increase their Searches (UK)
organic channel revenue in the women’s climbing shoes
foreseeable future.
7 1,300 24
Competitiveness
Score

bell tent glamping

8 1,300 23
MARCUS OVEREND
bouldering chalk bag
SEARCH EXPERT
01244 564 501
9 590 27
marcus@salience.co.uk

hiking jacket women

Book a Chat 10 480 28
39 40

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.

We’ve provided blended solutions across SEO, paid search, content

marketing, user experience, CRO, digital PR and social media. Over the last
10 years, we’ve worked hard, delivered results and won awards.

638 Clients over

the years

Find Out More

“
Over the time we have been working with Salience, they have increased our online
donations through Google Adwords and keywords significantly. Their technical
expertise and knowledge in this area are impressive, and they are a pleasure to
work with.

- Richard Moody, Head of Supporter Engagement

41 42

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 centres
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 external review platforms, high-quality links, transparency over

around both
processes and policies, and plenty more.

Your Money Your Life Search quality evaluator

(YMYL) / eCommerce
brands are those most
likely to see visibility
drop as a cause of
on and off-site
guidelines identify
how manual reviewers
evaluate your site’s
trust-worthiness. Use

signals.
poor trust signals. these to get ahead.
43 44

Checklist For
Here is a quick checklist of where you could
place trust signals:

Building Customer
Trust.
Trust bar across
the site (a small
bar that holds all
your guarantee’s,
warranties etc.)

A website can be used to build trust. You can do this through “trust
signals”.
Customer
Trust signals are content embedded within your website that builds up testimonials in
credibility. A lot of things can be considered a trust signal. Like: product pages,
convince the user at
point of purchase.

01 User reviews (TrustPilot, Feefo)

Review profile

02 Testimonials embedded in the

home page & key
PLPs uk.huel.com

03 Guarantees (free returns, warranties) are a great example.

04 Credential badges (Industry recognised Individual product

certifications, think Informed Sport for a reviews. Bonus

supplements brand) points if you can link

this with a review
profile.

Having these things strategically placed around the site builds trust
from users & search engines alike.
Embed credential
badges on shopping
cart pages and any
other high intent
pages.

Our Software
Partners.
Introducing our software partners to the reports is one of the 2022 additions
we got most excited about. Yes, they’re technically ads, but one of our core
principles for these reports is to provide value to the brands we work with.
What better way to do that than to talk about the software we use, agency
side, to deliver top-of-class search marketing results.
These providers all have packages suitable to an in-house team, so if you’re
not on the lookout for a new search agency we can get some value to you this
way, instead.
Once more for everyone at the back - we only showcase software here that is
used and loved by our own team, offers a package and pricing appropriate for
an in-house team, and is, from our point of view at least, very good.
46
Brands like Netflix, H&M and Condé Nast partner with ContentKing
to deploy winning search strategies. Through our unique Real-time
Auditing, Monitoring and Change Tracking suite, growth teams prevent
traffic loss, automate SEO analytics and grow their visitor base over time.
Unlike legacy crawlers, our always-on monitoring technology allows
growth teams to enforce SEO governance at scale, work with real-time,
accurate data and react to adverse SEO events in minutes, not weeks,
before traffic is impacted and revenue is lost.
Monitoring & Alerting WHY IS MONITORING &
ALERTING IMPORTANT?
Meta-content dropping on your main pages, links
When your site suffers from a technical
suddenly breaking across your website or key pages problem or unexpected content change
becoming non-indexable. Whatever the problem: you and you don’t react in time, you risk giving
need to know. Now. your rankings away to competitors, and
ultimately not delivering on growth goals.
Never have an issue go unnoticed again, as ContentKing watchdogs
your website 24/7 and sends out alerts whenever changes are made
or disaster strikes. ContentKing Alerts™, the only enterprise-grade
SEO monitoring and alerting engine, gives you the opportunity to fix
problems before your rankings are impacted.
Websites change all the time. And while you definitely want to track
changes, getting an alert about every detail would hurt your productivity.
That’s why ContentKing Alerts™ are smart. Our intelligent algorithms
don’t just look at the number of pages but also their Importance within
the website and to your business, to deliver only relevant alerts.
Start your 14-day free trial
NO COMMITMENT REQUIRED
4.9/5 4.8/5 9.0/10 4.9/5
47 48

