If you sell bulbs, garden lanterns or smart LEDs, this fresh Lighting Industry Analysis is your shortcut to knowing exactly where you shine online – and where competitors still cast a shadow. Last year the UK home‑decor lighting market topped £250 million, yet organic search visibility grew even faster, up 18 % year‑on‑year across the sector. That delta tells us demand is out‑running supply online – a signal the Salience team flag repeatedly in the full report. Get the free 69‑page report for deeper insight
2025 is here!
This year, thanks to AI, we’re certain that nothing is certain.
We’re already seeing marketing teams lean in even more on AI tools and software, and we’re expecting higher levels of market volatility as a result. The unprecedented scope we now have to market better and faster through ever‑expanding tools, particularly for lean teams, means that competition will rise, culminating in a more diverse share of voice within industries.
Yet, some marketing challenges remain from last year: the need to reduce reliance on paid channels, a renewed focus on brand performance, and better coordination between individual channels.
How will you keep tabs on the industry movements? That’s where our report comes in.
The report serves to remove the blinkers on who you see as competition and, looking at all serious players in your space, give an unbiased view on organic, social & brand performance within your sector.
In addition, underperformance in any of the eleven key performance indicators provides direction on how to level up your digital performance as the year goes on.
Our next report on your industry will be in six months’ time, but if you can’t wait until then, get in touch any time for an assessment of the market and how you’re doing
Which lighting retailers dominate organic visibility in 2025?
Below are the ten brightest brands in June 2025. This number is an estimation of how much organic search traffic your target website, subfolder or URL gets each month.
| Rank | Brand | Traffic Score | YoY Change |
| 1 | Lights4fun | 182 416 | +8 % |
| 2 | Lighting Direct | 155 951 | +14 % |
| 3 | The Lighting Superstore | 132 611 | +24 % |
| 4 | ValueLights | 106 532 | +45 % |
| 5 | Pooky | 106 292 | +38 % |
| 7 | Dusk Lights | 89 439 | +48 % |
| 8 | BHS | 85 252 | +29 % |
| 10 | Pagazzi | 63 389 | +81 % |
These brands are the ones to watch. They’re on the rise with the biggest growth in the market. Whatever they’re doing, search engines are loving it and you’ll want to work out what that is and emulate their strategies, fast.
On the opposite end of the spectrum, these brands have had the biggest traffic score drops. They’re likely to have been punished by a search algorithm update or have let things slide over the course of the year. Either way, learn from their mistakes.
| SITE | Jun-25 | Jun-24 | Difference |
| lights.co.uk | 106,133 | 149,763 | -29% |
| illumination.co.uk | 44,508 | 59,776 | -26% |
| lampandlight.co.uk | 38,991 | 98,669 | -60% |
| lightingcompany.co.uk | 35,158 | 58,835 | -40% |
| thewalllightingcompany.co.uk | 17,800 | 32,735 | -46% |
Full top‑50 visibility rankings are in the free 69‑page PDF.
To be clear, we haven’t somehow gotten into your analytics account. We use this score as an indicator of overall website growth or decline. When placing your score in contrast to the wider market, you can pinpoint an all encompassing ranking of organic traffic scores.
We know these aren’t accurate representations of traffic seen in Google Analytics, however, these are accurate metrics relatively across domains.
Ahrefs find all the keywords for which your target ranks in the top 100 organic search results. They sum up the traffic estimations of each keyword. They estimate the search traffic your target gets from each of those keywords based on its ranking position, monthly search volume and our estimated CTR for that position.
It turns complex rank‑tracking data into a single, comparable figure, making it easy to spot brands gaining or losing momentum long before revenue shifts show up.
How does Lights4fun keep its #1 spot?
The report shows Lights4fun holding pole position with steady +8 % growth – modest next to some challengers but enough to protect leadership. Your own brief puts colour on the numbers: seasonal Halloween and Christmas videos banked 42.5 million impressions and helped drive a 46 % uplift in paid‑search revenue without throwing extra budget at rising CPCs. In practice, the brand marries rich storytelling with commercial focus – a model worth emulating.
See the full Lights4fun case study
Which keywords are really worth your wattage?
For challenger brands looking to weigh in, you best bring your A‑game.
High competition keywords are typically sought after by big brands. We’re talking those with brick and mortar stores & large brand reach.
Qualifying intent is more important than ever on these keywords. Providing the correct user journey upon first click is critical.
