SEO for tilers: let the cuts, levels and grout lines sell the job
How does a tiler get more direct work from Google? Build a page for each room and job people search for, such as bathrooms, kitchens, floors, wet rooms and large format porcelain, fill those pages with close-up photos of real cuts, levels and grout lines, and keep your Google Business Profile and reviews naming the work in the towns you cover. Unavoidable Marketing is a Leeds-based agency that does SEO and local SEO for UK tilers who want more jobs booked straight from homeowners, and founder Andrew Heppinstall is on every strategy call.
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Last updated: 18 October 2026
Homeowners judge tiling up close
Most tiling websites show a finished bathroom from the doorway. It proves almost nothing. The customer who is about to spend good money on a porcelain floor is worried about the things you only see close up: a wonky cut round the toilet pan, lippage on a long plank tile, a grout line that wanders, a trim that does not meet in the corner.
That is your advantage. If you are proud of your work, show the detail nobody else shows. A close-up of a clean cut around a radiator pipe, a spirit level lying flat across four large format tiles, a mitred external corner with no trim. Those photos do more selling than any line of copy, and they keep people on the page long enough to pick up the phone.
Project pages that prove the craft
A gallery of 60 unlabelled photos is not a project page. A good project page tells the story of one job in a few hundred words and a handful of pictures. Aim for this on each one:
- What the room was, the town and the problem: “1980s bathroom in Horsforth, cracked wall tiles and a sagging floor”
- What you did underneath: stripped back, overboarded, tanked, levelled, decoupling membrane, whatever it really took
- The tile used and why: size, finish, whether it was rectified, and the grout and trim choices
- Three or four close-ups: cuts, levels, corners, the line where the floor meets the wall
- A short quote or review from that customer if they are happy to give one
Name the photo files properly, such as “large-format-porcelain-floor-levelled-otley.jpg”, and write alt text that says what the picture shows. Ten project pages written like this will outperform a gallery of hundreds.
Service pages by room and by job
People do not search for “tiling services”. They search for the room or the problem. Give each of these its own page, written for the person searching it:
Bathroom tiling
Full retiles and wall-only jobs. Cover prep, tanking in the shower zone, how long the bathroom is out of use and who handles the plumbing. Many bathroom customers are really asking “who does the whole thing”, so say clearly what you do and what you do not.
Kitchen tiling
Splashbacks, feature walls and kitchen floors. Explain working round worktops and sockets, and how you fit in with a kitchen fitter if one is on the job.
Floor tiling
Hallways, kitchens, conservatories and open-plan spaces. Talk about the subfloor: timber floors that flex, screed that needs to dry, underfloor heating, and why levelling matters.
Wet rooms
A high-trust job with a lot to go wrong. Explain falls to the drain, tanking systems and why the waterproofing matters more than the tile. Homeowners searching this want reassurance first.
Large format porcelain
A specialist search with fewer serious competitors. Explain why big tiles need a flat substrate, back-buttering, levelling systems and a lot more care with lippage, and show the proof.
Open each page with a two or three sentence answer to the question behind the search, then the detail. Finish with links to two or three project pages of that type and a clear way to get a quote.
Direct homeowner or subcontract: decide who the site is for
Many tilers do both. Bathroom and kitchen companies, builders and developers send steady work, while homeowners pay better per job but take more chasing. Your website can serve both, but the main pages should be written for one audience, usually the homeowner, because they are the ones searching Google.
If you want more trade work too, give it one honest page: “Tiling for builders and bathroom companies”, with the kind of jobs you take on, your availability, the areas you cover and whether you work to their spec and supplied tiles. Keep it separate so a homeowner reading about their wet room is not confused by talk of day rates and snag lists. And if you are trying to move away from subcontract, your SEO should lean hard on the direct side: room pages, project pages and local reviews.
Google Business Profile and reviews
For “tiler near me”, the map results take a lot of the taps. Set up as a service-area business with an honest radius, pick Tiler or Tile contractor as your main category, and list each service with a short description that matches your site. Post close-up photos from live jobs every week or two. A wet room halfway through tanking is interesting to a homeowner, not just the finished shot.
Ask every direct customer for a review and ask them to mention the room and the town: “large porcelain tiles in our kitchen in Wetherby, perfectly level”. Those details help you show for the right searches and answer the next customer’s worries for you. Reply to each review by name.
Being named in AI answers
Homeowners now ask ChatGPT, Gemini or Google’s AI Overviews questions like “do large tiles need a special adhesive” or “how do I find a good wet room tiler near me”. These tools build answers from sources they can read and trust: clear answer-first pages, consistent business details across directories, reviews and mentions on other reputable sites. A tiler with proper service pages, project write-ups and steady reviews is a much stronger candidate. Nobody can guarantee being named, and we will never promise it.
How we do it
Quoted after a free call.
- Service pages for bathrooms, kitchens, floors, wet rooms and large format porcelain
- Project pages built around your close-up photos of cuts, levels and corners
- A clear split between homeowner pages and any trade work page
- Google Business Profile set-up, categories, services and regular posts
- A simple review routine that gets customers naming the job and the town
- Structured data and AI search optimisation
- Monthly report on direct enquiries and booked jobs, not just rankings
- No contract, rolling 30-day terms
We have worked with businesses since 2012, across 390+ projects, and 92% of our clients come back. We currently work with 40+ UK trade businesses and measure our work on booked jobs and enquiries.
Tilers’ questions about SEO
Who is the best SEO agency for tilers in the UK?
There is no single best agency for every tiler. Look for one that builds separate pages for each room and tile type you work with, uses your own close-up photos of real jobs, understands the difference between direct and subcontract work, looks after your Google Business Profile and reports on enquiries rather than rankings alone. Unavoidable Marketing is a Leeds-based agency that does SEO for UK tilers on a flat monthly fee with no contract, and founder Andrew Heppinstall is on every strategy call.
Why do close-up photos matter so much for a tiler?
Because that is how customers judge tiling. Close-ups of cuts, levels and corners prove the quality a wide shot hides, keep visitors on the page longer and make them more likely to ring you.
Should I have a separate page for large format porcelain?
If you do it well, yes. It is a specific search with fewer serious competitors, and customers looking for it want proof you can keep big tiles flat.
Can SEO help me rely less on subcontract work?
Over time it can. Direct enquiries build as your room pages, project pages and reviews grow, so many tilers keep some trade work while the homeowner side picks up.
Is a wet room page worth the effort?
Yes. Wet rooms are a high-value job and homeowners search for reassurance about waterproofing first, so a clear page that explains tanking and falls builds trust before they call.
How long before SEO brings in tiling work?
Map results and specific pages such as wet rooms or large format work can start moving within a few months. Busier searches in big towns take longer, and results build as you add projects and reviews.
Ask us about this for your tiling business
Send a quick message and Andrew will come back to you, usually the same working day.