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The UK's No.1 Tiles Industry Report
Between 2025 and 2026 the UK tile market shrank. Traffic scores across the sector fell 8%, and the demand behind them fell further. The 9,616 tile keywords tracked in this report carried 24,948,760 searches over the last twelve months, down 12.8% year on year and down 18.7% over the last quarter. Two thirds of those keywords, 6,361 of them, lost volume.
The decline landed unevenly across the ranking. The two largest sites in the sector lost 25.0% of their combined traffic score, and their share of the top 50 fell from 37.9% to 30.7%. Tapi fell 14% and Topps Tiles fell 40%. Ranks 3 to 50 grew 3.2% in aggregate inside a market down 8%. Of the top 50 brands, 24 grew and 26 fell.
Tiles Direct grew 82% and climbed 10 places, the biggest traffic score gain in the sector. Porcelain Superstore grew 60% and climbed 9, adding 31,938 traffic score while its own brand searches fell 12.3%. Royale Stones grew 97% and climbed 14. Stone Tile Company grew 55%, Wet Wall Works 42% and Claybrook Studio 43%.
| Brand | YoY Traffic Score | Rank Move |
|---|---|---|
| Royale Stones | +97% | ↑14 |
| Tiles Direct | +82% | ↑10 |
| Porcelain Superstore | +60% | ↑9 |
| Stone Tile Company | +55% | – |
| Claybrook Studio | +43% | – |
| Wet Wall Works | +42% | – |
| Market benchmark | -8% | – |
| Tapi | -14% | – |
| Topps Tiles | -40% | – |
The brands taking share sit between rank 3 and rank 20 of the traffic score table, and they rank for named shape, size, colour and finish queries. Over twelve months, 7.2% of the top 50 moved out of the two largest sites and into that middle group.
The tile brands gaining ground carry smaller link profiles than the brands losing it. The 24 growers inside the top 50 hold 449 referring domains on average, median 263. The 26 decliners hold 943, median 530.
Karndean holds 4,520 referring domains and its traffic score fell 12%. Porcelanosa holds 3,774 and fell 7%. Amtico holds 1,901 and fell 28%. Tiles Direct grew 82% on 619 referring domains. Porcelain Superstore grew 60% on 528. Royale Stones grew 97% on 268. Wet Wall Works grew 42% on 144.
| Brand | Referring Domains | YoY Traffic Score |
|---|---|---|
| Karndean | 4,520 | -12% |
| Porcelanosa | 3,774 | -7% |
| Amtico | 1,901 | -28% |
| Tiles Direct | 619 | +82% |
| Porcelain Superstore | 528 | +60% |
| Royale Stones | 268 | +97% |
| Wet Wall Works | 144 | +42% |
Digital PR still earns coverage and authority, and this data says nothing about links in other sectors. What it says about tiles is that 943 referring domains held no rank position for the decliners, and 263 was enough for the growers. Page-level match to a specific query decided the result.
For a tile site with 500 referring domains and no page for ‘checkerboard tiles’ or ‘600 x 1200 tiles’, the fastest gain sits in the category tree. Build a page for every axis a customer types, room, colour, style, shape, size, material and finish, then give each one its own title tag, internal links from the parent category page and product schema markup.
Underneath the rankings, tile search itself changed. Searches that describe a style fell hardest. Hexagon tile keywords carried 569,170 searches a year ago and carry 402,540 now, down 29.3% over the year and 35.9% over the quarter. Geometric and patterned terms fell 19.0%. Marble tile terms fell 19.5%. Moroccan and zellige terms fell 15.7%. Cost, price and per square metre queries fell 24.5% over the year and 37.4% over the quarter.
Searches for finishing products held up. Tile trim, edging, spacers and corner tiles fell 6.7% against a market down 12.8%. Adhesive fell 8.3%. Grout fell 10.1%. Local demand barely moved: 84 ‘near me’ tile keywords carried 519,750 searches and fell 2.9%, and ’tiling shops near me’ ran 76,400 searches last quarter, level with the same quarter a year before.
A short list grew. ‘Painting tiles kitchen’ rose 32.9% over the year and 40.7% over the quarter. ‘Tile grout colours’ rose 33.7% and 50.0%. ‘Stick on kitchen floor tiles’ rose 45.3% and 50.0%. Checkerboard tile keywords rose 21.8% as a cluster, the only style group in the set to grow.
| Keyword Cluster | YoY | QoQ |
|---|---|---|
| Hexagon | -29.3% | -35.9% |
| Cost, price, per square metre | -24.5% | -37.4% |
| Marble | -19.5% | – |
| Geometric and patterned | -19.0% | – |
| Market benchmark | -12.8% | -18.7% |
| Grout | -10.1% | – |
| Adhesive | -8.3% | – |
| Trim, edging, spacers | -6.7% | – |
| ‘Near me’ | -2.9% | – |
| Checkerboard | +21.8% | – |
Of the 9,616 keywords tracked here, 98 carry any research language at all, 1.02% of the keywords and 0.20% of the demand. None contain ‘how’, ‘why’, ‘review’, ‘idea’, ‘inspiration’ or ‘guide’. Customers choose the tile on Pinterest, Reels, community threads and showroom floors, then type a shape, a size, a colour or a nearest shop into Google.
The report also covers which tile keywords carry volume at low competition. ‘Bathroom tiles’ carries 47,000 monthly searches at a competition score of 6. ‘Kitchen floor tiles’ carries 10,000 at 3. ‘Wall tiles’ carries 8,000 at 3. ‘Garden tiles’ carries 5,200 at 3. At the other end of the table, ‘porcelain tiles’ carries 12,000 searches at a competition score of 37, and ‘stone floor tiles’ carries 1,500 at 51. A tile site with a thin category tree can take volume at the low end of that table before it spends anything on the contested terms.
| Keyword | Monthly Searches | Competition Score |
|---|---|---|
| bathroom tiles | 47,000 | 6 |
| porcelain tiles | 12,000 | 37 |
| kitchen floor tiles | 10,000 | 3 |
| wall tiles | 8,000 | 3 |
| garden tiles | 5,200 | 3 |
| stone floor tiles | 1,500 | 51 |
Brand search runs on its own timeline. Topps Tiles holds 165,000 brand searches a month, 3.8 times the next brand in the sector. Tile Mountain holds 40,500 and grew brand demand 8.7% over the year. Porcelanosa leads the blended brand reach table on an owned social score of 1,524. Across the 51 brands tracked for brand search, demand fell 6.7%.
Measure the two together. In a journey that runs from Reels to Pinterest to a showroom floor and only then to Google, last-click reporting credits organic search with a decision the customer made a week earlier. Track brand search volume, sample requests and store page sessions next to organic sessions. This report benchmarks brand search, referring domains, domain authority, page speed and review volume brand by brand.
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