H. Samuel remains ‘most visible’ jewellery brand online

Although it was found that Pandora ranks as the most searched-for brand per month

Despite a 7% decrease in their visibility over the past year, H. Samuel remains top of their market, a new report has revealed.

The Jewellery Retailers Insight Report, produced by digital marketing specialists Inside Online, ranks 45 of the leading websites within this competitive market according to their online performance.

The annual study reveals the successes and shortcomings of each website, highlighting where there is room for improvement.

Other stand-out results from visibility include:

  • Claire’s recorded a huge 290% increase in one of the few to see an increase
  • Hugh Rice recorded a 111% increase on 2016’s domain visibility
  • SwagUK saw the biggest decrease with a 54% drop on the previous year

The study also found that Pandora ranks as the most searched-for brand per month. By engaging with followers to comment on product posts, while responding quickly, they’ve shown that customer care is at their core.

The top five social scorers were:

  • Pandora are the top performers with an owned social score of 31,023
  • H. Samuel is in second place for monthly brand searches with 450,000
  • Swarovski, Accessorize and Warren James round out the top five for social searches

The social score considers followers and engaged conversations on all major social platforms.

It was also found that despite Pandora’s top spot, Tiffany holds a higher following on Twitter and have more than double the Danish brand’s Instagram followers, thanks to their global popularity and fame and philanthropic work; leading to a high owned social score (30,683).

  • Samuel had an impressive number of brand searches (450,0000), however, this hasn’t translated to their owned social score (274). Similarly, Goldsmiths and Ernest Jones also have high brand searches but low owned social scores.

Gemma Curtis, inbound content marketer at Inside Online: “After Google’s latest algorithm update, they announced that sites should ‘remain focused on building great content’.

“It’s clear that now more than ever that links are a clear driving factor to rank well. Focusing on your content strategy could have huge positive impacts to your site this year.”

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