Dreams 2023 | Salience

Having established Dreams at the top of the market for beds and mattresses since 2013, we recognised the need to apply ingenuity to our SEO campaign and continue growth rather than relying on pre-built success.

Services Content, SEO

Industry Retail

Vision // Goals

Vision: To grow and expand opportunity areas with the ultimate goal of remaining top of the market through the following goals:

Raise traffic to blog content above 80,000+ users a week/2 million+ a year
Increasing traffic to high-intent PLPs via long-tail keywords: +20% clicks
Increasing visibility on high volume bed frame terms: 57% to 70+%
Increasing traffic to key storage bed landing pages by 10%

We focused on traffic and visibility as we are aware of the economic impacts on revenue. We decided with the client that maximum traffic and visibility are key to escaping this period in a strong position when purchasing intent returns.

Creative approach to ensuring traffic through featured snippets:

Increase traffic to high-intent areas via long-tail keywords: 100k+ clicks

We identified this space as snippet-heavy, ensuring a quick ROI; articles wouldn’t need to target traditional P1 spots. Getting to page 1 and taking the snippet would achieve the required traffic to achieve the goal.

The original project was a sleep encyclopaedia – it became apparent the focus was too broad and we decided to focus solely on dream meanings instead. With limited resources, we had to ensure we targeted the dream meanings with the highest chance of success.

With 350,000+ terms, we needed to analyse where to apply effort. A long-tail keyword audit identified an opportunity in bed-size terms: i.e., super king divan bed frame, single beds for adults. We targeted these through on-page optimisations and varying internal link anchor texts. We provided technical SEO audits for the holistic improvement of broad long-tail keywords. This played a part in site-wide improvements seen on long-tail.

Additionally, most keywords needed search results to present a 5-product preview on the SERPs to boost CTR.

To achieve this, we identified the need to:

• Ensure product images are visible without JavaScript
• Coding to serve one image per device used
• Automatically resize images by the device (image saved for repeat visits)
• We had to convince the client that low-volume terms would result in large gains. Difficult as they advocated for a defensive focus on head terms as opposed to lower volume en-masse.

Given this campaigns multi award status. The results we’re more than stellar. Where we could have been defensive, focusing on high-performing areas to remain at the top of the market.

To achieve the same goal, we pulled apart site performance to find niche areas to continue growth. Numerous risks were involved and trust between the agency and the client was key with expected drops during implementation. With the then economic climate, we need to dominate the market at the top level but also improve performance on high-intent, longer-tail keywords. Our approach to numerous areas of the site, over a specific quarter, presents our ability to impact quick change in a channel deemed one which requires wait times before success.