Experience Days (Gifting) How do they do SEO?

In my quest to find the top Christmas gifts for adults in the UK for 2023, my initial search results were dominated by suggestions for "Christmas on a budget." Despite this, I was determined to discover more premium and exciting options. Acknowledging my limited knowledge about makeup brands, I shifted my focus to an upcoming experience day gifted to me by my wife for my 40th birthday – a thrilling opportunity to drive supercars for the day.

With this exciting experience on the horizon, I found myself exploring the digital landscape to identify the best gifting websites, specifically focusing on their SEO performance. The intention was to uncover platforms that effectively curated and presented high-quality, memorable experiences as potential Christmas gifts for adults. This strategic shift in my search reflects both a desire for premium gift options and a recognition of the importance of online visibility in making an informed gifting decision.

In this report, we look at Activity Superstore , Experience Days Ltd. Buyagift , Red Letter Days , Find Me A Gift Ltd , Prezzybox.com , Virgin Experience Days

How does each site look on desktop;

How does each site look on mobile;

Visibility in searches relating to experience days UK

In the realm of organic visibility for gifting experience day brands, Virgin Experience Days stand out as the clear leader. The strength of the Virgin brand undoubtedly contributes to its prominent position, and they have capitalized on this advantage, particularly benefiting from recent Google updates. The trust and recognition linked to the Virgin brand likely played a big part in their SEO success.

In a surprising turn, Prezzy Box has experienced a notable decline in organic visibility over the past 12 months, signalling potential disfavour from Google following multiple updates. The diminished visibility suggests that the website may need to reassess its SEO strategy to align with current search engine algorithms.

Claiming the third spot is Buy a Gift, which has edged ahead of Find Me A Gift in recent times. These two brands have engaged in a year-long battle for third place, showcasing the competitive nature of the gifting experience day market. The fact that Buy a Gift has now taken the lead indicates a strategic shift or improvement in its SEO efforts.

Red Letter Days maintains a consistent presence in fifth place, demonstrating stability in its organic visibility throughout the year. This reliability suggests a well-maintained SEO strategy that has weathered various algorithm changes.

Experience Days and Activity Superstore are closely contending for the sixth and seventh positions, emphasising the competitive landscape within this sector. Acknowledging the industry's reliance on PPC, Google Shopping, and paid social, it becomes apparent that a more concerted focus on SEO could alleviate overdependence on paid search methods. Balancing these strategies could enhance their overall online visibility and customer acquisition efforts.

How many keywords does each site rank for?

The number of keywords each website ranks for underscores the critical role of content in achieving favourable Google rankings. Virgin Experience Days, with an astonishing 288,000 ranking keywords, exemplifies the significance of a robust content strategy. Their substantial lead not only reflects the size of their website but also highlights a concerted effort to create comprehensive, informative, and user-friendly content.

Buy a Gift secures the second position with an impressive 136,000 ranking keywords, reaffirming the correlation between a well-executed content strategy and strong organic visibility. Despite trailing behind Virgin Experience Days, Buy a Gift's substantial keyword count attests to the effectiveness of their content-driven approach.

Red Letter Days, Find Me a Gift, and Prezzy Box claim the next three positions with 89,000, 76,000, and 56,000 ranking keywords, respectively. While these figures vary, they collectively emphasise the importance of content in securing a favourable position on Google's search results.

Further down the list, Activity Superstore and Experience Days, with 29,000 and 27,000 ranking keywords, respectively, reinforce the notion that even within a competitive market, a strategic focus on content creation is pivotal for improving organic visibility.

In the digital landscape, Google ranks websites based on relevance and usefulness to users. A diverse and expansive pool of ranking keywords indicates that a website provides valuable information across a range of topics, making it more likely to be surfaced in search results. This underscores the symbiotic relationship between content quality, user engagement, and Google ranking. As demonstrated by the significant disparities in keyword counts among these gifting experience day brands, those with a comprehensive and well-optimised content strategy are poised to enjoy higher visibility, increased traffic, and ultimately, greater success in the online marketplace.

