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We’ve produced a 2019 Bed and Mattress Market Performance Report.
The report is designed to help leaders in this industry to understand their digital market better and easily compare their performance to that of their competitors across certain key areas.
Looking at the best performing websites in the Bed and Mattress market, we’ve analysed their year on year results across nine performance metrics. They have been scored in a qualitative way in areas such as SEO Visibility, Brand Reach and Link Authority.
If you’re wondering why you can’t see your brand name, it might be because we only feature the best-performing brands in the sector in our reports. That’s not to say we don’t have your data, though. We source data across the whole board, so you only need to ask, and we’ll send through our findings on your company.
Our analysis of this market doesn’t just stop at the data shown in our report. We’ve worked with some of the biggest names in this sector, so we already have background knowledge of this market. However, alongside this report we’ve done our own research to find out why the frontrunners are in the position they’re in and what they did to get there.
The following post will highlight the best of the market so you can see how they got to the top. Read it alongside the report.
Improving organic visibility is usually at the top of the list when it comes to SEO goals. That’s because improving your visibility can positively impact your conversions, sales and revenue. But which Bed & Mattress retailers managed to succeed this year?
Overall, it’s been a fruitful year for the top 10, with most gaining wins in organic visibility.
Dreams remains the market leader and had a 3% increase in visibility year on year. They are racing ahead with more than double the visibility of anyone else.
Bensons For Beds is next up having lost 12% of their visibility year on year.
Coming in third is Happy Beds who has had a fantastic year, more than doubling their visibility with a 115% increase.
It’s also been a great year for Bed Factory Direct who increased their visibility by 97%.
Making up the top five is Silentnight who lost 12% of visibility year on year.
The rest of the top ten have also been working hard on their SEO strategies:
There is a significant drop in visibility after the first two retailers.
For this section, consult the top competition and opportunity keyword tables in the report.
The keywords in this chart are all ones that retailers will want to rank for, but it’s useful to know which ones are more competitive than others.
This is also a competitive landscape, with bed and mattress specialists having to compete with department stores, home stores and even supermarkets.
Dreams is ranking in position 1 for the highest competition keyword ‘double bed’.
They also have a paid ad for this term, meaning they appear twice above the fold and taking up some great real estate on the page.
They are ranking in position 1 for a lot of the mattress terms including mattress, memory foam mattress, gel mattress, mattress size and double mattress size.
Well done to Kids Funtime Beds who is ranking in position 1 and 2 for the term ‘bunk beds with stairs’.
Despite not even making the top 40 for visibility, they’ve grabbed these top positions which is a huge win!
One of the best ways to increase click-throughs in this sector is by getting into featured snippets for those consideration-led searches.
Bedtime Superstores has managed to bag a featured snippet for the term ‘double mattress size’ with their page on UK standard bed sizes and dimensions.
The page is simple, concise and provides all the bed sizes at a quick glance.
This is the perfect kind of content for a featured snippet which answers the question or query straight away.
Dreams has also landed a featured snippet for the term ‘storage bed’.
While this may not be considered a consideration term at first sight, there are clearly a few questions surrounding it.
The snippet in this case has pulled information from the enhanced copy at the bottom of the page, explaining what a storage bed is and how it can be used.
Read more about How To Find & Acquire Featured Snippets in our guide – this includes information on why you should be chasing after them.
Gaining high-quality links not only improves your link profile but also gets your brand name out there in popular publications.
Casper is frontrunning the links race, gaining the highest average number of links of a high quality.
They get plenty of links to their products, but the ones we’re most interested in are the links going to their content.
Casper has a blog which gains ample links. They produce articles covering everything from hangover cures to brand news and are gaining links from sites with high domain authorities such as Apartment Therapy and Business Insider.
However, this blog sits on a subdomain rather than a subfolder meaning any links gained will lose valuable equity.
Casper also had a successful digital magazine called Van Winkle’s. The publication stopped releasing new material in 2017 as they felt they’d ‘covered sleep exhaustively’. The articles on this site gained a lot of links from high-quality sites but it existed on its own domain meaning none of these was attributed to Casper.
They now have a new magazine called Woolly which is also situated on a separate domain, linked to from Casper’s footer.
If Van Winkle’s had existed within Casper’s main site, who knows what SEO benefits they could have reaped from it. They could also be taking more advantage of the links gained through Woolly by putting this as a subdomain on Casper.
Time4Sleep is next in the list, but most of their links are going to the homepage.
They do have advice articles which are gaining some links, but these are mostly from bloggers or sites with medium domain ratings.
Dreams is closely following in 2nd place. This is largely attributed to the creation of their digital magazine, Sleep Matters Club which regularly gains links from top-tier publications such as Business Insider, Huffington Post, Good Housekeeping, Marie Claire and Grazia.
Their articles cover everything from sleep problems, bedroom design, sleep tech and children to health & fitness. Some of their infographics have gained over 50 unique backlinks.
Unlike Van Winkle’s, all of the value from the links gained on the SMC has benefitted Dreams’ site and has undeniably influenced their position in the market today.
Read more about Dreams’ content strategy in their client story.
Like links, social media is a fantastic way of getting your name out there. Through social media platforms, you can show off your personality and provide valuable help to customers.
Eve Sleep is topping the social charts with an impressive combined number of brand searches and owned social score.
They have a strong brand identity which filters through all aspects of their social media. From their quirky cover photo to their regular updates on company statistics, their posts give the public a great sense of their brand values.
They repost images from their Instagram followers highlighting places which have their signature yellow colour with the hashtag #eveyellow. This is a fantastic way to build a brand identity and helps customers associate this shade of yellow with Eve Sleep.
Casper has the highest owned social score which is likely due to the fact that they are an international brand.
They are particularly active on Instagram which suits their posts and aesthetic perfectly.
Here are some things we love about their social media accounts:
They could improve their engagement by including hashtags and tagging customers in reposted images.
Casper is hugely popular in the US but still have a long way to go in the UK in terms of visibility. However, since we last ran the report, they have increased their UK visibility by 165%. Their popularity on social media has likely helped them around this hurdle and worked to bring their visibility up in the process.
Want to know more about this sector or any of our data? Download the report below or speak to us.