March 16, 2021
A report on digital marketing trends in the bathroom market last year identified the top performing retailers and brands in several key performance areas.
The report comes from search engine marketer Salience, who specializes in advising brands on new website builds and market-leading search campaigns.
Richard Waters, Director of Sales and Marketing, said, “This report highlights your brand’s successes and shortcomings compared to the biggest names in the industry in terms of key digital metrics. The data covers 12 of the most turbulent months we will hopefully ever see. “
He added: “[It was] a wild and unpredictable year. No surprise online is more important than ever. “
The report begins by looking at business online visibility, which is a key SEO metric and shows how easily a brand can be found online. It adds that “high visibility brands dominate search engines and be the first to be seen and the first to be clicked” and are more likely to reach their target market.
The report lists the five top performers in terms of visibility.
Visibility
Top 5 ‘brands to see’
Victorian plumbing
City plumbing
Large bathroom shop
Better bathrooms
QA consumables.
The report also looked at ratings based on “authority” that define the stature and reputation of a website. It stated: “Search engines like websites with high authority because they are loaded with trustworthy signals and are likely to provide useful services and content. Authority is measured using a metric called a domain score. The higher it is, the greater the chance that you will qualify for competitive keywords and increase your visibility. “
It is recommended: “Authority is best achieved through link building. But it’s not about quantity. A couple of good quality links go a lot further than a bunch of spam. “
Page speed
Top 5
Trade Plumbing.co.uk
Bathroom accessories Online.co.uk
Victorian plumbing
Paramount bathroom
Heat and Plumb.com
Salience also looked at digital brand reach, which is about how well a brand is recognized in the industry. It states, “To calculate this number, we combine traditional search metrics with the performance of social channels across the industry. This will help you identify which brands are best known across a number of channels. “
The following ranking takes into account monthly search queries and social media followers as well as their engagement.
Digital brand reach
Top 5
Victorian plumbing
Victoria Plum
Grohe
Duravit
Hansgrohe
Keywords were also identified as a key factor. The report divided them into two types. Highly competitive keywords are usually sought after by big brands. These need to be closely monitored and further search marketing activities are required to protect them. Then there are opportunity keywords that challengers or low-visibility brands need the most to increase their digital reach.
Top 10 Competitive Keywords
bathroom
Bathroom cabinets
shower
Bathroom suites
Bathroom design
sink
Shower trays
Shower stalls
Bathroom fittings
Bathroom shower walls
Top 10 opportunity keywords
Bathroom tiles
Walk-in shower
Shower room
Gray tile bathroom
Bidet toilet
Bathroom suppliers
Bathroom plans
Renovation of the bathroom
Bathroom shops
Bathroom installation
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