Pages 45–47 of the PDF group search terms into high‑competition heavyweights and lower‑competition opportunities. Three patterns matter:
- Heavyweights demand flawless execution – ceiling lights (59 000 searches) and floor lamps (20 000) sit under big‑brand scrutiny. Ranking is only half the battle; converting that traffic requires a clear, intention‑matching user journey.
- Opportunity keywords punch above their weight – lamp shades (33 100 searches, competition 4) and desk lamp (12 000, competition 5) are flagged as prime battleground keywords. Optimising PLPs and buying‑guide copy around these can generate quick wins.
- Emerging trends shape demand early – Interest in wireless wall sconce is up 87 %, while black LED lights rockets 1 113 %, propelled by Pinterest and TikTok DIY content.
These terms have less competition yet high search volumes. As such, they are a perfect battle ground for all brands in the industry to increase their digital reach.
Marketing teams across the industry ignore these terms but audiences are interested. With strong volumes and low competition, they’re ripe for the taking.
For challenger and low‑visibility brands, these are the terms where you’ll see most success. Concentrate on these and you’ll see traffic and revenue start to grow.
For market leaders, these are the terms that have probably skipped your radar. Dig into these and corner the market.
The full keyword tables appear on pages 45–47 of the free 69‑page PDF.
Industry variance – are you swimming with or against the tide?
Industry variance is the average of how much visibility change there has been in the market. So here, this indicates a 1 % decrease in overall traffic scores within this industry.
If the market’s growing, you should be too. If it’s shrinking, you need a precise and targeted search strategy.
Who owns digital brand mind‑share?
To calculate this figure, we blend branded search metrics with the performance and reach of social channels for brands across the sector.
This helps identify which brands are most prominent across a range of channels and those who are fading into the background.
Brand searches are a traditional measure. Owned social score is really important too.
This identifies audiences you have access to. These can both be improved by strategic, relevant digital PR.
The Brand Reach table blends monthly branded searches with an owned social score. Top five for search volume are:
- Govee – 201 000 searches, social score 654
- Lights.co.uk – 60 500, score 228
- Philips Hue – 33 100, score 766
- Pooky – 22 200, score 356
- BHS – 18 100, score 345
Lights4fun sits in that sweet spot, while Lights.co.uk shows the classic imbalance of strong brand recall but falling generic rankings.
Full Brand Reach table available in the free 69‑page PDF.
Trust, reviews and other credibility cues
First introduced with the E‑A‑T Algorithm update in 2018, trust has since become a critical ranking factor. But there’s no single score to judge trust. Instead, it’s a holistic view of your website’s expertise, authority and trustworthiness. It centres around both on and off‑site signals. Think external review platforms, high‑quality links, transparency over processes and policies, and plenty more.
Your Money Your Life (YMYL) / eCommerce brands are those most likely to see visibility drop as a cause of poor trust signals.
Search quality evaluator guidelines identify how manual reviewers evaluate your site’s trust‑worthiness. Use these to get ahead.
A key element of trust, reviews are essential to your search marketing arsenal. Having more good reviews than your competitors is important for off‑site trust signals (part of the EAT update), local pack prominence, and CTR where star‑ratings feature in the SERPs.
eCommerce sites are judged by both users and search engines on their review platforms.
Bad reviews need to be answered and fast. Users are more likely to ignore bad reviews if they see fast replies.
Incorporate external review platforms into your buying process to ensure maximum take‑up.
Here is a quick checklist of where you could place trust signals:
- Trust bar across the site (a small bar that holds all your guarantees, warranties etc.)
- Customer testimonials in product pages, convince the user at point of purchase.
- Individual product reviews. Bonus points if you can link this with a review profile.
- Embed credential badges on shopping cart pages and any other high intent pages.
- Review profile embedded in the home page & key PLPs – uk.huel.com are a great example.