Online
Reviews.
A key element of trust, reviews are essential to your search marketing
90% 94%
arsenal. Having more good reviews than your competitors is important for of people check online of people say they
off-site trust signals (part of the EAT update), local pack prominence, and
CTR where star-ratings feature in the SERPs. reviews before buying often avoid businesses
from a business. * below a 4 rating. *

Incorporate external
review platforms
into your buying
process to ensure
Bad reviews need to
be answered and fast.
Users are more likely
to ignore bad reviews
eCommerce sites are
judged by both users
and search engines
on their review
48% 45%
maximum take-up. if they see fast replies. platforms. of people only pay of people are more
attention to reviews likely to visit a business
written within the past that responds to their
2 weeks. * negative reviews. *

* Sources:
lyfemarketing.com
brightlocal.com
49 50

Highest Reviewed Sites.

Average Industry
Review Score:
uttings.co.uk
1 4.9 38,510

gooutdoors.co.uk
2 4.5 88,371

millets.co.uk
3 4.5 54,864

sportpursuit.com
4 4.7 35,491

blacks.co.uk
5 4.3 37,605

winfieldsoutdoors.co.uk
6 4.7 14,633
Key:
campingworld.co.uk
7 4.6 16,346 Review Score

ellis-brigham.com
8 4.6 15,555
Number of Reviews

tiso.com
9 4.7 8,854

outdoorworlddirect.co.uk
10 4.9 5,541
51 52

Brand Reach Top 5 Social Scores

Findings. 1
18,286

Top 5 Brand Searches

2
12,626

1
550,000
Monthly Searches (UK)
3
9,596
Monthly brand searches

2 shows an indication of
brand recall within search
368,000 behaviour. The top five
are the most recalled 4 5,533
Owned Social Score

Social score considers

names within
followers and engaged
search.
conversations on all major

3 social platforms. The top

5 five have a strong following,

creating engagement through
165,000 content and
product
4,045
campaigns.

4
165,000

5
165,000
53 54

Brand Awareness. Brand Awareness

Market Leaders.
Brand Awareness describes how This helps identify which brands are
familiar consumers are with your most prominent across a range of Site Brand Searches Owned Social Rank
brand or products. channels and those who are fading
Per Month Score
thenorthface.co.uk 550,000 18,286 1
into the background.
moncler.com 165,000 12,626 2
Digital brand awareness describes
patagonia.com 165,000 9,596 3
how familiar consumers are with Brand searches are a traditional
salomon.com 33,100 4,045 4
your brand or products online, measure. Owned social score is
fjallraven.com 49,500 2,096 5
whether they are searching for your really important too. This identifies
merrell.com 18,100 5,533 6
brand or interacting with it on social audiences you have access to. These
blacks.co.uk 368,000 246 7
media. can both be improved by strategic, cotswoldoutdoor.com 165,000 411 8
relevant digital pr. hellyhansen.com 33,100 1,756 9
To calculate this figure, we blend sportpursuit.com 74,000 713 10
branded search metrics with the berghaus.com 74,000 563 11
performance and reach of social jack-wolfskin.co.uk 40,500 940 12
channels for brands across the millets.co.uk 135,000 182 13
sector. trespass.com 135,000 121 14
vango.co.uk 90,500 133 15
icebreaker.com 22,200 482 16
mountain-equipment.co.uk 33,100 265 17

Brand searches are a Owned social scores are craghoppers.com 40,500 207 18

traditional measure increasingly important alpkit.com 33,100 153 19

of how many people in this hyper-digital snowandrock.com 49,500 90 20

are searching for your world. Improving yours ellis-brigham.com 33,100 90 21

brand name through is key to cross-channel rohan.co.uk 40,500 40 22

search engines. traffic acquisition. tiso.com 27,100 53 23

campingworld.co.uk 9,900 107 24
absolute-snow.co.uk 12,100 60 25
outwell.com 4,400 106 26
trekitt.co.uk 9,900 41 27
scarpa.co.uk 9,900 41 28
towsure.com 18,100 22 29
ospreyeurope.com 1,000 342 30
Jo O’Reilly
Digital PR Manager
01244 564 501
jo@salience.co.uk

