In Focus: In search of online visibility

A report looking into the performance of a range of online optical retailers has been released by Salience. In the report, online retailers are assessed by metrics including visibility, site authority, keyword utilisation, digital brand reach and online reviews. Utilising data from May 2020, Salience’s report revealed both positives and negatives for some of eyewear’s biggest retailers.

Online visibility is a major concern for online retailers, as these company’s e-commerce sites rely on new and organic web traffic to generate revenue. Visibility generally refers to how present certain websites are in search engine results, and without it the number of potential customers to any given site is much reduced. According to the report, the biggest winners in terms of online visibility were Specsavers, Glasses2you and The Optic Shop. Glasses2you saw the biggest percentage increase from May 2019 at 264%, while Specsavers saw a 4% increase. However, Specsavers’ visibility increased from an already high 18,761 to 19,592, while Glasses2you’s figure rose from 362 to 1,318.