Here’s how the top 30 from our review data:
| SITE | Review score | No. reviews | Score | Ranking |
| lightbulbs-direct.com | 4.8 | 30,692 | 199268000624 | 1 |
| festive-lights.com | 4.6 | 35,763 | 151709319223 | 2 |
| simplelighting.co.uk | 4.8 | 12,871 | 83565047440 | 3 |
| ledhut.co.uk | 4.7 | 15,848 | 83359104767 | 4 |
| tlc-direct.co.uk | 4.9 | 10,010 | 79872058564 | 5 |
| auraglow.co.uk | 4.8 | 11,953 | 77604926738 | 6 |
| industville.co.uk | 4.8 | 9,091 | 59023373963 | 7 |
| socketstore.co.uk | 4.9 | 5,289 | 42202129645 | 8 |
| dowsingandreynolds.com | 4.5 | 11610 | 39532780171 | 9 |
| ledbulbs.co.uk | 4.5 | 10,479 | 35681654041 | 10 |
| castlegatelights.co.uk | 4.4 | 12,368 | 33637696009 | 11 |
| pagazzi.com | 4.5 | 9,394 | 31987160804 | 12 |
| litecraft.co.uk | 4.6 | 6,985 | 29630892117 | 13 |
| tiffanylightingdirect.co.uk | 4.6 | 6,415 | 27212909510 | 14 |
| lights.co.uk | 4.2 | 13,648 | 23311054396 | 15 |
| firstchoicelighting.co.uk | 4.8 | 2,721 | 17666109400 | 16 |
| jim-lawrence.co.uk | 4.9 | 1,685 | 13444996871 | 17 |
| thesolarcentre.co.uk | 4.7 | 2,262 | 11897923712 | 18 |
| glow.co.uk | 4.8 | 1630 | 10582785124 | 19 |
| lights4fun.co.uk | 4.7 | 1,442 | 7584794868 | 20 |
| keslighting.co.uk | 4.3 | 1,972 | 4261784312 | 21 |
| pooky.com | 4.7 | 791 | 4160591360 | 22 |
| lampandlight.co.uk | 4 | 3,937 | 4128243712 | 23 |
| dusklights.co.uk | 4.8 | 619 | 4018861345 | 24 |
| lighting-direct.co.uk | 4.1 | 2,453 | 3292578329 | 25 |
| powerbee.co.uk | 4.4 | 1,039 | 2825805802 | 26 |
| philips-hue.com | 3.7 | 5,244 | 2521621645 | 27 |
| perchandparrow.com | 4.3 | 1,145 | 2474514725 | 28 |
| nationallighting.co.uk | 4.8 | 375 | 2434689829 | 29 |
| theonlinelightingstore.co.uk | 4.5 | 549 | 1869379527 | 30 |
See the full table in the free 69‑page PDF.
Page speed – because nobody likes waiting
In 2010, Google announced that page speed would be included as one of the ranking factors for their search index. With a further update in 2020 to Core Web Vitals. Titled Core Web Vitals, this new ranking factor will centre around page speed. We’re talking largest contentful paint (LCP) and first input delay (FID) – in simple terms, how fast your site loads and how fast it can be interacted with.
The first step is to check how you compare against the rest of your industry. Luckily, we’ve got just the thing. Our page speed leaderboard shows which brands are lightning fast and those lagging behind.
| Site | Desktop | Mobile | Order |
| socketstore.co.uk | 91 | 93 | 1 |
| chaplins.co.uk | 98 | 87 | 2 |
| keslighting.co.uk | 97 | 71 | 3 |
| castlegatelights.co.uk | 91 | 72 | 4 |
| bhs.com | 87 | 72 | 5 |
| lightingcompany.co.uk | 83 | 72 | 6 |
| tlc-direct.co.uk | 95 | 63 | 7 |
| thelightingsuperstore.co.uk | 77 | 65 | 8 |
| darlighting.co.uk | 88 | 55 | 9 |
| led-lighthouse.co.uk | 77 | 60 | 10 |
| theonlinelightingstore.co.uk | 95 | 51 | 11 |
| glow.co.uk | 82 | 56 | 12 |
| thehomelightingcentre.co.uk | 86 | 54 | 13 |
| nest.co.uk | 86 | 51 | 14 |
| lightsupplier.co.uk | 82 | 51 | 15 |
| perchandparrow.com | 71 | 56 | 16 |
| illumination.co.uk | 66 | 58 | 17 |
| powerbee.co.uk | 99 | 41 | 18 |
| lightingstyles.co.uk | 65 | 58 | 19 |
| lightbulbs-direct.com | 66 | 57 | 20 |
| outdoorlightingstore.co.uk | 65 | 57 | 21 |
| ultraleds.co.uk | 77 | 51 | 22 |
| industville.co.uk | 84 | 47 | 23 |
| thewalllightingcompany.co.uk | 69 | 54 | 24 |
| universal-lighting.co.uk | 59 | 56 | 25 |
| litecraft.co.uk | 98 | 36 | 26 |
| theledspecialist.co.uk | 72 | 49 | 27 |
| firstchoicelighting.co.uk | 52 | 57 | 28 |
| dusklights.co.uk | 43 | 58 | 29 |
| pagazzi.com | 83 | 38 | 30 |
A 1 second delay in page load time results in a 7% loss in conversions.
See the full leaderboard in the free 69‑page PDF.
Authority & links – are you a sleeping giant or an over‑achiever?
