At this time of year, garden furniture is probably one of the last things on consumers’ minds. But for retailers it’s around this time that they start thinking about next summer, and how best to market their products.

With that said, we’ve taken a look at the current garden furniture search market to see who’s performing well, and who should think about further optimizing their site in order to gain an advantage come next year, when consumers start looking to buy for their outdoor space. For this example we’ve used the website for Dobbies Garden Centres, dobbies.com, as our referring domain.

The MarketScout report explained:

Top level visibility

The first page of the MarketScout report gives an indication on the top level visibility of Dobbies.com, and identifies competitors within the market for our chosen keywords. In this case, Dobbies have relatively poor visibility, with top-ten rankings for just two keywords.

Key metrics

The second page of our MarketScout report shows the information we had at the bottom of page one in the form of graphs. The red line represents the average market performance for each metric.

Visibility vs. competitors

Page three gives further insight into the visibility of Dobbies.com. It clearly illustrates the visibility of the top performers in the market in comparison to our chosen domain, Dobbies.com, including rankings in the top 10, average position score and number of indexed pages, highlighting key differences.

Off-site equity

Here we can see how Dobbies.com rank from an off-site point of view. The MarketScout report provides a comparison of Trust Flow, number of referring domains, and the number of .edu and .gov domains pointing towards Dobbies’ site and its competitors in this market. This gives us valuable insight into the quality of Dobbies’ back link profile compared to the competition.

Topical Equity

Page five gives us an overview of Dobbies.com’s performance in terms of the topics covered on the site. As a garden centre, it’s to be expected that the main topic covered is home/garden, however as a retailer, you’d also expect shopping to be associated with the site.

Social media

This page gives an analysis on the number of times a piece of content from the website has been shared via a social channel.

Conclusions

These are conclusions based on a traffic light system which offer an indication on which areas Dobbies.com is performing well, and which areas need further attention. Red means a lot of work needs to be done, yellow means some work needs to be done, and green means that little or no work is required in this area.

Key phrases

The final page of the MarketScout report details the key phrases used in compiling the report. These are the top 100 terms driving traffic to the chosen niche, in this case garden furniture. Again working to a traffic light colour-coding system, words in red mean that currently that particular phrase will be difficult to rank for, yellow mean not as difficult, but will still require work, and finally green phrases are ones which are easier to rank for.

It’s worth noting that brand specific key terms have not been omitted from the report.

If you would like a free MarketScout report for your website, then get in touch with us.