10 minutesReading time
Updated April 2018
We’ve produced a 2018 Home Furnishing Retailers Market Performance Report.
With this report, leading retailers in the Home Furnishing industry can judge their measurement against their fellow competitors, seeing where they scale up in the digital landscape and where they need to make improvements.
We analyse site performance across nine different metrics, producing qualitative scores for each brand. We then rank companies to show where they scale up and whether they’ve improved or declined year on year in areas such as SEO Visibility, Link Authority and even social standing such as Brand Reach.
Can’t see yourself in the lineup of brands? Don’t worry, we’ll have your data stored safely away and will be happy to share it with you. While we only publish the top retailers in our report, we audit the entire sector to give a full idea of your sector. We can provide data that’s more relevant to you if you ask.
Once we’ve collated the data and created our report, we then do our own digging to find out why retailers have performed the way they have. Which content is gaining them links? Why are they ranking for the top keywords? What’s happening on their social media?
The following post will discuss all of this, but the best way to read it is with the full report open for reference.
Visibility is so important because it affects so many other site metrics. In the report, we look at who has gained or lost visibility year on year.
Wayfair has stormed into first place, overtaking Ikea after a 67% increase in visibility. This is a huge achievement so well done to them.
IKEA’s visibility has dropped by 11% putting them as runners-up. But the race is tight between these companies with just a 0.78% difference between their visibility scores.
Other winners in the top 10 are Dunelm with an increase of 62% and Made who have increased their visibility by 53%.
Harvey’s and The White company have also had impressive years in terms of visibility with 19% and 22% increases.
But there have also been losses in the top 10 – Habitat (10%), Furniture Village (16%) and Laura Ashley (36%) have all had decreases in their visibility.
Amara and World Stores have lost their places in the top 10 retailers with losses of 34% and 41%.
After the top two retailers, there is a big drop in visibility. This drops dramatically again after the top 10.
Refer to the high competition and opportunity keyword tables in the full report for this section.
There isn’t a huge distinction between the keywords in the competition and opportunity categories, which is why it’s important to conduct keyword to see where the opportunities lie.
Wayfair is ranking in position 1 for the most competitive search term, ‘chandelier’ and also the top opportunity keyword ‘dressing table’.
In fact, Wayfair is ranking well for most of these search terms. They have clearly taken on board the importance of great content to rankings as their pages have a rich piece of resource content at the bottom.
This copy answers relevant questions, has cleverly placed (not stuffed!) keywords and includes links to their other buying guides.
Dunelm is ranking top for the term ‘dining tables’. Their title tag and meta description is neat and includes one-line site links to relevant products, making the experience seamless for potential customers.
They also have rich copy at the bottom of their page. This has links to their sub-category pages, for example, pine or folding tables.
IKEA is ranking twice in positions 1 and 2 for the term ‘desk’ – first with their category page and then with a home office style inspiration page.
This is a fantastic optimisation choice as it gives users at different stages of their buying journey a suitable solution. Whether they’re looking to buy now or want to consider options for consideration, there are two avenues to go down in the top 2 positions.
We look at who is getting not only a volume of links but the kind of quality engagement that will drive their SEO campaign and amplify their brand presence.
IKEA is topping the chart for links, gaining the highest number of average links per month of the best quality.
Most of their links are going to product images, however, they are also gaining some really high-quality links to their ideas section.
One of their articles on how to decorate for the holidays has gained coverage from Elle Décor, Contemporist and Apartment Therapy. The piece contains ideas with high-quality style images and product information.
Maisons Du Monde is coming in 2nd place for links. They have a fantastic blog with a wealth of articles ranging from storage ideas and listicles to mini infographics of different bedroom styles.
However, the blog is situated on a subdomain meaning that any links gained here will lose valuable link equity. Additionally, a lot of the links being gained on the blog are to product images rather than the posts themselves.
Furniture In Fashion features in the low quality, high volume category for links. They’re getting an average of 750 links per month, but the quality is quite low. Again, the links here seem to be going to product images.
The brand has a fantastic blog, rich with information and including links to product pages. But it is difficult to navigate, with posts appearing in a long list and a busy category list down the side.
Simplifying the layout and introducing a clever outreach strategy may help them gain higher quality links which could boost their brand awareness and visibility.
Made’s Inspiration section has all the makings for a successful digital magazine. They have three key categories, or ‘themes’ which are Ideas, Home of the Month and Home Tours.
It’s on brand, provides useful, on-trend information and taps into a niche that others haven’t – allowing customers as well as influencers to showcase their homes.
They’ve also gained an impressive number of links to their TalentLAB section from the likes of Wired, Marie Claire and Design Diffusion as well as other European publications. This is a crowdfunding space which allows up-and-coming designers to submit designs that will potentially be made.
Overall, there is so much potential for links in this market, especially with the huge number of interior design and housekeeping publications out there.
IKEA is topping our social chart with by far the highest number of brand searches and the biggest owned social score. This is a popular worldwide brand, so the result isn’t too surprising.
They hit the news last year when they announced the release of their pet furniture range. This gained thousands of social interactions, with one article by Unilad receiving 27.6K shares.
Their UK Facebook feed mainly features information about store opening times, recalled items etc. This would be the ideal place to promote their inspiration articles, videos and more pictures.
Their Instagram feed is more engaging with regular interior design images and product information detailed in the captions.
Wayfair is runner-up for social and has the second highest owned social score.
Their Facebook feed has shoppable product posts, home-themed memes and collage pictures encouraging people to ‘react’ with the different options to show which style is their favourite.
These are all fantastic ways of getting your audience to engage with your posts and create a relationship with your brand.
Wayfair has a seriously impressive 646K followers on Instagram. This is really their place to shine, with beautiful shots of interiors as well as relatable quotes and funny videos. They also inspire people to share their interiors with the hashtag #wayfairathome.
Dunelm has the second highest number of brand searches. They post a lot of competitions on their social media feeds which get thousands of engagements and hundreds of shares.
They also reply to customer queries on their posts showing that customer service is a core value of theirs.
On Twitter, they use National days to promote their products and post videos and news about the company. This feed contains posts that differ to the ones on their Facebook and Instagram accounts, giving their audience a variety.
Get in touch for more information about our report or, if you haven’t already, download the report below.