Authority is about the stature and reputation of your website. Search engines like high authority sites as they’re loaded with trust‑worthy signals and likely to provide useful services and content. Authority is measured through a metric called domain rating. The higher it is, the more chance you have to rank for competitive keywords and boost your visibility.
Visibility Vs Authority By matching visibility scores to authority, we identify which sites are performing beyond their means. These are the ones to learn from.
| Site | Visibility Order | Authority Order | Domain Authority | Organic Visibility | Rank |
| lights4fun.co.uk | 1 | 3 | 48 | 182416 | 1 |
| philips-hue.com | 13 | 1 | 67 | 42784 | 2 |
| pooky.com | 5 | 4 | 47 | 106292 | 3 |
| valuelights.co.uk | 4 | 5 | 44 | 106532 | 4 |
| lighting-direct.co.uk | 2 | 12 | 38 | 155951 | 5 |
| thelightingsuperstore.co.uk | 3 | 16 | 38 | 132611 | 6 |
| bhs.com | 8 | 6 | 43 | 85252 | 7 |
| pagazzi.com | 10 | 8 | 42 | 63389 | 8 |
| uk.govee.com | 19 | 2 | 54 | 27770 | 9 |
| tlc-direct.co.uk | 9 | 11 | 39 | 71621 | 10 |
| lights.co.uk | 6 | 25 | 33 | 106133 | 11 |
| festive-lights.com | 11 | 7 | 43 | 46360 | 12 |
| thesolarcentre.co.uk | 14 | 9 | 42 | 42756 | 13 |
| dusklights.co.uk | 7 | 30 | 31 | 89439 | 14 |
| darlighting.co.uk | 15 | 14 | 38 | 39505 | 15 |
| glow.co.uk | 23 | 10 | 40 | 25468 | 16 |
| lampandlight.co.uk | 16 | 23 | 34 | 38991 | 17 |
| dowsingandreynolds.com | 22 | 13 | 38 | 25631 | 18 |
| jim-lawrence.co.uk | 21 | 22 | 34 | 26499 | 19 |
| simplelighting.co.uk | 24 | 19 | 36 | 21447 | 20 |
| tiffanylightingdirect.co.uk | 18 | 28 | 32 | 28018 | 21 |
| lightbulbs-direct.com | 34 | 15 | 38 | 16112 | 22 |
| ledhut.co.uk | 31 | 20 | 36 | 17610 | 23 |
| powerbee.co.uk | 29 | 21 | 35 | 18138 | 24 |
| illumination.co.uk | 12 | 38 | 25 | 44508 | 25 |
| lightingcompany.co.uk | 17 | 36 | 27 | 35158 | 26 |
| lightsupplier.co.uk | 32 | 24 | 34 | 17326 | 27 |
| ledbulbs.co.uk | 26 | 27 | 32 | 20565 | 28 |
| industville.co.uk | 41 | 18 | 36 | 13814 | 29 |
| nest.co.uk | 49 | 17 | 37 | 11207 | 30 |
Authority is best achieved through high‑quality links gained through topical and brand‑relevant digital PR – not spammy link building.
Search engines judge authority through a domain’s popularity, size, and age. They use on‑ and off‑site signals to determine your rank.
Links aren’t a numbers game. Not anymore, at least. The loose correlation between the number of linking domains and organic traffic scores shows that it’s quality, not quantity that counts; brands that know this invest in digital PR, not link building.
Low authority brands who are ranking for high volume terms are the ones to watch. Target the keywords they perform well on for quick growth.
Low traffic scores, high authority: at school, these sites were the kids who ‘had potential.’ There are clearly some on‑site issues holding these brands back. Whether those issues lie in content, structure, or tech, an on‑site review is highly recommended.
Sites with low traffic scores and authority: look on the bright side, there’s a lot of room for improvement. Brands in this zone should consider urgently rethinking their on‑site technical and structural setup, their keyword strategy and their off‑site campaigns.
Those with high visibility but low authority may not have the brand reach compared to rivals, but over‑perform in search engines thanks to technical SEO, content and site experience.
Hats off to the high‑authority, high‑visibility cohort – they’ve built their house right and have the search marketing strategy to expand. At this point, you should be thinking about solidifying yourself as market leader.
Find your brand’s quadrant and the full Traffic‑Score‑vs‑Authority scatter‑plot in the free 69‑page PDF.
What’s next?
If you want to boost your store’s visibility, learn more about our e‑commerce SEO services
Want more content like this delivered daily? Connect with Michael or myself on LinkedIn, where we share regular insights, practical tips, and industry analysis to help you stay ahead of the curve.