Book a Chat
55
Driving awareness of a new brand with
digital PR
Sleep & Snooze is a challenger brand
in the Beds & Mattresses space.
They partnered with Salience to
increase brand awareness and drive
press coverage, with the core aim of
placing their brand directly in front
of consumers.
Taking a search-first approach to
digital pr we made sure that our
strategy focussed on
obtaining high-quality, relevant
links.
How we did this?
In order to grow brand awareness
and build relevant links, we first
had to narrow down the core topics
which their subject matter expert
could speak on with authority.
56
The results:
- 61 Pieces of coverage
- 10 Relevant High DA Links
For Sleep & Snooze these topics were:
sleep hygiene & bedroom interior
design.
This meant we were able to outreach
expert advice to journalists in the
lifestyle and interiors press on:
- Bedroom Feng Shui
- The Coastal Grandma Interior Trend
for Bedrooms
- Bedscaping “Within the first two months of working with Salience we were
delighted to see our brand feature in top-tier publications such as
- Mattress and Bedding Hygiene
Newsweek and the Guardian.”
They also secured us high relevancy backlinks in the homes and
interiors press including Ideal Home and Home and Garden as well
as the UK connsumer press including the Daily Mail and the Sun
placing us directly in front of new customers.”
View Case Studies
57
Let Them Eat Cake: Meeting Customer
Intent with Luxury Cakemaker
Patisserie Valerie, partnered with
Salience to aggressively grow
their digital footprint following
a landmark partnership with
Sainsbury’s.
Like many digital campaigns, the
goal is to acquire new traffic.
However, we set a precedent from
the start - no vanity metrics allowed.
Traffic must have the intent to buy.
Following our discovery process,
we identified a huge opportunity
to implement 4 new site categories
targeting high intent customers.
These categories were:
- Occasions (birthdays, anniversaries
etc)
- Flavour (red velvet, chocolate etc.)
- Recipient (for him, her, kids)
- Type (Carrot, Gateau etc.)
Throughout the implementation &
launch, we held customer intent and
user experience at the heart of our
strategy.
58
Each new category needed a
reason for its existence.
Copy was implemented on each
page to highlight the brand’s
history, unique selling points
and delicious cakes. Written to
be sincerely useful, while giving
search engines a chance to
recognise the page’s purpose.
Sticking to our principles, we
quickly saw results:
- 67% increase in sessions
- 52% increase in ranking keywords
The new rankings were across our
new high intent categories.
We see P1 rankings on keywords
like “baby shower cake” &
“anniversary delivery” to have
huge commercial and brand value.
59
60

The Lastest
5. For better or worse, we’ll soon be getting
Google Ads recommendations and optimiza-
tion scores for Performance Max campaigns.
Recommendations are a controversial topic for
any PPC manager but one of the few advantag-
7. Google Ads Insights page has spent the
last year or so out of beta and now we’ve
got 3 new types of insights coming to
help us inspect and improve our attribu-
tion. We have ‘Attribution Insights’ which

News In Paid
es is that it can give you a few insights into how
Google is viewing your campaign and what as-
sets may need building out. Every black cloud!
will allow us to gain an expanded view
of customers conversion paths across
multiple Google Campaign types, Budget
insights which will make recommenda-

Media.
6. Full release for Performance Max’s current tions on your current budgets based on
beta, Experiment Tools, this allows us to set up campaigns performance against current
an experiment to measure how a Performance budget pacing and First-Party Audience
Max campaign can help increase incremental Insights which allows users to take ad-
conversions across your existing campaigns. vantage of first-party data to see which
audience segments are performing best
As a person-centric agency, we believe it important to build relationships on the fundamental un- in your campaigns.
derstanding of business needs, challenges, and objectives.
8. Video ads will now be displayed in
It is only following building this we can truly understand how paid media can be best deployed to Google discover, this is great news as
support the wider channel mix and achieve goals. organic result for discover can display
videos in the feed. Being able to inte-
With a manual first approach, understanding the latest changes in the industry is paramount for grate into this service is big bonus and
campaign success. Here’s whats been going on recently. as an extra incentive, these Discover Ads
look great!

Google Marketing Live 2022 Rundown:

