FREE
DOWNLOAD
Latest insights
Industry shows strong overall growth of +11%.
LVT flooring and herringbone products are emerging trends.
Brand search dominance is concentrated, with Topps Tiles leading at 201,000 monthly brand searches, followed by Carpetright at 60,500.
Gillies.co.uk is the most trustworthy brand with 86,093 reviews at an average 4.8/5 star rating.
The search-led winners, growth signals and strategy advice: where demand is rising, which brands are over- or under-performing, and how the search journey works in flooring.
Download the Full 69-Page Report
What’s the flooring growth rate in 2025?
Our market momentum metric shows +11% industry variance year-on-year (traffic-score growth across the tracked brands). That’s healthy growth for anyone building share of voice. It doesn’t mean everyone’s up. It implies headroom exists if you earn it.
TL;DR: Buyers are still researching flooring online, even if decision cycles are long. Search is skewing towards information-rich, sample-led journeys rather than quick basket checkouts. Brands with coherent category depth and helpful content are riding the waves of algorithm updates and changes in search behaviour. Shallow catalogues are sliding.
Which keywords shape demand?
The flooring SERP splits into heavyweight, brand-building terms and a set of quieter, conversion-friendly queries. Here’s a cut of both.
High-competition keywords
| Keyword | Local monthly searches (UK) | Competitiveness |
|---|---|---|
| carpets | 26,000 | 65 |
| vinyl flooring | 74,000 | 37 |
| laminate flooring | 80,000 | 36 |
| LVT flooring | 55,000 | 24 |
| engineered wood flooring | 16,000 | 32 |
| carpet shops near me | 13,000 | 33 |
| luxury vinyl flooring | 8,100 | 34 |
| laminate flooring near me | 3,300 | 39 |
| Tapi carpets near me | 3,000 | 32 |
What this means: These are brand-building battlegrounds. They’re crowded, price-anchored and unforgiving on UX. Winning here usually reflects strength across the board: depth of ranges, fast pages, applicable advice content, and a low-friction conversion journey.
If you already rank, keep the moat topped up with better category authority (content clusters that mirror how people shop and create semantic relevance) and helpful copy around delivery, returns, and sample timelines. If you don’t rank, avoid brute-force tactics. Build topic coverage around intent (room-type, material, installation) and let the authority compound over time.
Local intent note: “Near me” terms align to hybrid journeys. Stores using live stock messaging and book-a-measure tools can connect research to real-world action.
Opportunity keywords (lower competition, solid volume)
| Keyword | Local monthly searches (UK) | Competitiveness |
|---|---|---|
| carpet underlay | 11,000 | 6 |
| LVT | 12,000 | 11 |
| vinyl floor tiles | 9,800 | 5 |
| LVT click flooring | 7,100 | 6 |
| vinyl flooring near me | 2,800 | 9 |
| vinyl click flooring | 7,800 | 10 |
| bathroom vinyl flooring | 4,800 | 3 |
| vinyl tiles | 4,800 | 6 |
| cheap carpet | 4,600 | 5 |
So what? These are pragmatic footholds for visibility and revenue. They skew mid-funnel and are ideal for landing pages that explain options, set expectations (samples, delivery, fitting), and show price brackets.
Where is demand rising or fading?
Emerging product searches
| Keyword | Volume | Trend |
|---|---|---|
| LVT flooring | 49,500 | +14% |
| herringbone floorboards | 40,500 | +14% |
| LVT | 9,900 | +7% |
| LVT click flooring | 8,100 | +22% |
| flooring places near me | 8,100 | +15% |
| herringbone carpet | 5,400 | +50% |
| beige carpet | 4,400 | +14% |
| wool carpet | 4,400 | +7% |
| LVT herringbone flooring | 3,600 | +40% |
| LVP flooring | 3,600 | +22% |
| herringbone LVT | 2,900 | +32% |
| LVT floor tiles | 2,400 | +23% |
| light oak laminate flooring | 1,900 | +12% |
| lino flooring near me | 1,300 | +85% |
| LVT bathroom flooring | 1,300 | +40% |
| LVT adhesive | 1,300 | +19% |
| engineered hardwood flooring | 1,000 | +90% |
| engineered flooring near me | 1,000 | +50% |
| carpet and vinyl flooring | 1,000 | +20% |
| herringbone carpet stairs | 880 | +42% |
| engineered parquet flooring | 880 | +49% |
| solid wood floors | 880 | +32% |
| herringbone linoleum flooring | 720 | +39% |
Pattern-led terms and engineered products are getting traction. Brands that marry inspirational content with precise sample experiences will capture this demand. If “herringbone” trends, you need a topic cluster covering pattern types, preparing for herringbone flooring, room suitability, and price bands.
