The greenlight sector

The greenlight sector
REPORT
PRODUCT FOCUS:
Clubs
Clothing
Equipment
Accessories
An exclusive snapshot of the online Search landscape
FEB 2016
Report Overview
Executive Summary
This report profiles search behaviour for the online Golf 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 Golf-related terms. In our analysis we established
that:
In February, 218,150 searches were made by consumers searching for Golf-related terms on Google UK.
Queries for clothing keywords accounted for 44% of all searches made for the sector.
The search term 'golf clubs' was queried 18,100 times, accounting for 8% of all searches made for the sector.
americangolf.co.uk was the most visible website in the Natural Search listings, achieving an 82% share of voice.
amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 65% share of voice.
americangolf.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:
Golf Sector Report
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February 2016
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The most visible websites and advertisers on Google UK
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February Overview
In February 2016, 218,150 searches were made for Golf-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 Golf
market in the past 12 months.
Number of searches by subsector
At a glance
In February, 218,150 searches were
made for golf keywords.
Searches for clothing keywords were
most popular, accounting for 44% of
all searches made for the sector.
Retrospective 12 month view
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
3
Natural Search
Golf: Overall
218,150 searches
In February 2016, 218,150 searches were made by consumers searching for Golf-related keywords. The league table below shows which
websites were most visible in the Natural Search listings on Google UK for the 502 keywords analysed.
Top 10 search terms:
Overview:
In February, the keyword ‘golf clubs’
was queried 18,100 times, accounting
for 8% of all searches made for
Golf-related keywords.
americangolf.co.uk was the most
visible website, achieving an 82%
share of voice through ranking for 224
keywords, including the search terms
‘golf bags’ and ‘golf clothing’.
The 20 most visible websites:
onlinegolf.co.uk attained a 68% share
of voice through ranking for 192
keywords, including the search terms
‘golf clubs’ and ‘cheap golf clubs’.
Golf Sector Report
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February 2016
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The most visible websites and advertisers on Google UK
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Golf: Accessories
33,760 searches
In February 2016, 33,760 searches were made by consumers searching for accessory-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 80 keywords analysed.
Top 10 search terms:
Overview:
In February, the keyword ‘golf balls’
was queried 4,400 times, accounting
for 13% of all searches made for
Accessory-related keywords.
americangolf.co.uk was the most
visible website, achieving a 76% share
of voice through ranking for 49
keywords, including the search terms
‘golf balls’ and ‘golf grips’.
The 20 most visible websites:
onlinegolf.co.uk attained a 52% share
of voice through ranking for 34
keywords, including the search terms
‘golf gloves uk’ and ‘nike golf gloves’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
5
Natural Search
Golf: Clothing
96,220 searches
In February 2016, 96,220 searches were made by consumers searching for clothing-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 286 keywords analysed.
Top 10 search terms:
Overview:
In February, the keyword ‘golf shoes’
was queried 14,800 times, accounting
for 15% of all searches made for
Clothing-related keywords.
americangolf.co.uk was the most
visible website, achieving a 75% share
of voice through ranking for 96
keywords, including the search terms
‘golf clothing’ and ‘golf shorts’.
The 20 most visible websites:
sportsdirect.com attained a 66% share
of voice through ranking for 89
keywords, including the search terms
‘golf shoes’ and ‘golf trousers’.
Golf Sector Report
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February 2016
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The most visible websites and advertisers on Google UK
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Golf: Clubs
46,930 searches
In February 2016, 46,930 searches were made by consumers searching for club-related keywords. The league table below shows which
websites were most visible in the Natural Search listings on Google UK for the 56 keywords analysed.
Top 10 search terms:
Overview:
In February, the keyword ‘golf clubs’
was queried 18,100 times, accounting
for 39% of all searches made for
Club-related keywords.
americangolf.co.uk was the most
visible website, achieving a 90% share
of voice through ranking for 40
keywords, including the search terms
‘golf club’ and ‘golf club sets’.
The 20 most visible websites:
onlinegolf.co.uk attained an 88% share
of voice through ranking for 39
keywords, including the search terms
‘golf clubs’ and ‘cheap golf clubs’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
7
Natural Search
Golf: Equipment
41,240 searches
In February 2016, 41,240 searches were made by consumers searching for equipment-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 80 keywords analysed.
Top 10 search terms:
Overview:
In February, the keyword ‘golf bags’
was queried 5,400 times, accounting
for 13% of all searches made for
Equipment-related keywords.
americangolf.co.uk was the most
visible website, achieving a 92% share
of voice through ranking for 39
keywords, including the search terms
‘golf bags’ and ‘golf trolley’.
