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This is where you get your problem fixed. Save your team 12 months of guesswork.
This is where you get your problem fixed. Save your team 12 months of guesswork.
Seasonal Trends
Visibility Vs Authority
Link Acquisition
Content Performance
The UK’s No.1 Bed & Mattress Report.
Used by +9,000 marketers to benchmark performance, spot trends, and guide their SEO strategy.
Featured in:
10 minutes
Reading time
100+
Brands Ranked
Updated February 2025
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, , Head of Organic, Sonia Morrison
"The report it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
It’s one thing to sell a beautiful bed or mattress. It’s another thing to get seen online in a competitive market. It’s a world of complex numbers, search rankings, and brand visibility.
That’s what this report is about. We’ve gone through the data to see who is truly connecting with customers online and who might be getting lost in the noise. Think of it as a map of the current landscape, showing you where the opportunities are, who’s leading the pack, and which areas might need a bit of a rethink.
Want the full picture? Download the complete 69-page report, and we’ll send it straight over. It’s free. But for a closer look at the key findings, keep reading.
| Rank | Brand | Traffic Score (Jan ’25) | YoY ∆ |
| 1 | The Cotswold Company | 325,218 | +33 % |
| 2 | Silentnight | 203,815 | +28 % |
| 3 | Emma Sleep | 136,579 | +35 % |
| 4 | Mattressman | 108,833 | +79 % |
| 5 | Premier Inn Bed | 34,265 | +655 % |
These five have cracked search intent at every stage of the funnel. The stand‑out is Premier Inn’s e‑commerce spin‑off: a 655 % leap shows what happens when you pair a household name with targeted content.
A slipstream of Google updates has punished thin category pages and slow load times. Each site has Core Web Vitals warnings or bloated JavaScript issues that Dreams fixed years ago.
| Brand | Review Score | Review Volume |
| Dreams | 4.8 | 93,084 |
| Mattress Online | 4.8 | 65,551 |
| Mattressman | 4.8 | 57,220 |
| Bensons For Beds | 4.6 | 300,000+ |
| The Cotswold Company | 4.6 | 24,615 |
Why listen to us?
Dreams dominates the UK bed and mattress industry as the leading specialist retailer. They came to us over 10 years ago, needing to establish and maintain online market leadership in an increasingly crowded space. Through our obsessive focus on topical authority over traffic volume, precision internal linking, and relentless optimisation, we’ve helped them sustain their position as the go-to destination for all thing sleep. Click here to read the full case study.
| Rank | Brand | Monthly Brand Searches | Owned Social Score |
| 1 | The Cotswold Company | 90,500 | 770 |
| 2 | Dusk | 90,500 | 678 |
| 3 | Dreams | 246,000 | 212 |
| 4 | Bensons For Beds | 135,000 | 145 |
| 5 | Graham & Green | 40,500 | 477 |
Search volume is only half the story. Tempur posts just 9,900 brand searches yet converts that niche demand into an eye‑watering 849 social score – proof that premium positioning drives engagement.
Page‑speed leaderboard
Fast sites win wallets and rankings. The sector’s quickest, tempur.com, pairs lightning LCPs with stripped‑down assets.. Nine others join our sub‑2‑second club:
A one‑second delay still kills 7 % of conversions – speed is revenue.
Plotting Traffic Score against Domain Rating uncovers four quadrants:
Emerging products like “ottoman bed” and “bed shop” have leapt 35–40 % YoY. Meanwhile, generic head terms such as “mattresses” are sliding –7 %. Long‑tail searches around sizes (“double mattress” 43 k searches) and functionality (“high sleeper” 5.3 k) hold the Beds & Mattresses SEO opportunities for challenger brands.
High‑competition SERPs remain brutal. Ranking for “futon” (28 k searches, comp 28) demands heavyweight DR, while “Mattress Online and Simba Sleep effectively sew up mattress online” (3.6 k, comp 69).
Get the full list of both opportunity and high competition keywords our free Salience Beds & Mattresses Index.
“The beds & mattresses industry exposes the truth about digital marketing. Algorithms don’t buy products, humans do. While competitors chase the latest SEO hack or throw budgets at vanity metrics, the brands winning in 2025 understand what we’ve preached since day one: web experiences that connect with humans, not just search engines.
Our work with Dreams proves this philosophy works. Category leadership doesn’t come from gaming Google; it comes from genuinely helping people sleep better. When you create content that actually serves human needs, like the Sleep Matters Club, the algorithms follow naturally.
Premier Inn’s 655% leap, Emma Sleep’s consistent growth, Dreams’ sustained dominance. They’re not just ranking higher; they’re becoming indispensable to their customers. Meanwhile, the brands haemorrhaging visibility (Bed Factory Direct, Dormeo, Happy Beds) are still playing yesterday’s game of thin content, keyword stuffing and poor UX.
This isn’t about having the deepest pockets or the flashiest campaigns. It’s about crystal clarity on what moves the needle, commercial outcomes that hit your bottom line, and work that lasts beyond the next algorithm update. The fundamentals always win.”
Ready to stop chasing algorithms and start charming customers? Let’s build something that lasts.
If you want more content like this delivered daily? Connect with Michael or Sean on LinkedIn, where we share regular insights, practical tips, and industry analysis to help you stay ahead of the curve.