How many links point to each site?

In the competitive landscape of gifting experience days, building a strong network of links, especially unique ones, is crucial for online visibility. Find Me a Gift takes the lead with an impressive 3,617 unique links, followed closely by Virgin Experience Days in second place with 3,340. Buy A Gift secures the third position with 2,862 unique links, closely trailed by Prezzy Box. Red Letter Days claims the fifth spot with 1,845 unique links, while Experience Days follows with 1,370. Activity Superstore rounds off the list with 806 unique links.

Investing in Digital PR is a strategic move that can significantly enhance these metrics while simultaneously bolstering brand awareness. A robust Digital PR strategy helps secure valuable backlinks from reputable sources, contributing to a website's authority in the eyes of search engines. This, in turn, strengthens the website's position in search rankings and fosters broader brand recognition. By proactively managing and building a diverse and high-quality link profile, these gifting experience day brands can not only improve their SEO performance but also establish themselves as trusted and authoritative sources in their industry.

*When I refer to links, I count the unique IP addresses of websites that link to each site, which helps to cut out websites and servers where multiple sites and links exist. Serpstat is the chosen link metric for this report.

What is the 'domain rank' for each site?

The domain rank (taken from Serpstat API data)

In the gifting experience day sector, Domain Authority (DA) is a critical metric reflecting the overall strength and trustworthiness of a website. Virgin Experience Days leads with an impressive DA of 69, closely followed by Buy a Gift at 65 and Experience Days at 63. Red Letter Days, Find Me a Gift, and Prezzy Box share a DA of 62, underscoring their competitive standing. Activity Superstore, with a DA of 50, holds the last position. A higher DA indicates a greater likelihood of favourable search engine rankings, emphasizing the significance of building a robust online presence and authoritative reputation in this competitive market.

Google's Messy Middle

Adapting content to address Google's "messy middle" is a strategic approach that can significantly differentiate brands in the competitive gifting experience day sector. The "messy middle" refers to the phase in the consumer journey where potential buyers are actively considering various options before making a decision. Crafting content that specifically caters to this stage, providing detailed and comparative information about different experience day offerings, can help a brand stand out.

In the gifting sector, where choices abound, offering content that guides users through the decision-making process can be a game-changer. This can include comprehensive guides, comparison articles, and user reviews that address common concerns or considerations during the decision phase. By understanding and addressing the nuanced needs of consumers in the "messy middle," brands can position themselves as helpful and authoritative resources.

Moreover, creating content that aligns with the search intent of users during this stage enhances the likelihood of appearing in relevant search results. This not only drives organic traffic but also establishes the brand as a trustworthy source of information. In a sector like gifting experience days, where consumer preferences vary, adapting content to the "messy middle" becomes a key differentiator, allowing brands to connect with potential customers on a deeper level and ultimately influencing their decision-making process.

Summary 

In the lively arena of gifting experience days, each brand unfolds its story through SEO performance. Virgin Experience Days stand out with a commanding presence, blending a strong brand identity with a comprehensive content strategy. Buy a Gift follows suit, striking a balance between a significant keyword portfolio and a solid online authority.

Find Me a Gift leads the pack in unique links, showcasing a robust link-building strategy, while Prezzy Box, Red Letter Days, and Experience Days maintain competitive positions. Activity Superstore holds its own, rounding off the list with a respectable standing.

In navigating this competitive landscape, recognising and capitalising on the intricacies of Google's "messy middle" is pivotal. Tailoring content to guide users through the decision-making process can set brands apart. For a customised strategy to address specific challenges, seeking expert guidance on building quality backlinks, optimising content, and aligning with user intent can elevate SEO performance. Crafting engaging, informative content not only captivates audiences but also fosters brand loyalty—a crucial factor for success in this dynamic and competitive sector.