The 20 most visible websites:
onlinegolf.co.uk attained a 72% share
of voice through ranking for 34
keywords, including the search terms
‘nike golf bags’ and ‘electric golf
trolley’.
Golf Sector Report
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February 2016
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The most visible websites and advertisers on Google UK
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Golf: Overall
218,150 searches
In February 2016, 218,150 searches were made for Golf-related keywords. The league table below displays the most visible advertisers
and ad creatives on Google UK for the 502 keywords analysed.
The 30 most visible advertisers:
At a glance:
In February, amazon.co.uk was the
most visible advertiser, achieving a
65% share of voice through bidding on
194 keywords, at an average ad
position of 5.
onlinegolf.co.uk achieved a 29% share
of voice through bidding on 83
keywords, at an average ad position of
6.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
9
Paid Media
Golf: Accessories
33,760 searches
In February 2016, 33,760 searches were made for accessory-related keywords. The league tables below display the most visible
advertisers and ad creatives on Google UK for the 80 keywords analysed.
The 20 most visible advertisers:
At a glance:
In February, amazon.co.uk was the
most visible advertiser, achieving a
62% share of voice through bidding on
45 keywords, at an average ad position
of 4.
onlinegolf.co.uk achieved a 28% share
of voice through bidding on 21
keywords, at an average ad position of
8.
amazon.co.uk displayed the most
visible individual ad creative, achieving
a 14% share of voice.
The 5 most visible ad creatives:
Golf Sector Report
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February 2016
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The most visible websites and advertisers on Google UK
10
Golf: Clothing
96,220 searches
In February 2016, 96,220 searches were made for clothing-related keywords. The league tables below display the most visible
advertisers and ad creatives on Google UK for the 286 keywords analysed.
The 20 most visible advertisers:
At a glance:
In February, amazon.co.uk was the
most visible advertiser, achieving a
66% share of voice through bidding on
84 keywords, at an average ad position
of 5.
clubhousegolf.co.uk achieved a 44%
share of voice through bidding on 43
keywords, at an average ad position of
4.
clubhousegolf.co.uk displayed the most
visible individual ad creative, achieving
a 16% share of voice.
The 5 most visible ad creatives:
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
11
Paid Media
Golf: Clubs
46,930 searches
In February 2016, 46,930 searches were made for club-related keywords. The league tables below display the most visible advertisers
and ad creatives on Google UK for the 56 keywords analysed.
The 20 most visible advertisers:
At a glance:
In February, gumtree.com was the
most visible advertiser, achieving a
64% share of voice through bidding on
19 keywords, at an average ad position
of 6.
amazon.co.uk achieved a 59% share of
voice through bidding on 30 keywords,
at an average ad position of 5.
onlinegolf.co.uk displayed the most
visible individual ad creative, achieving
a 39% share of voice.
The 5 most visible ad creatives:
Golf Sector Report
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February 2016
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The most visible websites and advertisers on Google UK
12
Golf: Equipment
41,240 searches
In February 2016, 41,240 searches were made for equipment-related keywords. The league tables below display the most visible
advertisers and ad creatives on Google UK for the 80 keywords analysed.
The 20 most visible advertisers:
At a glance:
In February, amazon.co.uk was the
most visible advertiser, achieving a
73% share of voice through bidding on
35 keywords, at an average ad position
of 4.
onlinegolf.co.uk achieved a 40% share
of voice through bidding on 17
keywords, at an average ad position of
7.
proriderleisure.com displayed the most
visible individual ad creative, achieving
a 29% share of voice.
The 5 most visible ad creatives:
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
13
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
amazon.co.uk achieved strong
Integrated Search Visibility.
visibility in the Natural Search
visibility in the Paid Media
listings.
Space.
Golf Sector Report
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February 2016
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The most visible websites and advertisers on Google UK
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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
americangolf.co.uk featured at the top
of our integrated search league table,
as its combined share of voice was
most dominant.
onlinegolf.co.uk ranked second in our
league table, as it achieved a sizable
share of visibility in both the Natural
Search and Paid Media listings.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
15
About this report
How this report was created
Disclaimer:
Greenlight’s Research & Insights team collected 502
Golf-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 Golf sector in February
2016.
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 the UK
and abroad.
Contact
Phil Armorgie
Business Development Director
T: +44 (0) 20 3326 6224
Email: [email protected]
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Golf Sector Report
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February 2016
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The most visible websites and advertisers on Google UK
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