SEO case study

Our brief

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 results

organic traffic
SEO visibility
'memory foam mattress' ranking

We have retained Dormeo as a client since April 2017, not only because we’ve delivered return on investment through improved organic visibility, but also because of our transparent way of working. Their most important keyword, ‘memory foam mattresses’, has established and maintained strong rankings.

Our approach

Implement complementary technical, content and outreach strategies to help establish Dormeo as the authority on all things sleep. As with every client, we would provide real-time activity updates via our project management system and honest monthly reports covering all KPIs.

Improve crawl efficiency by optimising the XML sitemap and robots.txt, resolving redirecting and broken inlinks, and implementing pagination and canonical tags. We also moved the full site to HTTPS to improve trustworthiness.


Optimise category pages to ensure efficient keyword targeting and resolve duplicate content issues. Publish blog posts and long-form sleep guides to increase site authority and contextual relevancy while attracting new audiences.


Build links by pitching staff credentials to relevant, high-quality sites and providing commentary or editorials, focussing on the topic of memory foam mattresses wherever natural to establish expertise in this focus commercial area.

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.

Jim Fulford, Ecommerce Manager at Dormeo

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