As part of my ongoing digital marketing and SEO research, I recently conducted an in-depth market analysis of how UK consumers search for supermarkets online. The research compares non-branded keyword positions in Google UK for the top five supermarket brands: Tesco, Sainsbury’s, Asda, Aldi, and Morrisons.
Key Findings
The study focused on high-traffic, competitive search terms related to grocery shopping, delivery services, store locations, and product categories. Tesco holds a 17.42% visibility share in organic search but faces strong competition from Sainsbury’s and Asda, which rank higher in some key searches.
Some crucial keywords where Tesco underperforms compared to its competitors include:
- “supermarket near me” – Tesco ranks lower than Asda and Sainsbury’s.
- “grocery delivery” – Sainsbury’s and Morrisons have stronger visibility in local search results.
- “discount groceries” – Aldi dominates this space, leveraging its budget-friendly reputation.
- “weekly grocery deals” – Tesco is not ranking in the top positions, limiting its visibility for price-conscious shoppers.
SEO Recommendations for Tesco
Based on my analysis, Tesco can improve its organic rankings with targeted SEO enhancements:
- Fix Broken Internal Links: The SEO audit found 12 broken internal links, which negatively impact user experience and SEO performance. Updating or removing these links will enhance crawlability.
- Optimize Hreflang Tags: There are hreflang conflicts within the page source code, leading to incorrect language targeting. Fixing these hreflang errors will help Tesco’s UK pages rank appropriately.
- Improve Image SEO: 54 images lack alt attributes, meaning Google is unable to fully index them for relevant searches. Adding descriptive alt text can boost visibility in image search results.
- Enhance Content Strategy: 54 pages have a low text-to-HTML ratio, meaning they lack sufficient keyword-rich content. Adding high-quality content around trending grocery topics will improve rankings.
- Address Sitemap Issues: The audit detected incorrect pages in the sitemap.xml, which can confuse search engines and hurt rankings. Optimizing the sitemap will ensure all indexed pages are valuable.
Want the Full Report?
If you’re interested in the full UK supermarket SEO report, which includes detailed keyword rankings, competitive comparisons, and actionable SEO improvements, let me know! This research is a perfect example of what you’ll receive when subscribing to my monthly SEO reports.
With insights like these, you can stay ahead in digital marketing and make strategic decisions that improve search visibility.
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