Mattress specialists Dormeo wanted to work with an SEO agency that could provide transparency throughout their campaign, honestly reporting on the work done and results achieved. There was one keyword that they were particularly interested in improving organic rankings for: ‘memory foam mattresses’.
Our complementary technical, content, and outreach strategies helped to establish Dormeo as the authority on all things sleep. The campaign got off to a flying start and, in just the first year, we grew organic traffic by 238.14% and organic revenue by 249.24%. Since work began in 2017, the site’s rankings have continued to remain strong, and both organic traffic and revenue have grown year on year, building on our initial success.
Over the course of the campaign, we doubled the number of keywords the site was ranking for with a 279% increase in total front-page keywords. This included reaching the front page for their most important keyword, ‘memory foam mattresses’. As a result, organic visibility increased by 328%.
Our solution
Technical SEO
Our first step was to conduct a technical SEO audit to ensure that the site was in good enough shape to reap all the benefits of our work. The team began by optimising the XML sitemap and robots.txt to improve crawl efficiency, resolving or redirecting broken inlinks, and implementing pagination and canonical tags. We also moved the full site to HTTPS to improve trustworthiness. Our technical work stood us in good stead to proceed with the rest of our campaign.
As our content and outreach work progressed, our Tech team were able to set up a weekly crawl of the website, delivering the results to our client in a custom report. This allowed us to gain a week-by-week insight into how the site was performing, so we could flag any issues with the developer and get them sorted as soon as possible.
Content
While key technical issues were being resolved on the site, our Content team worked on optimising category pages to ensure efficient keyword targeting for key commercial phrases, including the brand’s superstar term ‘memory foam mattresses’. Our optimisation work also helped to resolve duplicate content issues and boost rankings across all pages.
Alongside content optimisation, our team wrote regular blog posts offering sleep tips, as well as long-form sleep guides to increase site authority and contextual relevancy. Our evergreen content helped to attract new audiences at the top of the sales funnel, as well as improve user experience by offering valuable advice to help customers choose the right mattress for them.
Outreach
Our expert Outreach team worked to build Dormeo’s authority in the sleep sector with their targeted approach to link building. The team were able to utilise the expertise of Dormeo’s sleep experts by pitching staff credentials to relevant, high-quality sites like the Independent and The Telegraph and providing commentary and editorials. By focussing on the topic of memory foam mattresses wherever natural, the team were able to establish expertise in this focus commercial area. As a result, the site’s domain authority score grew by 21.
Glass Digital oversaw the successful migration of our ecommerce site from Magento 1 to Magento 2 from an SEO perspective. Internally we had a lot of pressure to maintain our organic rankings, particularly on high traffic hero terms, during the migration. Our new site not only maintained these rankings, but we have seen sustained improvements since launch. The Glass team were integral to the success with recommendations and audits both pre and post launch playing a significant part in the migration, despite tight deadlines.
