Scaling Tile Warehouse through Connected Search
Tile Warehouse, part of the Topps Tiles Group, partnered with Honchō to establish its search presence in a highly competitive home improvement market. As a new brand entering a category dominated by major tile retailers, our strategy focused on capturing high-intent search demand and building organic visibility across the entire renovation journey.
Challenge
Tile Warehouse was launched as a new challenger brand within the UK tile market, competing against established retailers such as Tile Mountain, Walls & Floors and Tile Giant.
The objective was to build a scalable acquisition strategy through search and digital discovery channels, allowing Tile Warehouse to capture market share within the affordable tiles segment.
Key challenges included:
- Entering a highly competitive search landscape
- Limited organic visibility at launch
- The need to generate demand quickly through paid channels
- Internal priorities evolving during the early stages of the brand’s growth
Honchō was tasked with creating a strategy that could deliver early traction while laying the foundations for long-term organic growth.
Strategy
Rather than focusing purely on product keywords, we developed a discovery strategy designed to capture demand throughout the renovation journey.
The strategy focused on three key pillars:
Capturing high-intent product searches
Targeting commercially valuable long-tail keywords such as tile styles, accessories and outdoor tiles to generate early organic visibility.
Building authority through functional content
Developing content and tools that support customers during the research phase of renovation projects.
Supporting organic growth with paid discovery
Using paid search and shopping campaigns to generate demand while feeding insights back into the organic strategy.
Implementation
• Conducted in-depth keyword research to identify opportunities across product, category and informational searches
• Optimised category and product pages to target high-intent tile-related queries
• Developed functional content and tools designed to capture research-based searches
• Implemented paid search and shopping campaigns to drive early acquisition
• Analysed user behaviour and performance data to refine campaign targeting
• Introduced geographic targeting based on housing market data to identify high-probability renovation audiences
Results
Honchō helped establish the foundations of Tile Warehouse’s search visibility within a highly competitive retail category.
The strategy enabled the brand to:
- achieve page-one rankings for high-intent non-brand keywords
- build visibility across the renovation discovery journey
- generate revenue through both organic and paid channels
- create a scalable framework for long-term growth
- Contrary to the belief that SEO takes long, we were able to deliver page 1 rankings for competitive keywords like outdoor tiles, tile visualiser, square kitchen tiles and other high value keywords.
Interested in how we support brands in the Home & Garden sector? Explore our Home & Garden SEO and PPC services.
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