UK Bed Retailer Dreams
For many the bed retailer, “Dreams” (www.dreams.co.uk) is an online and traditional bricks and mortar retailer that sells quality mattresses. Had the SEO agency just relied on reverse engineering another successful bed website, at best they may have achieved similar Google rankings for certain mattress search terms. But they exceeded that, helping taking the Brand Dreams to the number one bed retailer in the UK.
So here is the
So the strategy is based on the understanding that what the mattress and bed retailer really sold was a good nights sleep, this opened up so many other linking and authority partnerships and a huge increase in visibility. Their overall business objective was to become the “Owners Of Sleep”.
Salience looked extensively at keyword research based on sleep and mattress buying decisions, then created 50,000 words of page copy using semantics to enhance its authority. The bed retailer’s website plan was then focussed on customer profiles, in better words what demographics are looking for what bed etc?
An Authority On A Good Nights Sleep
So many people are searching for advice on how to sleep better and good mental health in general. The reality is that doctors and scientists are prepared to link and use this material. Magazines and newspapers doing heir own health articles on sleep, would then link to the website creating natural authority and gaining trust from it’s readers. There are also connections with famous athletes and sports people needing recovery time, so Dreams also connected with Team GB for the Olympics with sponsorship.
There was also a real focus on local SEO, so that local stores could be found easily, as well as PPC marketing. GMB pages helped with the location of the nearest bricks and mortar store. As well as selling matresses online, there was a second objective to send customers to their stores to their unique SleepMatch machines, matching customer needs to the correct mattress.
If you were to try searching for most bed and mattress related search terms, in most cases Dreams will be there near the top of the rankings. Salience claim there was a 781% increase in organic traffic from previous. Clearly there has been a financial reward for that internet marketing strategy both online and from driving customers to their physical stores.