Receding product interest
| Keyword | Volume | Trend |
|---|---|---|
| floorboards laminate | 135,000 | −13% |
| carpets | 110,000 | −12% |
| vinyl flooring | 110,000 | −12% |
| Karndean floor | 49,500 | −18% |
| large carpet | 27,100 | −13% |
| engineered timber floorboards | 27,100 | −7% |
| carpet and flooring near me | 22,200 | −13% |
| washable carpet | 22,200 | −7% |
| carpet underlay | 18,100 | −13% |
| linoleum tile flooring | 14,800 | −29% |
| vinyl floor tiles | 14,800 | −29% |
| grey carpet | 14,800 | −24% |
| grey laminate flooring | 12,100 | −33% |
| cheap carpet | 12,100 | −24% |
| herringbone laminate flooring | 12,100 | −24% |
| luxury vinyl flooring | 12,100 | −18% |
| vinyl click flooring | 9,900 | −33% |
| affordable laminate flooring | 9,900 | −18% |
| vinyl tiles | 8,100 | −29% |
| carpet for stairs | 8,100 | −18% |
| vinyl plank flooring | 5,400 | −42% |
| cheap vinyl flooring | 5,400 | −24% |
| cushion flooring | 4,400 | −24% |
| carpet flooring | 4,400 | −24% |
| striped stair carpet | 4,400 | −25% |
Falling interest doesn’t automatically mean falling sales. It often means generic search is fragmenting into more specific modifiers (for example, “bathroom vinyl”, “click LVT”). If your taxonomy still leans on legacy categories, you’ll miss the shift and see a gradual visibility bleed.
Receding brands
| Brand | Volume | Trend |
|---|---|---|
| Topps Tiles | 201,000 | −7% |
| Carpetright | 60,500 | −55% |
| Tile Mountain | 33,100 | −7% |
| UK Flooring Direct | 27,100 | −13% |
| United Carpets and Beds | 18,100 | −6% |
| Al-Murad | 12,100 | −23% |
| Karndean | 12,100 | −6% |
| Amtico | 9,900 | −13% |
| Quick-Step | 6,600 | −12% |
| Bert & May | 5,400 | −18% |
| Multipanel | 5,400 | −13% |
| Flooring Supplies | 5,400 | −13% |
| Vinyl Flooring UK | 5,400 | −13% |
| Leader Floors | 4,400 | −20% |
| Gillies | 4,400 | −7% |
| Discount Flooring Depot | 1,600 | −19% |
| Harvey Maria | 1,600 | −23% |
| Remland Carpets | 1,300 | −29% |
| Flooring Hut | 1,300 | −21% |
| Best4Flooring | 880 | −6% |
Which flooring brands over- or under-achieve?
Over-achievers (high traffic scores, lower authority)
You’ll often see crisp faceted navigation, helpful buying guides, and snappy PDPs. Authority then catches up as brand reach grows.
- Karndean
- Tapi
- Topps Tiles
- Walls and Floors
- Tile Mountain
- Amtico
- Direct Wood Flooring
- Discount Flooring Depot
- Online Carpets
- Flooring Superstore
- UK Flooring Direct
- Flooring Supplies
- Factory Direct Flooring
- Leader Floors
- Harvey Maria
- Wood Floor Warehouse
- Polyflor
- Trago
- United Carpets and Beds
- Quick-Step
- Woodpecker Flooring
- Best at Flooring
- Best4Flooring
- Floors Direct Ltd
Next compounders: digital PR for trust signals, plus a content cadence that answers the how, where and why of installation and care.
Sleeping giants (higher authority, lower traffic scores)
Authority without traffic often points to thin category pages or poor technical SEO. Fix information architecture first, then refresh core categories with helpful copy and high-quality imagery (real rooms, authentic installs).
- British Hardwoods
- Magnet Trade
- Gillies
- Flooring Hut
- Vinyl Flooring UK
- Multipanel
- Alternative Flooring
- Bert & May
- Carpet Underlay Shop
- Floormart
- Tile Warehouse
- Royle (Royal) Stones
- Remland Carpets
- Burts
- Floor Depot
- Carpet Warehouse
- Flooring King
- The Carpet Stop
- Carpetright
- Wilsons Carpets
Reviews and trust still decide conversions
Review depth is a strong tie-breaker in flooring. Gillies stands out with 86,093 reviews and an average 4.8/5 rating.
Action: Surface review proof on PLPs, PDPs and key guides. In a high-ticket category, reviews don’t just nudge – they de-risk buying without touching the product.
Spotlight: UK Flooring Direct and the sample-to-order journey
Flooring is a long, tactile decision. Shoppers want to see tones at home, in their lighting, and compare across price points. Brands that reduce friction from sample to checkout will keep winning share, especially on mobile.
Final word
Buyer journeys are longer, and trust travels with them. Brands that respect that journey, especially the sample step, are growing fastest. The numbers above should help you prioritise.
Want every table, method and brand breakdown?
Method note: Traffic Score is an Ahrefs-derived estimate for relative visibility across ranking keywords. It’s not a replacement for analytics, but it’s ideal for market comparison.