In the wake of last month’s Google Marketing Live Conference there’s a lot to unpack including Google Opens New Channel For US Car
an automation heavy keynote address and some interesting changes to video ads, the big focus
this year seeming to land on Performance Max. So let’s dive in! Sellers
3. With Performance Max in its relative in- Vehicle ads – have been launched in the US Why is this important to us? In a post-co-
1. YouTube video shorts is Googles short-
and in beta in other countries such as Cana- vid world where anything can be bought
form video platform hosted by YouTube, fancy (at least compared to other campaign
da and Australia this month. We believe it online, including vehicles, vehicle ads are
videos are capped at 1 minute long and now types!) we’re getting a whole glut of new
won’t be long until we can use it in the UK. the next logical step for Google Ads.
PPC advertisers will be able to advertise on updates promised to roll out over the year.
these if they are running video action and In Q3 we’ll be getting one of Google Local In a very similar set up to Google Shopping, Car buying behaviour has moved online,
app campaigns. More reach is always good! Campaigns current beta features, the ability vehicle ads will serve on Google’s SERP. With with search interest increasing substan-
But remember if these videos are only 1 min- to optimize your campaign for store sales as the image of the vehicle, make, model, price, tially and no signs of let up.
ute long apiece, your content has got to be well as store traffic. and miles shown to the user. New and used
short, snappy and to the point to compete! vehicles can make use of this new campaign 27% of UK car buyers would be happy to
4. Performance will also be receiving expand- type. buy a car online without a test drive. Vehi-
2. Google have announced they are working ed reports for performance and data across cle ads will help advertisers expand their
on allowing us to create free-flowing in- the campaigns, giving us a more granular The data for the vehicles will come from a exposure to market their vehicles inven-
view of how well automation is working in vehicle data feed which is uploaded to the tories opening up a completely new chan-
ter-connected TV campaigns that will cover
your campaign. This will help with optimiza- Google Merchant Center. nel for their business.
YouTube and other associated TV Apps.
Another one to consider how you format and tion and decision making and will give us a lot
Vehicle ads will be fully automated through
contextualize your ad. more scope for strategizing going forward.
Smart Shopping campaigns.

“Speak directly with an expert about your

paid media challenges”
61
Google Analytics.
Google Analytics, where would we be without this
tool in the modern digital landscape? It’s hard to
imagine navigating your digital & search marke-
ting data without using this tool, and because of
this, we know it won’t be going anywhere anyti-
me soon. It is, however, easy to imagine Google
Analytics changing and updating.
In an expected move, Google’s Universal Analytics
is being sunsetted and will stop processing data
at the beginning of July in 2023 according to a re-
cent announcement from Google. With the push
towards the adoption of their new, next-genera-
tion version of Google Analytics, GA4.
Google is encouraging the immediate switch to
GA4. As doing so, will give us the chance to build
historical data before the inevitable switch in
over a year’s time.
GA4 is Googles latest iteration of Google Analytics
that will combine its data from both your web-
sites and apps. The main difference GA4 is offe-
ring is the way in which it collects data. Instead
of the sessions we’ve spent so many years being
used to, GA4 will highlight Users and Events in its
place. Basically GA4’s event data model will pro-
cess each user interaction as its own, standalone
event.
Microsoft’s Automotive Ads are getting
more placements
Microsoft plan to roll out further expan-
In a similar theme, Microsoft’s Automo-
sions this year, including new vehicle
tive Ads are getting more placements as
types, support for monthly pricing and
well as being rolled out globally in beta.
leasing options, and further visuals.
According to Microsoft, automotive
search interest is up 48% compared to
2019. Initially, Automotive Ads have been
able to serve on Bing’s Search, Image,
and Video results, but will be expanded
to serve on Display, Microsoft’s Audience
Network, Microsoft’s Autos Marketplace,
and the Windows search bar.
62
62
As some of you reading this may know, rolling
out a new product or service has its risks, there’s
always that looming fear that it won’t be well re-
ceived or liked. Unfortunately for Google when
they initially released GA4 to the public, they’ve
fell victim to this issue across many parts of the
digital world. There has been a widespread dis-
dain for GA4 since its launch. The Search Mar-
keting community has widely described it as
unusable, awful & horrible. In using it ourselves
where we have found GA4 to be an unintuitive
tool that makes a lot of data that is easily found
in Universal Analytics difficult to locate and hard
to access.
As with many of their updates and changes
across their services, Google is encouraging an
immediate switch to GA4 despite us having over
a year to do so, you might be asking why? As
mentioned above, GA4 is difficult and unwieldy,
Universal Analytics is more popular and still
here to use. The main reasoning for switching
to GA4 sooner, rather than later, will give us
the chance to build historical data and optimise
our accounts within GA4 before the inevitable
switch in over a year’s time. We will also get a
chance to spend more time adjusting and be-
coming acquainted with the overall changes in
data and UI compared to Universal Analytics.
“Struggling with the migration to GA4?
Speak with an expert.”
63 64

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 competitors’ movements.

Email us.

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Arrange a
call.