10 minutes Reading time
20 pages Page Length
Report Updated November 2019
This online tiles market report takes a look at the performance of the sector across the last year. An invaluable resource packed with transferable insight, the report provides a broader view of the lay of the land in the tile industry and where each brand sits in the overall hierarchy of the sector.
Who’s got their online game laid out and who’s got some bumps to smooth out? This report gives you a peek under the hood of your competitors, showcasing the highest performers, the strugglers, and the up-and-comers.
If you’re an online tile retailer, the contents of this report could steer you in the right direction for future success in the industry. Within the report, we dig deep into how online tile brands approach digital marketing, providing an overview of the year on year performance as well as highlighting opportunities. You’ll gain valuable insight into your competitors based on key metrics such as organic visibility, page speed, domain authority, and more.
We also understand that there’s more to the online tile industry than raw data and numbers on a page. This is why we include information on keyword trends, highlighting opportunities which are up for grabs. You may just pick up the direction for your next big digital marketing project.
If you’re looking to gain insight, into both your own brand and your competitors, and get some inspiration for ways to take it to the next level, this report is for you. Download it free of charge using the form above, or feel free to get in touch for some no-strings advice.
One of the most important key performance indicators, in any online industry, is organic visibility. This indicates how much of the overall online tile space is being taken up by your brand. Improving visibility on a yearly basis is no mean feat. Some online tiling suppliers have fared better than others.
In an industry which grew by 1% over the past 12 months, there were notable winners and losers. One of whom, ctdtiles, moved into our top 5 for the first time despite suffering a visibility decrease of -22%.
The reason? Porcelanosa and harveymaria both gave way, dropping by -60% and -48% respectively – the two heaviest visibility losses in the industry. With two big players dropping off, the door is open for tiling upstarts to make a splash.
For now, the top 3 of our report remained unchanged from last year, although some chinks in the armour of second and third positions have begun to show. Tilemountain and tiles-direct are showing signs of slipping off their pedestals, shrinking by -12% and -16%. If the chasing pack can get their strategies on point, there couls well be change on the horizon.
Toppstiles, on the other hand, clearly rule the roost, retaining their top spot while growing by a further 19%. These are the guys to aim for and to learn from. Great work from them this year.
A handful of other notable wins and losses are noted below. Consider these a teaser – the full report is packed with far more substantial analysis and knowledge.
Tilesuk slipped out of the top 20 with a -40% drop
Similarly, tonsoftiles find themselves out of the top 10, shrinking by -24%
Porcelainsuperstore lept 4 places into 9th, with a mammoth increase of 118%
Tilechoice did one better, with their 52% growth earning them 8th position.
To see the full story, download the report today.
Based on their organic visibility, the top 5 sites in the online tile sector were identified as;
Based on sharp increases in growth over the past year, the top 5 ones to watch in the industry are;
To find out what they’re doing well, and to see which brands have suffered the opposite, download the free online tile report.
When it comes to keywords, the report is broken down into two list – one dealing with high competition keywords, and those with low competition. These are our opportunity keywords, and focusing on them could present a backdoor route to rankings for smaller brands.
Unsurprisingly, toppstiles have position one for the most sought-after keyword ‘bathroom tiles’. It’s the same story for the majority of the high competition terms, including ‘floor tiles’, ‘kitchen floor tiles’ and ‘mosaic tiles’. Clearly, they have a stranglehold on the biggest terms.
Rather than going head to head on these terms, the low competition opportunities come with equally appealing search volume. ‘Ceramic tile’, for example, gets 5.4k monthly searches and a low competitive score.
Britishceramictile, who are ranked 18th in our overall league table, claim position one for this keyword. This can largely be put down to the niche of their offerings, however it provides some food for thought when it comes to diversifying the categories on your site.
Tiles-direct’s category page, for example, sits on page 1. Below the fold, they include quality copy relating to ceramic tiles, servicing the intent of the search and signalling topic authority to Google’s crawlers.
Our report features a broader view of the opportunities available in this space.
No yearly industry review would be complete without considering the impact of the Covid-19 pandemic. It’s been felt across all industries. Our keyword trends section throws up some interesting insight into how consumer habits have changed over the year.
Perhaps unsurprisingly, given restrictions and stay at home orders, queries around DIY have trended upwards. Many of these queries have high search volume. Search volume, and wider growth opportunities, are up for grabs here. Creating guides could divert more visibility to your site.
‘How to grout tile’, and its 3.6k monthly search volume, is once more taken by toppstiles. Their guide is the blueprint for getting this strategy right. The guide offers a comprehensive step by step walkthrough which showcases their expertise and knowledge of the space, with plenty on links to product.
Similarly, tilemountain have seen success with their ‘how to tile a wall’ guide, following a similar strategy with links to products. They capture the intent of searchers with informative guide content, diverting them to commercial pages and shifting them along the buyer journey with internal linking. Consider producing guide content yourself around these topics.
Many of these long-tail queries also have featured snippets. Master grabbing these with high quality content and you can pull away visibility to your site without having to tussle for position one.
Speaking of DIY, one interesting finding is the success of videos in these SERPs. In fact, for the vast majority of the ‘how to’ queries, videos claim top spot. This multimedia approach could be your entry point to these queries.
In theory it makes a lot of sense. Implementing videos detailing the steps of the DIY process is proven to be a success in this space, and while the likes of Wickes and B&Q typically dominate with their videos, perhaps this is a gap in the online tile space worth going after. Getting YouTube SEO right on well-produced and informative videos could be a rewarding strategy – one which competitors may be sleeping on.
If you want to learn more about using videos in your digital strategy, get in touch for some impartial advice.
One of the fundamentals of getting your site to rank in 2020 is page speed. Having a super speedy site appeals to Google’s ranking algorithm. It’s not always the showy parts of a site that get the job done. Getting these technical aspects right sets a solid foundation. This is no different in the online title industry.
As page speed is so important, we included a league table ranking our sample of sites of how fast they are. If you’re focusing purely on surface level elements of your site, then your placement in this table could give an indication of where changes are needed.
Below is a snapshot of the top 5 fastest online tile brands, as identified by PageSpeed Insights. To see how your site stacked up, download the report today.
No, this is a free online tile market report. All of our sector reports are free of charge as we understand the value this data holds for brands. As such, we produce it to build relationships with industry players and to give a small snapshot of the analytical processes we use in our work here at Salience. If you’re an online tile brand, feel free to downloazd the free report using the form above.
When putting together our Home & Garden industry reports, we set strict thresholds that brands who are included must meet. If your brand isn’t anywhere to be seen, chances are you don’t meet the threshold at this time. If you’re missing, we’d love to hear from you and provide a personalised report including your brand.
Contact us for any further questions you may have about the data, results, or any help you may need at this time.