UK Vacuum Cleaner brands - Digital Marketing Benchmark Report, Q4 2023

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The Q4 2023 benchmarking report for UK vacuum cleaner brands has just been published. Learn how the top 9 UK vacuum brands perform across the digital space.

The latest Q4 2023 benchmarking report for UK vacuum cleaner brands has just been published.  It covers the largest 9 vacuum cleaner brands trading in the UK, including Dyson, Hoover, SharkNinja, Miele, iRobot, Vax, BISSELL Homecare, Tineco, and Gtech - it highlights year-on-year digital performance, plus winner and loser comparisons in 20+ online performance metrics.

Vacuum Cleaner Brand Logos

The research gives an inside track on who is winning the biggest share of voice online and quantifies the gaps, risks and missed opportunities for other vacuum brands to win brand exposure, generate online orders, and drive in-store interest & recognition. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q4 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.Vacuum COVER

Q4 2023 Winners Summary

For a glance into just 6 of the metrics we evaluated these top 9 vacuum cleaner brands on, check out our quick-look table below; 

Vacuum W&L Dec23

Continue reading for further detail on this quarter's best and poorest-performing UK vacuum cleaner brands or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each brand based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Vacuum cleaner brands will want to ensure their site is well equipped to demonstrate their brand's features over that of their competitors, so key pages such as popular products, product comparisons, and FAQs should be easy to navigate to. 

SharkNinja needed to reduce its 4xx errors since the last quarter. Unfortunately, this vacuum cleaner brand saw a rise in 4xx errors from 552 to 564. It needs to address any broken links across its website footers to reduce this figure by the next quarter.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. For sites hosting a large volume of products, with detailed technical specifications (such as vacuum cleaners), brands may lean towards ensuring these are shown at their very best with high-resolution images and videos. However, these are both elements we frequently see impacting site speeds.

In the previous report, site speed performance ranged from 41 and 8. In this quarter, the site speed ranges from 56 and 8, showing an improvement towards the higher end. Though, SharkNinja, Hoover, and Dyson have the lowest mobile speed scores and should reduce videos and gif uploads to their homepages — or compress them.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, ie. ‘free’ traffic that isn’t gained through sponsored ads. Vacuum cleaner brands can boost their domain authority by collaborating with relevant online publications, and working with bloggers that sit within the homeware and cleaning niche.

Domain authority is considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA rating is fairly similar to the previous report, with a range of 75 and 36. Hoover continues to score below 40, which is considered the average DA. While this brand has the highest number of backlinks, it should adopt a PR strategy to gain backlinks from high-authoritative websites.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Brands within the home appliances sector, such as vacuum cleaner brands, may find a slowed interest in their products during the cost of living crisis, as consumers may be opting to stick with their older models for longer, only replacing when it becomes essential.

As to be expected, most brands experienced a drop in mobile traffic, and four brands saw an increase in mobile traffic. Hoover had an impressive leap in visitors (118%).

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. 'Reviews' results would arguably be the most useful universal search result for vacuum cleaner brands to pursue, as customers will want to know they are getting value for money from their new appliance.

Dyson has the most Universal Search results, which isn’t surprising, as it’s an established brand and a household name. Most of its searches come from ‘reviews’ (9,300), which the other brands can replicate in their SERP strategy.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand-new search terms as they enter Google’s index. Vacuum cleaner brands should be optimising for longtail keywords that show high purchase intent and are likely to secure orders, especially as they are operating in a sector where repeat purchases will only be very occasional.

Dyson has raced to the top of the list with 44,466 searches for longtail keywords. That’s more than 15 times the amount from the last quarter! Vax is outperforming Miele for the total appearances in the top three and four positions.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) forecast to hit over 42 million users by 2022, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019For vacuum cleaner brands, Facebook advertising is an opportunity to improve visibility around flash sales, increase awareness of new products, or potentially promote content from their organic channels.

We’ve included samples of Tineco’s Facebook ads. This vacuum cleaner brand uses vertical errors to appeal to mobile users (an excellent approach) and adopts a conversational approach with an emoji. Its use of questions can help to increase engagement rates and lure in Facebook scrollers.

Vacuum - Facebook Tineco

 Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content that achieves traffic over a long period of time. The cleaning and homecare niche is evergrowing on social media, and vacuum cleaner brands should keep tabs on emerging trends that they can use to show their products in a lifestyle setting.

Dyson saw the most total engagements, which isn’t surprising given that it has the largest Facebook page nearly double that of the second largest Facebook page.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. For up-scale versions of essentials like vacuum cleaners, brands will want to ensure their site is accessible to absolutely everyone, as no one should be excluded from having a clean home!


To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi.

Photo by No Revisions on Unsplash

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