Glaze Digital have examined Google’s search results to reveal an exclusive snapshot of the search landscape for Furniture Retailers in Northern Ireland.
This report analyses which websites were most visible in the Google UK Natural Search listings when consumers searched for the most popular furniture related terms.
In our analysis, we established that:
- There are over 1.8 million furniture related Google searches conducted within Northern Ireland a year
- Around 6.5% of those contain either “ni” or “Northern Ireland”
- Around 11.9% contain “Belfast”
- The remaining 81.6% of other keywords offer non-location specific searches
Based on a sample of 1650 keywords suggested by Google
10 Most Searched for Keywords Containing “NI”
- There are over 121k furniture-related Google searches containing either “ni” or “Northern Ireland” a year
- gumtree.com was the most visible in the Natural Search space, achieving a 26% of clicks for the top keywords containing “NI”
- dfs.co.uk was the most visible retailer, achieving 15% of clicks for the top keywords containing “NI”
- harvey-norman.co.uk are the third most visible, with 9% of clicks
We have analysed the search results for 10 of most searched for non-brand furniture related keywords containing “ni” or Northern Ireland”. These 10 keywords represent approximately 31% of the most frequent searches online which contain “ni” and “Northern Ireland”.
Having gathered website ranking information, we applied estimated click-through rates to predict the traffic each ranking website will likely receive.
10 Most Searched for Keywords Containing “Belfast”
- There are over 220k furniture related Google searches containing “Belfast” in Northern Ireland a year
- dfs.co.uk is the most visible in the retailer in the Natural Search space, achieving a 28% of clicks for the top keywords containing “Belfast”
- keensfurniture.com and directfurniturebelfast.com are the second most visible furniture retailers with 11% of clicks each
We have analysed the search results for 10 of most searched for non-brand furniture related keywords containing “Belfast”. These 10 keywords represent approximately 33% of the most frequent searches online containing “Belfast”.
Having gathered website ranking information, we applied estimated click-through rates to predict the traffic each ranking website will likely receive.
Our Thoughts
Whilst we are confident this report is representative, the data offers only a snapshot of the whole picture. Category related searches (i.e. “coffee tables”, “corner sofas”) make up a large amount of the wider search landscape and these are not represented.
From an optimisation point of view, there is plenty of opportunities for retailers to gain ground for deeper, more niche keywords which make up a large portion of potential traffic.
It stands to reason that keywords with local intent (“ni” and “Belfast”) only make up a small portion of total searches within Northern Ireland. Many of those searching will be doing so with the expectation of home delivery, making location less important when buying online.
Also, a large number of people will be searching for ideas, inspiration, images and so. For this reason, inspiration themed content marketing and strong, well-optimised images will likely help furniture retailer gain more traction in the search results.
About this report
How the data was compiled
Research has been conducted into the most frequently searched for generic, non-brand keywords. Search volumes provided by AdWords where we applied a Northern Ireland location filter where relevant.
Glaze recorded which websites appeared in Google.co.uk, and in what position, for our chosen keywords. We only looked at organic results – and did not account for local results (Google Map listings).
Then we applied an estimated, industry-specific click-through rate to generate traffic predicted traffic figures. The click-through rate curve was taken from AWR, Advanced Web Ranking Cloud.
Caveats
There are other ways and other tools which offer similar data. Each method and each platform will produce varied results. The numbers supplied are estimates based on publicly available data. Actual numbers will vary. Google positions will vary over time and may differ depending on users exact location.
Glaze Digital & SEO Services
Glaze Digital is a digital agency based in Belfast who provide SEO Services to help business improve their Organic Search visibility. Glaze Digital has created a series of reports to help digital marketers better understand the NI search landscape. If you would like further information about the report or would like a report for your industry you can contact Glaze to arrange a consultation.
Get in touch
- Contact Richard Megaw – Digital Marketing Director
- Email: richard@glazedigital.com
Disclaimers
Glaze Digital is not affiliated with any of the sites mentioned. This data is not a representation of any of groups actual market share. It is based only on a sample of keyword ranking data.
The information contained in this report is for information purposes only. It should not be used for commercial decision making, nor should it be used to enter into any business transaction. Whilst Glaze Digital have endeavoured to create an accurate report, Glaze Digital cannot accept liability for any mistake or inaccuracy it may contain and no warranty is offered covering its completeness or its suitability for any purpose.
The content of the report is the copyright of Glaze Digital. The reader is permitted to share the report within its own organisation. It is also permitted to extract elements of the report for public interest on the condition that Glaze Digital are credited by the publisher. However, permission is not granted to exploit, distribute, sell or otherwise make use of the report for commercial gain.
