We launched the digital magazine Sleep Matters Club in 2015 to expand Dreams’ organic footprint into themes related to sleep.
By 2022, we had established Dreams as a leader in organic for sleep topics. In 2023, we wanted to to build on existing audiences and expand reach into new topics related to the core commercial offering of beds, sleep and mattresses.
One clear vision was set: Expand organic footprint into “Dream Meanings” to grow the organic audience, build new customer relationships and enhance authority through strong EEAT.
As editorial content has been consistently published to Dreams’ digital magazine Sleep Matters Club since 2015, there already existed several articles that covered Dream Meaning topics. This meant that an audit of existing content was required, as well as the production of new content based on an editorial plan for the Dream Meanings topic.
The clients vision is to expand organic footprint into “Dream Meanings” to grow the organic audience, build new customer relationships and enhance authority through.
Individuals intrigued by dream interpretation and symbolism, delving into dream meanings and the mysteries of the subconscious. At a more granular level:
Subgroups:
As editorial content has been consistently published to Dreams’ digital magazine Sleep Matters Club since 2015, there already existed several articles that covered Dream Meaning topics. This meant that an audit of existing content was required, as well as the production of new content based on an editorial plan for the Dream Meanings topic.
We meticulously addressed various aspects for both new and existing articles, ensuring comprehensive coverage:
Finally, a hub and spoke approach was taken to ensure that new articles were interlinked with and signposted to existing articles and vice versa. This allowed for an extensive ecosystem of content around legacy hub articles and new articles that focused on longer-tail topics.
Given the ambitious 6-month period, the velocity of article production was a challenge. To deliver, we created a template and editorial rules with Dreams’ marketing team to reduce edits and improve publishing frequency.
Fill in the simple form below and our expert SEO team will get back to you ASAP!
