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Updated September 2018
This is your 2018 Flooring Retailers Market Performance Report.
As an industry leader or anyone involved in the Flooring market, you can use this report to advise on the current state of the digital landscape. See who has performed well this year and who hasn’t along with finding out your own brand’s place within the market.
Brands are scored individually for different performance metrics, some technical, some social. This includes changes in SEO Visibility year on year, Link Authority scores and Brand Reach. We also look at keywords within the sector, identifying the most competitive keywords and seeing where the best opportunities lie.
This report includes the top 37 retailers in the online market for 2018. However, we do source our data from across the industry as a whole. If you’re not included in this report, speak to us if you’d like to see a data set that includes your company and we’ll send it, no problem.
Our report is only useful if we understand the data within it. Once we’ve got our data, we do our checks to see why certain brands have come out on top and what other brands can do to achieve similar results. We look at creative content, social campaigns and SERPs to discover the wins and losses within the sector and show them to you.
Read this post alongside the report to get a full picture of the Flooring Market.
Improving your visibility can have a fantastic positive improvement on other key site metrics like conversions and sales. That’s why it’s regarded as one of the most important SEO targets.
Overall, this looks to have been a booming year for the Flooring sector.
Carpetright remains the market leaders by a clear mile despite a small 4% loss on visibility.
Luxury Flooring has raced into 2nd place after almost doubling their visibility with a 96% increase.
Most notably, UK Flooring Direct has earned themselves a place in the top 5 retailers after achieving a 200% increase in their visibility.
Other winners in the top 10 include Posh Flooring who has increased their visibility by 40% and Quick Step who had a huge improvement of 86%.
The only other top 10 retailer who had a loss was Flooring Supplies who was down 13% on their visibility.
Within the report, you’ll find a set of high competition keywords and a list of keywords which offer the best opportunities. These have a high search volume but are less competitive so offer great opportunities when it comes to ranking.
The high competition keywords regard different types of flooring whereas the opportunity keywords have more of a focus on flooring for different rooms.
Well done to Carpetright, UK Flooring and Discount Flooring Depot for making the top 5 for the most competitive keyword ‘laminate flooring’.
And credit to Direct Wood Flooring who is ranking in position 1 for the highest opportunity keyword, ‘parquet flooring’.
Their meta description and title tag is neat with a clear URL structure. They also have one-line site links inviting customers to click directly to the type of parquet flooring they want.
Don’t be scared to optimise for the word ‘cheap’ as ‘cheap laminate flooring’ is less competitive than ‘laminate flooring sale’ and has a higher search volume.
Focus on flooring by room type:
Consider flooring colours:
Building a strong profile of high-quality links is important not only for coverage but also for SEO.
Carpetright is top of the list gaining the highest number of good quality links.
They have both an advice centre and an inspiration section, but most of the links gained seem to be going to product and blog images.
They have fantastic buying guides which answer various questions and include shoppable content and videos.
These are extremely useful for turning an earned audience into an owned one as they build up trust and provide useful information.
Some of these have gained links from House Beautiful so have clearly been outreached well.
Karndean also has an impressive number of links of good quality.
They have both a blog and news section covering brand updates and general tips on the latest trends.
They regularly team up with influencers such as interior designers and shows like Grand Designs Live, attracting a new readership. However, the blog doesn’t gain many links.
The posts are categorised in subfolders by month, meaning it’s likely more difficult to find them.
A better outreach strategy could see some top-tier coverage and boost their overall link quality score.
Like most of the other brands in this report, Factory Direct Flooring is still gaining most of their links to product images.
However, we have massively improved their Advice Centre, transforming the posts and introducing new creative content to grab the attention of tier 1 publications.
How we did it
After identifying opportunities in content through Google Analytics & our keyword research, we designed, developed and launched a meticulously planned resource centre.
This offered answers to the most searched-for questions on search engines.
The resource posts have gained links from mostly bloggers. While these are helpful, we always had those top tier links in sight to boost site performance.
Getting those high-quality links
We created a series of assets focusing on floor plans.
Our Fairy Tale Homes Reimagined asset gained almost 100 backlinks from 13 unique domains; mostly parent and child blogs.
But our Living Room Layout Tricks has been the real winner, gaining links from publications such as House Beautiful, Prima and Country Living.
Outreach has played a huge part in this – without it, we wouldn’t have those links.
Read our full Factory Direct Flooring client story.
Overall, the social media campaigns from flooring retailers could do with some work. This is a visual industry, so including some of the techniques that interior design blogs and social feeds have could really amp up the content.
Carpetright is, again, topping this chart with the largest number of brand searches per month.
They mainly post promotional style inspiration images with links to products.
They also recently posted a behind the scenes look at their latest shoot with Country Living and a video featuring brand ambassador Lucy Alexander.
Their feeds on Facebook and Instagram are very similar but they also tend to retweet articles they’ve been featured in on Twitter.
Quick-Step has the highest owned social score and often post links to helpful articles from their blog on Facebook.
They also post videos to related projects such as their 20 years of sponsorship of the WorldTour peloton cycling team.
Their Twitter feed is not regularly updated which should be addressed.
However, their Instagram feed is regularly updated with style inspiration posts and videos with the hashtag #LoveMyQuickStep.
While both of these retailers have great social feeds, neither of them encourages users to engage.
Introducing competitions or even just captioning posts with questions or calls to action to leave comments will invite more users to have their say.
The more people share your posts, the more people will see them.
Speak to us today if you have any queries about our data and don’t forget to download the report below.