VIRTUAL SERVICES & TOOLS Go Green to Get Seen Salience Search Marketing has recently released its latest Flooring Retailers


Market Report. Here, we explore its findings and discover what you should be doing to increase your online visibility.


Getting seen online is vital if you want to do well in any industry, and the same is true for flooring retailers. It’s not all about brick-and-mortar stores anymore, especially with people being stuck inside for months during the current pandemic. Being seen online has become more important than ever. With shops being shut, it has recently been the only way to reach customers. But how can you make sure you get seen online?


Salience Search Marketing has recently released its Flooring Retailers Market Report, which can help you to develop the right strategies. In the report, you can see where you stand in the market, looking at a variety of metrics such as visibility, trust and social.


Opportunity keywords is one particular area investigated within the report. These are keywords that have a high search volume but have relatively low competition. So, it’s easy to climb up the search engine results pages (SERPs) by targeting these. Some of these keywords have as many as 12,100 searches a month- which is a lot of potential customers you can get in front of.


What Salience found was that quite a few of the keywords that present this opportunity are eco-friendly flooring materials. It’s interesting that these still present opportunities as, over the past five years, interest in this search term has been pretty stable and the trends for the materials themselves have been on the rise.


But targeting eco-flooring won’t be enough. This keyword is not as popular as the materials themselves. It seems that those looking for eco-flooring already know the material that they want, or at least have a couple of ideas, and the opportunity keywords seem to follow these trends.


What a Corker!


One trend that has skyrocketed this year has been cork flooring. This search term has appeared in an average of 5,400 searches a month, which is likely to increase as it is


28 | Tomorrow’s Retail Floors


on trend. With a low competition for the search volume, it’s cork that presents a huge opportunity when it comes to eco- friendly floors.


The Room to Target


Although bathroom and kitchen flooring are hugely popular searches, the competition for these is tough. But if you want to target flooring for specific rooms, there’s one room that presents an opportunity. And which room this is may surprise you.


It’s garage flooring! It seems that, during lockdown, people have been searching for this flooring a lot more, with a peak in its trend at the end of June. With 6,600 searches a month and a comparatively low difficulty, this room offers plenty of opportunity.


The Keywords to Success


How can brands take advantage of the opportunity keywords? Writing good-quality, targeted content around these keywords is a good place to start.


If you have a blog, you could do a roundup of eco flooring, for example. This may help you to get in front of customers in the initial stages of planning their new floors. Hopefully you will then be in the forefront of their minds when it comes to choosing flooring.


An area where many big brands fall is categories. Your category structure is a great way to target keywords. Having good quality copy on these pages will also help you to climb the SERPs and get you in front of people who are looking for a specific type of flooring.


Overall, trends and opportunity keywords are linked. You should focus on staying ahead of trends and take advantage of the opportunities that will appear with these. As 75% of people never go past page one in the SERPs, getting onto this page means you are visible to online searches. Opportunity keywords give even the smaller, less authoritative brands the chance to get onto page one.


www.salience.co.uk www.tomorrowsretailfloors.com


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