Victorian Plumbing is still the most organically visible site in the UK for bathroom retailers across Google, according to insights from Evolved Search.

It means the combined coverage of search keywords and the likely traffic they would drive was greater than any other player in the sector.

The online retailer overtook Bathstore in January 2018, which is now in fifth place, and is followed by Victoria Plum, Plumbworld and Drench.

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Both plumbworld.co.uk and drench.co.uk have seen their sites double organic visibility, Evolved Search reported.

According to the search marketing agency, it estimates the equivalent cost of the traffic through Google Ads would be £4.1million a month.

It found Victorian Plumbing had top rankings for generic keywords like “toilet” or “bath” which accounted for 10-15% of the value, while keywords for Victorian Plumbing was 20-25% of the value.

The remainder of the value was for a spread of ranking for more than 70,000 more specific keywords.

Evolved Search pointed out Victorian Plumbing has succeeded for search terms thanks to a clean, logical structure which made for a “search-engine-crawler-friendly” experience.

It also stated from a user experience, it boasts well-executed navigation with a clear, intuitive hierarchy with product pages supported by guides and how-to information.

In 2020, Victorian Plumbing announced a record turnover of £151million, with profit of £10.1million.

The online retailer cited a growth in brand awareness as a key factor in its success, helped in part by an above-the-line advertising campaign featuring Laurence Llewellyn Bowen.