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We’ve produced a 2018 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?
Dreams remains the market leader for visibility despite a 13% drop year on year.
Bensons for Beds have had a very successful year, increasing their visibility by 37% and putting them safely in 2nd position.
Dropping to 3rd place after a 20% decrease in visibility is Silentnight with a score that puts them below the 10K mark.
Elsewhere in the top 10, there have been mostly losses:
Bed Factory Direct has stagnated.
However, there have been some great wins, too. Time4Sleep has gained their spot in the top five after a 61% increase in visibility.
Mattress Online also saw a huge improvement of 73%.
It must be said that after the top two retailers, visibility drops quite dramatically.
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.
For the term ‘beds’, Silent Night, Bensons for Beds, Dreams and Time4Sleep are all ranking on page 1.
Dreams are ranking twice, however – once with their beds’ category page and once with their homepage. They also have an ad on the page meaning they appear three times with tailored title tags and meta descriptions.
HappyBeds is ranking within the top five for the top opportunity keyword ‘bunk beds’. Despite bunk beds traditionally being associated with children, their title tag and meta description cleverly highlights that they also sell styles suitable for adults. So, any adults needing a bunk bed would be more inclined to click through.
Room To Grow is optimising well for the opportunity terms that stand out in their niche. They’re ranking on page 1 for terms ‘childrens beds’ and ‘bunk beds for kids’. Their meta descriptions answer lots of questions about styles, shapes and recommended ages.
It’s important to check that the right page is ranking for the right term to ensure the best customer journey.
If your potential customer is searching for ‘king size mattress’, there’s a clear knowledge of the product they want. Yet Dreams, Bensons for Beds and Silentnight are all ranking with their mattress category page rather than their king size mattress page.
While Mattress Online, Mattressman and Mattress World are all ranking with their king size mattress pages. This takes the customer exactly where they want to be with a minimal number of clicks.
It’s also important to look at the intent behind the search terms.
The phrase ‘double bed size’ rings alarms that customers will benefit from content that informs them about bed sizes and how it’ll fit in their room.
Both Bensons for Beds and Dreams have fantastic resource sections which outline all the things to consider when choosing your bed size. It’s this kind of content that turns your earned audience into an owned one.
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.
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 last year 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. If Van Winkle’s had existed within Casper’s main site, who knows what SEO benefits they could have reaped from it.
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.
We hate to blow our own trumpet, but we created it!
We produced a series of articles covering sleep problems, bedroom design, sleep tech, children and health & fitness. We also create infographics, some of which have gained over 50 unique links.
Our work with dreams helped them to become the leading UK bed specialist. The Sleep Matters Club now has a significant readership and ranks for a wide variety of sleep-related terms.
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.
Bensons for Beds is also performing well for links. Although they come high in terms of their link activity, none of it seems to be generated from their content campaigns.
They did have a sleep initiative called The Sleep School which was produced in connection with sleep specialist Dr Guy Meadows. Yet this hasn’t been maintained since 2016.
The blog is quite difficult to navigate and does not have categories to browse or a specific page for its posts. With a simpler format, regular content and improved outreach strategy, they could see the links increase.
Natural Bed Company appears in the low quality, high volume category for links. They have both an inspiration section and a blog, but most of their links are going to product images instead.
They are around the middle of the pack in terms of visibility, so outreaching their content, ensuring it is optimised, even introducing influencers to get some strong links behind content could really pull them up towards the top.
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.
Casper is topping the social charts and has a very distinct style to their posts.
Their brand aesthetic runs through everything from promotional photos and articles to quote pictures. They get a lot of engagement on their posts and encourage people to share their moments on Instagram with the hashtag #casperandme.
Casper is hugely popular in the US but still have a long way to go in the UK in terms of visibility. Their popularity on social media will surely help them around this hurdle for now.
Eve Sleep is 2nd in the social charts with their impressive combined number of brand searches and owned social score.
They are similar to Casper in that 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 new staff members, their posts give the public a great sense of their brand values.
Their sleep poll last year landed them in the Daily Mail, gaining 205 shares and giving them coverage in one of the UK’s most popular newspapers.
Bensons for Beds is next in the list, with the highest number of brand searches per month. Their owned social score is extremely low in comparison.
Their Facebook feed is mostly filled with shoppable product pictures giving style inspiration. But they have also recently released a sleep survey which, if outreached well, could gain them some great links.
They could work on varying the content they post through their platforms to engage users in different ways. If they re-implemented a content strategy, this would be the perfect way to promote their articles, too.
This is what Dreams do, using National days and relevant occasions to highlight their content from the Sleep Matters Club.
They also have shoppable product images and regularly post competitions, inviting users to engage and share their posts. By encouraging users to share content, it opens your brand to new audiences.
Want to know more about this sector or any of our data? Download the report below or speak to us.