Back Market Organic Growth Opportunities
1. Readiness Assessment
1. Readiness Assessment
2. Competitive Analysis
2. Competitive Analysis
3. Opportunity Kickstarters
3. Opportunity Kickstarters
4. Appendix
4. Appendix
Readiness Assessment
Current Performance
- You rank for 339k organic keywords and drive 838k estimated monthly organic visits (≈$686k in traffic value), supported by an Authority Score of 60 (strong, credible link/profile for a mid-to-large ecommerce brand).
- Organic visibility is heavily brand-led: top queries like “backmarket” (301k volume) and “back market” (165k) plus misspellings/variants (e.g., “black market/blackmarket”) make up 50%+ of tracked keyword traffic.
- Traffic is concentrated on a few hubs: the /en-us homepage drives 480k visits (57%), followed by high-intent category pages like iPhone, unlocked phones, and key commercial pages such as student discount and core iPhone product/price-guide URLs.
Growth Opportunity
- You’re under-indexed on massive non-brand demand (high volume but low current traffic share) like “iphone 13” (450k), “iphone 12” (246k), “iphone 14 pro max” (201k), “cheap laptop” (165k), and “unlocked phones” (27k)—suggesting meaningful upside from better rankings on product, category, and price-guide templates.
- Competitors dwarf you on discovery: Amazon sits at 561m monthly organic visits vs your 838k (a 600x+ gap), indicating a large addressable market if you systematically expand coverage beyond brand and into more generic “refurbished/used + model + intent” terms.
- Your mix of product pages + price guides + help/how-to content is already driving measurable traffic—scaling these programmatically (models, comparisons, pricing, condition/grade, carrier/unlocked, and troubleshooting) is a clear lever.
Assessment
You have strong brand demand and a solid authority foundation, but organic growth is constrained by heavy reliance on branded navigation queries and a concentrated set of landing pages. The biggest upside is expanding non-brand, high-intent coverage across phones/laptops/tablets with repeatable page templates and supporting content. AirOps can help you execute this systematically at scale to close the discovery gap.
Competition at a Glance
Analysis of 2 key competitors (Amazon and eBay) shows Back Market has a meaningful organic presence, but the overall market is dominated by general marketplaces with far broader search visibility.
Across the sites measured, backmarket.com ranks #3 of 3 for both monthly organic search traffic (837,685 visits) and ranking keywords (339,377), behind both Amazon and eBay in this dataset.
The market leader is Amazon, with 561,491,253 monthly organic visits and 113,769,688 ranking keywords—a scale gap of roughly 670× more traffic and 335× more keyword coverage than Back Market. This framing suggests Back Market is competing in a landscape where the leaders’ advantage comes from massive breadth and visibility across many product and informational searches (and these figures reflect the competitors’ full-domain footprint), leaving a large awareness and discovery gap versus the biggest platforms.
Opportunity Kickstarters
Here are your content opportunities, tailored to your domain's strengths. These are starting points for strategic plays that can grow into major traffic drivers in your market. Connect with our team to see the full traffic potential and activate these plays.
Create a massive library of pages answering whether specific refurbished device models are compatible with various carriers and network features like 5G, eSIM, and VoLTE. This addresses the primary friction point for unlocked phone buyers.
Example Keywords
- will iPhone 13 Pro work on Mint Mobile
- Samsung S21 5G bands Verizon
- Google Pixel 6 eSIM support T-Mobile
- does iPhone 12 support VoLTE on AT&T
Rationale
Users frequently search for compatibility before purchasing unlocked refurbished devices to avoid activation issues. By providing definitive answers at the model-carrier level, Back Market can capture high-intent traffic ready to purchase.
Topical Authority
Back Market already ranks for technical device education and network topics like 'GSM vs CDMA' and 'locked vs unlocked,' establishing trust with Google for network-related queries.
Internal Data Sources
Utilize SKU-level hardware specifications, carrier frequency band data, and internal support logs regarding common activation pitfalls.
Estimated Number of Pages
120,000+ (Covering thousands of device variants across all major and regional carriers)
Generate programmatic pages that answer if a specific refurbished device can run popular apps, games, or the latest OS versions. This helps buyers determine if an older, cheaper model meets their specific software needs.
Example Keywords
- can iPad Air 4 run Procreate
- best refurbished laptop for AutoCAD
- iPhone 11 iOS 18 compatibility
- can MacBook Air 2017 run Sonoma
Rationale
Buyers of older tech are often concerned about software obsolescence. Providing clear 'Can it run X?' answers removes purchase hesitation and targets long-tail software-specific queries.
Topical Authority
The domain's existing success with help center articles and device guides proves its authority in providing technical hardware-software advice.
Internal Data Sources
Use software system requirements databases, device hardware specs (RAM/CPU/GPU), and internal return data related to performance dissatisfaction.
