Ruggable takes more organic clicks than any other business in the UK rug market, but isn’t winning in any of the individual categories we’ve analysed.
We pulled the organic click share data behind the UK rug market to see how that’s possible:
The overall lead is thin to begin with
No brand holds more than 8% of total click share in this market, the flattest leaderboard we’ve measured.
Ruggable’s lead at the top is built on being consistently strong everywhere, not dominant anywhere.
Four categories, four different leaders
Land Of Rugs leads Room & Application, the biggest category in the market by volume, and Sizes & Shapes. Rugs Direct leads Style & Design. And Benuta leads Material & Construction.
Ruggable are second in two of the four, and further back in the others. Something we haven’t seen in any of the markets we’ve looked at so far.
The biggest gap is in materials
Materials & Types is where Ruggable is weakest relative to the rest of the market. It’s also where the movement is most dramatic, with Natural Rug Company, a niche natural-fibre specialist, climbing from a modest position in the overall market into second place in this category.
What this means for challengers
A fragmented leader is a beatable leader. You don’t need to beat Ruggable across the whole market, you need to focus in one category where you can dominate.
How we built this
We built a tool that models the commercial organic click market using Google’s keyword infrastructure, live search data and industry benchmarks. Click Share, not ranking position, is what we measure, weighted by visibility, realistic click-through potential, and the SERP features that intercept clicks before a shopper reaches a listing.
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