The winners and losers of the office fittings sector

Following a staggering 36% increase in visibility over the past year, Calibre Furniture has moved to the top of the market, a new report has revealed.

The Office Fittings Insight Report, produced by Inside Online, ranks 48 of the leading websites within this market according to their online performance.

The study reveals the successes and shortcomings of each website, highlighting where there is room for improvement.

Other stand-out results from visibility include:

  • AJ Products (272%), Online Reality (130%) and Piranha (103%) recorded the most significant increases to move into top 10, the former from 16th to fifth spot

  • The majority (eight) of the top 10 saw a rise in their visibility year-on-year

  • Furniture-Work and Office Reality saw reductions in their previous year as BT Office and Chair Office both fell out of the top 10 with decreases in their visibility of over 50%

Office Furniture Online (OFO) leads the overall social chart, ranking in first place for brand searches per month but second in the owned social scores.

The top five social scorers:

  • OFO is the top performer with 9,900 monthly searches

  • Furniture-Work came second as Varidesk, BT Office and Hallways rounded out the top five for searches per month

  • Varidesk leads owned social scores with OFO, Want Don’t Want, Kit Out My Office and MSL Interiors making up the top five

The social score considers followers and engaged conversations on all major social platforms.

Hallways has a high brand search with 1,600; however, this hasn’t translated to its owned social score (0), which explains why it ranks 47th overall despite a top 10 search ranking.

BT Office (2,400) had a high brand search but recorded an owned score of two, while Furniture-Work recorded 5,400 against a score of six and Office Reality 1,000 against five. Equip4Work had a brand search score of 720 but owned social of 0, leading it to be ranked in 37th position, respectively, when its brand search would rank in 10th.

Links have always been an important ranking factor and can make all the difference to how far up a brand appears on Google. Consistently gaining new high-quality links can be great for business – however, high-link volumes without the quality could spell trouble ahead.

Key tops the list for links with the highest combined score, most going to products; however, it does have some going to specific category pages. This factor is likely due to the rich copy on the page linking through to desired products which are valued by Google for ranking. Key also links to a blog run by its group company, Manutan, but it exists on a different domain, meaning any links gained here will not benefit Key.

There are several sites with ‘high-quality, low-volume’ links; these include Kit-Out My Office, LOF Direct, GOF, Bisley Direct, Aston-James.

Conversely, there are also sites with ‘low-quality, high-volume’ links, such as Hunts Office, Piranha, Project X Office, Online Reality and MSL Interiors. Consistently gaining a high quantity of low-authority links highlights an urgent need to address off-site reputation.

Gemma Curtis, inbound content marketer, at Inside Online:

It’s been a fantastic year for this sector with eight of the top 10 making visibility gains.

Office Furniture Online’s use of PPC caught our eye, placing them at the top of the page in PLAs for the highest competition keyword, desks.

Understanding keywords in your sector can massively influence the effectiveness of your PPC campaigns alongside your SEO strategy.

Varidesk came in second place but had much more engaging, interesting social feeds.

Brands can improve their owned social scores by creating content that grabs users and invites engagement – polls, competitions and captions that ask users to comment and share can open up brands to new audiences and build social followings.