10 minutes Reading time
20 pages Length
Updated March 2020
We’ve taken the plunge into the bathroom retailer market to see what SEO tactics are working and those more likely to sink. A wide range of popular brands have been analysed, identifying which are working at luxury en-suite levels, and those who seem to have not developed their strategies since the days of roman plumbing.
The report dives into important SEO metrics, such as visibility, page speed, and keyword opportunities. It also looks into lesser-investigated metrics, such as social score, brand reach, and online reputation.
Expect exclusive insight into the bathroom retailer industry, opening up your main competitors’ strategies and methodologies, which you can use to get ahead of the game.
Download the report now using the form above. If you’re still sceptical, don’t worry. Read on to tease for more information about your brand and the landscape of your industry before downloading.
The online bathroom retailer space is looking impressive this year, with the majority of brands seeing a positive uptick in their visibility. This can be better represented by the, albeit small, market increase of 1%.
Most of the big brands, such as Victorian Plumbing and Plumb World have seen significant boosts in their online visibility. Others, such as Soak have seen fewer appealing changes.
For a full breakdown of the YOY changes and to check whether your brand is on the brighter side of these findings, download the report now.
Here is a quick rundown of the top 10 sites:
The bathroom retailer space is awash with opportunity when it comes to keywords. But there’s more to consider than just low-hanging fruit. There are also a series of high competition terms that are harder to acquire. These terms, in most cases, are head terms which hold a lot of search volume. Getting them is a big deal.
For the most competitive term in the industry – ‘toilet’ – Victorian Plumbing takes the number one spot. They have the highest visibility score in the report, so it’s no surprise to see them at the top of SERPs for this search query. Despite the decline of 28%, Victoria Plum is the second highest brand for this term excluding more general stores like B&Q and Screw Fix. Keep up the good work!
With the second most competitive term – ‘bathroom cabinets’ – a similar pattern occurs; Victorian Plumbing is seen to dominate the SERPs again, taking position 1 and beating larger brands such as Wickes and B&Q. The first page is filled with generic stores such as Argos and Ikea. However, despite their authority, Plumb World and Better Bathrooms take positions 9 and 10, so great job for retaining page one despite the tough competition.
A similar situation is seen when searching other competitive terms – Victorian Plumbing is the clear victor when it comes the main head terms in the industry. They top the charts for the majority of high competition terms. If you’re looking to optimise your SEO and online marketing, watch this brand!
As well as high competition, let’s dive into some of the opportunities bathroom retailers have when it comes to achieving better visibility.
After viewing some of the opportunity keywords in the report, a number of gaps appear that even the almighty Victorian Plumbing can’t ignore. A lot of the sites in the report don’t have categories for keywords which have search volume greater than 12,000 per month! As a result, they’re missing out on a ton of free traffic and additional sales.
If the brands in this report were to create some additional categories on their site to account for the search intent they’re missing out on, they would achieve great results for 2020.
Depending on your site’s authority, you may not have to create an entire category to achieve some of these terms. In some cases, adding the recommended keyword into an existing category may give it the optimisation it needs to hit the top page.
When investigating opportunity keywords, we also noticed a lot of informational and consideration content coming up in the search results. Some of these keywords have as much as 12K monthly search volume and information-based content appears to be what Google is after.
Brands should look to create guides and consideration content that satisfies searcher intent, pushing them closer to the final buying decision. At present, many are missing out on easy opportunities.
Social media is incredibly important if you’re looking to expand your reach and bring in more targeted traffic. If you’re not on social media, not only are you missing out on a ton of free traffic but you’re effectively giving it away to your competition.
Social media is a mystery for many brands, and it does vary from industry to industry. To help, we dive into social media and look at which brands are smashing it. This way, you can get a bird’s eye view of the strategies they’re employing and try them out yourself.
At present, Victorian Plumbing has the best online presence when combing both brand reach and social presence. They have over 2 million followers on social across multiple platforms and get around 246,000 brand searches a month. On Facebook, they post informational content, videos of their creative advertising, and sales. They do a very good split between promotional content and informational content, which keeps customers engaged and prevents Victorian Plumbing from being too ‘salesy’.
However, although Victorian Plumbing is the best overall, they don’t actually have the best social score. That award goes to Victoria Plum. They have a social score of 3342 and have over 3 million followers across Facebook, Instagram, and Twitter. On their socials, they post a lot of high-res pictures of bathrooms and even post behind-the-scenes content from their offices, which is an excellent way to present transparency and authenticity in your content. For social ideas, definitely check out this brand.
Page speed is a must if you want to retain visitors and boost your ranking abilities. Page speed is a crucial element in the Google algorithm and Google themselves have said it is taken into consideration when ranking websites.
Not only is it important for SEO, it’s also important for conversions and business revenue. If your page speed is slow, visitors will find it frustrating when waiting around for your website to load, possibly leaving and going to one of your competitors.
We looked into the page speed of the brands in this report to see who’s performing the best.
Here’s what PageSpeed Insights identified as the top 5 fastest lingerie brands:
Read more about the importance of page speed here.
No, all our reports are free. We report on industries we would like to work with and don’t place any of the data we find behind a paywall.
Sometimes certain brands don’t make it on to our reports as they fail to meet our thresholds. If you can’t find your brand, feel free to get in touch and we can send you a personalised version of the report featuring your brand.
If you want know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.