Embryo's SEO Performance Analysis of Buy & Sell Mobile Phone Sites

Whether you’re upgrading to the newest model, selling a device that is no longer used or simply buying a new phone just because. There is no need to buy a brand spanking new device, 2nd hand is kinda cool these days (and cheaper). So, where oh where would I purchase such technology, Ebay could be a shout but if you want to buy directly from a smaller business or comparison site, the following companies should be your go-to:

• Compare and Recycle
• We Buy Any Phone
• Mazuma Mobile
• Compare My Mobile
• Grade Mobile
• Envirofone

I don’t know who can offer the best rates, customer service, or comparisons but I can tell you how these companies are performing in the digital marketing world and some tips and tricks for growing their presence!!?

Let’s take a gander!

Organic Visibility

The above graph of visibility shows each of the chosen sites when people searched for keywords relating to buying or selling phones. Search visibility is essentially a measure of how easily a website can be discovered by users searching for specific terms or topics on search engines.

The graph shows the chosen company's search visibility over the past 12 months. Envirofone, Compare and Recycle, and Mazuma Mobile all have very similar search results and seem to be switching and changing with each other. Compare my Mobile saw an interesting dip in search visibility between December 2022 and March 2023, but has seemed to regain traction in a short period of time. Exciting times for the likes of We Buy Any Phone and Grade Mobile as there is so much room for opportunity and growth, I’d be inclined to observe their current strategy.

Compare and Recycle?

Compare and Recycle have been pretty consistent with their search visibility over the past 12 months. They haven’t seen any real growth, which is ideally what we look for when growing brand awareness / businesses, but with no drops they have had a good year!?

Compare and Recycle currently ranks for 29,804 keywords. With 11% of these keywords on page 1.

Mazuma Mobile

Mazuma Mobile has seen some amazing growth over the past 12 months, their domain authority is 58 which out of the six sites is the highest, suggesting that, digital PR and building valuable links work a treat for increasing search visibility. They have a chunky amount of keywords on the site and a large amount of them are on page 1 as seen below.?

Mazuma Mobile ranks for 30,833 keywords with 21% on page one!

We Buy Any Phone

Whilst this graph suggests that We Buy Any Phone has increased search visibility dramatically recently, the competitor search visibility graph at the beginning of the analysis gives a more realistic view of their improvement. They have gradually increased slightly over the past 12 months however not hugely when compared with the other sites in this report.?

We Buy Any Phone currently ranks for 57,651 keywords with a fabulous 42% on page one!

Compare my Mobile

Compare my Mobile in general hasn’t increased its visibility and has seen a peculiar drop in visibility halfway through the past 12 months. Thankfully, they managed to retrieve their search visibility and have made some good progress in attempting to grow. I wonder what caused this drop in visibility and what plans Compare My Mobile has in the future to potentially dominate the market. Interestingly, Compare My Mobile has the most organic keywords on the site compared to all the competitors, however somehow, they don’t even appear in the top 3 of the companies for search visibility.

Compare My Mobile ranks for 55,671 keywords with 14% on page 1

Grade Mobile

Grade Mobile are currently in a better position now than 12 months ago. Similar to We Buy Any Phone, the graph above gives the impression that they have grown significantly, however when compared with others the increase in search visibility is quite low. Nevertheless, all growth is growth and I am excited to see how Grade Mobile continue to pursue / adapt their online digital marketing strategy, to grow even further.

Grade Mobile ranks for 6,904 keywords with 8%% on page 1.

Envirofone

Envirofone’s search visibility in the past 12 months has been quite sporadic, there have been peaks and troughs throughout the year, but they are currently in a stronger position than this time last year. I would be looking at what was done at the times when search visibility has been the highest, and implementing more of that to ensure consistent growth can be achieved.

Envirofone ranks for 28,492 keywords with 20% on page 1!

Organic Keywords

Industry-related keywords are essential for optimising content to rank higher in search engine results, aiming to attract more visitors without paying for ads, although this can be done alongside to further increase website traffic with intent. Compare My Mobile have the most organic keywords on the site at 55,671, whilst Grade Mobile have under 10,000. Compare and Recycle, Envirofone and Mazuma Mobile all have similar amounts of keywords and We Buy Any Phone has just above 10,000. It’s essential for these sites to increase the amount of industry related keywords on their site as it can increase domain authority, increase the likelihood of ranking higher in search results for those keywords and drive more traffic to the website.?

Referring Domains

Brands need valuable backlinks to their website in order to increase domain authority, relevance and referral traffic. Compare My Mobile takes the crown again for the most referring domains closely followed by Mazuma Mobile. Envirofone and Compare and Recycle have some backlinks, and Grade Mobile and We Buy Any Phone don’t have that much. Increasing digital PR outreach and focusing heavily on getting high quality backlinks will contribute to their website's overall search engine visibility and success.?

Domain Authority

The domain authority of most of these sites is portrayed as good when looking at the above graph however taking website size into consideration would help better understand who is a trusted site and who needs to increase their relevance and authority. Grade Mobile barely have any DA meaning Google does not view them as a relevant source of information, decreasing the likelihood of them appearing on search engines. There is a good opportunity for We Buy Any Phone to work heavily on their domain authority, introducing quality backlinks to the site and working on the overall SEO of the site to ensure they are seen as relevant and trustworthy. This will in turn, increase their search visibility and result in more traffic on the site.?

Summary

The report I have compiled showcases how different strategies can affect the overall search visibility of a website, consequently resulting in more traffic on the website. The brands I chose to look at all have a great opportunity to grow their organic presence to dominate the industry as there is no clear winner at this moment in time. Putting effort and resource into digital PR, content (especially the messy middle), and other channels like paid marketing will increase the likelihood of growing the brand and customers online.

Compare My Mobile have the most organic keywords on the site at 55,671, and their links and DA are not terrible when compared with the other brands, therefore I’d be keen to explore further into this company to understand why their search visibility is so low compared to their competitors. We Buy Any Phone and Grade Mobile should focus heavily on increasing the content on their site with keywords, and introducing some quality backlinks, this will push their search visibility up massively, there is so much opportunity with these brand! Mazuma Mobile, Compare and Recycle and Envirofone are all doing very well, and pretty much the same as each other, so I’m really excited to see who out of these three brands will switch up their strategy in the next quarter to dominate the market once and for all!

Data table