Estimated Number of Pages
30,000+ (Mapping top-selling devices against hundreds of popular software applications and OS versions)
Develop pages that calculate the 'net cost' of upgrading from an old device to a newer refurbished model by combining real-time buyback offers with current inventory pricing. This simplifies the financial decision for the user.
Example Keywords
- cost to upgrade from iPhone 11 to iPhone 15
- trade in Galaxy S21 for S24 price difference
- is it worth upgrading from MacBook Pro 2019 to M1
- net price to swap iPhone 12 for 14
Rationale
Most tech buyers think in terms of 'out-of-pocket' cost. By doing the math for them, Back Market creates a unique, high-conversion landing page that promotes both the buyback and sales funnels.
Topical Authority
Back Market has established authority in both the 'Buyback' and 'Price Guide' categories, making this hybrid strategy a natural extension of existing strengths.
Internal Data Sources
Integrate real-time buyback offer ranges, current refurbished listing prices, and historical price-drop data.
Estimated Number of Pages
15,000+ (Covering the most common 'old-to-new' upgrade paths for phones, tablets, and laptops)
Create a library of pages targeting users experiencing specific device failures, offering safe troubleshooting steps and a 'Fix vs. Replace' framework that leads to buyback or a refurbished replacement. This captures users at the moment their current device fails.
Example Keywords
- iPhone 12 screen flickering fix
- Galaxy S22 battery draining fast
- should I repair or replace my MacBook screen
- Pixel 7 charging port loose
Rationale
Troubleshooting queries are high-volume and represent users who are likely in the market for a replacement if a simple fix doesn't work. This diversifies traffic away from brand-heavy homepage reliance.
Topical Authority
Existing high traffic to help.backmarket.com troubleshooting articles demonstrates that Google already views the domain as a credible source for device repair advice.
Internal Data Sources
Leverage aggregated return reasons, refurbisher quality-control checklists, and common failure mode data per model.
Estimated Number of Pages
80,000+ (Covering thousands of models and their most common reported hardware and software symptoms)
Generate landing pages for specific hardware combinations that standard filters miss, such as 'phones with OLED and headphone jacks' or 'laptops with 16GB RAM under $400.' These pages act as curated entry points for niche hardware seekers.
Example Keywords
- refurbished phones with wireless charging and eSIM
- best refurbished laptop with 4K screen
- phones with microSD slot and 5G
- refurbished tablets with stylus support under $200
Rationale
Niche power users search for specific hardware constraints. These programmatic pages provide a better user experience than a generic category page by explaining the benefits of those specific features.
Topical Authority
Back Market's massive keyword footprint and high Domain Authority (60) allow it to rank for highly specific, long-tail hardware attribute combinations.
Internal Data Sources
Use the full product attribute catalog, live inventory levels, and price distribution data to ensure recommendations are in stock.
Estimated Number of Pages
40,000+ (Based on combinations of top-searched features, specs, and budget tiers)
Improvements Summary
Rewrite H1s, above-the-fold intros, and metadata on four US phone collection pages to match transactional intent and highlight trust points (1-year warranty, free returns, pro testing, less e-waste). Add a mid-page “How to choose” section plus an FAQ block with schema, and reduce overlap by clearly separating iPhone vs unlocked iPhone vs unlocked phones vs Android pages with prominent cross-links.
Improvements Details
Update titles/meta and on-page copy to target key queries like "cheap refurbished iPhones", "used unlocked iPhone", "unlocked refurbished phones", and "refurbished Android phone" while treating “used” as a synonym in headings/FAQs. Add scalable unique modules (Top models right now + price snapshots) and implement ItemList, FAQPage, and BreadcrumbList markup on collection templates. Build a hub-and-spoke internal linking system from the locked-vs-unlocked guide, compare pages, and price guides with consistent anchors, and tighten facet/pagination indexation via canonicals and parameter rules.
Improvements Rationale
These category pages sit near page 2 for high-volume head terms but capture almost no traffic, which points to weak query match, low-CTR snippets, and thin/duplicated template copy. Clearer intent signals, stronger internal links, and richer buyer guidance help Google pick the right page for each query and can move rankings into the top 10 while improving on-page engagement and add-to-cart rates.
Appendix
| Keyword | Volume | Traffic % |
|---|---|---|
| best seo tools | 5.0k | 3 |
| seo strategy | 4.0k | 5 |
| keyword research | 3.5k | 2 |
| backlink analysis | 3.0k | 4 |
| on-page optimization | 2.5k | 1 |
| local seo | 2.0k | 6 |
| Page | Traffic | Traffic % |
|---|---|---|
| /seo-tools | 5.0k | 100 |
| /keyword-research | 4.0k | 100 |
| /backlink-checker | 3.5k | 80 |
| /site-audit | 3.0k | 60 |
| /rank-tracker | 2.5k | 50 |
| /content-optimization | 2.0k | 40 |
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