Flooring & Fitting
Niche positioning, technical SEO, and a 50-topic content roadmap — an active ongoing campaign.
The client
Flooring & Fitting is a UK flooring and carpet fitting specialist. They came to TradesRank needing a website and a strategy to compete online without going head-to-head with the national brands that dominate broad search terms.
The challenge — competing with national directories
Broad flooring search terms are dominated by Carpetright, Wickes, Checkatrade, and similar national brands. An independent fitter cannot outrank them. The challenge was finding a strategy that could actually produce leads without years of domain authority building.
The niche positioning strategy
The insight: the searches that convert best for an independent fitter are fitting-specific, not 'buy flooring' queries. Customers who already have materials, or who specifically want a fitter not a retailer, search for very specific terms: 'carpet fitting Lewisham', 'LVT installation Greenwich', 'laminate floor fitting South London'.
By targeting these long-tail, fitting-specific keywords and focusing on the Google Map Pack for the local service area, we positioned Flooring & Fitting as the local expert for fitting work — a space where national directories have far less dominance.
What we built and delivered
- Full bespoke website designed and built from scratch
- Niche keyword strategy — fitting-only terms, local service area
- Google Business Profile setup and Map Pack targeting
- Schema markup for fitting services
- Technical SEO audit and implementation
- Core Web Vitals optimisation
- 50-topic content roadmap — a structured plan for ongoing blog content to build long-tail organic traffic
Results
Campaign is active and ongoing. The niche positioning and Map Pack strategy is building as the domain ages. Results will be documented as the campaign matures.
All results are observed actuals. We do not manufacture metrics.