10 minutesReading time
Updated March 2019
We’ve produced a Bathroom Retailers Market Performance Report for 2018/2019.
The report enables industry leaders to understand in more detail how and why they measure up against their competitors in the digital landscape.
The latest Bathrooms report looks at the top websites from the sector and produces an analysis that rates the best performers against each other. Giving a qualitative score on each brand’s performance, the report explores nine key performance metrics. Some metrics such as Link Authority, Brand Reach Score & SEO visibility change year-on-year.
These reports focus on the data from the top performers in each sector, but our data is sourced across the industry as a whole to get a full picture. If you can’t see your name in our dataset but still want to know where you rank, get in touch and we’ll happily send your personalised report over. We’ll also talk you through it if you want to know more.
The best way to read this post is with the report to hand (or open in another tab). We don’t just gather data and stick it in pretty charts, we also sit and review what we’ve found, do our own Google searches to see who’s coming out on top and do mini content audits to check that the data adds up to what’s really out there. If you’re happy making your own conclusions from the data, feel free to scroll past. But, if you want a more detailed look at the market including winners and losers and tips on how to improve your own metrics, carry on reading.
Search Metrics tracks huge keyword sets and allows us to see the historical performance of a brand online. Improving visibility is probably the biggest goal of most online retailers year on year. So, who succeeded in the Bathroom sector?
The results show big losses but even bigger wins, with a massive drop in visibility after the top five retailers.
Victorian Plumbing remains the market leader despite an 11% drop in visibility.
Victoria Plumb has stagnated year on year, but this has put them in 2nd place as Bathstore lost 36% visibility and dropped to 3rd.
Wolseley has had a fantastic year with a huge 166% increase in visibility.
Making up the top five is Soak who has also made amazing strides in SEO, increasing their visibility by 319%.
The rest of the top ten has seen mostly losses:
However, City Plumbing has made it into the top ten this year, coming in 8th after a 228% visibility increase.
In the report, you’ll find a list of top competition and biggest opportunity keywords.
This is a competitive market with bathroom specialist retailers competing with bigger DIY & Tools retailers.
Well done to Victorian Plumbing who is ranking in position 1 for the highest competition keyword ‘toilet’.
Soak has also made the most of paid searches, appearing in ads for ‘toilet’, ‘bathroom cabinet’ and ‘bathroom storage’ where they don’t rank in the top three.
This is a great way to get yourselves to the top of the page if you struggle to rank for a highly competitive keyword and the ROI can be fantastic if your ads perform well.
It’s easy to look at these keywords and assume that people are looking to buy. However, the SERPs show a different story.
The term ‘wet room’ brings up a mixture of landing pages to retailers including Victoria Plumb and Victorian Plumbing.
However, there are also lots of related questions and two of the top five positions are taken up with articles about wet rooms.
One of those comes from CCL Wetrooms. Their What Is a Wet Room? post answers this question and talks about the benefits of wet rooms.
Considering this retailer only just makes the top 45 for visibility, this is a massive win for them.
Retailers who are struggling to rank for key terms with their landing pages can use content marketing to answer questions and gain those Google top spots.
This is one of our top opportunity keywords. It’s also a ready-made title for an article. Not only could producing a piece on the best electric showers gain you a tasty ranking, it could also land you a featured snippet, putting you at the top of the SERP in position zero.
Do some digging and find out similar opportunities and get yourself featured!
Building your link profile is imperative for creating a successful site that ranks well. One of the best ways to do this is by creating link-worthy content that is helpful, insightful or entertaining.
Plumb World is topping the links chart with the highest average number of links gained per month by a clear mile.
Most of their links are going to product images.
However, they do have a blog and an infographics page which are gaining lots of great links including from Huffington Post, Design Taxi and Visual.
Infographics are a great way to gain links as they provide publishers with a visual aid to post in articles and often compile quick-look statistics which makes them a fantastic way of providing a lot of information in an engaging way.
While Plumb World’s blog posts are gaining links, some of which are from sites with high domain authorities, a lot of their pages have 404 errors. This means all the equity from the links gained here will be lost.
It’s important to keep a regular check of your blog posts and the other pages on your site to highlight any 404 errors as these can be fixed or redirected into the most relevant page. It’s always best to try and fix a 404 error first. However, if you decide you no longer want to keep the post, you should redirect it to a different one. Once this is done, the link equity (while somewhat diluted) will be attributed to the new page and won’t be completely lost.
Better Bathrooms has also gained some great links with this infographic about the physiological effects of taking a bath.
Guides, blog posts and interactive pieces are other fantastic resources for gaining links.
Your outreach strategy is extremely important, starting conversations with publishers and building relationships so your content gains coverage from sites with high domain ratings.
We can help with your outreach strategy if you need some guidance.
It will probably come as no surprise to you that social media presence can have a huge influence on your brand. Branded content is bigger than ever on the three biggest social platforms; Facebook, Twitter and Instagram.
Victorian Plumbing is topping the social charts with the highest number of brand searches per month.
Their Facebook feed features helpful posts on bathroom ideas and product promotions.
They recently posted a competition which gained over 800 shares, over 300 comments and over 960 reactions.
Posting competitions encourages engagement and opens your brand up to a wider audience. If 800 people share your post, that’s 800 friends lists worth of Facebook users who will potentially see your post.
The same competition also gained 98 retweets. For the price of one shower, Victorian Plumbing have gained potentially hundreds of new followers.
Soak has produced an infographic highlighting the energy efficiency of different types of radiators.
They did a survey of 8848 people to gain some of these results.
It doesn’t look as though this has gained any coverage yet as it’s only just been released. However, unique data pieces like surveys are a fantastic way of gaining backlinks and media coverage in top-tier publications like national newspapers.
While bathrooms and bathroom fittings can be a bit of a dry subject, you can definitely make the most of your social media accounts by doing a few things:
If you do all these things and do them well, you should hopefully improve your brand reach.
Hit the Download button for more insights and get in touch if you want any more information.