Perfume Retailers Online: A quick look...

I thought that I'd take a quick look at some of the perfume industry online in the UK. Using one of Embryo 's in-house tools, I compared some of the most prominent sites in the sector.

Here are the seven sites that I have taken a look at:

• The Fragrance Shop : thefragranceshop.co.uk
• The Perfume Shop : theperfumeshop.com
• Perfume Direct : perfumedirect.com
• Fragrance Direct :fragrancedirect.co.uk
• PERFUMEPRICE.CO.UK LTD : perfumeprice.co.uk
• Perfume Click : perfume-click.co.uk
• parfumdreams / Parfümerie Akzente GmbH : parfumdreams.co.uk

Visibility (organic market share)

Firstly, let's take a look at the visibility graph over the past few years for each site.

You can see that The Perfume Shop has had a significant 2022 so far, despite a huge decrease in visibility during the latter half of 2021. Alarmingly, Fragrance Direct has fallen off a cliff with huge losses in visibility. We will come back to this site again later on in this document, with reasons that this could be the case. Perfume Direct seems to be on the up, albeit slow and steady.

Keyword Reach

By far, The Perfume Shop has the greatest keyword reach, at more than double the amount of keywords that can find the second-ranking site, The Fragrance Shop. This will almost certainly be because of a better content and link strategy than the others, but more about this later. Most sites in this collection fair well when it comes to keyword reach, with Perfume Price needing a strategy change, perhaps. Outside of Perfume Price and The Perfume Shop, it seems like the others need 'more of the same'.

Unique Links

As suspected, The Perfume Shop has a good number of unique links, which was to be expected, based on the keyword reach graph above. However, Fragrance Direct has an even greater amount of links, but something feels suspect about their links and overall online strategy over the past few years, considering how their keyword reach is around a quarter of The Perfume Shop.

Domain Authority

By using Ahrefs data, we are able to see the 'domain rank' of each site in this chart. Interestingly, Fragrance Direct's domain strength rivals The Perfume Shop, yet it has only a quarter of the latter's keyword reach, hinting at significant site and/or strategy issues. Without delving into it in any detail, it hints at a link issue, but could be several things. Also, with six of the seven sites having not too much difference in domain authority, again, you can see just how good the The Perfume Shop strategy is.

Summary

As with any of these types of mini overviews of a group of leading sites in a sector, there's a leading site in terms of solid strategy from The Perfume Shop, a site that has had a great drop through potentially strange tactics (Fragrance Direct in this case), and then several sites that emulate the leaders, but do it on a much more lukewarm basis.