Online Digital Analysis of Pizza Oven Brands

Taking a deep dive into the niche world of pizza oven brands today, and what an interesting investigation it has been. These brands sell on their own website and through retailers. Whilst their approach to sales may be different, I decided to analyse their own websites and organic digital presence, to determine who is storming the lead!

The chosen companies are:

• gozney.com - Gozney 
• ooni.com - Ooni 
• infernowoodfiredovens.com - Inferno
• igneuswoodfiredovens.com - Igneus
• clementicompany.com - Clementi
• delivita.com - Delivita

Organic Visibility

The graph above shows the search visibility of these websites in response to users searching for keywords related to Pizza Ovens. Currently, Ooni has taken the lead with great consistent growth over the past 12 months. Gozney came in second place despite being stagnant throughout most of 2023, in September 2023, their organic digital strategy took off and they have seen mostly positive growth since. Delivita just about come in third place after seeing some growth this year, however, they are very closely followed by Igneus, who have seen a positive incline over the past 12 months. Inferno have seen some growth however have not yet managed to dominate the likes of Delivita and Igneus just yet. Clementi have extremely low visibility, therefore I’m curious to see if they switch up their strategy in 2024. A possible reason for their low organic visibility could be that their own online website is not much of a contributing factor to their overall sales, however looking at the market and industry leaders, this could be an opportunity for growth. 

Gozney

Taking a deeper dive into Gozney, it is evident that they have put a good amount of resources into their digital strategy towards the back end of 2023. After experiencing a pretty stagnant year, their SEO efforts have certainly paid off. A slight decline in December could be due to a range of different factors but all in all, a very successful year for Gozney. Hopefully, they continue this growth in 2024.

Gozney currently ranks for 10,451 keywords. With 23% of these keywords on page 1.

Ooni

Ooni, similar to Gozney, have seen tremendous growth over the past 12 months! They experienced a slight stagnant spell between the months of June and September but overall their growth is very impressive. 

Ooni ranks for 9031 keywords with 18% on page 1!

Inferno

Inferno have seen growth this year which is great, as long as the trend of the graph is positive, the brand should be proud of the efforts they have put into their strategy. They have had a dramatic decline recently, which should be explored further. When looking at the market as a whole, however, it should be noted that they have a long way to go in terms of their competitors but in general, a good effort from Inferno. 

Inferno currently ranks for a really low 186 keywords with 4.5% on page one - most definitely needs to be a focus in 2024.

Igneus

Igneus have also seen great, consistent growth over the past 12 months. They are currently competing very closely with Delivita so putting a large amount of focus on their organic strategy in 2024 will ensure they can dominate this brand.

Igneus ranks for 1,930 keywords with 7% on page 1.

Clementi

Clementi have the lowest search visibility in this analysis and when looking at the above graph, the trend is mostly negative. Whilst organic sales through the website may not be a huge focus for Clementi, this analysis showcases the efforts that their competition are putting into SEO and the opportunities in the market. It will be interesting to see if they put a focus on this going forward or whether their business model does not require an organic search presence for their brand. 

Clementi surprisingly ranks for 4,877 keywords with 0% on page 1 - this could be a reason for their lack of search visibility.

Delivita

Delivita have seen great growth in the past 12 months! They have experienced peaks and troughs however this could be down to other factors such as Google updates. Overall, they are in a much better position than January 2023 and I’m looking forward to seeing how they continue their growth in 2024. 

Delivita ranks for 1,416 keywords with 13% on page 1!

Organic Keywords

In enhancing online visibility, supporting SEO efforts, ensuring content relevance, and enhancing the overall user experience, organic keywords play a crucial role. Gozney have the most keywords with over 10,000 closely followed by Ooni over 9000. This is a great example of how multiple SEO efforts contribute to overall search visibility and not just getting as many keywords on the site as possible and neglecting other efforts, as currently Ooni have a much higher search visibility than Gozney but lesser keywords on the site. Clementi come in third place with just over 4,800 followed by Igneus (just below 2000) and Delivita (1,400). Inferno come in final place with below 300 keywords on the website, which is interesting due to their domination of Clementi in the general search visibility graph - again proving the importance of not just focusing on one SEO effort but a thought-out strategy ticking every box to ensure Google pushes your website to the best of it’s ability.

Referring Domains

Referral domains contribute to the improvement of search engine rankings and domain authority by furnishing authoritative and high-quality backlinks. Consequently, they enhance a website's credibility and online visibility. Gozney and Ooni both have just under 1000 referring domains, I would predict that Ooni have more authoritative sites linking to the site due to their overall success in this analysis but a great effort from both brands. Clementi have just below 500 referral domains, which leads me to believe there is something else I have not uncovered due to their very low visibility on the first graph in the analysis. Delivita and Igneus have over 200, a good effort with plenty room for growth and Inferno have a tiny amount of referral domains presenting a gap in their strategy.

Domain Authority

The importance of domain authority stems from its direct influence on a website's search engine rankings, credibility, and competitive advantage. Finally, Ooni takes lead over Gozney with a DA of 73, a credible reason for their much higher search visibility. Gozney takes second place with a DA of 65, tremendous effort by both brands! Delivita (37) and Clementi (24) come in third and fourth place, with decent domain authorities. Igneus (14) and Inferno (9) both have rather low domain authority so improving this could be another suggestion for growth. 

Summary

This analysis of SEO and organic digital presence among these pizza oven brands highlights the direct impact of SEO strategies on a website's overall search visibility, leading to increased web traffic and enhanced conversions. A few of these businesses can further enhance their online presence by dedicating resources to digital PR, prioritising the creation of high-quality content (with a focus on the "messy middle"), and exploring supplementary channels such as paid marketing. It’s clear that Ooni and Gozney are doing amazing with their online presence, there does seem to be a large gap between their search visibilities so I’m interested to see what Gozney do different this year to dominate Ooni! Despite Clementi’s efforts they don’t have the best search visibility so I’m inclined to explore further the reason for this, it could be due to 0% of their keywords ranking on page one, but a deeper dive for sure would outline the issues. Igneus and Inferno both have plenty opportunities for growth should they want to push organic sales through their own website.