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Popular glazing search terms dip to Xmas period levels but are showing signs of recovery

There is no question that the UK Glazing and Home Improvement sector, as with many markets, has seen a decline during March. With many companies electing to close showrooms and factories to help with social distancing we have consulted Google to understand what impact the lockdown has had on consumer interest.

The graphs below are taken from Google Trends analysis over the last 5 years. Using search volume and online visibility data we have selected industry-leading keywords that have proven high search volumes over the last 5 years as an indicator of how interest in the market has been affected and started to bounce back.

Analysing search interest over the last 5 years provides some interesting results. We can see that the popularity of the search terms illustrated below drop off around the annual Xmas break and that a similar drop off has occurred in March around the time of the COVID-19 lockdown announcement on the 23rd March. What is promising to see though is there are signs of a recovery with popularity increasing back end of March/beginning of April.

The red dots in the graphs below indicate the Xmas break period in-between Xmas and New Year and the orange dots indicate when the COVID-19 lockdown was announced on the 23rd March.

Search Interest for “uPVC Windows” over the last 5 years

UPVC Windows Google  Searches over the last 5 years

Search Interest for “Timber Windows” over the last 5 years

Search interest in "Timber Windows" past 5 years

Search Interest for “Aluminium Windows” over the last 5 years

Aluminium Windows Search Interest UK 5 years

Search Interest for “Sash Windows” over the last 5 years

"Sash Window" search interest last 5

Search Interest for “Composite Doors” over the last 5 years

Indications of a slower recovery for composite doors.
"Composite doors" search interest

Search Interest for “Patio Doors” over the last 5 years

Patio Door search popularity last 5 yrs

Search Interest for “Conservatory” searches over the last 5 years

Conservatory search interest over 5 years

What about “Double Glazing” and “Double Glazed Windows” searches

Search volumes for “Double Glazing” and “Double Glazed Windows” are historically high and ones to watch. Looking at data from Google Trends both are showing signs of recovery as well in recent days.

Search interest for “Home Extensions” over the past 12 months

It’s interesting to note that the popularity of the search for “Home Extensions” has hit the highest interest levels around the COVID-19 lockdown announcement. This also matches similar interest levels over the Xmas break period helping to illustrate consumer interest in larger home improvements. Hopefully all in all some positive data in an otherwise challenging time for home improvement companies.

The team at Purplex will be closely monitoring search trends over the coming weeks and trying to ascertain what impact a potential extension to the lockdown period will have. If you’d like to discuss how you can capitalise on relevant search terms for your home improvement company, please contact us for a free consultation.

Note: Stats are based on UK data. Source: Google Trends.

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    Purplex Marketing is a full-service marketing agency serving the construction, building products, property and home improvement industries. Launched in 2004, Purplex began as a strategic consultancy, and has grown to offer traditional and web integrated marketing services.

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