The Q3 2025 benchmarking report for UK vacuum cleaner brands has just been published. Learn how the top 12 UK vacuum brands perform across the digital space.
The latest Q3 2025 benchmarking report for UK vacuum cleaner brands has just been published. It covers the largest 12vacuum cleaner brands trading in the UK, including Dyson, Hoover, SharkNinja, Miele, iRobot, Vax, BISSELL Homecare, Tineco, Gtech, Henry, Numatic International, and SEBO (UK) Ltd. - it highlights year-on-year digital performance, plus winner and loser comparisons in 20+ online performance metrics.
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 Q3 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
Q3 2025 Winners Summary
For a glance into just 6 of the metrics we evaluated these top 12 vacuum cleaner brands on, check out our quick-look table below;
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.
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.
Pay-Per-Click Marketing
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q3 2025, the average monthly budget wastage across these UK vacuum cleaner brands was £13,107, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £17 . This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Gtech reported the lowest monthly cost-per-click (CPC) at £2, and SEBO (UK) Ltd has the highest at £94.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Tineco has the lowest estimate monthly ad spend at £217, and Dyson has the highest at £595,000.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
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.
In our previous audit, SharkNinja received the most 404 errors (533). This quarter, SharkNinja has further increased their 404 errors to 1,610, and they remain the brand to watch. This brand should check for spelling errors in their URLs and/or implement 303 redirects so their audience is guided to another link on broken pages.
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 our previous audit, both Tineco and SEBO (UK) Ltd flagged the slowest mobile site speed (22). This quarter, Tineco has increased their site speed to 35, and SEBO (UK) has increased their score to 31. The mobile site speed this quarter ranged between 52 and 8, with Gtech reporting the slowest speed. This vacuum cleaner brand should ensure they’re using a mobile-friendly website theme to increase download speeds.
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 score this quarter ranged between 74 and 38, and BISSELL Homecare reported the lowest DA. This vacuum cleaner brand should ensure that the content they post to their website offers value to their audience, as this will encourage other websites to backlink to them as well as strengthening their relationship with their customer base.
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.
Seven brands reported a decrease in organic traffic on desktop, with Tineco seeing the biggest loss (-84%). On mobile, 10 brands reported a decrease, with Tineco seeing the biggest loss here, too (-77%). All vacuum cleaner brands should check their website is optimised for mobile, as this is where they saw the biggest decrease in organic traffic overall.
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.
SharkNinja continued to secure the most Universal Search appearances overall (9,076) — a reduction from 20,151 in our previous audit. The brand to watch is Tineco, which reported a total of 5 Universal Search appearances. This vacuum cleaner brand should check they’ve included alt attributes for all images for a quick and easy way to boost their overall result.
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.
SharkNinja remains at the top of the scoreboard, reporting 3,501 longtail keyword appearances for position 3 and 4,809 appearances for positions 4–10. On the other hand, Tineco reported the fewest longtail keyword appearances for position 3 (3) and positions 4–10 (3). This vacuum cleaner brand should regularly use a keyword tool to monitor which longtail keywords are best to use based on their target audience’s search terms.
Facebook Adverts
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, 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 2019. For 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 screenshots of Gtech’s sponsored Facebook posts. This UK vacuum cleaner brand should aim for ways to make their text easier to digest, as social media users are quickly scanning their feed, such as using bullet points.
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.
iRobot secured the most Facebook Likes (1.6m), and Tineco secured the most Instagram followers (271,100). Facebook was the top social media platform, and SharkNinja received the highest total engagement rate (13,591).
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!
In our previous audit, Henry reported the highest number of accessibility alerts (141). This quarter, Henry has slightly increased these alerts to 143, and they remain the brand at the bottom of the leaderboard. These alerts can exclude some users with a disability, so it’s important that brands follow a strategy to eliminate these alerts.
GET THE FULL 70-PAGE Q3 2025 REPORT
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 Rory Tarplee.