Serpstat Research: Quarterly Index Of Site Visibility [Infographic]

For our research we selected the following popular niches:

• Air tickets

• Electronics

• Clothing

• Real Estate

• Cars

• General Merch

To identify the leaders of the niche, we collected 10,000 keywords for each topic and reviewed the results of Google search. Brand queries were not included in the analysis. To determine which domains are at the top of the market for the most important niches, we used the Serpstat Rank Tracker tool.

We compared domains by visibility, traffic, and the number of keywords. Domains in all selected niches were compared with their direct competitors in the mobile and desktop search. This gave us a bright overview of the competition level.

Domains such as Wikipedia or Youtube have a huge number of keywords in various fields and occupy leading positions in several niches, therefore we excluded them from the research. On the other hand, we believe that sites like Amazon or Ebay, which are hypermarkets, should be displayed in all niches. We believe that it's important to compare the visibility of market leaders with such giants to assess the current level of competition. We also analyzed the General Merch niche to show the visibility and traffic of the domains compared.

The results of the study are presented for desktop and mobile search in the infographics below.

Flight search and booking platforms kayak.com and cheapflights.com are at the top of the rankings (in mobile and desktop search, respectively), although they don't have the maximum visibility and the number of keywords in a niche. One of the possible reasons for this is that they are displayed by the most popular queries in the search results. Expedia.com has the leading position in mobile and desktop search.

The undisputed leader in the niche according to visibility, traffic and the number of keywords is the giant amazon.com. Bestbuy.com takes the second position in desktop and mobile search.

The leader here is macys.com online store which also receives maximum traffic in mobile and desktop search. Clear leading positions are also occupied by large online stores, such as prettylittlething.us and forever21.com.

As for market share, the site for buying or renting apartments.com has an advantage over competitors. However, depending on other key indicators, the advertising platform tripadvisor.com ranks first in the niche.

The site cars.com is the undoubted leader in the niche both in desktop and mobile search. However, cargurus.com is the leader according to traffic and keywords. Autonation.com is the most "invisible" site.

General merch niche includes the largest online stores offering a diverse range of goods. Wayfair.com leads the market share in the desktop. Walmart.com and target.com are among the market leaders.

Market share. Another important indicator that we took into account during the research is the market share of the website. With the help of Serpstat, we can determine the market share compared to direct competitors and explore the whole niche, not just one site. As a result, we're able to see statistics on the competitiveness of the niche.