10 minutes Reading time
20 pages Length
Updated June 2019
This is your 2019 Flooring industry 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 2019. 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 successful year for the flooring market with some great wins bringing retailers higher up in the top ten.
Carpetright remains the market leader despite a 9% loss of visibility. They are still miles ahead of their closest competitor, Topps Tiles who has also lost 7% visibility.
It’s a different story for UK Flooring Direct who has jumped up to 3rd place after a massive 75% increase in visibility.
They’ve raced ahead of Luxury Flooring who are now in 4th place despite their 42% visibility improvement.
Making up the top five is Flooring Superstore who almost doubled their visibility with a huge 98% increase.
The rest of the top ten has seen some great wins, some losses:
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 identified in our report are traditional flooring styles whereas the opportunity keywords tap into more niche styles like cork and resin.
We must mention that flooring retailers often have to compete with larger DIY superstores when it comes to ranking well for keywords.
Well done to UK Flooring Direct who is ranking in the top three for the highest competition keyword, ‘laminate flooring’.
They are also ranking in position 1 for the term ‘laminate’ which is a great achievement.
Because this is a competitive search landscape, it can be hard to reach a top 5 position for high volume keywords.
In this case, bagging a featured snippet puts you above the fold of the page and also allows you to overtake big competitors to grab the coveted position zero.
Tile Mountain has managed to do this for the term ‘kitchen floor tiles’. They also appear in position 3 on the page, putting them high up the page twice.
Read our Ultimate Featured Snippets Guide to see how you could improve your chances of putting yourself at the top of the SERPs.
If you’re struggling to rank on page 1 at all, pay close attention to the ‘People also ask’ box provided by Google on most of these search terms.
While you may think a lot of these searches are commercial, i.e. people searching to buy, this industry is filled with questions because buying a new floor is a big purchase that takes a lot of consideration.
For this reason, you’ll often find longform articles appearing in the related questions snippets because they provide the best answers.
However, there’s no reason why you can’t feature with your enhanced page copy or help and advice articles in a resource centre or blog.
Pergo’s answer to the question ‘is parquet flooring real wood?’ features on the people also ask section for the keyword parquet flooring.
It brings up a quote from their article on Solid Wood and Parquet Flooring – Advantages and Disadvantages. The concise answer says ‘Just like wood flooring, parquet is made of 100% wood, and on the surface it can look exactly the same.’
If you’re trying to find fuel for articles or enhanced copy, always look to the related questions within the SERP to see what people want to know.
Using social media in this market can show customers how to use your products in line with the most popular interior design trends right now. Use your social platforms to give inspiration and ideas to potential customers.
Topps Tiles has overtaken Carpetright this year with the highest number of brand searches per month and a higher owned social score.
We love their Tile Visualiser which allows you to see a mock-up of what your room would look like when you’ve chosen your tiles.
Their Instagram feed is full of interior design inspiration posts. They also promote their blog posts from here with collage images.
Their Facebook has money off promotional posts as well as links to their blog posts and posts in which they feature.
Carpetright has also stepped up their social game this year using polls to encourage engagement on their Facebook account.
Like Topps Tiles, their Instagram feed has interior design inspired posts that feature their latest products.
They also ask users to tag pictures of their homes with the hashtag #MyCarpetrightHome to feature on their feeds.
Last year we recommended retailers to be more engaging with their posts.
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.
It looks as though the two retailers we’ve highlighted have taken this on board slightly with polls and hashtags. Whether that’s down to us or just hard work, it’s a thumbs up from us!
Page speed is the measurement of how fast your on-page content takes to load.
Improving page speed has always been a crucial component for SEO, but lately, it’s been in the news more than usual following the recent algorithm changes.
We used Google PageSpeed Insights to determine which retailers have the fastest page speed.
The top five were:
Speak to us today if you have any queries about our data and don’t forget to download the report below.
Visibility was booming with 6 of the top 10 making improvements. Of these, two more than doubled their visibility:
Burts dropped out of the top 10 from position 3 to position 12 after losing 59% of their visibility.
Karndean dropped from position 13 to position 26 after losing 72% visibility.
The top competition keyword was ‘laminate flooring’, with Carpetright, UK Flooring and Discount Flooring Depot making it into the top 5 positions.
Standout keyword opportunities included focusing on flooring by room type and optimising for floor colours.
Carpetright impressed us with their buying guides that are packed with useful content and have gained links from the likes of House Beautiful.
We found that, 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.