FREE
DOWNLOAD
- In this Salience Search Index report, we’re looking at the bathroom market. This yearly digital marketing report analyses the top brands and big names in the bathroom industry, from DIY brands to specialist plumbing retailers.
- Latest insights:
- diy.com has the greatest visibility score.
- showerstoyou.co.uk has the fastest page speed.
- Sites that have grown considerably in SEO visibility YoY include diy.com, wickes.co.uk and plumbworld.co.uk.
- Sites that have lost visibility in the last year and have seen little to no online growth include leekes.co.uk and wolseley.co.uk.
Within our bathroom report, you’ll discover who has been doing well with their online marketing strategy and who has sprung a leak. We look at a range of key metrics, such as visibility, page speed and social scores, so you can see where you stand against competitors. Has your marketing strategy caused you to sink or float in the digital landscape?
Who are the winners in the bathroom industry this year?
Over the past twelve months, the top five bathroom retailers have all increased visibility, reinforcing their position at the top of the online market.
B&Q and Wickes have retained their leading positions from last year, but Travis Perkins is our new third-place finisher. B&Q, in particular, has improved visibility by over 3 million clicks. Special mentions also go to Victorian Plumbing, which increased its visibility by 120% compared to the previous year.
Which bathroom brands have seen the biggest visibility gains?
With the bathroom market seeing an overall visibility increase of 30%, some brands have had big wins this year. Here are the top five bathroom retailers who have experienced the biggest visibility growth in 2025:
- diy.com (+37%)
- wickes.co.uk (+17%)
- travisperkins.co.uk (+15%)
- victorianplumbing.co.uk (+120%)
- easypanels.co.uk (+416%)
Despite not sealing a spot in the top five, posh.com, also had a great year, improving its visibility by 695%.
What have they done to improve their visibility score so much, and will they be able to replicate such growth next year? Download our report to find out.
Which brands have seen the biggest visibility losses?
Despite overall market growth, some brands have seen their visibility go down the toilet this year. The top five losses go to:
- drench.co.uk (-16%)
- bigbathroomshop.co.uk (-32%)
- qssupplies.co.uk (-32%)
- wallsandfloors.co.uk (-34%)
- victoriaplum.com (-100%)
Note: victoriaplum.com created a new site this year, moving to victorianplumbing.co.uk, which is performing strongly and is firmly rooted in the top five.
What are the opportunity keywords in the bathroom market?
In our bathroom report, we analyse “opportunity keywords”. These are high-volume searches with lower competition, meaning they can be easier wins for smaller brands, or gaps that bigger retailers are not fully covering.
| Keyword | UK monthly searches |
|---|---|
| bathroom accessories set | 3,200 |
| shower mat | 3,600 |
| bathroom sink cabinets | 4,500 |
| bath taps | 7,500 |
| bathroom taps | 10,000 |
Want the full list of opportunity keywords? Download our report for full access.
Who has the best digital reach in the bathroom industry?
Brands with the best digital reach tend to run strong cross-channel strategies. Using social media signals and online brand searches, we built a league table showing the most visible bathroom brands beyond Google rankings.
Unsurprisingly, Wickes has the highest overall brand reach. They received an average of 1,500,000 monthly searches and secured 350k+ followers across social channels.
However, Grohe is putting in major work on social media, with 1.6 million+ followers across their channels. If you’re not a household name, social can be one of the fastest ways to get your brand in front of more buyers.
Which bathroom brands are the most trusted?
Trust is a core factor in any digital strategy. With Google placing importance on E-E-A-T, reviews remain one of the most visible trust signals for both users and search engines.
Victoria Plumbing takes the number one spot in our reviews league table, with an average of 4.5 stars from over 400k reviews.
Tip: Getting great reviews depends on fulfilment, customer service, and product quality. Aligning teams around customer pain points often unlocks the biggest gains.
Want to know how your brand ranks when it comes to trust online? Download our report to see where you stand.
Why isn’t my bathroom brand in the report?
We can only include a limited number of brands in the report, so it features those that meet our inclusion threshold. If your brand isn’t listed, you can still access your full SEO profile. Get in touch, and we’ll share a personalised report focused on your brand.
Ready to revamp your bathroom SEO strategy?
